12. THE INFLUENCE OF EMPLOYER BRANDING ON THE APPLICATION INTENTIONS OF JOB SEEKERS IN MOROCCO

Abstract

In a job market where talent is available but increasingly difficult to attract, the employer brand is an essential strategic lever for Moroccan companies, especially for young graduates. This article examines the influence of employer brand perception on the intention to apply. An exploratory quantitative survey was conducted among 62 job seekers using a structured questionnaire. The results highlight five dimensions of perceived attractiveness: brand image, notoriety, professional development, organisational culture and perceived values. However, only the brand image, the notoriety and the congruence of the values significantly influence the intention of candidacy. These findings suggest that companies need to rethink their employer branding strategies in order to strengthen their attractiveness and their competitive advantage. The study also highlights the need to invest in reputation, promote social and ethical commitments and ensure consistency between the employer promise and real experience, to retain talent in a context of "talent war"