Managing your employer brand through perceived benefits rather than attributes: an exploratory segmentation attempt[Gérer sa marque employeur par les bénéfices perçus plutôt que les attributs : une tentative de segmentation exploratoire]

Employer brand management aims to communicate and translate a positive, unique image of an employer into the employment experience. In their seminal article, Ambler and Barrow defined employer brand as the benefits that identify an employer. However, academic research has since focused on the attributes or traits of an employer, neglecting the distinction between attributes, traits and benefits. This work proposes to segment the perceptions associated with an ME on the basis of benefits rather than attributes. Our results, which seem to attest to the relevance of the distinction and the added value of a benefits-based approach, are discussed from a theoretical and managerial perspective.