MARKETING RH ET GENERATION Y : QUELLES PERCEPTIONS DES ACTEURS-DIRIGEANTS DES RESSOURCES HUMAINES AU MAROC ?

• Main Authors: ELLIOUA HANANE, HASSANI NADA
• Format: Article
• Language: English
• Published: CHAKOR Abdellatif 2019-07-01
• Series: Revue Internationale du Marketing et Management Stratégique
• Subjects: hr marketing; generation y; customer-oriented approach; representations
• Online Access: http://revue-rimms.org/wp-content/uploads/2019/07/ARTICLE-4-ELLIOUA-HANANE-2.pdf

Generation Y seems to be pressing the organization to adopt practices that promote their well-being. To this end, the contemporary organization has moved from an "employee" logic to a "client-employee" logic in order to strengthen their loyalty and commitment to work. HR marketing represents for the company the solution to attract potential Generation Y employees and to retain existing ones. The purpose of this paper is to reveal the HR marketing practices implemented by human resources managers, which made it possible to revisit the old management methods. This article examines the current state of HR marketing practiced. Through a hybrid methodological approach, we will study the representations of actor-managers in the Moroccan context. The results and limitations of our study will be discussed.