Employer label and/or regional brand: What signals should be prioritized in recruitment communications to improve organizational attractiveness?
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2022
- handle: 10670/1.ybokub
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Communication, Primitive Mass communication Influence and resultsCite this document
Chloé Guillot-Soulez et al., « Employer label and/or regional brand: What signals should be prioritized in recruitment communications to improve organizational attractiveness? », Management & Avenir, ID : 10670/1.ybokub
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Abstract
This study explores how organizational attractiveness is affected by the separate or simultaneous presence of location and employer signals in a recruitment advertisement. The findings show that linking employer branding and territorial branding does not necessarily improve recruitment communication. The regional logo significantly influences employer attractiveness when not associated with the employer label. Furthermore, the better the image of the city, the stronger the influence of the regional logo.