5 December 2024

EPIK: Mahmoud CHERKAOUI shares essential insights on the evolution of the human resources market.

Talent management, whether in Morocco or beyond, is defined by the need to adapt to new work realities and evolving collaborator expectations. The challenges of digitalization, talent mobility, and valuing local skills are central to organizational transformation.

INTERVIEW by “LA VIE ECO”
Partner at EPIK Consulting, Mahmoud CHERKAOUI, shares his vision of the firm’s activities, expertise, the future of human resources, and his advice and ambitions for the future.

At the helm of EPIK Consulting, a firm specializing in recruitment, training, and assessment since 2017, Mahmoud CHERKAOUI stands out for his holistic approach to talent management. Leveraging innovative tools and strategic partnerships, notably with Innermetrix®, we assist companies in identifying, developing, and integrating leaders who can navigate the challenges of digital transformation and global competitiveness. In this interview, he discusses his vision for the evolution of predictive recruitment, the importance of human expertise in the face of new technologies, and the specifics of the markets in which he operates from Morocco and the Middle East to Europe.

You lead a firm specializing in recruitment, training, and assessment. How do you support companies transform their human capital through recruitment and the development of executive leaders?

Since our firm’s founding in 2017, we have always viewed human capital as a key strategic lever for the competitiveness and resilience of businesses. We guide our clients by advising them on how to identify and attract talents capable of leading with a clear and bold vision while emphasizing continuous skill development. Through tailored programs, we ensure that leaders stay aligned with their environment and are capable of anticipating upcoming transformations. Our holistic approach includes various training programs suited to needs, as well as post-recruitment follow-up to ensure the smooth evolution of human capital.

As a partner of Innermetrix®, a leader in psychometric assessments, how does this collaboration enhance your expertise?

Our partnership with Innermetrix® is a major asset for our firm. Thanks to their cutting-edge psychometric solutions, we provide our clients with a deep understanding of the skills, behaviors, and motivations of their teams. These tools not only help anticipate performance but also personalize talent development based on their intrinsic strengths. This gives us a competitive advantage, offering data-driven solutions that enhance the relevance and accuracy of our recommendations.

Can we expect new developments in predictive recruitment?

Absolutely. Predictive recruitment is rapidly evolving, and we are at the forefront of these innovations. Artificial intelligence and big data allow us to analyze numerous variables to predict candidate success in various environments. However, the key to success lies in the synergy between these technological tools and human expertise. We are exploring approaches integrating increasingly sophisticated algorithms while ensuring that the results are interpreted by experts capable of understanding the human nuances that machines cannot grasp.

You operate in Morocco, Europe, and the Middle East. Are recruitment challenges similar in these regions?

While global recruitment challenges such as the search for qualified talents or the need for agile leadership, share commonalities, local dynamics differ. In Morocco, we see growing demand for executive leaders who can manage digital transformation and foster innovation. In Europe, challenges often relate to adapting to new regulations and the issues of diversity and inclusion. In the Middle East, the search for international profiles and leaders with technical expertise is crucial to support the region’s rapid growth. Our approach is therefore adapted to local specifics while maintaining a global perspective.

Artificial intelligence is increasingly present in human resource management. However, HR professionals fear it could compromise the relationship between employees and the company. What strategies can be implemented to ensure AI in HR does not affect employees’ trust and engagement with the company?

While artificial intelligence has been around for years, it is now a powerful tool for transforming businesses. However, its use must be ethical and transparent to maintain trust between the company and its employees. It is crucial to explain to employees how and why AI is integrated into HR processes, ensuring that final decisions are made by human experts. Moreover, AI can enhance the employee experience by offering personalized solutions for professional development, well-being, and career management. By placing humans at the core of automated processes, we guarantee employee engagement and trust.