Un site internet pour attirer les candidats ? Une étude typologique des pratiques des PME

Marjolaine Rivard (), Jessica Gerard (), Soffien Bataoui () and Christelle Martin-Lacroux ()
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Marjolaine Rivard: CERAG - Centre d'études et de recherches appliquées à la gestion - UGA - Université Grenoble Alpes, UGA - Université Grenoble Alpes
Jessica Gerard: CERAG - Centre d'études et de recherches appliquées à la gestion - UGA - Université Grenoble Alpes, UGA - Université Grenoble Alpes
Soffien Bataoui: CERAG - Centre d'études et de recherches appliquées à la gestion - UGA - Université Grenoble Alpes
Christelle Martin-Lacroux: CERAG - Centre d'études et de recherches appliquées à la gestion - UGA - Université Grenoble Alpes

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Abstract: Website design and employer branding have long been studied, although these have rarely been researched in SMEs context. This article aims to provide a better understanding of how SMEs use their website to attract applicants. We elaborated a typology of SMEs' website design using virtual hospitality to assess the form and the employer brand to evaluate the content. The analysis of 200 websites led to a four categories typology: the refractory, the hesitant, the convinced and the client oriented. Our exploratory results show that only a small proportion of SMEs use employer branding on their website to recruit and that their website design needs to improve in order to become more welcoming. This typology contributes to a better understanding of the usage of website to attract talents among SMEs. It allows for the identification of possible improvements for SMEs managers in a context of war for talents.

Keywords: e-recruiting; employer brand; SME; typology; virtual hospitality; typologie; recrutement en ligne; PME; marque employeur; hospitalité virtuelle (search for similar items in EconPapers)
Date: 2021-08-24
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Published in @GRH, 2021, 3 (40), pp.61-88. ⟨10.3917/grh.213.0061⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-03981275

DOI: 10.3917/grh.213.0061

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