De la congruence de valeurs à la marque employeur: quelles conséquences pour l'identification et le bouche‐à‐oreille vis‐à‐vis de l'organisation?

Abstract

The war for talent has led organizations to develop a strong employer brand to attract and retain skilled employees. Few studies have examined the antecedents and consequences of the internal employer brand. We focus on the influence of employee‐organization values congruence on the employee's perception of the employer brand and on the influence of the employer brand on organizational identification and positive word‐of‐mouth vis‐à‐vis the employer. Results from a survey of 308 employees show that the employer brand fully mediates the relationship between values congruence and organizational identification and positive word‐of‐mouth. These results have theoretical and managerial implications in terms of employer branding. Copyright © 2016 ASAC. Published by John Wiley & Sons, Ltd.

Employer Branding as a Tool for Employee Loyalty: The Case of Moroccan Companies Listed on Casablanca Stock Exchange

“…In terms of the attitudinal approach, "loyalty is a psychological disposition like commitment" (Jeanneney et al, 2013). Affective commitment is defined by an emotional attachment to the organization through an identification with the company, (Charbonnier-Voirin, PEOPLE: International Journal of Social Sciences ISSN 2454-5899 A., Poujol, F.-J., & Vignolles, 2016;Giraud, L., Roger, A., & Thomines, 2012). Researchers measure this variable through qualitative assessments.…”

“…Some authors assert that an effective employer brand generates several positive impacts for the employer, such as an increase in employee engagement and a reduction in turnover. Despite these claims, there are few studies that examine the ability of employer branding to retain employees (Charbonnier-Voirin, A., & Lissillour, 2018;Charbonnier-Voirin, A., Poujol, F.-J., & Vignolles, 2016).…”