{"id":2013,"date":"2017-03-15T19:57:43","date_gmt":"2017-03-15T18:57:43","guid":{"rendered":"https:\/\/ricochets.ch\/?p=2013"},"modified":"2023-06-20T12:58:08","modified_gmt":"2023-06-20T10:58:08","slug":"4-conseils-batir-marque-employeur","status":"publish","type":"post","link":"https:\/\/ricochets.ch\/en\/4-conseils-batir-marque-employeur\/","title":{"rendered":"4 conseils pour b\u00e2tir sa marque employeur"},"content":{"rendered":"<p>Le concept de \u00abmarque employeur\u00bb n\u2019est pas nouveau. N\u00e9e dans les ann\u00e9es 90, cette discipline vise \u00e0 appliquer les techniques de gestion de marque \u00e0 la gestion des ressources humaines.<br \/>\nPromouvoir l\u2019aspect \u00absexy\u00bb du travail en entreprise n\u2019a jamais \u00e9t\u00e9 autant d\u2019actualit\u00e9. Pourquoi un tel engouement? Et comment s\u2019y prendre pour attirer les meilleurs talents? Retour sur l\u2019\u00e9v\u00e9nement Forum Marque Employeur organis\u00e9 par <em>Infopresse.<\/em><br \/>\n<strong>Une discipline incontournable <\/strong><br \/>\nCultiver une marque employeur peut se r\u00e9v\u00e9ler tr\u00e8s rentable. En plus d\u2019\u00eatre une source d\u2019avantages concurrentiels permettant d\u2019attirer, de motiver et de retenir des gens de talent, elle peut contribuer \u00e0 r\u00e9duire\u00a0radicalement les co\u00fbts li\u00e9s \u00e0 l\u2019embauche d\u2019un nouveau collaborateur. Moins d\u2019investissement en placement m\u00e9dia, baisse de la dur\u00e9e du processus de recrutement, etc.: quand les bons candidats se battent pour faire partie de votre entreprise, vos efforts ne sont plus consacr\u00e9s \u00e0 aller les chercher. L\u2019heure n\u2019est plus \u00e0 se questionner sur l\u2019importance de la marque employeur, mais plut\u00f4t d\u2019identifier les occasions et les menaces que repr\u00e9sente le num\u00e9rique.<br \/>\nDe nombreux intervenants de qualit\u00e9\u00a0ont pris la parole lors de cette journ\u00e9e. J\u2019en ai retir\u00e9 quatre conseils destin\u00e9s \u00e0 toute personne souhaitant d\u00e9velopper le potentiel d\u2019attraction de son entreprise:<br \/>\n<strong>1. D\u00e9finissez votre raison d\u2019\u00eatre<\/strong><br \/>\nVous avez probablement d\u00e9j\u00e0 arpent\u00e9 ces couloirs d\u2019entreprises d\u00e9cor\u00e9s de petits cadres rappelant les valeurs et la mission de l\u2019organisation : \u00abint\u00e9grit\u00e9\u00bb, \u00abqualit\u00e9\u00bb, \u00absatisfaction client\u00bb et autres mots vides de sens. Ce qui aurait pu passer pour une tentative de leadership audacieuse durant les ann\u00e9es 80 se r\u00e9v\u00e8le aujourd\u2019hui contreproductif. Comme l\u2019a soulign\u00e9 Sylvie Leclerc, conseill\u00e8re principale D&rsquo;Illico Hodes, \u00able recrutement est un processus de s\u00e9duction\u00bb. Pour attirer un candidat ou mobiliser un employ\u00e9 sur la dur\u00e9e, votre mission d\u2019entreprise doit \u00eatre distinctive\u00a0et\u00a0rassembleuse, puis doit\u00a0s\u2019illustrer au quotidien dans vos actions.<br \/>\n<strong>2. Identifiez votre public cible <\/strong><br \/>\nComme toute marque, une marque employeur ne doit pas chercher \u00e0 plaire \u00e0 tout le monde. Pour s\u2019int\u00e9grer et \u00eatre productif, tout employ\u00e9 doit poss\u00e9der un certain nombre de caract\u00e9ristiques propres \u00e0 votre entreprise (expertises, personnalit\u00e9, style de vie, etc.). Identifier vos publics et mettre \u00e0 contribution votre empathie pour comprendre leurs attentes vous aidera \u00e0 offrir l\u2019exp\u00e9rience de recrutement susceptible de vous attirer les meilleurs gens de talent.<br \/>\nAvec son programme \u00abSid Lee Land\u00bb, l\u2019agence montr\u00e9alaise a mis en place un processus de recrutement novateur s\u2019adressant aux jeunes aspirants publicitaires. Format, contenu, m\u00e9dias sociaux, exp\u00e9rience, etc. tout a \u00e9t\u00e9 revu pour transmettre efficacement les valeurs de l\u2019entreprise aux jeunes dipl\u00f4m\u00e9s et faire \u00e9merger naturellement les candidats \u00e0 fort potentiel.<br \/>\n<iframe title=\"Sid Lee Land | 2015\" width=\"800\" height=\"450\" src=\"https:\/\/www.youtube.com\/embed\/kD7kSZlka9I?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" allowfullscreen><\/iframe><br \/>\n<strong>3. Pr\u00e9servez votre authenticit\u00e9\u00a0<\/strong><br \/>\nToutes les entreprises ne doivent pas avoir l\u2019air <em>cool <\/em>\u00e0 tout prix. Lorsqu\u2019il s\u2019agit de communiquer les conditions de travail, on se retrouve souvent bombard\u00e9 d\u2019images de tables de <em>baby-foot<\/em> et de machines \u00e0 caf\u00e9 dernier cri.