SOREC: an employer brand in transformation serving attractiveness and sustainable performance
El Alami Jaafar, Human Capital Director at SOREC, shares his insights.
In a changing world, the employee experience depends on companies' ability to create a strong employer brand, unite teams around a common project, and value the diversity of professions.
El Alami Jaafar, Human Capital Director at SOREC, discusses the company's strengths, his vision of the employee experience, and the actions taken to enhance its attractiveness and workplace well-being.
As a public company founded in 2003 under the Ministry of Agriculture, Maritime Fisheries, Rural Development, and Water and Forests, the Royal Society for the Encouragement of the Horse (SOREC) is central to Morocco's equine ecosystem. Its main goals include overseeing horse breeding and improving breeds, organizing horse races, and managing horse betting. SOREC uses a unique, beneficial economic model that ensures transparent and fair redistribution of its profits. The company works daily to fuel the passion for horses, boost rural areas, and help build a lasting and prosperous future for everyone involved in the sector. As a key player in Morocco's equine industry, SOREC is a structuring operator at the intersection of economic, sporting, and cultural issues related to horse racing. Beyond its institutional role, SOREC is currently undergoing significant transformation to modernize its practices, improve its performance, and establish a strong, distinct employer brand rooted in its professional identity.
SOREC has undertaken a major overhaul of its HR approach with a clear goal: to move from a management-focused mindset to a truly immersive, engaging, and distinctive employee experience. Onboarding is no longer just a standard process; it has become a real immersion into the world of horses, allowing new employees to quickly grasp the organization's culture and objectives.
This integration includes:
• structured and supported welcome programs,
• training and mentoring systems,
• activities that promote teamwork, and a focus on active listening from the very beginning of the employee's journey.
In an innovative approach, SOREC involved its employees in defining its purpose, especially during its 20th anniversary. Through participatory events, quizzes, and discussions, employees were invited to share their views on the meaning and impact of their work. This marks a turning point: employees are no longer just executors but co-creators of the company's project. Initiatives like cross-departmental workshops demonstrate this commitment to breaking down barriers and fostering collective intelligence. The result is spontaneous team buy-in and the growth of a collaborative, cross-functional culture.
Aware of the challenges in attracting talent, SOREC has proactively redefined its employer brand around three main pillars: visibility, proximity, and recognition.
SOREC places its employees at the heart of its image strategy. Through initiatives such as:
• E-Talents,
• E-Ftour,
• employee-led Talks,
It creates opportunities for employees to express themselves and showcase their internal career paths. Additionally, short videos and testimonials are shared on social media (Instagram, Facebook), positioning employees as true ambassadors of the SOREC brand. The attractiveness strategy also relies on strong engagement with schools and the academic community:
• sponsoring student initiatives (notably ENACTUS),
• active participation in major events (GITEX, Devoxx),
• presence at school career fairs (EMI, ENSA, EMSI...),
• structured partnerships with several engineering schools (internships, supervision, guest lectures).
The goal is to create a direct link with talent and to permanently establish SOREC as a preferred choice in their minds. With several professional fields, SOREC represents a diverse range of careers that are often not well-known. A dedicated communication campaign has been launched to:
• make the different job families visible,
• highlight unique career paths,
• and challenge common misconceptions about the industry.
Some of the main professional fields include:
• jobs related to the equine sector,
• audiovisual professions,
• horse racing and betting jobs,
• support and cross-functional roles: HR, marketing, finance, sales, governance, and audit.
This diversity is a powerful driver of attractiveness: SOREC offers rich, evolving, and often unexpected career paths.
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