nep-ipr New Economics Papers
on Intellectual Property Rights
Issue of 2018‒07‒09
one paper chosen by
Giovanni Ramello
Università degli Studi del Piemonte Orientale “Amedeo Avogadro”

  1. Attractiveness of low-cost companies? The Influence of the employer brand on the attractiveness of low-cost companies By Laïla Benraiss-Noailles; Catherine Viot

  1. By: Laïla Benraiss-Noailles (IRGO - Institut de Recherche en Gestion des Organisations - Université Montesquieu - Bordeaux 4 - Institut d'Administration des Entreprises (IAE) - Bordeaux); Catherine Viot (UCBL - Université Claude Bernard Lyon 1 - Université de Lyon)
    Abstract: The aim of this research is to identify the dimensions of employer brand equity (EBE) that influence the attractiveness of low-cost companies. EBE reflects the value of the employer brand as an intangible asset; its perceptual value is multidimensional (value interest, social, economic…). The main question is to know if the levers of organizational attractiveness (OA) differ according to the propensity to accept a job in a so-called low-cost company. A survey, carried out with potential job applicants, shows that the willingness to accept a job offer in a low-cost company depends on the attributes applicants are looking for with respect to a potential employer. For those who are willing to accept such a job, OA is essentially related to the interest value (creativity and innovation), whereas those who reject it are looking for a company offering good social relations (social value) and high wages (economic value).
    Abstract: Cette recherche s’intéresse aux effets du capital-marque employeur (CME) sur l’attractivité organisationnelle (AO). Le CME reflète la valeur de la marque employeur en tant qu’actif intangible. La valeur perceptuelle du CME est multidimensionnelle (valeur intérêt, sociale, économique, etc.). La question centrale est de savoir si les leviers de l’AO diffèrent selon la propension à accepter un emploi dans une entreprise dite low-cost. Une étude montre que cette propension dépend des attributs recherchés chez un employeur. Pour ceux qui sont prêts à accepter un tel emploi, l’AO résulte de la valeur intérêt, alors que ceux qui rejettent cette possibilité recherchent la valeur sociale et la valeur économique.
    Keywords: low-cost strategy,employer brand attractiveness,Employer Brand-Equity,Capital-marque employeur,attractivité organisationnelle,stratégie low-cost
    Date: 2017

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