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Marque employeur - Benchmark et implications

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Benchmark de deux marques employeur (CFF et ABB) et rappel des implications et prérequis de l'établissement d'une marque employeur

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Marque employeur - Benchmark et implications

  1. 1. 2 DE L’EMPLOYEUR À LA MARQUE EMPLOYEUR
  2. 2. DÉFINITION ET PÉRIMÈTRE 3
  3. 3. Définition de la marque employeur Ensemble des éléments qui caractérise une entreprise en tant qu’employeur: culture, valeurs, métiers, produits ou services liés à l’offre RH.
  4. 4. Implications de la marque employeur Définition de l’EVP (Employer Value Proposition) = Identification des avantages tangibles et intangibles de l’entreprise en tant qu’employeur Identification des valeurs des groupes cibles (par âge, sexe, types de formation, régions) Alignement des actions de l’entreprise avec la promesse
  5. 5. Bénéfices de la marque employeur • Adéquation entre les profils recherchés et les exigences de l’entreprise • Réduction des frais de recrutement (+ d’attractivité spontanée)* • Réduction du turn-over de 28%* • Branding => confiance => business** * Selon étude Linkedin ** Selon étude Burston-Marsteller
  6. 6. Impact de la marque employeur Coûts de recrutement
  7. 7. Exigences de la marque employeur Attentes transversales
  8. 8. BENCHMARK 9
  9. 9. Benchmark de la marque employeur Concurrents directs* • 1. ABB • 2. Google • 3. CFF • 4. Siemens • 5. Alstom •… • 81. BOBST *Selon classement Universum 2014
  10. 10. ABB, le numéro 1 • Le positionnement • Les messages • Les médias • Les outils
  11. 11. ABB Le positionnement Promesse de la marque: “Power and productivity for a better world” Promesse de la marque employeur: “Work with a purpose” (Whatever your role at ABB, you can be sure you are helping to create a better world)
  12. 12. ABB Les interactions
  13. 13. ABB Les interactions
  14. 14. ABB Les médias
  15. 15. ABB Les médias
  16. 16. ABB Les médias
  17. 17. ABB Les outils
  18. 18. ABB Les outils
  19. 19. ABB Les outils
  20. 20. ABB Les outils
  21. 21. ABB L’organisation
  22. 22. CFF, le numéro 1 suisse • Le positionnement • Les messages • Les médias • Les outils
  23. 23. CFF Le positionnement Promesse de la marque: “Les CFF bougent la Suisse” Promesse de la marque employeur: “Réaliser ensemble un chef-d’oeuvre, jour après jour”
  24. 24. CFF Les interactions
  25. 25. CFF Les interactions
  26. 26. CFF Les interactions
  27. 27. CFF Les médias
  28. 28. CFF Les médias
  29. 29. CFF Les outils
  30. 30. CFF Les outils
  31. 31. CFF Les outils
  32. 32. CFF Les outils
  33. 33. CFF L’organisation
  34. 34. Conclusions
  35. 35. Marque employeur forte Les prérequis • Une stratégie d’entreprise clairement définie • Une stratégie RH répondant à la stratégie d’entreprise • Des actions RH adaptées aux profils recherchés • Des actions et des outils au sein de l’entreprise conformes au positionnement de l’entreprise (leader technologique p.ex.) • Des messages et des médias de recrutement en lien avec les attentes et les comportements des profils recherchés • Des moyens adaptés aux ambitions • Des RH formés • Une direction qui supporte la stratégie
  36. 36. Marque employeur forte Les facteurs-clés • Des RH formés • Une direction qui supporte la stratégie • De la cohérence globale (image, action, attitude) • Des objectifs réalistes selon les investissements
  37. 37. RAPPEL 38
  38. 38. Ce que la marque employeur… … n’est pas
  39. 39. Ce que la marque employeur… … exige
  40. 40. Ce que la marque employeur… … génère
  41. 41. LES ÉTAPES 42
  42. 42. Remise des éléments nécessaires • Formalisation d’une stratégie RH sur 18 ou 24 mois • Définition de la promesse de marque/marque employeur • Définition des profils visés • Définition et sélection des canaux • Elaboration des messages employeur
  43. 43. Prise de positions nécessaires • Qui sommes-nous? • Qu’offrons-nous aux collaborateurs? • Comment les gardons-nous? • Comment développons-nous leur employabilité? • Qui voulons-nous être demain? • Qui voulons-nous avec nous demain? • Combien sommes-nous prêts à les payer? • Quelle est notre culture d’entreprise? • Reflète-t-elle ce que nous voulons en tant qu’employeur? • …
  44. 44. 45 MERCI Pour toute demande complémentaire, n’hésitez pas à me contacter: ai@black-s.ch +41 79 343 56 57

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