{"id":4123,"date":"2021-05-30T15:14:40","date_gmt":"2021-05-30T14:14:40","guid":{"rendered":"https:\/\/ricochets.ch\/?p=4123"},"modified":"2023-06-20T12:55:57","modified_gmt":"2023-06-20T10:55:57","slug":"comment-transformer-ses-employes-en-ambassadeurs","status":"publish","type":"post","link":"https:\/\/ricochets.ch\/en\/comment-transformer-ses-employes-en-ambassadeurs\/","title":{"rendered":"Comment transformer ses employ\u00e9s en ambassadeurs ?"},"content":{"rendered":"

Depuis toujours, les entreprises ne cherchent qu\u2019une seule chose: gagner la confiance de leurs consommateurs. Pour rassurer, leur recette est la m\u00eame depuis des si\u00e8cles: mettre en avant un visage embl\u00e9matique et inspirant. Si les marques faisaient autrefois appel \u00e0 des c\u00e9l\u00e9brit\u00e9s pour personnifier leurs produits, elles se tournent d\u00e9sormais vers des influenceurs.\u00a0 En apparence plus accessibles que les c\u00e9l\u00e9brit\u00e9s, ces youtubeurs et instagrammeurs influencent davantage les nouvelles g\u00e9n\u00e9rations, car ils r\u00e9pondent \u00e0 un besoin d\u2019authenticit\u00e9 et d\u2019identification. Cependant, avec\u00a0de r\u00e9cents scandales\u00a0<\/a>ayant terni la r\u00e9putation de transparence des micro-influenceurs, des questions se posent quant \u00e0 leur v\u00e9ritable pertinence.<\/p>\n

\u00abLES EMPLOY\u00c9S R\u00c9GULIERS SONT CONSID\u00c9R\u00c9S COMME DES SOURCES D\u2019INFORMATION TR\u00c8S\/EXTR\u00caMEMENT CR\u00c9DIBLES.\u00bb<\/em><\/p><\/blockquote>\n

Souvent, lorsqu\u2019une marque recherche un nouvel influenceur pour incarner ses valeurs, son choix se porte sur une personne ext\u00e9rieure \u00e0 l\u2019entreprise. Pourtant, c\u2019est \u00e0 l\u2019interne que les meilleurs ambassadeurs se trouvent.
\nSelon le\u00a0Edelman Trust Barometer 2019,<\/a><\/u>\u00a0les employ\u00e9s r\u00e9guliers sont consid\u00e9r\u00e9s comme des sources d\u2019information \u00abtr\u00e8s\/extr\u00eamement cr\u00e9dibles.\u00bb Les experts techniques en entreprise obtiennent la confiance absolue de 65% des consommateurs. Conclusion:\u00a0ce qui diff\u00e9rencie les organisations aujourd\u2019hui, ce n\u2019est plus uniquement le produit ou le service qu\u2019elles vendent, mais aussi les humains qui la composent.<\/strong><\/p>\n

\"\"<\/strong><\/p>\n

\u00abPOURCENTAGE DES R\u00c9PONDANTS QUI JUGENT CHAQUE SOURCE TR\u00c8S\/EXTR\u00caMEMENT CR\u00c9DIBLE\u00bb<\/h6>\n
SOURCE: BAROM\u00c8TRE EDELMAN 2019<\/strong><\/h6>\n

\u00a0<\/strong>
\nUne id\u00e9e pas si folle que \u00e7a!<\/u><\/strong>
\n\u00abHUMANISER SES COMMUNICATIONS IMPACTE AUSSI L\u2019ATTRACTIVIT\u00c9 DE L\u2019ENTREPRISE EN TANT QU\u2019EMPLOYEUR.\u00bb
\nLes employ\u00e9s ont de tout temps \u00e9t\u00e9 les repr\u00e9sentants de l\u2019entreprise. Avec l\u2019arriv\u00e9e des r\u00e9seaux sociaux et l\u2019\u00e8re de la distanciation physique, le ph\u00e9nom\u00e8ne a simplement \u00e9t\u00e9 d\u00e9multipli\u00e9. Au lieu de rencontrer 20 personnes \u00e0 un cocktail, on en rencontre 2 000 en ligne. Pourquoi payer une fortune une campagne de publicit\u00e9 \u00e0 l\u2019\u00e9chelle nationale quand on a 200 employ\u00e9s qui connaissent chacun 400 personnes? Mettre ses employ\u00e9s \u00e0 contribution n\u2019est donc pas seulement plus efficace, mais \u00e9galement plus rentable que les m\u00e9thodes de communication traditionnelles.
\nHumaniser ses communications impacte aussi l\u2019attractivit\u00e9 de l\u2019entreprise en tant qu\u2019employeur. Les professionnels qui verront ses offres d\u2019emploi iront se renseigner \u00e0 la source, soit directement chez ses employ\u00e9s actuels. L\u2019acc\u00e8s \u00e0 ces informations est tr\u00e8s facile, que ce soit par bouche-\u00e0-oreille ou via des sites tels que\u00a0Glassdoor<\/a>. Les organisations qui cherchent \u00e0 d\u00e9nicher les meilleurs talents ont donc tout int\u00e9r\u00eat \u00e0 mettre leurs employ\u00e9s de l\u2019avant.
\nQue les employ\u00e9s comprennent la valeur de devenir des ambassadeurs<\/u><\/strong>
\nValoriser ses employ\u00e9s va beaucoup plus loin qu\u2019un simple exercice de relations publiques. Il faut de l\u2019empathie, ainsi qu\u2019une strat\u00e9gie gagnante-gagnante qui leur permet de brandir les couleurs de la marque tout en restant authentiques et en y trouvant leur compte. Voici une d\u00e9marche en trois \u00e9tapes pour amener vos employ\u00e9s \u00e0 endosser un r\u00f4le d\u2019ambassadeur\u00a0:<\/p>\n

