{"id":2016,"date":"2017-03-15T19:58:59","date_gmt":"2017-03-15T18:58:59","guid":{"rendered":"https:\/\/ricochets.ch\/?p=2016"},"modified":"2023-06-20T12:58:05","modified_gmt":"2023-06-20T10:58:05","slug":"ce-monde-ou-tout-fait-marque","status":"publish","type":"post","link":"https:\/\/ricochets.ch\/en\/ce-monde-ou-tout-fait-marque\/","title":{"rendered":"Ce monde o\u00f9 tout fait marque"},"content":{"rendered":"<p>Il y a quelques ann\u00e9es, je suis parti en qu\u00eate de mon premier emploi. Suisse d\u2019origine, j\u2019ai vite \u00e9t\u00e9 confront\u00e9 \u00e0 ce dilemme corn\u00e9lien: la banque? le chocolat? les montres? Cherchant \u00e0 me lancer dans l\u2019horlogerie, je suis parvenu \u00e0 d\u00e9crocher un entretien en vue d\u2019obtenir un stage de six mois: excitation totale!<br \/>\nMais l\u00e0, les choses ont commenc\u00e9 \u00e9trangement \u00e0 se g\u00e2ter\u2026<br \/>\nLa premi\u00e8re \u00e9valuation t\u00e9l\u00e9phonique s&rsquo;est pass\u00e9e plut\u00f4t bien, au d\u00e9tail pr\u00e8s que la responsable du recrutement\u00a0a subitement\u00a0perdu le contr\u00f4le\u00a0lorsque j&rsquo;ai manqu\u00e9 d\u2019inspiration pour me trouver un troisi\u00e8me d\u00e9faut. \u00abVous savez, si je n\u2019ai pas trois d\u00e9fauts \u00e0 \u00e9crire sur votre feuille d\u2019entretien, il n\u2019y aura pas de deuxi\u00e8me rencontre.\u00bb J\u2019ai obtemp\u00e9r\u00e9 face \u00e0 cette bureaucratie kafka\u00efenne.<br \/>\nPour mon second entretien, direction le si\u00e8ge social de cette grande maison horlog\u00e8re situ\u00e9e \u00e0 la Chaux-de-Fond. Un peu candidement, je m\u2019attendais \u00e0 un traitement digne de la renomm\u00e9e mondiale et du prestige international de la marque. J\u2019ai tr\u00e8s vite d\u00e9chant\u00e9 en devant attendre seul, une grande partie de la journ\u00e9e, que les responsables du recrutement se d\u00e9cident \u00e0 bien vouloir m\u2019accorder un peu de leur temps. Dix jours apr\u00e8s cet entretien, toujours aucune nouvelle. J&rsquo;ai r\u00e9alis\u00e9\u00a0un suivi aupr\u00e8s de la responsable du recrutement, qui m&rsquo;a froidement annonc\u00e9 que je n&rsquo;\u00e9tais pas retenu.<br \/>\nLe go\u00fbt amer que je garde de cette exp\u00e9rience ne tient pas au fait\u00a0de ne pas avoir\u00a0\u00e9t\u00e9 s\u00e9lectionn\u00e9. Ce refus m\u2019a pouss\u00e9 \u00e0 ouvrir de bien plus belles portes par la suite. C\u2019est plut\u00f4t l\u2019arrogance des employ\u00e9s et le manque de respect envers les candidats qui a g\u00e9n\u00e9r\u00e9 en moi une r\u00e9elle aversion envers cette marque. Je ne vois plus ses montres de la m\u00eame fa\u00e7on et il ne me viendrait jamais \u00e0 l\u2019id\u00e9e d\u2019en offrir une \u00e0 quelqu\u2019un. \u00abOn n&rsquo;a pas deux fois l\u2019occasion de faire une bonne premi\u00e8re impression\u00bb, dit-on. Ce dicton s\u2019applique \u00e9galement aux marques.<br \/>\nCette histoire m\u2019a fait\u00a0constater que la gestion d\u2019une marque ne peut pas reposer uniquement entre les mains d\u2019un service de communications-marketing. L\u2019identit\u00e9 et la r\u00e9putation d\u2019une organisation se construisent au fil du temps par la somme de tous ses multiples et de toutes ses infimes interactions avec son environnement interne et externe. Que cela soit la gestion des ressources humaines, des fournisseurs, des partenaires ou des clients: chaque action contribue \u00e0 propager un message,\u00a0\u00e0 g\u00e9n\u00e9rer une interpr\u00e9tation par un public.<br \/>\nLes meilleurs d\u00e9fenseurs d\u2019une marque ne sont peut-\u00eatre plus les c\u00e9l\u00e9brit\u00e9s pay\u00e9es rubis sur l\u2019ongle, mais tout simplement les employ\u00e9s. Ce sont eux qui ont le pouvoir d\u2019incarner la marque aupr\u00e8s des diff\u00e9rentes parties prenantes de l\u2019entreprise et de cr\u00e9er une bonne premi\u00e8re impression. La gestion de la marque devrait \u00eatre per\u00e7ue comme une activit\u00e9 transversale, qui veillerait \u00e0 favoriser la juste incarnation de ses valeurs \u00e0 tous les niveaux, de mani\u00e8re authentique, coh\u00e9rente et constante.