Employer Branding for Competitive Advantage

4Toward an Integration of the Collaborator’s Experience in the Digital Management of the Employer Brand

Zakaria Lissaneddine, Mostapha El Idrissi, and Younès El Manzani

Introduction

Toward Digitalization of Employer Brand Management

A Study in Customer Relationship Centers in Morocco

Context and Field of Research

From a Digital Employer Branding Mastered by Companies …

… to the Integration of Employees into the Digital Employer Branding

Discussion

Conclusion

References

Introduction

The management of the employer brand is increasingly attracting interest from companies that rely on their human capital to generate competitive advantage (App, Merk, & Büttgen, 2012). The attraction and retention of human resources can be achieved through ...