Marketing RH: la marque employeur est-elle corrélée à l'attractivité des entreprises?

Abstract

In this paper, we will focus on the employer brand. This is the image that the company returns to the potential employee. The employer brand must be attractive if company wants to attract candidates. But if this image is too far from the reality, it can have bad impact on actual employee (demotivation, increased of the employee turnover, etc.). According to previous authors, if the employer brand is well managed it can have an impact on the attractivity of the company. The more the employer brand is well perceived, the more you will be attracted by the company. But researchers have found that this effect can be moderation by the familiarity you have with the company. We will try to verify if what we could have read in the literacy can be applied in our population sample. We will also test the effect of the familiarity. To do that, we will conduct a study by interviewing students in master 1 and 2.