Analyzing HR Recruitment and Selection for Moroccan Telecom Growth

This report investigates the effectiveness of HR recruitment and selection processes in the Moroccan private telecom industry, using Orange Maroc (formerly Meditel) as a case study. It examines the historical context of the telecom sector in Morocco, highlighting periods of growth and stagnation. The study explores the impact of HR processes on organizational performance, identifying key indicators of effective recruitment and selection. The research questions address HR processes, their impact, key performance indicators, and change management recommendations. The objectives include identifying HR processes, examining their impact, demonstrating key indicators, and developing a model to improve telecom profitability. The methodology combines primary data from surveys, discussions, and interviews with secondary data from literature reviews. The report aims to contribute to the understanding of how effective recruitment and selection policies can enhance organizational growth and competitiveness within the Moroccan telecom sector, offering insights and recommendations for improvement.

Table of Contents
Chapter One............................................................................................................................4
1.0 Introduction.......................................................................................................................4
1.1 Background of the Study..............................................................................................5
1.2 Rational.......................................................................................................................6
1.3 Main research Question.....................................................................................................6
1.4 Research Questions...........................................................................................................6
1.5 Aim of the Study................................................................................................................7
1.6 Research Objectives...........................................................................................................8
1.7 Literature Review..............................................................................................................8
1.8 Methodology.....................................................................................................................8
1.8.1 Data Collection...............................................................................................................9
1.8.2 Data Analysis..................................................................................................................9
1.9 Ethics and Access...............................................................................................................9
1.10 Structure of the Thesis...................................................................................................10
1.11 Conclusion.....................................................................................................................11
2.0 Introduction.....................................................................................................................12
2.1 Human resource Management.........................................................................................12

2.1.1 Historical background to Human resource Management...............................................15
2.1.2 The Essence of Human Resource Management.............................................................22
2.1.3 The Human Resource Management Theory...................................................................26
2.2 Systems and Roles of Human Resource Management......................................................29
2.2.1 Strategic Human Resource Management......................................................................32
2.2.2 Impact of HR Processes on an Organisation................................................................36
2.2.3 Human Organisational Assets:......................................................................................37
2.3 Human resources as a strategic partner – The present and the future..............................38
2.4 Human resource management as a contemporary issue..................................................40
2.5 Strategic human resource management...........................................................................42
2.6 Development in strategic human resource management.................................................43
2.7 Strategic role of human resource.....................................................................................44
2.8. A Review of the Recruitment and Selection Concepts.....................................................47
2.8.1 The Processes of Recruitment and Selection.................................................................50
2.8.2 Recruitment Process.....................................................................................................51
2.8.3 Selection Process Method.............................................................................................52
2.8.4 The Recruitment and Selection Strategic Models..........................................................54
2.9 Human Resource Processes in Private Telecommunications Industry...............................57
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2.10 Competitive Advantage for the Organisation.................................................................59
2.10.1 Sustainability for the Organisation..............................................................................60
2.10.2 Impact of Neglecting the Effective Recruitment and Selection Processes.....................61
2.10.3 Key Indicators of Effective Recruitment and Selection Processes.................................62
2.10.4 Change Management Recommendations to Enhance Organizational Performance.....63
2.11 Virgin Media..................................................................................................................65
2.11.1 Human resource management styles..........................................................................65
2.11.2 Recruitment and selection in virgin media..................................................................67
2.11.3 Porter five forces analysis...........................................................................................74
References.............................................................................................................................79
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Chapter One
1.0 Introduction
Recruitment and selection processes play a pivotal role in optimising the performance of an
organisation. The practices of recruitment and selection are the bases on which lie the foundation
of the operations of the human resources management. Engaging the right staff is the key to
effective and successful operations….. In this regard, right strategies need to be followed to
select the correct employees. The selected individuals are also the chosen people that are led,
managed, and developed further within the organisation and in turn achieve organisational
productivity with their competencies, qualifications, talents and skills, and work behaviours
(Tomčíková, 2016). It is therefore essential for professionals of the human resource management
of the telecom companies in Morocco to continuously refine and analyse their recruitment and
selection processes. This should be outlined with competencies to enhance the organisational
growth and development.
