HR Marketing
Conventional Case
Case blending marketing and human resources to strengthen employer branding and talent attraction in today's context.
HR marketing is a hybrid discipline, formally recognized by the Ordre des CRHA, that combines the methods and tools of marketing with the core principles of talent management. Its main objective is to strengthen the acquisition and retention of talent within an organization by building and promoting a strong, coherent, and consistent employer brand.
This case invites delegates to apply traditional marketing principles and codes to the field of human resources, in order to build or enhance the image that the partner company projects to both its current employees and future prospective talent. Teams must first establish a clear and precise diagnosis of the company's current employer brand situation, before proposing concrete strategies that are well-adapted to its positioning.
The development and rollout of these strategies must highlight the company's distinctive strengths, particularly its organizational culture and values, while addressing current challenges in the labor market. This case assesses delegates' ability to combine marketing creativity with sensitivity to human realities. This combination is increasingly sought after in a context where attracting and retaining talent represents a major strategic priority for organizations.
