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- Title
Le modèle coopératif, un atout à valoriser dans l’identité de marque employeur des coopératives financières ?
- Authors
Guillot-Soulez, Chloé; St-Onge, Sylvie; Soulez, Sébastien; Merkouche, Wassila
- Abstract
Based on the Attraction / Selection / Attrition model (Schneider et al., 1995), this research aims to explore the interest for member-owned (or cooperative) banks of developing an employer brand and identifying its benefits (Ambler and Barrow, 1996) to better distinguish themselves from investor-owned banks on the job market. Interviews with 21 HR managers from Crédit Agricole (France) and Desjardins (Quebec) confirm that they perceive that their employer brand differs from that of investor-owned banks by symbolic, functional, and economic advantages. However, cooperative banks should formalize better these benefits in their employer brand and communicate them clearly to their employees and the job market.
- Subjects
EMPLOYER branding (Marketing); LABOR market; BANK marketing; COOPERATIVE banking industry; COOPERATIVE societies; EXECUTIVES; BANKING industry
- Publication
Management international / International Management / Gestiòn Internacional, 2021, Vol 25, Issue 4, p69
- ISSN
1206-1697
- Publication type
Article
- DOI
10.7202/1083843ar