Recruitment Transformation at AXA Services Morocco: Case Study

AXA Services Maroc is a strategic subsidiary of the AXA Group, a world leader in insurance and asset management. Based in Morocco, the company is positioned as a centre of excellence offering support, management and innovation services to AXA Group entities worldwide. AXA Services Morocco plays a key role in optimising processes, digital transformation and improving the customer experience, while drawing on a pool of highly qualified local talent. Thanks to its commitment to operational excellence, AXA Services Maroc actively contributes to strengthening the AXA Group's position as a reference player in the insurance sector.

Faced with a strategic ambition to double its workforce by 2030, AXA Services Maroc called on Xpertize Africa to professionalise its recruitment department and meet the challenges associated with acquiring and managing new talent. The assignment consisted of an in-depth diagnosis of the processes, tools and practices in place, followed by concrete recommendations and a structured action plan.

As a result of this collaboration, the recruitment department is now perfectly equipped to attract, assess and retain the best talent, while actively supporting AXA Services Maroc's strategic objectives and commitment to operational excellence.

Challenge : 

AXA Services Morocco had a committed recruitment team and a well-established functional structure, providing a solid foundation for their business. In an ever-changing environment, the company identified opportunities to further strengthen its processes and tools, in order to adapt to market challenges and accelerate growth.

Existing operational tools and support, although functional, had the potential to be standardised and modernised to improve the fluidity of processes. In addition, recruitment methods, although robust, could benefit from clarification and simplification to maximise efficiency in identifying and selecting talent.

In terms of technology, the existing ATS (Applicant Tracking System) was already a strategic asset. However, further integration with internal systems and optimisation of its use would have speeded up the processing of applications and improved the quality of decision-making.

This was the starting point for a fruitful collaboration aimed at helping AXA Services Maroc optimise its recruitment processes, while capitalising on the team's existing strengths.

In addition, coordination between the various departments and stakeholders offered an opportunity to improve agility and responsiveness in the face of changing recruitment needs. By optimising this collaboration, the team could better respond to the demands of an ever-changing market.

It was against this dynamic backdrop, rich in opportunities, that AXA Services Maroc approached Xpertize Africa to carry out an in-depth diagnostic and co-construct tailor-made solutions, perfectly adapted to the specificities and ambitions of their recruitment department.

To achieve our objectives, we adopted a rigorous and methodical approach, starting with a general diagnostic phase. This enabled us to gain an in-depth understanding of how the recruitment department currently operates, by assessing its level of maturity in terms of processes, tools and organisation.

At the same time, we carried out a complete organisational mapping, with the aim of obtaining a clear view of the roles, interactions and flows of responsibilities within the team. This enabled us to identify areas of duplication as well as points of friction, highlighting opportunities to strengthen the synergy between the various players.

Each stage of the recruitment cycle - from advertising to integrating talent - was analysed in depth. We have highlighted best practices and identified areas where adjustments are needed to improve efficiency:

• Selection criteria
• Standardised processes for monitoring applications.
• The candidate experience, which sometimes did not fully correspond to current expectations.

Quantitative and qualitative analysis

We enriched our diagnosis with qualitative data, in particular feedback from interviews with stakeholders: HR, business line managers, recruiters and operations directors. These discussions gave us an overall view of the challenges and opportunities facing the recruitment department.

At the heart of our analysis was the Applicant Tracking System (ATS), a central tool that was not being used to its full potential. In order to transform the ATS into a performance driver, we proposed :

• Centralisation and standardisation of data to improve visibility and efficiency for recruiters.
• Intelligent automation: CV sorting, interview scheduling and automated reporting.
• Full integration with existing HR information systems to create a fluid, interconnected ecosystem.

Training & immersion

As part of our transformational approach, we worked closely with AXA Services Morocco to design and roll out a series of bespoke training workshops. The aim of these workshops was to strengthen the skills and tools of the recruitment team, preparing them to excel in a fast-changing environment. As well as enhancing technical skills, these sessions also encouraged a change in mindset, which is essential if we are to meet the challenges of modern recruitment.

The training sessions focused on industry best practice, including competency-based recruitment, behavioural analysis and informed decision-making. Using a data-driven approach, recruiters were able to hone their ability to identify talent aligned not only with technical needs, but also with the culture and values of AXA Services Maroc. This approach has optimised the recruitment process, making it more accurate, more objective and perfectly aligned with the company's global strategy.

To enhance this approach, we also organised immersion days within our firm. These moments of exchange and sharing enabled the team to discover innovative practices and to familiarise themselves with international recruitment standards. This immersion was a source of inspiration for the team, strengthening their ability to tackle complex challenges and adopt cutting-edge methodologies.

Thanks to this collaboration, AXA Services Maroc has been able to accelerate its transformation and move towards a new standard of performance, while consolidating its position as a leader in its sector.

The results of this transformation are now tangible and measurable, manifesting themselves at several levels. AXA Services Maroc's recruitment team, now equipped with enhanced technical expertise and innovative methodologies, has seen a significant improvement in its performance, in a remarkably short space of time.

One of the direct impacts has been a reduction in administrative tasks thanks to the automation of key processes. This optimisation has freed up the team's time and resources, enabling a more strategic and proactive approach to recruitment. By focusing more on high value-added tasks, recruiters have strengthened their ability to identify and attract quality talent, while responding more quickly to the needs of operational departments. The recruitment process, now streamlined and automated, has considerably reduced the recruitment cycle, a key asset in adapting to the dynamic demands of the market and supporting the growth of AXA Services Maroc.

On the candidate side, improving the experience has played a central role. Thanks to the integration of personalisation and real-time monitoring tools, AXA Services Maroc has strengthened its employer brand, thereby consolidating its attractiveness on the job market. The result is a more fluid and engaging candidate experience, where candidates feel better supported, better informed and more valued throughout their career.

These advances testify to the success of this collaboration and position AXA Services Maroc as an innovative and attractive player in its sector.