Recruitment: What Measurement Scale of the Employer’s External Brand for Moroccan Talent

Abstract

Since its creation in 1990 by Simon Barrow, the employer brand has triggered great interest among researchers and practitioners (Chhabra & Mishra, 2008, Charbonnier-Voirin et al, 2014, Viot et al, 2014) due to the difficulties of attracting and retaining potential and existing employees. In Morocco, research work dealing with attracting and retaining employees is uncommon, especially with regard to the employer’s brand.

The purpose of this study is to determine how the Moroccan university students perceive the employer brand, and its importance in the choice of the employer. To achieve this objective, a qualitative exploratory survey was carried out among the students of the professional license of the High School of Technology Salé (ESTS), and then a quantitative study has been conducted to define the dimensions of the employer brand retained by our sample. (Which consists of two hundred and seventy students (270 students). The reviewing of the internal validity and stability of the factor structure promise good psychometric qualities to the tool.

The results of the quantitative survey show that the employer brand perceived by potential employees is a multidimensional construct. In addition, the measurement scale proposed in this research paper presents a rich and coherent set of five dimensions which offer the possibility of grouping and synthesizing the contributions of the literature devoted to the employer brand. And finally, the employer brand, according to the authors, remains an “untapped source of value” with its various stakeholders, namely consumers, investors, existing employees and even potential candidates.

JEL Classification : M00, M31

Paper type : Empircal Research