HUMAN RESOURCE MARKETING AND EMPLOYER BRAND: THE CASE OF MOROCCAN COMPANIES

Abstract

Faced with insecurity in due to the many transformations of the company in which the employees live and shortage of talent, the companies are obliged to offer solutions that meet the expectations of employees who have become increasingly demanding.To attract qualified candidates and retain employees, companies increasingly develop their employer brand that is the result of a marketing strategy of human resources whose key issues are the attractiveness and retention of employees, which allow the employer to become attractive in the labor market. The present work seeks the study the impact of adopting a human resources marketing strategy on development of employer brand within Moroccan companies

Keywords

• marketing
• human resources
• marketing of human resources
• employer banding
• attractiveness