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Employer Branding : les employés sont à la fois pompiers et pyromanes

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Les employés sont aujourd’hui des acteurs majeurs de la réputation de l’entreprise, chacun étant devenu en quelque sorte un média à part entière. Et lorsqu'il s'agit de recruter des profils en pénurie, leur voix sur les réseaux sociaux est plus crédible et plus puissante que celle de leur propre organisation. Qu’on le veuille ou non, le constat est là et la tendance est à la hausse : tout le monde note tout le monde.

Comment canaliser cette tendance ? C’est ce que j'ai expliqué lors de ce Digital Breakfast spécial « Employer Branding » au B19 à Bruxelles : les enjeux, les outils et les finalités d’une transformation digitale qui se doit d’être accompagnée et encadrée.

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Employer Branding : les employés sont à la fois pompiers et pyromanes

  1. 1. EMPLOYÉS, POMPIERS ET PYROMANES 26 mars 2019 EMPLOYER BRANDING © Daniel Picard
  2. 2. B19 DIGITAL BREAKFAST | EMPLOYER BRANDING 26 mars 2019 | vincent@reputation365.eu 2 e-réputation = perception Pour choisir une entreprise, tout à changé en 20 ans 1999 les coordonnées des entreprises 2009 les sites web des entreprises 2019 l’avis des influenceurs et des inconnus Glissement des budgets pub vers le marketing d’influence : 27% des consommateurs font confiance à la pub en ligne, 54% au site web de l’entreprise et 78% aux avis de leurs amis www.nielsen.com/us/en/insights/reports/2015/global-trust-in-advertising-2015.html paid media owned media earned media
  3. 3. B19 DIGITAL BREAKFAST | EMPLOYER BRANDING 26 mars 2019 | vincent@reputation365.eu « La monnaie de la nouvelle économie, c’est la CONFIANCE » Rachel Botsman  Occuper l’espace  Pas d’incohérence  Écoute et dialogue Un « socle réputationnel » 3
  4. 4. B19 DIGITAL BREAKFAST | EMPLOYER BRANDING 26 mars 2019 | vincent@reputation365.eu 4 La guerre des étoiles Client, employé, fournisseur, c’est leur avis qui compte
  5. 5. B19 DIGITAL BREAKFAST | EMPLOYER BRANDING 26 mars 2019 | vincent@reputation365.eu 5 Glassdoor, le Tripadvisor de l’emploi
  6. 6. B19 DIGITAL BREAKFAST | EMPLOYER BRANDING 26 mars 2019 | vincent@reputation365.eu 6 Glassdoor, le Tripadvisor de l’emploi
  7. 7. B19 DIGITAL BREAKFAST | EMPLOYER BRANDING 26 mars 2019 | vincent@reputation365.eu 7
  8. 8. B19 DIGITAL BREAKFAST | EMPLOYER BRANDING 26 mars 2019 | vincent@reputation365.eu 8 Google a raté le virage des réseaux sociaux et veut dominer le marché des jobs et des avis Les plateformes se multiplient
  9. 9. B19 DIGITAL BREAKFAST | EMPLOYER BRANDING 26 mars 2019 | vincent@reputation365.eu 9 Les employés forgent l’image de leur entreprise tout a changé en moins de 5 ans
  10. 10. B19 DIGITAL BREAKFAST | EMPLOYER BRANDING 26 mars 2019 | vincent@reputation365.eu 10 Pourquoi les employés sont des acteurs de la réputation de leur entreprise ?  79% des internautes belges ont un compte Facebook,  Tout le monde est devenu un média, un témoin, un procureur  La voix des employés est crédible et Internet n’oublie jamais,  Anticiper et préparer les collaborateurs à la crise, c'est limiter les atteintes à la réputation.  La génération Y (et Z) se forge une opinion via le Net. La question n’est plus : faut-il donner aux employés un rôle d’ambassadeur La question est : comment canaliser ce mouvement Une opportunité et non un danger Le vrai danger : faire comme si rien n’avait changé
  11. 11. B19 DIGITAL BREAKFAST | EMPLOYER BRANDING 26 mars 2019 | vincent@reputation365.eu 11 Chacun est devenu un média Au départ d’un bad buzz, il y a souvent un employé
  12. 12. B19 DIGITAL BREAKFAST | EMPLOYER BRANDING 26 mars 2019 | vincent@reputation365.eu 12 Quand fierté rime avec danger Espionnage industriel, « Tiger kidnapping », piratage, activistes  procédures de sécurité,  badges, mots de passe,  détails de lieux sensibles,  identité (collègues, clients)  plans techniques, accès,  machines, secrets de fabrique,  etc.