<br \/>\nDans son\u00a0texte <em><a href=\"http:\/\/www.infopresse.com\/opinion\/pierre-balloffet\/2015\/3\/20\/le-xxie-siecle-a-15-ans-l-emergence-de-la-marque-totalisante\" target=\"_blank\" rel=\"noopener noreferrer\">L\u2019\u00e9mergence de la marque totalisante<\/a>,<\/em> Pierre Balloffet revient tr\u00e8s justement sur ce sujet, disant \u00abdans un monde transparent o\u00f9 toute entreprise devient un m\u00e9dia, tout finit par faire marque\u00bb. D\u00e9tenir une communaut\u00e9 d\u2019employ\u00e9s engag\u00e9e dans la marque peut d\u00e8s lors repr\u00e9senter un avantage concurrentiel certain. Ne pas s\u2019en soucier peut, \u00e0 l\u2019inverse, faire \u00e9merger des risques majeurs en\u00a0mati\u00e8re de r\u00e9putation.<br \/>\nLes grandes marques sont aujourd\u2019hui ma\u00eetresses dans l\u2019art de promouvoir leur engagement \u00e0 \u00abfaire de ce monde un monde meilleur\u00bb. Mais lorsqu\u2019une contradiction survient entre les valeurs communiqu\u00e9es et les actions r\u00e9elles, le masque tombe et la confiance se brise.<\/p>","protected":false},"excerpt":{"rendered":"<p>Il y a quelques ann\u00e9es, je suis parti en qu\u00eate de mon premier emploi. Suisse d\u2019origine, j\u2019ai vite \u00e9t\u00e9 confront\u00e9 \u00e0 ce dilemme corn\u00e9lien: la banque? le chocolat? les montres? Cherchant \u00e0 me lancer dans l\u2019horlogerie, je suis parvenu \u00e0 d\u00e9crocher un entretien en vue d\u2019obtenir un stage de six mois: excitation totale! Mais l\u00e0, [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":32705,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"footnotes":""},"categories":[14,16],"tags":[19,20,21,17],"class_list":["post-2016","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-branding","category-marque-employeur","tag-ambassadeur","tag-embauche","tag-incarnation","tag-marque-employeur"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Ce monde o\u00f9 tout fait marque - Ricochets<\/title>\n<meta name=\"description\" content=\"L\u2019identit\u00e9 et la r\u00e9putation d\u2019une organisation se construisent au fil du temps par la somme de toutes ses infimes interactions avec son environnement.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ricochets.ch\/en\/ce-monde-ou-tout-fait-marque\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Ce monde o\u00f9 tout fait marque - Ricochets\" \/>\n<meta property=\"og:description\" content=\"L\u2019identit\u00e9 et la r\u00e9putation d\u2019une organisation se construisent au fil du temps par la somme de toutes ses infimes interactions avec son environnement.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/ricochets.ch\/en\/ce-monde-ou-tout-fait-marque\/\" \/>\n<meta property=\"og:site_name\" content=\"Ricochets\" \/>\n<meta property=\"article:published_time\" content=\"2017-03-15T18:58:59+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-06-20T10:58:05+00:00\" \/>\n<meta property=\"og:image\" content=\"http:\/\/ricochets.ch\/wp-content\/uploads\/2017\/03\/Ricochets-Bannieres-articles-site-web.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1024\" \/>\n\t<meta property=\"og:image:height\" content=\"683\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Renaud Margairaz\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Renaud Margairaz\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/ricochets.ch\\\/ce-monde-ou-tout-fait-marque\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/ricochets.ch\\\/ce-monde-ou-tout-fait-marque\\\/\"},\"author\":{\"name\":\"Renaud Margairaz\",\"@id\":\"https:\\\/\\\/ricochets.ch\\\/#\\\/schema\\\/person\\\/6f617fc578cf74f2b6287b3c3e643663\"},\"headline\":\"Ce monde o\u00f9 tout fait marque\",\"datePublished\":\"2017-03-15T18:58:59+00:00\",\"dateModified\":\"2023-06-20T10:58:05+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/ricochets.ch\\\/ce-monde-ou-tout-fait-marque\\\/\"},\"wordCount\":680,\"publisher\":{\"@id\":\"https:\\\/\\\/ricochets.ch\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/ricochets.ch\\\/ce-monde-ou-tout-fait-marque\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/ricochets.ch\\\/wp-content\\\/uploads\\\/2017\\\/03\\\/Ricochets-Bannieres-articles-site-web.png\",\"keywords\":[\"ambassadeur\",\"embauche\",\"incarnation\",\"marque employeur\"],\"articleSection\":[\"Branding\",\"Marque employeur\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/ricochets.ch\\\/ce-monde-ou-tout-fait-marque\\\/\",\"url\":\"https:\\\/\\\/ricochets.ch\\\/ce-monde-ou-tout-fait-marque\\\/\",\"name\":\"Ce monde o\u00f9 tout fait marque - 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