This research is the case study of the Moroccan private telecom industry that needs to boost its
performance and growth. One such way is through paying close attention to the recruitment and
selection process of the organisations in the telecom sector. These HR processes are highly
effective in determining the performance of any organisation.
The significance of the study lies in the fact that it shines light on the importance of a proper
recruitment and selection policy of employees and in doing so; the area of study highlights how
effective recruitment and selection policies can be in improving the organisational performance
of the Moroccan private telecom company under study. The study will also help to establish the
role of proper policies of the HR in the telecommunication sector of Morocco by digging deep
into the current measures being followed in the private sector and establishing the need for
effective HR practices. The study finds out that it these policies, when followed properly,
translate into the organisational growth of the company in the telecom sector.
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1.1 Background of the Study
The Moroccan private telecom industry has seen a golden period of rapid growth and
development in the past, spurred by the telecom reforms of 1995-1999. However, in the
aftermath of that prosperous period, the telecom sector has hit a low of stagnation. This paper
proposes a research that gives evidence of the effectiveness of the recruitment and selection
policies in the hiring of new employees in the telecom sector under study to bring an overall
improvement in the private sector. Meditel or Orange Maroc is selected as the case under study
and it is understood that manpower makes up the structural framework of an organisation and
serves as assets that can drive their company to success.
In the recent times, human resource is of particular significance as it offers the vital human
capital to organisations. People play a profound role in organisations as they extend values, offer
perspectives, and attributes to a firm. And when the human resource is managed effectively, the
human traits add up to submit considerable merits to an organisation.
Although the telecommunication industry of Morocco is among the most developed in Africa yet
the industry has to widen its scope and reach by overcoming several hurdles. The reforms of
1995-1999 in the telecommunication sector brought significant changes by introducing the
elements of competition in the industry, which culminated in faster growth and improved
performance of the telecom sector. (Morocco: Developing Competition in Telecommunications,
2004) However, further plans to achieve greater growth did not materialise and the sector hit
stagnation.
Thereafter, Morocco lost its focal regional position along with a compromise in the
competitiveness of this sector of the country. The number of the subscribers of a phone in
Morocco has also gone down from 1.5 million in 1999, with approximately a 5.28 percent
telephone density, to 1.1 million in the year of 2002. (Sarrocco, 2004) To reverse the stagnation
in the telecom industry, it is essential to make a contribution in every aspect of the singular
company that assist in turning around the situation into a more fruitful one. One of the ways that
can help mirror growth and development in the telecom industry of Morocco is effective
recruitment and selection of the employees that compose the structural framework of an
organisation and contribute to its better performance.
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The Moroccan telecom companies need to pay more heed to the recruitment and selection
process, as efficient employees translate into competitive advantage and show the highly
improved performance of an organisation. (Kompaso and Sridevi, 2010) In this regard, this paper
takes the case of one of three private telecom industries in Morocco named Maroc
Telecommunications. The company is also known with the name of Meditel, however, a recent
step taken on the 8th of December, 2016 changed the company’s official name to Orange
Morocco. It got its first contract and license in 1999. Meditel launched its operations officially
from 29 March 2000. It is a multi service provider of Morocco and it offers different
technologies including WIMAX, GPRS, GSM (900 MHz) and HSDPA mobile 3G Internets. It
hires 1000 people directly and an additional 12000 indirectly.
Recruitment directly in the company is low and agents are hired to assist in hiring from other
countries. In this regard, this study researches deeply into the need for the company to employ
proper HR process of recruitment and selection in Morocco and the effectiveness of these
recruitment and selection processes in achieving organisational performance in the private
telecom firm.
1.2 Rational
The rational of the thesis is to explore the extent to which recruitment and selection processes in
human resource sector of the Moroccan Private Telecom Industry assists the industry to improve
its performance. It also sets out to explore the contribution that this makes to the Moroccan
people especially the country’s economic development.
