COFACE: Building a Credible Employer Brand Through Transparency and Experience

In a time when trust and authenticity are key for talents, the employer brand cannot exist without a real connection between the promises made and the experience lived. At COFACE, this approach is based on a transparent HR marketing strategy and careful attention to each step of the candidate and employee journey. Leila Hakou, HR Director shares a vision where people and experience are at the heart of attractiveness and loyalty.

"A recognized and attractive employer brand is the result of a transparent HR Marketing strategy."

The employer brand is the company's core identity as an employer: it reflects the culture, values, social commitments, and promises made to employees. It's what the company is and what it stands for in its relationship with its talents.

HR marketing, on the other hand, is all the strategic and operational tools used to promote this identity. It's how we communicate this employer brand, through actions on the ground or online, to attract, recruit, and keep the best profiles.

A recognized and attractive employer brand is the result of a transparent HR Marketing strategy: what we say must perfectly match what our employees experience. The experience lived by candidates and employees is becoming more and more important.

A positive, "human" experience strengthens the company's image, engages employees, and attracts talent. This starts with offering a smooth, transparent, responsive, and human recruitment process, even when a job application is not successful.

The employee experience, meanwhile, is built daily: closeness, skill development, regular communication, feedback, recognition, work-life balance, inclusion... We ensure that every employee feels involved, valued, and aligned with our vision.

"We win when the employee themselves becomes an ambassador for the employer brand and plays an active role in promoting our experience."

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