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- Title
Attractivité des PME vs. GE selon la génération Z: Le cas des Entreprises françaises de Services du Numérique.
- Authors
BENRAÏSS-NOAILLES, Laïla; HERRBACH, Olivier; VIOT, Catherine
- Abstract
In the highly competitive digital industry, SMEs face difficulties in recruiting compared to large companies, whose attractiveness is higher. This paper investigates and compares the effects of employer branding on the attractiveness of French SMEs and large companies in the digital sector. The originality of this research is that it focuses on members of generation Z, whose young members have not yet started their working life. The results of a study conducted with members of generation Z as future employees of digital sector companies show that the attractiveness levers of SMEs differ from those of large companies. SMEs’ attractiveness relies on the interest value (working in an exciting environment, innovative employer, innovative products and services). Conversely, the attractiveness of large companies results from good economic conditions.
- Publication
Gestion 2000, 2022, Vol 39, Issue 6, p95
- ISSN
0773-0543
- Publication type
Academic Journal