1.3 Main research Question
How Effective are the HR Recruitment and Selection processes in achieving organisational
performance in the private Telecommunication Industries in Morocco and what changes can be
recommended to enhance the organisations performance.
1.4 Research Questions
To better grasp every aspect and full dimension of the research proposal of the effectiveness of
the recruitment and selection process, several research questions are put forward. These
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questions are a measure to ensure that the full spectrum of the impact of the effectiveness of
recruitment and selection is understood in the improvement of an organisation’s performance.
The question includes:
1. What are the HR processes in the private telecommunication industries?
2. How do the HR processes impact the organisation?
3. What are the key indicators of effective recruitment and selection processes?
4. What can change management be recommended to enhance organisational performance?
1.5 Aim of the Study
To evaluate the effectiveness of HR recruitment and Selection processes in achieving
organisational performance n the private Telecommunication industries in Morocco.
The paper focuses on the effectiveness of the performance of an organisation, particularly in
light of the telecom industry of Morocco, which has its credit in the recruitment and selection
processes. It aims to evaluate the many ways by which these human resource processes help to
achieve organisational performance. Further, the paper highlights the impact of the human
resource processes on a Moroccan telecom organisation along with an in-depth discussion of the
key indicators of effective recruitment and selection processes. It finally suggests management
recommendations that will assist in improving the organisational performance.
These questions discuss the recruitment and selection processes that fall in the fold of the private
telecom industries followed by the impact that they have on the performance of an organisation.
This impact clearly speaks volumes of the processes’ effectiveness in the improving the
performance, therefore, helping the telecom industry of Morocco to grow out of stagnation and
slow development into fast progress. Primary indicators that will help improve these processes
are also answered followed by a set of recommendations that the private telecom industry of
Morocco need to consider to return to the times when the country held a leading position in
telecommunications in the region of Africa.
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1.6 Research Objectives
In morocco, studies related to Human Resource selection and recruitment process in
telecommunication sector were not taken into consideration, although its been proven that in
current days Telecommunication services play a vital role in costumers daily life as well as boost
government economy as a whole. But very little information has been devoted to the research
around Morocco. Instead, they continued to just fill positions without noticing and taking into
consideration costumer feedbacks. Outside Morocco, one may see that Human Resource
Selection and Recruitment process proven a valuable. Therefore, study proposes to utilise the
research by expanding on these particular subjects.
The objectives of the research; therefore are:
6. To Identify the HR processes in the private telecommunication industries.
7. To examine the impact of HR processes on the organisation.
8. To demonstrate the key indicators of effective recruitment and selection processes.
9. To develop a model that links Human Resource recruitment and selection process in order to
improve telecom profitability and performance in Morocco.
1.7 Literature Review
A vast literature study will be presented to reveal the true impact and nature of the effect of
recruitment processes and selection strategies on an organisation. There is less research
concluding any negative impact of these two processes in achieving organisational performance.
A quick analysis of the literature reveals that recruitment and selection processes in an
organisation are crucial aspects of that organisation’s overall management of human resource
and process of planning. This paper has focused on a literature review that shows integral
strategies in the recruitment and selection process and the positive impact of these processes on
the performance and growth of an organisation.
1.8 Methodology
In order to fulfil the mentioned objectives, both primary and secondary data were used.
Secondary data collection in other words literature review mostly came from relevant journal
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articles, documentaries, and books. Primary data gathered from surveys, face to face group
discussion as well as interviews in Morocco.
From these gathered information, a framework on how selection and recruitment process plays a
pivotal role on organisation performance was demonstrated.
1.8.1 Data Collection
In order to conduct a formalised research on recruitment and selection process, it was necessary
to gather a vast amount of data. To come up with the correct model for telecommunication
industry in Morocco it was necessary to collect large amount of information from Maroc
Telecom and Meditel.
Data for Recruitment and selection process was mainly gathered from interview, surveys, group
discussion, and most importantly secondary data from journal articles.
