Marque Employeur : Revue de la littérature et approche critique

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Marque Employeur : Revue de la littérature et approche critique

Journal Title: IOSR journal of Business and Management - Year 2018, Vol 20, Issue 3

Abstract

The HR function has undergone several changes due to several internal and external organizational factors. Today, this function faces new challenges and perspectives, justifying the adoption of a new managerial approach and requiring new action modes. The HR function It has shifted from a simple staff administrative management task to an essential corporate strategic function; A function that uses all marketing tools and techniques to sell goods and services to clients whose needs are known to appear as "an employer of choice" (Chhabra and Mishra, 2008), "where it does a good job" (Kapoor, 2010).The employer's brand that is defined, according to Ambler and Barrow (1996), as : "All the functional, economic and psychological benefits inherent to the job and with which the company, as an employer, is identified ". While Sandy Miles and Glynn Mangold (2004) present it as "A process by which employees internalize the desired brand image and are motivated to project it to customers and too ther organizational parties." Indeed, the organizations communicate, through the employer brand, their identity, their culture, their vision and their values, to the prospective candidates, employees, customers and all the stakeholders. So the company must make an effort to offer original, genuine HR services and nurture its brand image to further retain and involve benefits its employees and attract talented candidates. The aim of this paper is to propose, in the first place, a review of the literature related to the employer brand concept, its definition, its determinants, its antecedents and its consequences. Second, identify the different scales of measurement of the employer mark. All these entities are firstly presented and discussed.

Authors and Affiliations

Noura Ettahir, Hanane Ahlafi, Abdelaziz Bahoussa

Keywords

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EP ID EP410081
DOI 10.9790/487X-2003100113.
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