HR Marketing and Skills Valorization: A Biometric Evidence Synthesis of Organizational Perceptions

Sana Zennati
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Sana Zennati: Université ibn ZohrFaculty of Legal, Economic and Social Sciences, Agadir

Technium Social Sciences Journal, 2026, vol. 87, issue 1, 115-127

Abstract: Purpose This article examines how human resource (HR) marketing practices shape organizational perceptions of skills valorization among prospective and current employees, and asks what biometric and neurophysiological evidence can add to a research field that has relied almost exclusively on self-reported attitudinal data. Design/methodology/approach Because ecologically valid, field-collected biometric data (eye-tracking, electrodermal activity, heart rate, EEG) on Moroccan HR-marketing stimuli do not yet exist in the published record, this article adopts a systematic evidence-synthesis design rather than presenting primary results as if they had already been collected. It integrates peer-reviewed biometric studies of employer branding and recruitment communication with human-capital and employer-branding theory, recent quantitative survey evidence on Morocco's digital HR-marketing sector, and official OECD labour-market statistics, and develops a conceptual model, five testable research propositions, and a detailed protocol for the future primary biometric data collection the Moroccan context still requires. Findings The synthesized evidence indicates that visual attention (fixation duration, heatmap concentration) and physiological engagement consistently favor career-development, work-life-balance and skill-growth content over generic corporate imagery, and that employer branding is the strongest statistically significant driver of talent attraction in Moroccan quantitative data (β = .406, p

Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:tec:journl:ojs:13836

DOI: 10.47577/tssj.v87i1.13836

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