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JOURNAL OF ORGANIZATIONAL PSYCHOLOGY

Application of the Instrumental-Symbolic Framework within an Employer

Positioning Context: A Test Using Perceptual Maps

Author(s): Martin Lauzier, Marc Roy

Citation: Martin Lauzier, Marc Roy, (2011) "Application of the Instrumental-Symbolic Framework within an Employer Positioning Context: A Test Using Perceptual Maps" Vol. 11, Iss. 2, pp. 35 - 45

Article Type: Research paper

Publisher: North American Business Press

Abstract:

This study investigates the use and validity of perceptual mapping as a tool for employer positioning from a human resources management standpoint.The main objective of this research aims at assessing the potential use of perceptual maps for employer positioning. Hence, based on the identification of singular attributes specific to every employer, this study tends to evaluate the incremental value that perceptual maps can offer to the development of a value proposition. Results show potential for the use of perceptual mapping within an Employer Branding context. Theoretical and practical recommendations concerning the application of this technique close the paper.