  13. 13. B19 DIGITAL BREAKFAST | EMPLOYER BRANDING 26 mars 2019 | vincent@reputation365.eu 13 L’usurpation d’identité en entreprise 2,3 milliards de dollars entre 2013 et 2016 selon le FBI 550 millions d’euros en France entre 2010 et 2016 Depuis 4 ans, Euler-Hermes et DFCG interrogent près de 200 directions financières en France. www.eulerhermes.fr/mediacenter/actualites/Pages/etude-fraude-2018.aspx des entreprises ont subi au moins une tentative de fraude en 2017 70% Pour 10% des entreprises victimes, le préjudice dépasse les 100.000 euros
  14. 14. B19 DIGITAL BREAKFAST | EMPLOYER BRANDING 26 mars 2019 | vincent@reputation365.eu 14 La puissance des réseaux des collaborateurs Les réseaux de vos employés sont plus puissants que le réseau de votre organisation
  15. 15. B19 DIGITAL BREAKFAST | EMPLOYER BRANDING 26 mars 2019 | vincent@reputation365.eu 15 Pourquoi les employés joueraient le jeu ? Ne pensez pas marketing mais communication interne  Pas de pub ni de mensonges  Un management qui montre l’exemple  Un intérêt pour l’employé  Accompagner, pas contrôler  Montrer plutôt que déclarer  Plus de visages, moins de texte  RH = fond, Com = forme Ingrédients préalables : 1. Fierté, 2. Cohésion, 3. Sentiment d’appartenance
  16. 16. B19 DIGITAL BREAKFAST | EMPLOYER BRANDING 26 mars 2019 | vincent@reputation365.eu 16 Pourquoi une charte est nécessaire ?
  17. 17. B19 DIGITAL BREAKFAST | EMPLOYER BRANDING 26 mars 2019 | vincent@reputation365.eu 17 La charte d’utilisation des réseaux sociaux Existe-t-il une charte des réseaux sociaux dans votre entreprise ? oui 27% non 39% je ne sais pas 34% Seuls les salariés de 27% des entreprises le savent 42% des entreprises ont une charte d’utilisation des réseaux sociaux Source : Enquête CEGOS 2014 60% des dirigeants admettent n’avoir aucune politique d’accompagnement
  18. 18. B19 DIGITAL BREAKFAST | EMPLOYER BRANDING 26 mars 2019 | vincent@reputation365.eu 18 Sensibiliser et accompagner les collaborateurs Interdire ou accompagner ?
  19. 19. B19 DIGITAL BREAKFAST | EMPLOYER BRANDING 26 mars 2019 | vincent@reputation365.eu 19  Contexte (e-réputation de chacun… donc de tous)  Mission statement (+ charte éventuelle)  Rappel du droit (du travail, pénal, civil, propr. intell., GDPR)  Confidentialité (clients, collègues, lieux, matériel, …)  La voix officielle (« parler de » VS « parler au nom de »)  Les comptes personnels à usage professionnel  Démarche active (ateliers, REX, gamification, boite à idées, …)  Tolérance des réseaux sociaux pendant le temps de travail Expliquer, responsabiliser, autoriser Centre de gravité : gouvernance
  20. 20. B19 DIGITAL BREAKFAST | EMPLOYER BRANDING 26 mars 2019 | vincent@reputation365.eu 20 0 2 4 6 8 10 attirer des candidats incarner les valeurs, visions, mission défendre en cas de bad buzz définir une stricte confidentialité bien séparer usage pro/perso patrouiller et alerter Centre de gravité de votre stratégie Quelles sont les dominantes de votre charte réseaux sociaux ? L’employeur parle L’employé parle
  21. 21. B19 DIGITAL BREAKFAST | EMPLOYER BRANDING 26 mars 2019 | vincent@reputation365.eu 21 La transformation digitale Ce n’est pas du « digital », c’est de la transformation ! Il s’agit d’un processus de « Change Management » avec toutes les peurs et les freins que cela implique… comité de direction équipe commando digital transformers employés actifs employés passifs
  22. 22. B19 DIGITAL BREAKFAST | EMPLOYER BRANDING 26 mars 2019 | vincent@reputation365.eu Reprenez la main sur vos étoiles Mobiliser la masse silencieuse détracteurs promoteursmasse silencieuse Si 10% de vos clients publient leur avis, les critiques et la mauvaise foi deviendront inaudibles ou peu visibles. Optimisez votre énergie ! 22
  23. 23. B19 DIGITAL BREAKFAST | EMPLOYER BRANDING 26 mars 2019 | vincent@reputation365.eu 24 REPUTATION 365, Manage your e-dentity Nous aidons les dirigeants et leurs collaborateurs à maîtriser leur image sur Internet, en veillant à agir de manière éthique. Pour eux-mêmes, leur famille et la réputation de leur entreprise. Vincent PITTARD e-reputation & digital transformation, co-fondateur de REPUTATION 365 auteur de www.livre-reputation-internet.com #eReputation #PersonalBranding #EmployerBranding #ComPol #ComDeCrise #GDPR #HebdoR365

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