Abstracts
Résumé
Cet article propose une revue de la littérature consacrée à la marque employeur. Le concept et sa mesure font tout d’abord l’objet d’une présentation et d’une discussion. Une définition est proposée avant que les antécédents de la marque employeur ne soient exposés. Les effets de la marque employeur sur les employés actuels et potentiels sont ensuite discutés. Enfin, notre état de l’art débouche sur un modèle intégrateur des effets internes et externes de la marque employeur. A la suite de ce modèle, un programme de recherche, destiné à combler les zones peu ou pas explorées à ce jour, est proposé.
Mots-clés :
- Marque employeur,
- capital marque,
- marketing des ressources humaines,
- gestion des ressources humaines
Abstract
This paper presents a review of the literature devoted to the employer brand. The concept and its measurement are first presented and discussed. A definition is suggested and the antecedents of the employer brand are then exposed. The effects of employer brand on current and potential employees are also discussed. Finally, we develop an integrative model of the internal and external consequences of the employer brand. Following this model, a research program designed to tackle areas with little or no exploration to date is proposed.
Keywords:
- Employer brand,
- brand equity,
- human resources marketing,
- human resource management
Resumen
Este artículo propone una revista de la literatura consagrada a la marca empleador. El concepto y su medida son presentados en una primera parte; permitiendo la proposición de una definición. Los antecedentes de la marca empleador serán igualmente expuestos. Los efectos de la marca empleador sobre los empleados actuales y potenciales son entonces discutidos en una segunda parte. Finalmente, el estado del arte desemboca en la proposición de un modelo integrador de los efectos internos y externos de la marca empleador. Un programa de investigación será propuesto, el cual está destinado a cubrir las zonas poca o no exploradas hasta hoy.
Palabras clave:
- Marca empleador,
- capital marca,
- marketing de recursos humanos,
- gestión de recursos humanos
Appendices
Bibliographie
- Aaker, David A. (1991). Managing Brand Equity: Capitalizing on the Value of the Brand Name, New York : The Free Press, 299 p.
- Aaker, David A. (1996). « Measuring brand equity across products and markets », California Management Review, Vol. 38, N° 3, Spring, p. 102-120.
- Aaker, David A.; Joachimsthaler, Erich (2000). Brand leadership, Simon & Schuster UK Ltd, 368 p.
- Aaker, Jennifer L. (1997). « Dimensions of brand personality », Journal of Marketing Research, Vol. 34, N° 3, p. 347-356.
- Agrawal, Rakesh K; Swaroop, Pragati (2009). « Effect of employer brand image on application intentions of B-School undergraduates », Vision-The Journal of Business Perspectives, Vol. 13, N° 3, p. 41-49.
- Albert, Stuart; Whetten, David A. (1985). « Organizational identity », in Cummings, L.L. and Staw, B.M. (Eds), Research in Organizational Behavior, JAI Press, Greenwich, CT, p. 263-95, Vol. 7.
- Algesheimer, René; Dholakia, Utpal M.; Herrmann, Andreas (2005). « The Social Influence of Brand Community: Evidence from European Car Clubs », Journal of Marketing, Vol. 69, N° 3, p. 19-34.
- Alniaçik, Esra; Alniaçik, Ümit (2012). « Identifying dimensions of attractiveness in employer branding: effects of age, gender, and current employment status », 8th International Strategic Management Conference, Procedia, Social and Behavioral Sciences, Vol. 58, p. 1336-1343.
- Ambler, Tim; Barrow, Simon (1996). « The employer brand », The Journal of Brand Management, Vol. 4, N° 3, p. 185-206.
- Anderson, John R. (1983). « A Spreading Activation Theory of Memory », Journal of Verbal Learning and Verbal Bahavior, Vol. 22, p. 261-295.
- App, Stefanie; Merk, Janina; Büttgen, Marion (2012). « Employer branding: sustainable HRM as a competitive advantage in the market for high-quality employees », Management Review, Vol. 23, N° 3, p. 262-278.
