Being a mission-driven company: an attractive purpose?

Abstract

The PACTE law of 2019 allowed companies to include a mission statement in their articles of association. In terms of human resources management, being a mission-driven company (MDC) is presented as a quality that enhances employer branding (EB) and promotes employee attraction, engagement, and retention. However, academic literature has not yet demonstrated whether the quality of the mission is actually an asset in terms of EB. Our research takes the form of an exploratory qualitative study. In total, interviews were conducted with 52 respondents in 27 mission-driven companies in three stages: an exploratory study with 24 mission managers, an inter-case study (five cases), and an in-depth analysis of two contrasting cases. The interviews conducted with company representatives (mission managers, ambassadors, HR managers) confirm that these stakeholders consider the quality of MDC to be a central element of employer brand identity in serving HR challenges. Interviews with employees (work-study participants who do not necessarily intend to stay with the company) reveal the place of MDC status in the employer brand image by analyzing the situation before, during, and after hiring. Our results highlight that the experience after hiring is crucial to understanding the status and identifying the specific benefits associated with working for a MDC. While some respondents are convinced by the model, others are more skeptical, which influences whether they consider MDC quality to be a criterion when looking for a future employer. These results contribute to a better understanding of the influence of status on the employer brand image and to the formulation of recommendations for employer branding in mission-driven companies.