أهمية ممارسات تسويق الموارد البشرية للمؤسسة : دراسة حالة مؤسسة Groupama

Abstract EN

This study aimed to highlight the importance of human resources marketing practices of the Enterprise by clarifying the concept of marketing human resources; it's most important characteristics, the degree of homogeneity between it and marketing ideas (where there is a lot of similarities between them), reference to the most important advantages offered by the marketing of human resources to institutions, Without forgetting to talk about its dimensions of; Empowerment, training, incentives and rewards, internal communication, where these dimensions help the institution to maintain its skilled and efficient staff for the longest possible period.

Maintaining staff and preventing them from leaving by earning their loyalty is the final stage in the implementation of the marketing plan of human resources in the enterprise, which beginning with the stage of attracting new employees (Attraction of both internal and external), then the stage of selecting the best, appointing and integration of them in the institution (differentiation between candidates for the job and selection of the most appropriate was based on the requirements of the post), and finally the stage of keeping of them as mentioned above (by Strategies such as: providing an appropriate working environment, financial advantages, trust, effective communication and mutual respect).

Adopting the innovative concept of "Human Resources Marketing Plan" will help the institution develop a long-term staff strategy, In addition to gaining a competitive advantage to overcoming its competitors in the market.

In order to address the above, the study relied on the analytical descriptive approach in the theoretical side, where many references were used like; books, articles and memos to collect and analyze information.

On the practical side, a case study tool was used, where the Groupama institution, the leading French insurance company was selected, because it was one of the first companies in the worldwide, which owned the human resources marketing department, and practiced this function in various stages.

Where the marketing of human resources enabled the Groupama to achieve many positive results that benefited it, like; the pride of its employees to belonging to this institution, their sense of responsibility towards it, their trust in it and its future, which increases their level of satisfaction, loyalty and performance.

This is the best thing an organization wants.

Finally, based on the results achieved by Groupama Enterprise, The study concluded that: - The human resource marketing practices in the institution are of great importance in obtaining the most efficient human resources, Gain their trust and satisfaction, strengthen their affiliation, raise their productivity and improve institution performance.

- Human resource marketing practices raise staff empowerment, expanding their authorities and thus their sense of responsibility towards the institution.

- Human resources marketing practices improve staff skills and capabilities and contribute to their retention, through training, both when they are first integrated and entered, or through continuous training, especially by relying on high-level training programs and with the presence of specialists.

- Human resource marketing practices contribute to activating the skills-attracting processes and choose the best ones.

Therefore, the study recommended encouraging institutions to activate human resources marketing practices at their level to achieve its objectives, And encourage it's too to learn about locally and internationally successful practices to benefit from it in the future.