- Arachchige, Bhadra J. H.; Robertson, Alan (2011). « Business student perceptions of a preferred employer: A study identifying determinants of employer branding », TheIUP Journal of Brand Management, Vol. 8, N° 3, p. 25-46.
- Ashforth, Blake E; Mael, Fred (1989). « Social identity theory and organization », Academy of Management Review, Vol. 14, p. 20-39.
- Backhaus, Kristin; Tikoo, Surinder (2004). « Conceptualizing and researching employer branding », Career Development International, Vol. 9, N° 5, p. 501-517.
- Balmer, John M.T. (1998). « Corporate identity and advent of corporate marketing », Journal of Marketing Management, Vol. 4, p. 963-996.
- Baruch, Yehuda (2004), Managing Careers: Theory and Practices, Prentice Hall, Harlow. 320 p.
- Baum, Matthias; Kabst, Rüdiger (2013). « How to attract applicants in the Atlantic versus the Asia-Pacific region ? A cross-national analysis on China, India, Germany, and Hungary », Journal of World Business, Vol. 48, N° 2, p. 175-185.
- Berthon, Pierre; Ewing, Michael; Hah Li L. (2005). « Captivating company: dimensions of attractiveness in employer branding », International Journal of Advertising, Vol. 24, N° 2, p. 151-172.
- Bessieux-Ollier, Corinne; Walliser, Élisabeth (2010). « Le capital immatériel : Etat des lieux et perspectives », Revue Française de Gestion, Vol. 8, N° 207, p. 85-92.
- Biel, Alexander L. (1993). « Converting image into equity », in Brand equity and advertising, Aaker, David A, Biel Alexander L. éd., p. 67-82.
- Bodderas, Mareike; Cachelin, Jöel-Luc; Maas, Peter; Schlager, Tobias (2011). « The influence of the employer brand on employee attitudes relevant for service branding: an empirical investigation », Journal of Services Marketing, Vol. 25, N° 7, p. 497-508.
- Cable, Daniel M.; Turban, Daniel B. (2003). « The value of organizational reputation in the recruitment context: a brand equity perspective », Journal of Social Applied Psychology, Vol. 33, N° 11, p. 2244-2266.
- Cappelletti, Laurent (2012). Le contrôle de gestion de l’immatériel : une nouvelle approche du capital humain, Dunod, Paris, 191 p.
- Chambers, Elisabeth G.; Foulon, Mark; Handfield-Jones, Helen; Hankin, Simon M.; Michaels Edward G. (1998). « The war for talent », McKinsey Quarterly, Vol. 1, N° 3, p. 44-57.
- Churchill, Gilbert. A. (1979). « A paradigm for developing better measures of marketing constructs », Journal of Marketing Research, Vol. 16, N° 1, p. 64-73.
- Collins, Allan M.; Loftus, Elizabeth F. (1975). « A Spreading Activation Theory of Semantic Processing », Psychological Review, Vol. 82, N° 6, p. 407-428.
- Collins, Christopher J. (2007). « The interactive effects of recruitment practices and product awareness on job seekers’ employer knowledge and application behaviours », Journal of Applied Psychology, Vol. 92, N° 1, p. 180-190.
- Collins, Christopher J.; Stevens, Cynthia K. (2002). « The relationship between early recruitment–related activities and the application decisions of new labour market entrants: a brand equity approach to recruitment », Journal of Applied Psychology, Vol. 87, N° 6, p. 1121-1133.
- Dany, Françoise (1998). La promesse d’employabilité : un projet pour la GRH compatible avec l’éclatement de la fonction ? Congrès de l’AGRH, Versailles, France.
- Davies, Garry (2008). « Employer branding and its influence on managers », European Journal of Marketing, Vol. 42, N° 5/6, p. 667-681.
