Optimizing employer branding and wage confidence: applying the minimax theorem in service companies

Abstract

This article explores the strategic application of the Minimax Theorem in the context of employer branding and wage confidence dynamics within service companies. Moreover, "skilled employees have become aware of the abundance of opportunities in the labour market and the possibility of piloting their careers by accumulating experiences in different companies" (Peretti & Swalhi, 2007, p. 278) and organizations are trying to find ways to retain that staff. Thus, developing confidence in the organization can be an important asset in a logic of sustainable social exchange between the employee and the employer [2].