<br \/>\nTout l\u2019enjeu de la marque employeur r\u00e9side dans sa capacit\u00e9 \u00e0 arrimer la promesse avec la r\u00e9alit\u00e9. Dans un monde devenu transparent, tout d\u00e9calage peut avoir des cons\u00e9quences d\u00e9sastreuses sur la r\u00e9putation d\u2019une entreprise. Comme le pr\u00e9cise Simon De Baene, cofondateur et pr\u00e9sident-directeur g\u00e9n\u00e9ral de Gsoft, \u00abla marque employeur n\u2019existe pas chez nous. \u00c0 la base, il y a la culture d\u2019entreprise\u00bb. Ce jeune\u00a0chef de la direction\u00a0a voulu cr\u00e9er une organisation compos\u00e9e d\u2019employ\u00e9s fortement engag\u00e9s: c\u00e9l\u00e9brations des succ\u00e8s, libert\u00e9 concernant les horaires et les vacances, <em>party <\/em>de No\u00ebl \u00e0 Las Vegas, \u00e9quipes sportives, etc. Une culture \u00abGsoft\u00bb s\u2019est d\u00e9velopp\u00e9e au fil des ann\u00e9es, soutenue non\u00a0pas par un\u00a0service des\u00a0ressources humaines ou du marketing, mais par les employ\u00e9s eux-m\u00eames. \u00catre vrai et sinc\u00e8re lorsqu\u2019on communique une marque employeur \u00e9vite bien souvent\u00a0de devoir\u00a0g\u00e9rer les d\u00e9parts pr\u00e9coces d\u2019employ\u00e9s nouvellement recrut\u00e9s et d\u00e9\u00e7us par la r\u00e9alit\u00e9 du travail.<br \/>\n<strong>4. Investissez dans vos employ\u00e9s <\/strong><br \/>\nL\u2019\u00e9poque o\u00f9 le prestige d\u2019une entreprise suffisait \u00e0 attirer des gens est r\u00e9volue. Lorsque la main-d\u2019oeuvre qualifi\u00e9e se rar\u00e9fie, celle-ci peut se permettre de devenir exigeante, tant en\u00a0mati\u00e8re de r\u00e9mun\u00e9ration que sur le plan\u00a0de la r\u00e9alisation de soi. Un\u00a0chef de file\u00a0inspirant peut se r\u00e9v\u00e9ler \u00eatre le meilleur levier d\u2019action pour une marque employeur.<br \/>\nJan-Nicolas Vanderveken, pr\u00e9sident de Havas Canada, est revenu sur sa r\u00e9cente exp\u00e9rience de fusion d\u2019entreprise. Pour lui, \u00abune marque employeur, c\u2019est la somme des marques personnelles de tous les employ\u00e9s\u00bb. Le branding personnel joue d\u00e8s lors un r\u00f4le essentiel dans l\u2019attractivit\u00e9 d\u2019une marque, qu\u2019elle soit orient\u00e9e vers les consommateurs finaux ou vers les candidats potentiels.<br \/>\nUne organisation se doit de valoriser les talents qui la composent en mettant en lumi\u00e8re leurs expertises et leurs personnalit\u00e9s. Une telle d\u00e9marche contribue \u00e0 donner des visages \u00e0 une entreprise et \u00e0 fid\u00e9liser ses ambassadeurs dans le long terme, tout en cr\u00e9dibilisant son leadership dans son domaine. Peut-\u00eatre pensez-vous qu\u2019investir dans une marque employeur est r\u00e9serv\u00e9 aux grosses entreprises? D\u00e9trompez-vous. Le succ\u00e8s d\u2019une telle d\u00e9marche r\u00e9side bien souvent dans le degr\u00e9 d\u2019engagement de la haute direction. \u00c0\u00a0ce jeu, les petites structures ont l\u2019avantage de la flexibilit\u00e9. En \u00e9tant cr\u00e9atif et authentique, pas besoin de d\u00e9penser des sommes folles pour commencer \u00e0 b\u00e2tir votre marque employeur.<\/p>","protected":false},"excerpt":{"rendered":"<p>Le concept de \u00abmarque employeur\u00bb n\u2019est pas nouveau. N\u00e9e dans les ann\u00e9es 90, cette discipline vise \u00e0 appliquer les techniques de gestion de marque \u00e0 la gestion des ressources humaines. Promouvoir l\u2019aspect \u00absexy\u00bb du travail en entreprise n\u2019a jamais \u00e9t\u00e9 autant d\u2019actualit\u00e9. Pourquoi un tel engouement? Et comment s\u2019y prendre pour attirer les meilleurs talents? [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":32706,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"footnotes":""},"categories":[14,16],"tags":[13,15,17,18],"class_list":["post-2013","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-branding","category-marque-employeur","tag-audiences","tag-culture-dentreprise","tag-marque-employeur","tag-mission"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>4 conseils pour b\u00e2tir sa marque employeur - Ricochets<\/title>\n<meta name=\"description\" content=\"Promouvoir l\u2019aspect \u00absexy\u00bb du travail en entreprise n\u2019a jamais \u00e9t\u00e9 autant d\u2019actualit\u00e9. 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