Mémoire-projet

Abstract

In a Belgian economic context marked by growing tensions on the labour market, master’s graduates are facing a paradoxical situation. Even though they have a strong academic background, many companies are still reluctant to hire them because they lack professional experience. This dissertation, carried out within the Young Talents department of Randstad in Liège, aims to answer the following question : How can the department strengthen its value proposition in order to reduce companies’ reluctance to hire master’s graduates ?

To answer this question, the research is based on a literature review, an internal strategic analysis using the 7P marketing mix, a competitive benchmark, a SWOT analysis and a qualitative study conducted through fourteen semi-structured interviews with client companies located in Liège.

The results show that the main barrier to hiring young graduates is not only their lack of experience. Companies also face a broader perceived risk, including the fear of investing too much time in training, the risk that the candidate may leave quickly and uncertainty about the candidate’s real potential. Soft skills such as motivation, curiosity and adaptability are considered important indicators of a junior candidate’s potential. The study also highlights that a company’s ability to support and guide a junior employee is just as important as the candidate’s own qualities.

Based on these findings, four recommendations are proposed for the Young Talents department. These include developing a clearer and more targeted commercial approach based on companies’ real concerns, offering more structured support during the integration of junior employees, preparing candidates more thoroughly before presenting them to companies and creating a more clearly identifiable Young Talents programme.

This study represents a first step towards helping the Young Talents department strengthen its role as a trusted HR partner for companies in the Liège region.