THE BRAND’S MANAGEMENT: A CHALLENGE FOR PROFESSIONALS IN HUMAN RESOURCES

Résumé

Today, companies are increasingly competing not only by their products, but also by the relation that they undertake to their human resources considered able to distinguish them from their redoubtable competitors. Therefore, companies must make every effort needed to be attractive in order to attract the best talent available. It is in this context that the employer brand and the organizational attraction are represented as importants business issues. As part of this scientific research dealing with the branding through the marketing of human resources at LAFARGE, two qualitative studies (one external and one internal), for a sample of 30 people, have been realized to measure the attractiveness of LAFARGE of MOROCCO through its employer’s brand. The goal is to understand how the brand’s management can be a lever of the human resources’s performance. The perceptions of the attractiveness of LAFARGE’s employer image of both: The primary target of recruitment (externaly: graduates students from high insitutes) and internally (the qualified employees); showed that the marketing of human resources is a lever of attractiveness and retention of human resources, and have revealed the strengths and weaknesses of employer appeal that should be taken into consideration through a serious management of the brand in order to be distinguished from its competitors.