- Dejoux, Cécile; Thévenet, Maurice (2010). La gestion des talents. La GRH d’après-crise, édition Dunod, 216 p.
- Dell, David; Ainspan, Nathan (2001). Engaging employees through your brand, Conference Board Report No. R-1288-01-RR, April, Conference Board, Washington, DC.
- Dobni, Dawn; Zinkhan, George M. (1990). « In Search of Brand Image: a Foundation Analysis », Advances in Consumer Research, Vol. 17, p. 110-119.
- Dowling, Grahame R. (1986). « Managing your corporate images », Industrial Marketing Management, Vol.15, N° 2, p. 109-115.
- Dutton, Jane E.; Dukerich, Janet M. (1991). « Keeping an eye on the mirror: image and identity in organizational adaptation », Academy of Management Journal, Vol. 34, N° 3, p. 517-554.
- Edvinsson, Leif; Malone, Michael S. (1999). Le capital immatériel de l’entreprise : identification, mesure, management, Maxima, Paris, 276 p.
- Edwards, Martin R. (2010). « An integrative review of employer branding and OB theory », Personnel Review, Vol. 39, N° 1, p. 5-23.
- Edwards, Martin R.; Edwards, Tony (2013). « Employee responses to changing aspects of the employer brand following a multinational acquisition: A longitudinal study », Human Resource Management, Vol. 52, N° 1, p. 27-54.
- Ewing, Michael T.; Pitt, Leyland; de Bussy, Nigel M.; Berthon, Pierre (2002). « Employment branding in the knowledge economy », International Journal of Advertising, Vol. 21, N°1, p.3-22.
- Foster, Carley; Punjaisri, Khanyapuss; Cheng, Ranis (2010). « Exploring the relationship between corporate, internal and employer branding », Journal of Product & Brand Management, Vol. 19, N° 6, p. 401-409.
- Franca, Valentina; Pahor, Marko (2012). « The Strength of the employer brand: influences and implications for recruiting », Journal of Marketing and Management, Vol. 3, N° 1, p. 78-122.
- Fulmer, Ingrid.S.; Gerhart, Barry; Scott, Kimberly S. (2003). « Are the 100 best better ? An empirical investigation of the relationship between being a great place to work and firm performance », Personnel Psychology, Vol. 56, p. 965-993.
- Gardner, Burleigh B.; Levy, Sidney J. (1955). « The product and the brand ». Harvard Business Review, (March-April), p. 33-39.
- Gatewood, Robert D.; Gowan, Mary A.; Lautenshlager, Gary J. (1993). Corporate Image Recruitment Image, and Initial Job Choice Decisions, Academy of Management Journal, Vol. 36 N° 2, p. 414-427.
- Ghauri, Pervez N.; Gronhaug, Kjell; Kristranslund, Ivar (1995). Research methods in business studies, Prentice Hall, 162 p.
- Grigore, Giorgiana F.; Stancu, Alin (2011). « The role of corporate social responsibility in building employer’s brand », Transformations in Business & Economics, Vol. 10, N° 2B, p. 741-753.
- Grönroos, Christian (1990). « Relationship approach to marketing in service contexts: the marketing and organizational behavior interface », Journal of Business Research, Vol. 20, p.3-11.
- Harris, Michael M.; Fink, Laurence S. (1987). « A field study of applicants reactions to employment opportunities: does the recruiter make a difference ? », Personnel Psychology, Vol. 40, N° 4, p. 765-786.
- Hatch, Mary J.; Schultz, Majken (2009). « From corporate to enterprise branding », Organizational Dynamics, Vol. 38, N° 2, p. 117-130.
- Herrbach, Olivier; Mignonac, Karim; Richebé, Nathalie (2009). Les ressources humaines de A à Z, édition Dunod, 218 p.
- Highhouse, Scott; Zickar, Michael J.; Thorsteinson, Todd J.; Stierwalt, Sandra L.; Slaughter, Jerel E. (1999). « Assessing Company Employment Image: An Example in the Fast Food Industry », Personnel Psychology, Vol. 52, N° 1, p. 151-172.
