COMMUNICATION DE RECRUTEMENT ET/OU MARQUE EMPLOYEUR ?

Abstract

The concept of employer branding gained popularity in recent years due to widely publicised communication practices of companies. Presented as a brand in its own right, this article focuses on its nature by taking into account the semiotic, communicative and social dimensions inherent in any brand. The objective of the paper is to demonstrate the weakness and the obsolescence of the concept, designed to address a contextual issues. In a communicational perspective, we suggest using the term recruitment communication.