Safran Nacelles Morocco: Making Experience a Sustainable Lever for Attractiveness and Loyalty

In a job market where competition to attract and keep talent is getting tougher, the connection between employer identity and lived experience is becoming a key factor for standing out. At Safran Nacelles Morocco, the employer brand is built on genuine efforts, developed over time, and supported by concrete actions. Mohammed Benelallam, HR Director shares a vision where HR marketing and employer branding work together to strengthen talent engagement in the long run.

"A fundamental difference between employer branding and HR marketing, even though both are deeply connected and must be consistent in an overall strategy for attraction and loyalty. The employer brand, in my opinion, is the company's social DNA, reflecting who we truly are. HR marketing, on the other hand, is a tool that serves this employer brand."

The employer brand, in my opinion, is the company's social DNA, reflecting who we truly are: our values, our management style, the promise we make to our current and future employees. It is a long-term commitment, a reputation built patiently through actions, not just words.

HR marketing is a tool that serves this employer brand. It's how we make it visible, attractive, and distinct. It uses tools, campaigns, target audience segmentation, and strategic storytelling to showcase our employer identity. It's a more tactical exercise, sometimes shorter-term, but it must always remain sincere and aligned with the reality of the employee experience.

I am convinced that we must be discerning: not confusing the polish we apply with the substance we possess. Too many companies fall into the trap of attractive HR marketing that is disconnected from internal reality. Conversely, a strong employer brand without HR marketing can remain invisible in a very competitive market.

At Safran Nacelles Morocco, our compass is clear: Safran Together. This common framework embodies who we are and what we want to convey. It is based on four guiding principles: Succeeding together – Fostering an environment of trust; Daring to innovate – Committing to a shared vision. It is from this authentic foundation that we build a strong employer brand and deploy responsible HR marketing.

Marketing that attracts, yes, but that faithfully reflects what our teams experience daily. It is this consistency that, in my view, makes all the difference. At Safran Nacelles Morocco, we have chosen a structured, concrete HR approach that aligns with the Safran Group's dynamics to meet the new expectations of talent, especially from generations Z and Millennials.

The candidate experience begins long before the interview. It is built from the first contact, in the clarity of the job posting, the smoothness of the interaction, and the quality of the conversation. We have professionalized the entire recruitment process, focusing on human connection as much as industrial rigor. Candidates who visit us get a real understanding of the job's expectations, the opportunities, and how our site operates. We also systematically provide feedback, even to unsuccessful candidates, to maintain a responsible and respectful image.

The challenge is simple: every candidate is potentially an ambassador for our employer brand, whether they join us or not. But it is primarily the employee experience that allows us to retain talent and foster long-term engagement. This experience is built around several concrete pillars. First, the digitalization of our onboarding process. Second, there are real opportunities for growth within our entity and other Safran Group companies in Morocco. In 2024, internal promotions and inter-site moves have been realized. This sends a strong message: growing at Safran Nacelles Morocco means growing within an open, dynamic, and global ecosystem.

"In a job market that is as competitive as it is demanding, the experience we provide to our candidates and employees has become a major strategic lever to affirm our position as an employer of choice. But it is primarily the employee experience that allows us to retain talent and foster long-term engagement."

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