In a rapidly transforming job market, marked by changing employee expectations, the rise of Generation Z and the impact of new technologies, the employer brand is establishing itself as a central lever of competitiveness and sustainable performance.
It is in this context that ReKrute organized, Thursday June 4 in Casablanca, the 5th edition of the Employer Brand ceremony. The event, which over the years has become a major meeting of the HR sector in Morocco, brought together managers, human resources directors, decision-makers and players in the job market.
This meeting was devoted to issues related to the attractiveness of companies, employee engagement and the transformation of working practices. It also highlighted companies committed to developing their employer brand and improving the employee experience.
Profound changes in the labor market
“The objective is no longer just to recruit, but above all to sustainably maintain the teams’ commitment,” he said. According to him, corporate culture and the employer brand are becoming essential levers for loyalty. Employees now attach as much importance to the work environment, values and human experience as to the position occupied.
The expert also noted the growing weight of employer reputation in the digital age. With the proliferation of social networks and review platforms, the employee experience directly influences the image and attractiveness of companies.
Referring to artificial intelligence, Philippe Montant estimated that these technologies contribute to making recruitment processes more fluid and more personalized. In this regard, he cited Kiara, a solution developed by ReKrute, which improves matching between candidates and companies.
According to him, successful companies will be those that manage to combine technological innovation and human intelligence.
Three labels to evaluate the Employer Brand
Speaking, Alexandra Montant, general director of ReKrute, presented three additional distinctions.
The Krunchy Company label distinguishes the companies that are most attractive to candidates. Based on an artificial intelligence algorithm, it measures the engagement and interest generated by companies on the ReKrute platform. For the 2026 edition, 70 companies have been certified.
The Feel Good Company label evaluates corporate culture and its transparency. It is based on the formalization and publication of the organizational culture, as well as its adequacy with the expectations of candidates. This year, 114 companies obtained this label.
Finally, the brand new Love My Job label, based on employee opinions, rewards companies offering a working environment favorable to commitment and well-being. Six companies were recognized in 2026.
According to Alexandra Montant, these three labels offer a complementary reading of the Employer Brand. The first measures external perception, the second cultural coherence and the third internal experience.
A special issue dedicated to Employer Branding
Please note that Groupe Le Matin supported this 5th edition as a media partner. The daily also devoted a special issue to the theme of employer branding, entitled “Employer Brand: happiness at work, the new sinews of war”, looking back on the profound changes in the job market and the growing importance of the employee experience in companies’ HR strategies. This issue also gives the floor to several companies labeled by ReKrute, distinguished as best employers, which stand out for the quality of their HR practices and their ability to create attractive and engaging work environments.
The 5th edition of the Employer Brand ceremony takes place in a particular context, that of the 20th anniversary of ReKrute. Through this event, the platform reaffirms its commitment to promoting the employer brand in Morocco and improving HR practices.
The organizers emphasize that this labeling ceremony is not limited to recognition of companies. It is part of a broader dynamic of transformation of recruitment and talent management practices on a national scale.
For 20 years, ReKrute has carried the same promise: Make me better.
Alexandra Montant, general director of ReKrute: Companies that make the label a tool for managerial dialogue rather than a communication exercise see their engagement rate increase
Le Matin: What are the most determining indicators in awarding the Employer Brand label?
Alexandra Amount: Our system is based on three distinct labels, each measuring a different dimension of the employer brand. The Love My Job label is based exclusively on the voice of employees. It is based on an internal barometer of 18 questions covering six dimensions: pleasure at work, motivation, quality of management, team relationships, professional/personal life balance, and meaning & impact. The most revealing indicators are systematically the spontaneous employer recommendation – the internal eNPS – and confidence in direct management. This is our flagship label for happiness at work, rated out of 5.
The Feel Good label measures the cultural coherence of the company. To obtain it, the company must model its culture – its real values, its managerial DNA – and make it public for all candidates on ReKrute. This transparency is then activated via cultural matching: candidates whose values are naturally aligned with those of the company are highlighted in the recruitment process. This label rewards companies which have done the work of cultural introspection and which assume it publicly.
