SOREC: An Employer Brand in Transformation Serving Attractiveness and Sustainable Performance
Spotlight on El Alami Jaafar, Human Capital Director at SOREC:
In a rapidly changing environment, employee experience relies on companies' ability to create a strong employer brand, unite teams around a common project, and value the diversity of professions.
El Alami Jaafar, Director of Human Capital at SOREC, discusses the company's strengths, his vision for employee experience, and the measures put in place to enhance its attractiveness and well-being at work.
A public company established in 2003 under the supervision of the Ministry of Agriculture, Maritime Fisheries, Rural Development, and Water and Forests, the Royal Society for the Encouragement of Horses (SOREC) is at the heart of the Moroccan equestrian ecosystem. It pursues its main missions: overseeing horse breeding and improving horse breeds, organizing horse racing, and managing horse betting. Relying on a unique and virtuous economic model that ensures transparent and fair redistribution of its profits, SOREC works daily to fuel the passion for horses, revitalize rural regions, and contribute to building a lasting and prosperous future for the men and women in the sector. As a key player in the equine industry in Morocco, SOREC stands out as a structuring operator, at the crossroads of economic, sporting, and cultural issues related to horse racing. Beyond its institutional positioning, SOREC is currently undergoing a profound transformation aimed at modernizing its practices, strengthening its performance, and asserting a strong, differentiating employer brand rooted in its professional identity.
SOREC has undertaken a major overhaul of its HR approach with a clear goal: to move from a management mindset to a truly immersive, engaging, and differentiating employee experience. Onboarding is no longer just a standard process; it becomes a genuine immersion experience into the world of horses, allowing new employees to quickly embrace the organization's culture and challenges.
This integration is supported by:
• Structured and guided welcome programs,
• Training and mentoring systems,
• Activities that promote cohesion, and active listening from the very first stages of the employee journey.
In an innovative approach, SOREC involved its employees in defining its very purpose, particularly during its 20th anniversary. Through participatory events, quizzes, and discussion sessions, employees were invited to express their vision of the meaning and impact of their work. This approach marks a turning point: the employee is no longer just an executor but becomes a co-creator of the company's project. Initiatives like interdepartmental workshops illustrate this desire to break down silos and foster collective intelligence. The result is spontaneous team buy-in and the strengthening of a cross-functional collaboration culture.
Aware of the challenges in attracting talent, SOREC has embarked on a proactive effort to redefine its employer brand, focusing on three main areas: visibility, proximity, and recognition.
SOREC places its employees at the heart of its image strategy. Through initiatives such as:
• E-Talents,
• E-Ftour,
• Talks led by employees,
It creates platforms for expression and recognition of internal career paths. Simultaneously, short videos and testimonials are shared on social networks (Instagram, Facebook), positioning employees as true ambassadors of the SOREC brand. The attractiveness strategy also relies on strong engagement with schools and the academic ecosystem:
• Sponsoring student initiatives (notably ENACTUS),
• Active participation in key events (GITEX, Devoxx),
• Presence at school career fairs (EMI, ENSA, EMSI...),
• Structured partnerships with several engineering schools (internships, mentoring, guest lectures).
The goal is to create a direct link with talent and establish SOREC's image as a lasting choice in their minds. With several professional fields, SOREC represents a diversity of careers that is often underestimated. A dedicated communication campaign has been launched to:
• Make the different professional fields visible,
• Highlight unique career paths,
• And challenge preconceived notions about the industry.
Among the main fields represented are:
• Professions related to the equine industry,
• Audiovisual professions,
• Professions in racing and horse betting,
• Support & cross-functional professions: HR, marketing, finance, sales, governance, and audit.
This diversity is a powerful driver of attractiveness: SOREC offers rich, evolving, and often unexpected career paths.
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