Digital HR Marketing in Morocco: A Quantitative Analysis of Social Media Recruitment, Employer Branding, and Talent Attraction Effectiveness

Résumé

This study investigates the impact of digital HR marketing practices on talent attraction effectiveness in the Moroccan context, specifically examining the roles of social media recruitment, employer branding, and digital HR platforms. A quantitative research design was employed using a structured questionnaire administered to 385 HR professionals and job seekers across various sectors in Morocco. Data were analyzed using SPSS software, employing descriptive statistics, reliability analysis, correlation analysis, and multiple regression analysis to test three hypotheses. The results indicate that social media recruitment (β = 0.287, p < 0.001), employer branding (β = 0.406, p < 0.001), and digital HR platforms (β = 0.297, p < 0.001) all significantly and positively influence talent attraction effectiveness. The multiple regression model explained 35% of the variance in talent attraction effectiveness (R² = 0.350, Adjusted R² = 0.345), with employer branding demonstrating the strongest effect. The study is limited to the Moroccan context and relies on self-reported measures. Future research should explore cross-cultural comparisons and longitudinal designs to capture the evolving nature of digital HR marketing. Organizations in Morocco should prioritize employer branding initiatives while simultaneously investing in social media recruitment and digital HR platforms to enhance their talent attraction capabilities in an increasingly digital labor market.

This study contributes to the limited empirical research on digital HR marketing in North African contexts, providing evidence-based insights for HR practitioners and academics interested in emerging market dynamics.