1.8.2 Data Analysis
The findings were analysed using SPSS Package Software to produce a regression and other
statistical values and charts, which provided final results for the tested research hypothesis.
The variables employed to analysis the data were independent and dependent variables. Explain
about the variables.
1.9 Ethics and Access
Parallel to the constant flux in the contemporary business aura, there are several ethical issues
that can arise in human resources processes. (Ekuma and Akobo, 2015) Some of the ethical
issues that can arise during this research include firstly, some of the organisations may want to
keep their recruitment and selection policies under wraps and may not want to openly discuss
matters of the employee in interviews. Secondly, questionnaires may not be honestly and
precisely answered. Thirdly, all the distributed questionnaires may not be answered individually,
plagiarism could be detected.
There will be a need to write an application to Orange Maroc seeking for their permission and
asking them to cooperate for the research. In this regard, the application should contain all the
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information of who is going to be gathering and accessing the company’s data and what is to be
done with it. The full document package needs to be assembled and send to the company under
review. It should contain supporting documents along with the application forms. Application
package also needs to be forwarded to the head of investigation (or its equivalent) and the office
of Human Ethics. Once the application is processed and permission granted the project can
commence. Confidentiality of the respondents is leaked when traits of the groups or individuals
become identifiable in the report. The researcher signing a contract of confidentiality can
preserve the privacy of the respondents. Further, with the dominant approach of protecting the
identity, the data will be collected anonymously.
1.10 Structure of the Thesis
The given research is divided into seven chapters:
Chapter one: The first chapter introduces the main objectives, outlines the research problems as
well as gives an insight about the methodologies.
Chapter Two: This particular chapter is stated to be the most important one, as it gathers relative
literature review that explains in depth the research question and problems.
Chapter Three: Chapter three the writer will provide a conceptual framework explaining the
research.
Chapter Four: This chapter discusses and inputs the methodologies and design adopted for the
research.
Chapter Five: In this chapter, findings and analysis of the given research
Chapter Six: In this chapter, the hypothesis is tested.
Chapter Seven: This chapter closes the whole research by giving final conclusion, contribution
to the study, and recommendations.
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1.11 Conclusion
It can be summed up that the impact of the recruitment and selection process in achieving the
organisational performance in Moroccan private telecom industry is great and in the positive
light. Recruitment sets up a scale on the basis of which people are selected; these very people
that serve as employees lead to a positive translation of an organisation’s performance. Effective
recruitment and selection process will not only save the private telecom organisations in
Morocco from financial losses and waste of time but also yield good workplace culture and
increase the productivity of organisations. This study will contribute to establishing the
effectiveness of the HR processes, which should be considered in the telecom industries in
Morocco more seriously. It will also reveal how these polices can help to improve the
performance and growth of the telecommunication industry’s organization.
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Chapter Two
A review of the literature on Human Resource Management, Recruitment, and Selection,
Telecommunication, and Competitive advantage will be displayed below.
2.0 Introduction
This chapter is a study on some relevant literature, theories models, and conceptual frameworks
in the human resource management recruitment and selection process.
Section 2.1 a review on human resource management role, historical background, theories,
models, and efficiency toward firms
Section 2.2 gives an overview on the role and performance of human resource management. The
section inspects how human resource management affects the performance of an organization.
Section 2.3 a review on some of the literature related to selection and recruitment process by
discussing some of the strategies that enhances the process and aid attain complex environment.
Section 2.4 a review on private telecommunication industries and how human resource
management is a key role player. Providing strategies that are used by different
telecommunication industries
Section 2.5 provides a literature review on how human resource selection and recruitment
process can help firms attain competitive advantage. This will be demonstrated through
examples and concepts.
Section 2.6 demonstrates a typical example of selection and recruitment process of virgin media
plc.
2.1 Human resource Management
The capital of ever business is its employees, as they increase or decrease the overall profit
throughout their daily performance. Most businessmen have the cash to build up a company but
do they have the art of selecting the right person for the right job. Human Resource Managers are
the key drivers of every company. They drive them to success and profit gain.
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