- Jacoby, Jacob; Mazursky, David (1984). « Linking brand and retailer images: do the potential risksoutweigh the potential benefits ? », Journal of Retailing, Vol. 60, N° 2, p. 105-22.
- Jallat, Frédéric (2002). « Le client, meilleur allié de l’actionnaire », L’Expansion Management Review, Juin, p. 68-69.
- Jang, Heehyoung; Olfman, Lorne; Ko, Islang; Koh, Joon; Kim, Kyungtae (2008). « The influence of on-line brand community characteristics on community commitment and brand loyalty », International Journal of Electronic Commerce, Vol. 12, N° 3, p. 57-80.
- Jenner, Shirley; Taylor, Stephen (2009). « Employer branding-fad or the future of HR ? » CIPD Report, p. 7-9, London (téléchargeable : http://www.cipd.co.uk/NR/rdonlyres/56C8377F-256B-4556-8650-8408B0E07576/0/empbrandlatfad.pdf).
- Kamakura, Wagner A.; Russell, Gary J. (1993). « Measuring brand value with scanner data », International Journal of Research in Marketing, Vol.10, N° 1, p. 9-22.
- Kapferer, Jean-Noël (1997), Strategic Brand Management, Great Britain, Kogan Page, 320 p.
- Kapferer, Jean-Noël (1998), Les marques Capital de l’entreprise, Editions d’Organisation, 575 p.
- Kapferer, Jean-Noël; Laurent, Gilles (1992). La sensibilité aux marques, Editions d’Organisation, 218 p.
- Kapoor, Vikram (2010). « Employer branding: A study of its relevance in India », The IUP Journal of Brand Management, Vol. 7, N° 1/2, p. 51-75.
- Keller, Kevin L. (1993). « Conceptualizing, measuring and managing customer-based brand equity », Journal of Marketing, Vol. 57, N° 1, p. 1-22.
- Kim, Kyung H.; Jeon, Byung J.; Jung, Hong S.; Lu, Wei; Joseph, Jones (2011). « Effective employment brand equity through sustainable competitive advantage, marketing strategy, and corporate image », Journal of Business Research, Vol. 64, p. 1207-1211.
- King, Ceridwyn; Grace, Debra (2012). « Examining the antecedents of positive employee brand-related attitudes and behaviours ». European Journal of Marketing, Vol. 46, N° 3/4, p 469-488.
- Knox, Simon; Freeman, Cheryl (2006). « Measuring and managing employer brand image in the service industry », Journal of Marketing Management, Vol. 22, p. 695-716.
- Kotler, Philip; Keller, Kevin; Manceau, Delphine (2012). Marketing Management, 14ème edition, éd. Pearson, 841 p.
- Kreiner, Glen E.; Ashforth, Blake E. (2004). « Evidence toward an expanded model of organizational identification », Journal of Organizational Behavior, Vol. 25, N° 1, p. 1-27.
- KrygerAggerholm, Helle; Esmann Andersen, Sophie; Thomsen, Christa (2011). « Conceptualising employer branding in sustainable organizations », Corporate Communications: An International Journal, Vol. 16, N° 2, p. 105-123.
- Kunerth, Bernard; Mosley, Richard W. (2011). « Applying employer brand management to employee engagement », Strategic HR Review, Vol. 10, N° 3, p. 19-26.
- Lauzier, Martin; Roy Marc (2011). « Application of the instrumental-symbolic framework within the employer positioning context: a test using perceptual maps », Journal of Organizational Psychology, Vol. 11, N° 2, p. 35-45.
- Lemmink, Jos; Schuijf, Annelien; Streukens, Sandra (2003). « The role of corporate image and company employment image in explaining application intentions », Journal of Economic Psychology, Vol. 24, p. 1-15.
