EMPLOYER BRAND AND ORGANIZATIONAL ATTRACTION: A STUDY CONDUCTED WITH EMPIRICAL STUDENTS END OF CYCLE UNIVERSITY

Given the changing job market, companies are looking for strategies based on the ability to attract candidates and retain their talented employees to avoid the leakage of key skills and develop business performance (Cappelli, 2008). To address this, many are those who care more their employer brand (ME) to stand out from the competition and be attractive.The objective of this paper is to see if the employer brand can help the company to attract talent. In other words, which components of the employer brand are likely to attract the best to the company. To achieve this objective, quantitative study was conducted among 660 students at the end of cycle of the Faculty of Economic and Social Legal Sciences of Rabat. Our results allow us to hold that the attraction of the size of the employer brand varies according to context and the field of study.