Impact of employer brand on organizational attractiveness

Today, companies are not only competing for their products and services, but also for their primary source of competitive advantage: their human resources. With this in mind, organizational attraction is one of the most important issues facing organizations. The present study was conducted with 205 job seekers at the end of their training in the cities of Douala, Yaoundé and Ngaoundéré in order to show that employer branding had a positive impact on organizational attractiveness. At the end of the research process, it was found that the correlations between the variables were all positive. Corporate social responsibility was not found to be a predictor of attraction. These results support the conclusions of the few previous studies conducted with students. Furthermore, they confirm the importance for organizations to develop a positive and distinctive image (notably through organizational traits): they will thus be perceived as employers of choice and the attraction of candidates will be increased.