How Trusted Advisors and LinkedIn are transforming talent management in Morocco

Q&A with Cyril Awere, Executive Director at Trusted Advisors

Based on your experience as Executive Director at Trusted Advisors, what major trends in HR transformation are you observing in Morocco?

In Morocco, human resources is undergoing a major transformation, driven by digitalization, employee well-being, and changing workplace dynamics. Organizations are increasingly adopting digital tools to improve HR processes, prioritizing automation and data-driven decision-making to increase efficiency and competitiveness. Employee well-being has become a central concern, with reports indicating that 45% of Moroccan workers experience daily stress, prompting companies to emphasize mental health initiatives and employee engagement strategies. Furthermore, the shift toward hybrid work models is encouraging businesses to develop flexible policies that balance remote work, productivity, and collaboration. These trends reflect a broader commitment to creating resilient, inclusive, and future-proof work environments in Morocco.

What are the most critical challenges companies face when integrating AI into their HR strategies?

The three main challenges faced by companies when integrating AI into their HR strategies are:

1. Data privacy and ethical issues : AI systems rely heavily on employee data, raising concerns about data protection, consent, and the ethical use of personal information. Mistakes in this area can affect trust and lead to regulatory issues.

2. Bias and fairness of AI models : AI can unintentionally reinforce existing biases in hiring, promotion, or performance evaluation if trained on unrepresentative or biased data, leading to unfair results and legal risks.

3. Change management and team readiness : AI integration often requires significant changes to processes, roles, and corporate culture. Resistance from HR teams unfamiliar with AI tools, as well as a lack of digital skills, can hinder successful implementation.

How does partnering with LinkedIn enhance your ability to support your clients with their recruiting and talent development needs?

At Trusted Advisors, we actively support our clients' HR transformation and HR projects, which perfectly complements LinkedIn's digital solutions. Our partnership with LinkedIn not only gives us access to a vast global community of skilled professionals, but also strengthens our support for our clients in several strategic areas.

We design and integrate tailor-made e-learning courses into LinkedIn Learning solutions free of charge, capitalizing on our many successful references in this field. Furthermore, thanks to LinkedIn Recruiter, we help our clients optimize their talent search campaigns by precisely articulating the added value of each position based on its rarity and specificity on the market.

Finally, we develop free strategic content designed to strengthen our clients' employer brand through the LinkedIn Life Page. This approach offers a truly integrated consulting service, enabling companies to attract and retain top talent through an effective and targeted digital presence.

Our partnership with LinkedIn is fundamentally transforming how we support our clients in recruiting and talent development. Through LinkedIn, we have access to a vast global community of skilled professionals, enabling us to quickly and accurately identify talent that matches our clients' specific needs. LinkedIn's advanced analytics tools also strengthen our ability to understand job market dynamics and anticipate emerging skills trends.

At the same time, LinkedIn allows us to position our clients as attractive employers by optimizing their employer brand through targeted and engaging content. We help companies attract the best candidates and retain their key talent. Finally, thanks to the resources and training available on the platform, we support our clients' HR teams in strengthening their skills in sourcing, talent management, and ongoing professional development, thus ensuring sustainable and competitive growth for their organizations.

Do you consider Morocco to be a relevant market for digital HR solutions? If so, why?

Yes, Morocco is becoming an increasingly relevant market for digital HR solutions, driven by a combination of demographic, economic and technological factors.

1. A young and tech-savvy workforce : Morocco has a young and dynamic job market, with a growing number of professionals seeking modern, flexible, and digitally equipped work environments. This demographic shift is pushing organizations to adopt digital HR tools that meet the expectations of a new generation of employees.

2. Government initiatives and public sector digitalization : The Moroccan government recognizes digital transformation as a key lever for public sector efficiency and transparency. Initiatives such as the "Maroc Digital 2030" strategy aim to modernize public services through digital innovation, thus creating a favorable environment for the adoption of digital HR solutions in both the public and private sectors.

3. Growth in the IT and Outsourcing Sectors : Morocco's IT services sector is experiencing strong growth, making the country a notable player in the global outsourcing market. This expansion requires advanced HR solutions to effectively manage talent acquisition, training, and performance management.

Biography of Cyril AWERE

Cyril Kwesi Kwamina Awere is an Executive Director at Trusted Advisors Group, supporting the consulting group's Moroccan teams on transformation, HR, and change acculturation. With over 25 years of experience, Cyril is a recognized expert in agile transformation, change management, and leadership coaching. Throughout his career, he has supported major international organizations such as Nokia, Atos, Costco Wholesale UK, British Airways, Fujitsu, and HP in their transition to agile and human-centered operating models. Cyril holds several prestigious professional certifications such as Prosci® Certified Change Practitioner, SAFe® 6 Practice Consultant, Certified Scrum@Scale Practitioner, ICAgile Certified Professional in Agile Coaching, Professional Scrum Master I, and Project Management Professional (PMI).

A graduate in Information Systems and Information Technology from Middlesex University (1992–1995), Cyril sees his work as a service to society, constantly seeking to promote positive organizational change, based on resilience, respect and care for each individual.