Human Resources Marketing, Attractiveness, Loyalty and Retention of Professional Talents

Hyper-competition between companies as regards professional talent, and the latter's requirements in choosing a host company, has underpinned the evolution of an “internal customer” culture and the emergence of Human Resources Marketing (HRM). Practices such as employer branding process, internal customer awareness and loyalty tools are used to attract, retain and re-sell the best profiles. This project follows a case-study methodology and mobilizes two types of study: a quantitative study involving a questionnaire targeting employees and a qualitative study involving interview guides for HR directors and managers. It aims to assess HR marketing practices adopted by the analyzed company, and then measure the impact of these practices on the attractiveness, loyalty and retention of profiles. Results show that HRM practices play a decisive role in building an attractive and solid employer image. This multinational also has a very low profile in the job market, as it does not have a well-developed employer brand, and actions aimed at employee loyalty and retention are relatively neglected by Transdev's HR marketing.