Title: At Fondation Arrawaj, the employer brand is a lever for sustainable attractiveness

In a rapidly changing job market, where attracting and keeping talented employees have become major challenges, Fondation Arrawaj places consistency between promise and reality at the heart of its HR strategy. Through this testimony, Ali Waâli, Director of Human Capital at Fondation Arrawaj, shares a committed vision of the employer brand, closely linked to meaning, employee experience, and the institution's social mission.

“The employer brand is the DNA of our institution as an employer…. HR marketing allows us to highlight our employer brand; through attractive messages, it creates desire, it attracts.”

In a job market that is indeed very competitive, where talented people are more demanding and companies are more creative in attracting and keeping them, the employer brand and HR marketing are two complementary tools.

The employer brand is the DNA of our institution as an employer: our culture, our values, our real commitments, and the experience we offer our employees. It is a long-term asset.

HR marketing allows us to highlight our employer brand; through attractive messages, it creates desire, it attracts.

The HR strategy of Fondation ARRAWAJ is based on a promise kept, not just well-sold. And it is this consistency between the messages we convey and the experience we offer that makes us strong.

Today, Fondation ARRAWAJ is fully aware of this dual objective: attracting the best talent and keeping them.

This desire is reflected even at the organizational level through 2 dedicated departments: the Recruitment & Employer Brand department, and the Employee Experience & Company Culture department.

For candidates, it is above all about offering them a Transparent, Respectful, and Smooth journey, right from the first contact.

For employees, it is about offering them a work environment that promotes Development, Recognition, and MEANING.

This MEANING, we draw it mainly from our social mission: to contribute to the financial inclusion and economic empowerment of vulnerable populations. It is a source of pride, which gives depth to the commitment of our employees.

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