68

This article explores the value of segmenting (differentiating individuals on the basis of criteria in order to achieve an objective) employees’ perceptions of employer branding (EB) over the specific period of onboarding, which is important to understanding the mechanisms linking EB and loyalty: it marks the transition from an external to internal perception of the brand, whose (in)adequacy is equivalent to (in)compliance with the psychological contract. Our results show an interest in segmenting the EB according to its antecedents, attributes, and consequences in relation to HR targets. Such segmentation implies a strategic dimension as it allows EB management to be specifically geared toward those with highly desirable profiles.