THE ATTRACTIVENESS CHALLENGE FOR SMES: THE ROLE OF THE INSTITUTIONAL WEBSITE ON ANTICIPATED ORGANIZATIONAL SUPPORT AND INTENTION TO APPLY

Abstract

Recruitment is a high-stakes operation for SMEs. They are structurally disadvantaged compared to large companies in the competition for talent. In this context, employer brand management (definition and communication of a value proposition) can offer an opportunity to develop the attractiveness of the company that is still insufficiently exploited by SMEs. This article aims to provide SMEs with concrete ways of dealing with this issue. It suggests to test the impact of two employer branding signals interpreted by candidates as elements of attractiveness for SMEs, by acting on the definition of the value proposition (the presentation of the advantages offered by the employer) but also on the communication of this value proposition (via the virtual hospitality of the website). An experimental study conducted with 1545 employees or job seekers shows that these two elements influence in a differentiated way the anticipated organizational support of the candidates and their intention to apply. The results underline the importance for SMEs to communicate on their employer brand, as well as the effectiveness of transposing the concept of virtual hospitality from marketing to recruitment. At managerial level, this article highlights the role of the institutional website as a communication tool for promoting the attractiveness of SMEs.