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                <term xml:lang="en">crisis.</term>
                <term xml:lang="en">communication</term>
                <term xml:lang="en">CSR image</term>
                <term xml:lang="en">CSR commitment</term>
                <term xml:lang="en">Organizational attractiveness</term>
                <term xml:lang="fr">crise.</term>
                <term xml:lang="fr">image RSE</term>
                <term xml:lang="fr">engagement RSE</term>
                <term xml:lang="fr">Attractivité organisationnelle</term>
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              <p>According to the existing literature, the more socially responsible the firm is perceived, the more the firm benefits from a good organizational attractiveness, that is to say the firm hires and retains easier its employees. Corporate socially responsible communication, claiming the firm values, contributes to build and maintain this CSR image. This research proposes to consider the influence of CSR communication on organizational attractiveness when the firm is challenged by a crisis on its commitments. Results of an experiment show that CSR communication protects organizational attractiveness when a crisis calls into question the commitment claimed.</p>
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              <p>La littérature converge pour démontrer qu’une image socialement responsable de l’entreprise lui confère une attractivité organisationnelle accrue, c’est-à-dire qu’elle recrute et retient plus facilement son personnel. La communication socialement responsable, relayant les valeurs de l’entreprise, contribue à construire et entretenir cette image RSE. Cette recherche considère l’influence d’une communication RSE en matière d’attractivité organisationnelle lorsque l’entreprise est remise en cause par une crise portant sur ses engagements. Les résultats d’un protocole expérimental montrent que la communication RSE protège l’attractivité organisationnelle de l’entreprise en cas de crise lorsque celle-ci remet directement en cause l’engagement prôné.</p>
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