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Quels outils de gestion pour faciliter l’appropriation de la marque employé ?

Author

Listed:
  • Mathieu Dunes

    (LEFMI - Laboratoire d’Économie, Finance, Management et Innovation - UR UPJV 4286 - UPJV - Université de Picardie Jules Verne)

  • Rose Marie Viedma

    (LEFMI - Laboratoire d’Économie, Finance, Management et Innovation - UR UPJV 4286 - UPJV - Université de Picardie Jules Verne)

Abstract

This research paper looks at the concept of employee brand, and the way staff members experience themselves the corporate brand. Through an exploratory qualitative study, carried out among ENGIE employees, we identify three dimensions of the employee brand : meaning, feelings and sensitivity. Our results highlight different employees' appropriation strategies. This reading grid sheds light upon managerial, organizational and communication management systems to guide and facilitate employee's acceptance of the new brand name.

Suggested Citation

  • Mathieu Dunes & Rose Marie Viedma, 2022. "Quels outils de gestion pour faciliter l’appropriation de la marque employé ?," Post-Print hal-04013976, HAL.
    • Handle: RePEc:hal:journl:hal-04013976
    DOI: 10.3917/g2000.391.0103
    as

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