UM6P: An Employer Brand Built on Experience and Authenticity
In an environment where talents are increasingly attentive to the consistency between words and reality, the 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 revolve around the same goal: to create 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 bright facade on a fragile foundation."
Yes, and this is a distinction we consider essential in our HR thinking.
The employer brand, for us, deeply reflects our DNA. It is not decreed: it is built, lived, felt. It is rooted in our way of supporting the paths of employees as well as candidates, of growing individuals, of creating an environment where everyone can feel useful, recognized, and in resonance with a common vision that carries meaning and transformation to which everyone fully contributes.
At UM6P, this employer brand draws on a powerful collective imagination: that of audacity, the pursuit of impact, transversality, openness to the world, and the hybridization of skills. It embodies a vision of work as a space for emancipation and exploration.
HR marketing, on the other hand, is more circumstantial. It relies on a set of tools and actions aimed at enhancing the employer promise through clear messages, targeted experiences, and adapted communication methods: active presence on social networks, participation in recruitment forums, partnerships with schools…
It can be creative, inventive, attractive. But it must never distort reality, because otherwise it becomes cosmetic, even counterproductive. HR marketing, to be fair, must be a faithful reflection of a lived truth.
We believe that it is lived experiences - not advertised promises - that forge an employer's reputation. In a world where everything moves fast and information circulates instantly, consistency between what we say and what we do 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 in continuity, with high standards, listening, and authenticity.
Faced with 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 discourse and practices.
"Experience, fundamentally, is not a process. It is a feeling. That of being respected. Of having one's 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 perceived as a benchmark employer."
