HR Experience, a Lever for Credibility and Sustainability for the Employer Brand at Calyens

In a constantly changing job market, companies must rely on authenticity and consistency to attract and keep talented people. It is with this in mind that Wissal Aya Sahel, HR Development Manager at Clayens, shares her vision of the employer brand and the central role of the candidate and employee experience.

"For me, the HR experience includes all the emotions felt, the perception of the company culture, and especially the consistency between the promises made and the actual actions. This is how a credible and lasting employer brand is built."

HR marketing, on the other hand, includes all the operational actions and tools used to promote this employer brand. It is a tactical and specific approach aimed at attracting, engaging, and keeping talent through targeted campaigns, adapted communications, and concrete initiatives. In summary, the employer brand is a strategic intangible asset, while HR marketing represents the strategic and operational lever to ensure its value and spread.

I place the candidate and employee experience at the heart of my priorities, because today, it is a real lever for our approach in a particularly competitive job market.
The candidate experience goes far beyond the simple recruitment process: it feeds and shapes the overall perception of the company. It must be smooth, respectful, and human. Even when a candidate is not selected or receives an unfavorable answer, they must have a positive image of the company.

As for the employee experience, it is based on the quality of everyday work: integration, recognition, development, management... All these elements directly influence the engagement and loyalty of employees.

"For me, the HR experience includes all the emotions felt, the perception of the company culture, and especially the consistency between the promises made and the actual actions. This is how a credible and lasting employer brand is built."

Read also: ALTEN Morocco: building a sincere and evolving employee experience every day