Communicateurs et mesure de l’employeur en situation de recrutement, des utilisations sous tension : « les étoiles, ça peut cacher pas mal de choses »

Abstract

This article analyzes uses of organization's measures as an employer by communicators in the context of an employer-branded recruitment communication. Opinion and measurement platforms wish to transform the employer into a singular good. Glassdoor is a pioneer in this approach by providing synthetic indicators. Media speeches highlight the importance of anonymity to foster a form of transparency in the organization. A survey of recent graduates showed another view of these data, emphasizing their unreliability, which in their view is related to their anonymous construction. Thus, newspaper articles and user interpretations illustrate two opposite ways of approaching these figures, either as an indicator of transparency that assumes a singular employer, or as a questionable statistic that refers to the employer as a differentiated good. In this complex perspective, banking sector websites weakly incorporate these measures, illustrating an employer approach as a standard. The limitations of our study (particular sector and external observation of practices, in particular) do not allow to conclude on the motivations of the communicators but emphasize their distance with these measures despite some enthusiastic accompanying speeches.