Quels outils de gestion pour faciliter l’appropriation de la marque employé ?

Mathieu Dunes () and Rose Marie Viedma
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Mathieu Dunes: LEFMI - Laboratoire d’Économie, Finance, Management et Innovation - UR UPJV 4286 - UPJV - Université de Picardie Jules Verne
Rose Marie Viedma: LEFMI - Laboratoire d’Économie, Finance, Management et Innovation - UR UPJV 4286 - UPJV - Université de Picardie Jules Verne

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Abstract: This research paper looks at the concept of employee brand, and the way staff members experience themselves the corporate brand. Through an exploratory qualitative study, carried out among ENGIE employees, we identify three dimensions of the employee brand : meaning, feelings and sensitivity. Our results highlight different employees' appropriation strategies. This reading grid sheds light upon managerial, organizational and communication management systems to guide and facilitate employee's acceptance of the new brand name.

Date: 2022-05-23
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Published in Gestion 2000, 2022, 39 (1), pp.103-124. ⟨10.3917/g2000.391.0103⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04013976

DOI: 10.3917/g2000.391.0103

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