Centre d’Etudes et de Recherches Appliquées à la Gestion

The fast track to employment and the primary road to hiring, learning or traineeship (taken to mean a system of learning or traineeship that alternates periods of theoretical training at the University with practical training in the company) is continuing to grow. Despite its development and its implications for the company (pre-recruitment and investment), few researchers are interested in the socialization of trainees and, in particular, sales and marketing people. The objective of this exploratory study is to identify the organizational practices of socialization put in place for the Customer Advisor trainee employees in the banking/insurance sector, an atypical segment of sales and marketing resources. The results of a qualitative study conducted on the basis of two data collections (33 individual semi-directive interviews were carried out with different actors along with a group interview of 13 professional tutors) reveal particularities related to the socialization of commercial trainees such as the establishment of an organizational context conducive to learning and the crucial role of the tutor. These results also show that the presence of trainees develops role innovation in that which concerns both the trainees and the tutors.