- Lendrevie, Jacques; Lévy, Julien (2012). Mercator 2013 : Théories et nouvelles pratiques du marketing, Dunod, 1140 p.
- Lewi, Georges (2005). Branding Management, La marque de l’idée à l’action, Pearson Education, 495 p.
- Lievens, Filip; Highhouse Scott (2003). « The relation of instrumental and symbolic attributes to a company’s attractiveness as an employer », Personal Psychology, Vol. 65, p. 75-101.
- Lievens, Filip; Van Hoye, Greet; Anseel, Frederik (2007). « Organizational identity and employer image: towards a unifying framework », British Journal of Management, Vol. 18, p. 45-59.
- Liger, Philippe (2013). Marketing RH : Attirer, intégrer et fidéliser les salariés. Dunod. 192 p.
- Love, Linda F.; Singh, Parbudyal (2011). « Workplace branding: leveraging human resources management practices for competitive advantage through “best employer” surveys », Journal of Business Psychology, Vol. 26, p. 175-181.
- Mandhanya, Yogita; Shah, Maitri (2010). « Employer branding – A tool for talent management », Global Management Review, Vol. 4, N° 2, p. 43-48.
- Martin, Graeme (2009). Employer branding – time for some long and “hard” reflections ?, CIPD Report, p. 18-22, London (téléchargeable: http://www.cipd.co.uk/NR/rdonlyres/56C8377F-256B-4556-8650-8408B0E07576/0/empbrandlatfad.pdf).
- Martin, Graeme; Beaumont, Phillip; Doig, Rosalind; Pate, Judy (2005). « Branding, a new performance discourse for HR ? », European Management Journal, Vol. 23, N° 1, p. 76-88.
- Maxwell, Rachael; Knox, Simon (2009). « Motivating employees to “live the brand”: a comparative case study of employer brand attractiveness within the firm », Journal of Marketing Management, Vol. 25, N° 9-10, p. 893-907.
- Mignonac, Karim; Herrbach, Olivier; Guerrero, Sylvie (2006). « A matter of prestige ? Examining the role of perceived organizational image in turnover intentions of key people », Journal of Vocational Behavior, Vol. 69, N° 3, p. 477-493.
- Miles, Sandra J.; Mangold, W. Glynn. (2004). « A conceptualization of the employee branding process ». Journal of Relationship marketing, Vol. 3, N° 2/3, p. 65-87.
- Moroko, Lara; Uncles, Mark D. (2008). « Characteristics of successful employer brands », Journal of Brand Management, Vol. 16, N° 3, p. 160-175.
- Mosley, Richard W. (2007). « Customer experience, organizational culture and the employer brand », Journal of Brand Management, Vol. 15, N° 2, p. 123-134.
- Noble, Stephanie M.; Haytko, Diana L.; Phillips, Joanna (2009). « What drives college-age generation Y consumers ? », Journal of Business Research, Vol. 62, N° 6, p. 617-628.
- Ong, Lin D. (2011). « Employer branding and its influence on potential job applicants », Australian Journal of Basic and Applied Sciences, Vol. 5, N° 9, p. 1088-1092.
- Organ, Dennis (1988). Organizational citizenship behavior: The good soldier syndrome. Lexington, MA : Lexington Books.
- Owen, Stewart (1993). The Landor Image Power Survey: A global assessment of brand strength, in Brand Equity and Advertising, Aaker David L., Biel, Alexander L. éd. p. 11-30.
- Panczuk, Serge; Point, Sébastien (2008), Enjeux et outils du marketing RH : Promouvoir et vendre les ressources humaines, Editions d’Organisation, 239 p.
- ParkChan Su; Srinivasan, Seenu V. (1994). « A survey–based method for measuring and understanding brand equity and its extendibility », Journal of Marketing Research, Vol. 31, N° 2, p. 271-288.
