THE CONTRIBUTION OF EMPLOYER BRAND TO ATTRACTIVENESS: THE LIMITS OF ANALYTIC COGNITIVE APPROACHES.

Abstract

Frontiers between Hrm and marketing fade and the
customer relationship is increasingly mobilized to
describe the employer relationship. Concepts are
imported from marketing to recruitment, involvement or loyalty. The employer brand is probably the
most used. However, most researches suffer from
several theoretical, methodological and managerial
limitations. This research therefore intends to clarify brand concepts from marketing theories in order
to adapt them to the Hr framework. It proposes a
methodology measuring the weight of the employer
brand on the firm attractiveness. A survey of 196
respondents show the reality of the effect, but with a
relatively low weight.