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Attractiveness of low-cost companies? The Influence of the employer brand on the attractiveness of low-cost companies
[L' attractivité des entreprises low-cost ? Le rôle du Capital-Marque Employeur]

Author

Listed:
  • Laïla Benraiss-Noailles

    (IRGO - Institut de Recherche en Gestion des Organisations - UB - Université de Bordeaux - Institut d'Administration des Entreprises (IAE) - Bordeaux)

  • Catherine Viot

    (SAF - Laboratoire de Sciences Actuarielle et Financière - 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).

Suggested Citation

  • Laïla Benraiss-Noailles & Catherine Viot, 2017. "Attractiveness of low-cost companies? The Influence of the employer brand on the attractiveness of low-cost companies [L' attractivité des entreprises low-cost ? Le rôle du Capital-Marque Employeur," Post-Print hal-01803635, HAL.
    • Handle: RePEc:hal:journl:hal-01803635
    DOI: 10.3166/rfg.2017.00159
    Note: View the original document on HAL open archive server: https://hal.science/hal-01803635
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    References listed on IDEAS

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    More about this item

    Keywords

    employer brand attractiveness; low-cost strategy; Employer Brand-Equity; attractivité organisationnelle; Capital-marque employeur; stratégie low-cost;
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