- Pettijohn, Linda S.; Mellott, Douglas W.; Pettijohn, Charles E. (1992). « The relationship between retailer image and brand image », Psychology and Marketing, Vol. 9, N° 4, p. 311-328.
- Priyadarshi, Pushpendra (2011). « Employer brand image as predictor of employee satisfaction, affective commitment & turnover », The Indian Journal of Industrial Relations, Vol. 46, N° 3, p. 510-522.
- Reichheld, Frederick F. (2003). « One number you need to grow », Harvard Business Review, Vol. 81, N° 12, p. 46-54.
- Robertson, Alan; Khatibi, Ali (2012). « By design or by default: creating the employer Identity », TheIUP Journal of Brand Management. Vol. 9, N° 4, p. 31-47.
- Rousseau, Denise M. (1995). Psychologicalcontacts in organizations, Understanding written and unwritten agreements, Sage, London, 264 p.
- Roy, Sanjit K. (2008). « Identifying the dimensions of attractiveness of an employer branding: the Indian context », South Asian Journal of Management, Vol. 15, N° 4, p. 111-130.
- Semprini, Andrea (1992). Le marketing de la marque, approche sémiotique, Editions Liaisons, 195 p.
- Shahzad, Khurran; Gul, Asmia; Khan, Khurram; Zafar, Rabia (2011). « Relationship between perceived employer branding and intention to apply: evidence from Pakistan », European Journal of Social Sciences, Vol. 18, N° 3, p. 462-467.
- Soulez, Sébastien; Guillot-Soulez, Chloé (2011). « Marketing de recrutement et segmentation générationnelle : regard critique à partir d’un sous-segment de la génération Y », Recherche et Applications en Marketing, Vol. 26, N° 1, p 39-57.
- Srivastava, Pallavi; Bhatnagar, Jyotsna (2010). « Employer brand for talent acquisition: an exploration towards its measurement », Vision-The Journal of Business Perspective, Vol. 14, N° 1-2, p. 25-34.
- Sutherland, M.M.; Torricelli Daniele G.; Karg Frank R. (2002). « Employer of choice branding for knowledge workers ». South African Journal of Business Management, Vol.33, N° 4, p. 13-20.
- Tajfel, Henri; Turner, John (1979). « An integrative theory of intergroup conflict », in Austin W.G. and Worchel S. (eds.); The social psychology of intergroup relations, Monterey, CA : Brooks/Cole, p. 33-47.
- Tulasi, Das V.; Hanumantha, Rao P. (2012). « Employer brand in India: A strategic HR tool for competitive advantage », Advances in Management, Vol. 5, N° 1, p. 23-27.
- Tüzüner, V. Lale; Yüksel, Cenk A. (2009). « Segmenting potential employees according to firms’ employer attractiveness dimensions in the employer branding concept », Journal of Academic Research in Economics, Vol. 1, N° 1, p. 46-61.
- Vaijayanthi, P.; Roy, Reena; Shreenivasan, K. A.; Srivathsan J. (2011). « Employer branding as an antecedent to organization commitment: An empirical study », International Journal of Global Business, Vol. 4, N° 2, p. 91-106.
- Walker, H. Jack; Field, Hubert S.; Giles, William F.; Berneth, Jeremy B.; Short, Jeremy C. (2011). « So what do you think of the organization ? A contextual priming explanation for recruitment web site characteristics as antecedents of job seekers’ organizational image perceptions », Organizational Behavior and Human Decision Processes, Vol. 114, p. 165-178.
- Weinrich, Kai; Kirchgeorg, Manfred; Müller, Jenny (2011). « Branding issues: impact of the financial crisis on the employer brands of banks », AMA Summer Educators’ Conference Proceedings, Vol. 22, p. 403-413.
- Wilden, Ralf; Gudergan Siegfried; Lings Ian (2010). « Employer branding: strategic implications for staff recruitment », Journal of Marketing Management, Vol. 26, N° 1-2, p. 56-73.