Yazaki: Making Consistency a Pillar of the Employer Brand

In a time when talents value the experience they live as much as the promises made, the employer brand can no longer be just about communication. At Yazaki, it is built over time, through concrete actions, a consistent management culture, and constant attention to employees. Aziz El Hadri, HR Director at Yazaki, shares a vision where the employer brand, HR marketing, and human experience must move forward in perfect harmony.

"The employer brand is how the company is actually perceived by its employees. HR marketing is more about the perception from the outside, projecting a reality onto the market."

I definitely see a difference between the two.
The employer brand is how the company is actually perceived by its employees. It is built over time, through concrete practices: quality of management, social atmosphere, fairness in career paths, transparency in processes and HR practices...

HR marketing is more about the perception from the outside. It uses tools - content, campaigns, testimonials - to project this reality onto the market. But without a solid foundation, HR marketing sounds empty. That's why I make sure our communication actions remain aligned with what our teams actually experience.

The candidate experience is a sign of credibility. It depends on details: a timely response, a transparent process, an interview that respects the candidate's time and expectations. Even if the candidate is not hired, the impression left matters.

The employee experience relies on consistency between what is promised and what is lived. This includes the welcome from the first day, clarity of the role and responsibilities, recognition of work done, and real access to opportunities.

For me, experience is not an HR concept; it's a set of concrete actions repeated every day that define the work environment.

"The candidate experience is a sign of credibility. The employee experience relies on consistency between what is promised and what is lived."

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