Employer Brand, and HRM strategies in the public sector. The case of the Franco-Valdo-Genevois employment area
This paper develops a comparative exploratory analysis of HR policies at work between public employers in western Switzerland and neighboring French departments operating within the same labor pool (called “the Grand Geneva” Franco-Valdo-Genevois territory). Confined to the “mere” implementation of personnel status for a long time, public organizations HR policies are now adopting a more strategic stance, given the importance for public employers to attract and retain the best talents on the labor market (internal and external). Based on the theoretical concepts of Employer branding and Psychological contract, our contribution highlights the main similarities and differences between Swiss and French public employers pertaining to the strengths/assets they marketize as “employee value proposition” on the one hand, and the valuation of employer branding strategies on the other.