BEN SALAH Ons

thesis subject :

Attracting and retaining talent:The challenge for multinationals operating in Africa.

Thesis start date :

Novembre 2021

Name of thesis supervisor(s) :

Laila Benraïss-Noailles et Catherine Viot

Thesis abstract :

Since the early 2000s, recruitment processes in companies around the world have changed significantly under the dual influence of technological and social changes (Laroche and Berard, 2013). Nevertheless, according to the GTCI 2020 report, the gap between developed countries and the rest of the world is widening in terms of digital skills and the attraction and retention of talent. Although Africa is keeping pace with new recruitment trends, the availability and retention of talent is hampering its growth. The need to supply talent is one of many problems in Africa (Grobler and Diedericks, 2009).
Nowadays, it has become even more difficult for HR professionals and organizations to retain the best candidates. Indeed, employer branding has gradually become an essential factor for success within organizations and has attracted considerable attention in recent years, being used to attract potential employees while engaging employees within an organization (Gilani, 2017). The academic consensus seems to show that retention offers many important benefits and should be a priority for practitioners and researchers (Kumavat, 2012; Coco, 2000; Ramlall, 2004; Kaiser & Regjepaj, 2019). Research even suggests that practitioners, particularly those in multinational companies, should focus more on employee retention (Stan, 2012).
The objective of our thesis is to determine the extent to which employer branding is the main tool for distinguishing one organization from another and plays a key role in retaining talent within multinationals operating in Tunisia.