An authentic employer brand above all: the testimony of Safran Nacelles Morocco
In a market where companies' attractiveness increasingly relies on their image and reputation, sincerity becomes a key factor to stand out. At Safran Nacelles Morocco, this conviction guides the entire HR strategy: the employer brand should not be a attractive facade, but a true reflection of the reality experienced by employees. This is what Mohammed Benellalam, HR Director, explains to us through his vision of an authentic employer brand, driven by concrete actions and continuous listening.
"I am convinced that we must show discernment: not to confuse the polish we apply with the material we are. Too many companies fall into the trap of attractive HR marketing that is disconnected from internal experience. 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.
What we do in this regard involves concrete actions around onboarding, mobility, talent development, social dialogue, and quality of work life.
But in my opinion, the real question is, how do we know if it's working?
We assess it at several levels. Firstly, through proximity mechanisms, with particular attention paid to direct exchanges on the ground, informal feedback, and regular dialogues with social partners and employee representatives.
Secondly, through objective indicators: turnover, absenteeism rates, internal mobility, engagement survey results, or KPIs that give us a clear understanding of the social climate and adherence to our management model.
Therefore, it is never a showcase approach, but a continuous process of listening, evaluating, and regular adjustments to remain a good and better employer.
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