Attractivité des entreprises low-cost. Le rôle du capital-marque employeur

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).