The perception of the employer brand in the pandemic covid-19 period: exploratory study of new employees

  • Amina Benraiss Faculty of Law, Economics and Social Sciences , Cadi Ayyad University of Marrakech, Morocco
  • Abdelfattah Jamal Faculty of Law, Economics and Social Sciences , Cadi Ayyad University of Marrakech, Morocco
  • Ridouane Messaoudi Faculty of Law, Economics and Social Sciences , Cadi Ayyad University of Marrakech, Morocco
  • Mounia Hamraoui Faculty of Law, Economics and Social Sciences , Cadi Ayyad University of Marrakech, Morocco
Keywords: Perception, Covid-19, Employer brand, New collaborators

Abstract

In the context of COVID-19 pandemic, the world is in panic, especially the employees, immersed in anxiety, are questioning the stability of the company as well as job security. Undeniably, they need to be reassured, which means they are more sensitive to the employer brand. This article examines new employees' perceptions of the employer brand during the covid-19 period.

In order to answer our problem, we have drawn inspiration from the theory of the psychological contract, and we have mobilized a theoretical framework based on concepts forming our problem.

An exploratory qualitative survey was carried out among 22 employees using semi-structured interviews. These were conducted following an interview guide structured in a way that respected the chronology of events, with the aim of identifying the perception before, after and during the Covid-19 pandemic crisis.

After the objective transcription of the interviews, they were analyzed using the qualitative data analysis software Nvivo 12, the results effectively show differences in perception between the three phases among the new employees, the latter pointed out the major role of this crisis situation in rethinking again the strategies of the companies in terms of management of their employer brands, while putting the employee at the center of its concerns, considering him as a powerful weapon for the company and especially in such situations.

Downloads

Download data is not yet available.
Published
2021-05-30
How to Cite
Benraiss, A., Jamal, A., Messaoudi, R., & Hamraoui, M. (2021). The perception of the employer brand in the pandemic covid-19 period: exploratory study of new employees. International Journal of Accounting, Finance, Auditing, Management and Economics, 2(3), 339-357. https://doi.org/10.5281/zenodo.4870233
Section
Articles