Added to this is the Krunchy Company label. The latter measures the real attractiveness of the company as expressed in the behavior of candidates on the platform: click rate on employer logos, likes on advertisements, number of followers, conversion rate of visitors into candidates. This data generates an objective score out of 100 — you must reach 30 points to be labeled. This score also includes the efforts made by the company to develop its notoriety. We do not declare its attractiveness, we prove it with data.
These three labels are complementary: Love My Job measures what internal employees experience, Krunchy Company what external candidates perceive, and Feel Good the coherence between the displayed culture and the profiles we seek to attract.
What is the concrete added value of the label for the companies that obtain it? And do you think that labels and rankings can really influence company practices?
The short answer: yes, but on one condition — that the company treats the label not as a trophy, but as a mirror.
The concrete value is threefold. First, a competitive advantage in attracting talent: in an increasingly demanding Moroccan job market, particularly for qualified profiles and younger generations, displaying a credible label on a job offer or a portal like ReKrute changes the perception and the application rate. We observe this directly in our data.
Then, an internal retention effect: the simple fact of carrying out a serious investigation, communicating the results honestly and taking action sends a strong signal to employees. Companies that use the label as a tool for managerial dialogue rather than a communication exercise see their engagement rate increase.
Finally, a lever of external credibility: vis-à-vis investors, partners and in calls for tenders, a rigorous HR label is starting to have weight. It is still emerging in Morocco, but the underlying trend is clear.
On the question of the influence of practices: labels do not magically change companies. What changes practices is the regular measurement, the transparency of results and the gentle – but real – pressure that sectoral comparison creates. When an HR director sees that his competitor in the same sector displays 4.2/5 in managerial satisfaction and that his internal score is 3.4, he can no longer ignore the subject. This is where ranking becomes a catalyst for transformation.
What concrete change have you observed among labeled companies since the first editions?
We read the most tangible developments directly in the data — and they are significant.
On Krunchy Company, the figure that sums it all up: the conversion rate of visitors into candidates on ads from labeled companies has increased from 6.5% to nearly 14% in five years. It’s a doubling. What is even more striking is that this score of 14% was, five years ago, the exclusive prerogative of Morocco’s most renowned brands — large companies whose name alone was enough to attract. Today, this is the average of the 70 companies labeled Krunchy Company. This means that the label allows mid-sized companies to achieve a level of candidate attractiveness that was previously reserved for market champions.
On Feel Good, the most visible change is the growing and accelerated adoption of the approach. We went from 26 labeled companies in 2022 to 51 in 2023, 61 in 2024, 95 in 2025 — and we reach 114 today, for a total of 152 labeled companies since the launch. This is not a linear trend, but an acceleration. But the figure that makes us most proud is perhaps this: 85% of labeled companies are renewing this year. In a market where HR budgets are under pressure, this loyalty rate says one simple thing: the label delivers concrete, perceived and renewed value. In the field, recruiters from Feel Good companies actively use their cultural profile as an argument to attract candidates. Corporate culture has become a closing tool in the recruitment process.
And on Love My Job: our experience dates back to 2018, the year when we represented an equivalent French label in Morocco – which gives us almost seven years of perspective on the dynamics that this type of measure triggers in organizations. What we constantly observe is a progressive internal mobilization: once employees have been seriously consulted and the results have been shared transparently, management can no longer go back. Companies loyal to the approach actively work to improve all dimensions of the barometer from one year to the next. The label creates a discipline of continuous improvement which becomes a lasting part of the managerial culture.
The other effect, just as concrete, is external: displaying a certified and independent Love My Job score creates a climate of trust with candidates. In a world where talents seek information before applying, rigorous certification on the real experience of employees constitutes a strong signal, which allows certified companies to attract the best profiles, those who have the choice and who choose with discernment.
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