Quiet Quitting: The Key Role of Hr Marketing in Maintaining Engagement

In a context marked by the rise of silent disengagement in companies, this article examines the role of HR marketing in strengthening employee engagement, focusing on the phenomenon of quiet quitting. The study was conducted in the Moroccan banking sector, specifically in Casablanca, through a quantitative survey administered online to 61 participants. The main objective was to analyze the links between the sense of belonging, the perception of HR actions, and the adoption of quiet quitting. The results show that lack of recognition is the primary identified cause of disengagement, while the most effective HR actions perceived are recognition programs, continuing education, and internal events. Multivariate analysis reveals a significant correlation between the adoption of quiet quitting and a very low level of attachment to the organization. These results highlight the importance of visible, contextualized, and people-centered HR measures to prevent gradual disengagement. The study also opens up prospects for the integration of engagement indicators into HR management and encourages an organizational culture based on listening, valuing, and communication.