Promouvoir la marque employeur sur les réseaux sociaux professionnels via la communication de recrutement : les bonnes pratiques (notice n° 1593326)
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| fixed length control field | 03056cam a2200289 4500500 |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20251228070750.0 |
| 041 ## - LANGUAGE CODE | |
| Language code of text/sound track or separate title | fre |
| 042 ## - AUTHENTICATION CODE | |
| Authentication code | dc |
| 100 10 - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Fueyo, Céline |
| Relator term | author |
| 245 00 - TITLE STATEMENT | |
| Title | Promouvoir la marque employeur sur les réseaux sociaux professionnels via la communication de recrutement : les bonnes pratiques |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Date of publication, distribution, etc. | 2021.<br/> |
| 500 ## - GENERAL NOTE | |
| General note | 59 |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | Cette recherche examine la Communication de Recrutement (CR) sur les réseaux sociaux professionnels en tant qu’instrument d’influence pouvant affecter les attitudes et les comportements des employés potentiels à l’égard de la Marque Employeur (ME). En empruntant les théories de l’efficacité publicitaire par une approche marketing RH, une étude qualitative en quatre étapes, réalisée auprès d’employés potentiels, permet de recommander, aux responsables marketing et RH, un référentiel de bonnes pratiques pour concevoir une CR. Plus précisément, les résultats montrent que : 1) la CR est jugée utile par les employés potentiels, 2) la CR binomiale est plus attractive, plus persuasive que la CR partielle, 3) les CR binomiales qui engendrent a) des humeurs positives, b) une forte projection de soi et c) une perception de temps gagné et de risque d’erreur réduit, impactent positivement la perception de la ME et favorisent l’intention d’interagir. Cet article ouvre de nombreuses voies de recherche dans le champ du marketing RH en termes de communication digitale de la ME. |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | This research explores the recruitment communication (RC) on professional social networks as an influence instrument able to affect attitudes and behaviors of potential employees about employer brand (EB). Drawing on advertising effectiveness theories by a HR marketing approach, a four-step qualitative analysis is conducted with potential employees leading to recommend to marketers and HR managers a code of good practice about the conception of a RC. More specifically, results show that : 1) RC is considered as useful by potential employees ; 2) the binomial RC is more attractive, persuasive than the partial RC ; 3) binomial RC creating a) positive humors, b) a strong self-projection and c) a perception of saved time and reduced risk of error, get a positive impact on EB perception and favor intention-for-interaction. This paper opens new research directions in the HR marketing field in terms of the EB digital communication. |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | communication de recrutement |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | employés potentiels |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | marketing RH |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | marque employeur |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | réseaux sociaux professionnels |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | communication of recruitment |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | employer brand |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | HR marketing |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | potential employees |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | professional social networks |
| 786 0# - DATA SOURCE ENTRY | |
| Note | Vie & sciences de l'entreprise | 211-212 | 1 | 2021-07-29 | p. 182-202 | 2262-5321 |
| 856 41 - ELECTRONIC LOCATION AND ACCESS | |
| Uniform Resource Identifier | <a href="https://shs.cairn.info/revue-vie-et-sciences-de-l-entreprise-2021-1-page-182?lang=fr&redirect-ssocas=7080">https://shs.cairn.info/revue-vie-et-sciences-de-l-entreprise-2021-1-page-182?lang=fr&redirect-ssocas=7080</a> |
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Réseaux sociaux