Exploring the Importance of Human Resources Marketing in the Context of Digital transformation. A Case Study in the Public Administration

Résumé

The objective of this study is to explore the importance and role of human resources marketing in the successful digital transformation process of public organizations in Morocco.  Current human resources management models, particularly in the context of digital transformation, consider the experience and satisfaction of human capital as an important criterion for excellence and value creation, hence the growing interest of organizations in HR marketing practices. In HR marketing, employer branding is one of the most important issues, as it affects employer identity and has an impact both internally with employees and externally.  This exploratory study is based on a literature review highlighting the links between HR marketing and the digital transformation process, particularly in the context of public administration, as well as a qualitative study based on semi-structured interviews with sixteen managers and subordinates from two pilot public departments in Morocco in the field of administrative modernization and organizational change implementation.  Semi-structured interviews focus on HR marketing adoption, digital HR management implementation, employee engagement and employer branding in the age of digital transformation. The results are analyzed using thematic analysis with NVIVO content analysis software.  The main conclusions are as follows: it is through the implementation of a change management and HR marketing policy, including in particular the enhancement of the employer brand, that digital transformation will be able to impact the HR function and lead to an evolution in strategic HR positioning, customer value creation and agile leadership.