HR Marketing: a lever for the development of Human Capital within the Moroccan company

Abstract

expertise that can give a competitive advantage throughout the course of their careers. The employment market is transitioning from a seller's market to a buyer's market, particularly for highly educated individuals, since there are more high value-added positions than job searchers. This is especially true for people with advanced degrees. As a consequence of this, human resource management, often known as HRM, is faced with the task of recruiting and keeping employees who are highly trained and motivated in order to protect the company's long-term advantage in the market.

One of the primary goals of human resource (HR) marketing is to keep employee productivity and retention rates high, particularly among high-potential individuals. It is necessary for businesses that want to distinguish themselves in the labor market and boost their appeal as a place to work to invest in employer branding, which blends HR marketing with other forms of marketing.

However, companies encounter extra obstacles when trying to hire people of a sufficient caliber. The demand for a more varied workforce must be addressed because of factors such as an aging population, a diversified workforce, and the increasing participation of women in the workforce.

This quantitative research explores how HR marketing and employer branding may create human capital in Moroccan organizations.

The research focuses on public and private enterprises in various sectors, kinds, and areas. As for our sample, we used the "virtual snowball approach," which involves randomly picking a small number of organizations to complete the survey and then asking them to transmit it to other firms in their field. These firms must pick others in the same manner to reach the requisite number.

JEL Classification: J24, M31, O15

Paper type: Empirical research