Casablanca – The 19th edition of the LCI Career Expo opened today at HEM Business School in Casablanca, bringing together more than 100 companies and hundreds of students, graduates and job seekers.
Organized by LCI Education — which brings together HEM and Collège LaSalle in Morocco and Tunisia — the two-day event positions itself as one of the country’s major recruitment hubs, connecting young talent with the evolving needs of Morocco’s economic sectors.
From banking and pharmaceuticals to real estate, health, agriculture and services, the forum gathers a wide range of industries under the same roof.
Organizers say the aim is to create a direct, practical space where employers can meet potential recruits, explore new profiles and identify the skills the job market is now demanding.
A forum linking students and employers
In her opening remarks, Bouchra By, Vice President of LCI Education in Africa, described the expo as “a true crossroads of encounters between students, graduates and the business world.”
She noted that 105 companies were present this year and highlighted the growing importance of artificial intelligence, now one of the most sought-after competencies across multiple fields.
The institution reports an employability rate of 86% six months after graduation, a figure it attributes to long-standing partnerships with companies and regular feedback from industry recruiters.
Companies attending the expo said they were seeking not only technical knowledge but also curiosity, adaptability and emerging potential.
Many emphasized the importance of understanding what today’s students can offer, and how they can grow within fast-changing industries.
AI and human intelligence at the center of debate
The expo opened with a roundtable titled “Artificial Intelligence and Human Intelligence: How to Reinvent Workplace Relationships?”, moderated by Hind Bennani.
The panel featured HR leaders, consultants and entrepreneurs, including Mohamed Assafar, HR Director at Spirit Aero Systems, Karim Benaoui of LinkUp Value and Ghita Benboujida of LMS Formation firm, each offering a different perspective on how AI is reshaping professional life.
Speakers agreed that while AI is accelerating tasks and transforming work habits, it cannot replace the human dimension at the core of organizations.
Assafar compared AI to earlier historical “ruptures” — from agriculture to industrialization — and argued that new technologies tend to create new forms of work rather than erase human value.
He emphasized that conflict resolution, motivation and the search for meaning in one’s job remain beyond the reach of machines.
Benboujida cautioned against allowing AI to weaken critical thinking, stressing that emotion, creativity and adaptability are the qualities young people must preserve.
She reminded students that AI cannot read moods or understand context, and that technology should support — not replace — personal reflection and originality.
Meanwhile, Benaoui reinforced this point from a technical angle, explaining that AI systems rely entirely on human-generated data and lose accuracy when fed content produced by other AI tools.
He said the future will belong to those who can adapt quickly, understand new technologies and combine them with strong soft skills.
As the first day of the LCI Career Expo came to a close, students continued moving between company stands, carrying CVs, portfolios and new leads for internships and jobs.
The forum will reopen tomorrow morning, giving participants another round of interviews, networking and discussions with recruiters from across multiple sectors.
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