UM6P: An Employer Brand Built on Experience and Authenticity
In an environment where talented people are increasingly attentive to the consistency between what is said and what is real, an employer brand cannot exist without a strong and sincere lived experience. At UM6P, it is part of an ambitious vision, driven by openness, innovation, and people. Mohamed Tassafout, Human Capital Director shares an approach where HR marketing and employer branding work together towards the same goal: creating a lasting and authentic relationship with talent.
"The employer brand is the substance, the foundation of who we are. HR marketing is the visible translation, the channel through which this substance meets the world. Confusing the two is taking the risk of building a shiny storefront on a fragile base."
Yes, and this is a distinction we consider essential in our HR thinking.
For us, the employer brand deeply reflects our DNA. It cannot be decreed: it is built, lived, and felt. It is rooted in the way we support the journeys of employees and candidates, in how we help individuals grow, and in creating an environment where everyone can feel useful, recognized, and in tune with a common vision that brings meaning and transformation, to which everyone fully contributes.
At UM6P, this employer brand draws from a powerful collective imagination: one of boldness, the pursuit of impact, collaboration across different areas, openness to the world, and the blending of skills. It embodies a view of work as a space for empowerment and exploration.
HR marketing, on the other hand, is more situational. It relies on a set of tools and actions aimed at highlighting the employer promise through clear messages, targeted experiences, and suitable communication methods: active presence on social networks, participation in recruitment fairs, partnerships with schools, etc.
It can be creative, innovative, and attractive. But it must never distort reality, because otherwise, it becomes superficial, or even counterproductive. For HR marketing to be fair, it must be a true reflection of a lived truth.
We believe that it is the experiences lived – not the promises made – that build an employer's reputation. In a world where everything moves fast and information travels instantly, consistency between what is said and what is done becomes a key factor of trust.
Experience, fundamentally, is not a fixed sequence between an interview and a possible final "yes." It is a first encounter with our culture, our vision, and our values. Every interaction – an email, a call, feedback – is an opportunity to convey who we are.
At UM6P, we are convinced that the candidate experience does not stop at one stage of the journey but is part of a lasting relationship. It is built continuously, with high standards, listening, and authenticity.
Facing the expectations of Generation Z or millennials, who seek more authenticity, transparency, and meaning, it is no longer enough to attract them occasionally. It is about building a trusting relationship over time, based on strong consistency between words and actions.
"Experience, fundamentally, is not a process. It is a feeling. The feeling of being respected. Of having a place. Of being where one can thrive and contribute. It is under this condition, and only under this condition, that we can aspire to be seen as a benchmark employer."
