Employer label and/or regional brand: What signals should be prioritized in recruitment communications to improve organizational attractiveness?

Marca del empleador y marca regional: ¿qué señales deben utilizarse en los anuncios de contratación para reforzar el atractivo de una organización?

Chloé Guillot-Soulez (), Sébastien Soulez () and Viot Catherine ()
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Chloé Guillot-Soulez: MAGELLAN - Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon
Sébastien Soulez: COACTIS - COnception de l'ACTIon en Situation - UL2 - Université Lumière - Lyon 2 - UJM - Université Jean Monnet - Saint-Étienne
Viot Catherine: LSAF - Laboratoire de Sciences Actuarielle et Financière - UCBL - Université Claude Bernard Lyon 1 - Université de Lyon

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Abstract: This study explores how organizational attractiveness is affected by the separate or simultaneous presence of location and employer signals in a recruitment advertisement. The findings show that linking employer branding and territorial branding does not necessarily improve recruitment communication. The regional logo significantly influences employer attractiveness when not associated with the employer label. Furthermore, the better the image of the city, the stronger the influence of the regional logo.

Keywords: Marque employeur; Label employeur; Marque territoriale; Marque région; Attractivité organisationnelle; Attractivité territoriale; Image (search for similar items in EconPapers)
Date: 2022-02-01
Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-03544333v1
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Published in Revue management & avenir, 2022, 1 (127), pp.37-59. ⟨10.3917/mav.127.0035⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-03544333

DOI: 10.3917/mav.127.0035

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