\u00abL\u2019OBJECTIF EST DE RENDRE LES EMPLOY\u00c9S AUTONOMES, EN LEUR DONNANT DU PLAISIR \u00c0 PARTAGER DU CONTENU SUR INTERNET.\u00bb<\/em><\/p><\/blockquote>\n

    \n
  1. Tout d\u2019abord,\u00a0les employ\u00e9s doivent \u00eatre sensibilis\u00e9s \u00e0 l\u2019importance du num\u00e9rique<\/strong>. R\u00e9fl\u00e9chir la strat\u00e9gie globale permet alors d\u2019identifier la vision commune \u00e0 l\u2019ensemble des membres de l\u2019organisation. Une fois cette derni\u00e8re formalis\u00e9e, il faut s\u2019assurer que les employ\u00e9s comprennent la valeur de devenir des ambassadeurs de la marque. Pour cela, il est pr\u00e9f\u00e9rable de commencer par organiser une formation pour les sensibiliser \u00e0 l\u2019impact que leurs actions en ligne peuvent avoir sur l\u2019image de l\u2019entreprise.<\/li>\n
  2. L\u2019\u00e9tape suivante consiste \u00e0\u00a0harmoniser l\u2019ensemble des r\u00e9putations digitales<\/strong>. Autant commencer par une valeur s\u00fbre en optimisant les profils LinkedIn des ambassadeurs. Nul besoin de commencer grand, une premi\u00e8re cohorte de 5 \u00e0 10 personnes permet d\u00e9j\u00e0 de cr\u00e9er l\u2019engouement \u00e0 l\u2019interne. L\u2019\u00e9l\u00e9ment cl\u00e9 consiste \u00e0 identifier et \u00e0 mettre en lumi\u00e8re leurs forces distinctives, ce qui fait d\u2019eux des experts dignes de confiance.<\/li>\n
  3. Enfin, il faut\u00a0les accompagner individuellement dans leur nouveau r\u00f4le<\/strong>. Une fois fiers de leur vitrine digitale, ces ambassadeurs commencent naturellement \u00e0 communiquer de fa\u00e7on beaucoup plus active. Pour les guider, une formation et du coaching concernant l\u2019utilisation de LinkedIn s\u2019av\u00e8rent indispensables. L\u2019objectif est de rendre les employ\u00e9s autonomes, en leur donnant du plaisir \u00e0 partager du contenu et \u00e0 prospecter sur Internet.<\/li>\n<\/ol>\n

    Vos employ\u00e9s-experts, tels que\u00a0vos vendeurs, vos responsables RH ou les membres de la direction, peuvent endosser un r\u00f4le de leader d\u2019opinion,<\/strong>\u00a0devenant ainsi les ambassadeurs de l\u2019entreprise.
    \nFace \u00e0 l\u2019incertitude, vos futurs clients et employ\u00e9s feront plus confiance aux visages qui composent votre entreprise qu\u2019\u00e0 votre logo.<\/p>","protected":false},"excerpt":{"rendered":"

    Depuis toujours, les entreprises ne cherchent qu\u2019une seule chose: gagner la confiance de leurs consommateurs. Pour rassurer, leur recette est la m\u00eame depuis des si\u00e8cles: mettre en avant un visage embl\u00e9matique et inspirant. Si les marques faisaient autrefois appel \u00e0 des c\u00e9l\u00e9brit\u00e9s pour personnifier leurs produits, elles se tournent d\u00e9sormais vers des influenceurs.\u00a0 En apparence […]<\/p>\n","protected":false},"author":3,"featured_media":32684,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[16,11],"tags":[58,59,60,61],"class_list":["post-4123","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marque-employeur","category-marque-personnelle","tag-communication","tag-entrepreneurs","tag-linkedin","tag-webinar"],"yoast_head":"\nComment transformer ses employ\u00e9s en ambassadeurs ? - Ricochets<\/title>\n<meta name=\"description\" content=\"D\u00e9couvrez notre analyse digitale d'Alexandre Ricard, le PDG de Pernod-Ricard et le plus jeune patron des entreprises list\u00e9es au CAC 40.\" \/>\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\/comment-transformer-ses-employes-en-ambassadeurs\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Comment transformer ses employ\u00e9s en ambassadeurs ? 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