Inventor as an asset of employer branding

La valorisation de l’inventeur au service de la marque employeur

Christine Leboulanger () and Françoise Perdrieu-Maudière
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Christine Leboulanger: NIMEC - Normandie Innovation Marché Entreprise Consommation - UNICAEN - Université de Caen Normandie - NU - Normandie Université - ULH - Université Le Havre Normandie - NU - Normandie Université - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université - IRIHS - Institut de Recherche Interdisciplinaire Homme et Société - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université
Françoise Perdrieu-Maudière: NIMEC - Normandie Innovation Marché Entreprise Consommation - UNICAEN - Université de Caen Normandie - NU - Normandie Université - ULH - Université Le Havre Normandie - NU - Normandie Université - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université - IRIHS - Institut de Recherche Interdisciplinaire Homme et Société - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université

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Abstract: This study analyzes the digital communication strategies of two leaders in the high technology field. The researches show that their media mix seek to convey their innovation abilities, considered as a managerial priority, to every stakeholder; thus emphasizing the role of the inventor as a major player in innovation. They become a human capital to conquer and maintain, even more so at a time when digital tools remove inventor anonymity from the equation, via comprehensive patent databases which enable them to be easily recognized. Consequently, the online presence of these firms goes beyond mere corporate awareness: they are now using the communication potential of industrial property through digital tools to develop their employer brand.

Keywords: innovation; intangible assets; digital strategy; employer branding; actifs immatériels; stratégies numériques; marque employeur (search for similar items in EconPapers)
Date: 2019
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Published in Communication & Organisation, 2019, 55, ⟨10.4000/communicationorganisation.7989⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02391650

DOI: 10.4000/communicationorganisation.7989

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