شخصنة تسيير الموارد البشرية : مظهر تسويقي أساسي

Abstract EN

One of the convictions that recently have been embedded in the minds is that change is vital, it became an accompagning factor in the course of organizational and individual life.

The relationship between the firm and the employee is not exluded from this concept, especially since the beginning of the nineties of the last century; the employee became more demanding, fluctuating and caring about the quality of professional life as a part of self-development.

Consequently, that required to search for a new philosophy to the human resources function that is basically inspired from marketing approach where the personalization is one of its main pillars.

It aims to develop an interactive and permanent relationship with the employee which is called human resources (HR) marketing.

Hence, in this paper, we considered to deal with personalization as a basic aspect of marketing in human resources management practices.