{"id":6730,"date":"2024-01-03T16:58:29","date_gmt":"2024-01-03T16:58:29","guid":{"rendered":"https:\/\/e2edev2021.wpengine.com\/?post_type=resource&p=6730"},"modified":"2026-03-20T15:49:44","modified_gmt":"2026-03-20T15:49:44","slug":"4-building-an-employee-centric-brand","status":"publish","type":"resource","link":"https:\/\/www.engage2excel.com\/fr\/resource\/4-building-an-employee-centric-brand\/","title":{"rendered":"Building an Employee-Centric Brand"},"content":{"rendered":"

L\u2019authenticit\u00e9 compte plus que jamais dans la construction de votre image de marque employeur et employ\u00e9. Lorsque vous cr\u00e9ez une culture de reconnaissance, les employ\u00e9s deviennent les ambassadeurs de votre marque dans la course aux talents.<\/span><\/h2>\n

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Introduction<\/span><\/h3>\n

\"\"Les changements dans les attitudes actuelles de la main-d\u2019\u0153uvre n\u00e9cessitent une r\u00e9\u00e9valuation des strat\u00e9gies de mobilisation des employ\u00e9s et des candidats. Les campagnes traditionnelles de promotion de la marque employeur devront peut-\u00eatre \u00eatre mises \u00e0 jour pour r\u00e9pondre aux perceptions, aux pr\u00e9f\u00e9rences et aux r\u00e9alit\u00e9s actuelles du milieu de travail. L\u2019image de marque employ\u00e9, pratique consistant \u00e0 partager des t\u00e9moignages r\u00e9els de la vie en tant qu\u2019employ\u00e9 au sein de votre organisation, joue un r\u00f4le de plus en plus important pour soutenir les strat\u00e9gies d\u2019acquisition et de r\u00e9tention des talents dans la course actuelle aux talents. Les programmes de reconnaissance des employ\u00e9s constituent une source continue de contributions et d\u2019inspiration pour les campagnes de marque employeur et employ\u00e9.<\/p>\n

Ces sujets ont \u00e9t\u00e9 abord\u00e9s lors d\u2019une r\u00e9cente table ronde avec des membres du Comit\u00e9 consultatif Trendicators, la division de recherche du groupe d\u2019entreprises Engage2Excel. Lors de cette session, Jeff Gelinas, pr\u00e9sident d\u2019Engage2Excel, et Darren Findley, pr\u00e9sident des Solutions de recrutement Engage2Excel, ont partag\u00e9 des d\u00e9finitions de l\u2019image de marque, fourni des perspectives et des exemples de meilleures pratiques et recueilli les commentaires des membres du comit\u00e9 sur leurs programmes, d\u00e9fis et opportunit\u00e9s en mati\u00e8re d\u2019image de marque des RH.<\/p>\n

Dans ce livre \u00e9lectronique, Construire une marque ax\u00e9e sur les employ\u00e9s, nous pr\u00e9sentons un guide, bas\u00e9 sur notre table ronde, pour les organisations qui sont en cours de r\u00e9\u00e9valuation ou de cr\u00e9ation de programmes d\u2019image de marque afin d\u2019\u00e9tablir des liens plus \u00e9troits avec les candidats et les employ\u00e9s sur le march\u00e9 des talents difficile d\u2019aujourd\u2019hui.<\/p>\n

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\t\n\t\t\t\t\tT\u00e9l\u00e9charger<\/a>\n\t\t\t\t\t\t\t\"Download\"<\/a><\/span> hbspt.cta.load(123973, '08de817a-e7c8-4c11-b3db-ad11006e9216', {\"useNewLoader\":\"true\",\"region\":\"na1\"}); <\/span>\r\n\t\t\t<\/span>\n\t<\/p>\n

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Les perceptions du milieu de travail et de la main-d\u2019\u0153uvre ont fondamentalement chang\u00e9. Le d\u00e9sir de plus de flexibilit\u00e9, qu\u2019il s\u2019agisse de travailler sur site ou en t\u00e9l\u00e9travail, \u00e0 temps partiel ou \u00e0 temps plein, ainsi qu\u2019un int\u00e9r\u00eat accru pour un travail valorisant et des opportunit\u00e9s de perfectionnement et d\u2019avancement professionnels, ont jou\u00e9 un r\u00f4le plus important dans l\u2019attraction des talents et la r\u00e9duction des d\u00e9parts volontaires.<\/p>\n

Les travailleurs de tous les groupes d\u2019\u00e2ge souhaitent une plus grande connexion avec leur travail et la mission, la vision et les valeurs de l\u2019organisation, ainsi que la reconnaissance de leur impact personnel et de leur contribution \u00e0 l\u2019objectif de l\u2019organisation. La marque employeur – l\u2019image qu\u2019une organisation transmet aux employ\u00e9s actuels et potentiels – joue un r\u00f4le de plus en plus important dans le recrutement et la r\u00e9tention. Une marque employeur efficace est bas\u00e9e sur une proposition de valeur aux employ\u00e9s (PVE) qui \u00e9nonce la valeur diff\u00e9renci\u00e9e qu\u2019une organisation offre \u00e0 ses employ\u00e9s. Pourtant, une enqu\u00eate de McLean & Company montre que 55 % des entreprises n\u2019ont pas de PVE.*<\/p>\n

Dans ce rapport, nous explorons la relation entre la PVE de votre organisation, la marque employeur et la marque employ\u00e9 – une strat\u00e9gie pour partager des t\u00e9moignages r\u00e9els de la vie en tant qu\u2019employ\u00e9 dans votre organisation. Notre objectif est d\u2019offrir des perspectives et de l\u2019inspiration pour cr\u00e9er une marque ax\u00e9e sur les employ\u00e9s qui diff\u00e9rencie votre organisation de mani\u00e8re authentique sur le march\u00e9 des talents actuel extr\u00eamement concurrentiel.<\/p>\n

* Rapports sur les tendances RH 2023 (HR Trends Report 2023), McLean & Company<\/span><\/h6>\n

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Le monde de l\u2019image de marque a consid\u00e9rablement chang\u00e9 au cours de la derni\u00e8re d\u00e9cennie. L\u2019acc\u00e8s omnipr\u00e9sent \u00e0 l\u2019information, aux m\u00e9dias sociaux et au contenu g\u00e9n\u00e9r\u00e9 par les utilisateurs a amen\u00e9 les entreprises de tous les secteurs \u00e0 abandonner la vente de produits et de services pour passer \u00e0 la promotion des valeurs, des croyances, des exp\u00e9riences et des aspirations dans le cadre des strat\u00e9gies de marque d\u2019entreprise.<\/p>\n

Aujourd\u2019hui, les entreprises les plus performantes comprennent que les propositions de valeur pour les clients et pour les employ\u00e9s sont influenc\u00e9es par les m\u00eames forces et sont inextricablement li\u00e9es. Cependant, bien que le recrutement et l\u2019exp\u00e9rience des employ\u00e9s soient des priorit\u00e9s absolues pour les entreprises de toutes tailles, la pratique de la marque employeur et employ\u00e9 n\u2019est pas bien comprise ni adopt\u00e9e. Seulement 22% des entreprises ont des PVE et 23 % indiquent qu\u2019elles sont en train d\u2019en d\u00e9velopper une. Parmi les entreprises ayant des PVE, 29 % les consid\u00e8rent comme des textes g\u00e9n\u00e9riques et seulement 11 % les consid\u00e8rent comme suffisamment diff\u00e9renci\u00e9es et segment\u00e9es pour s\u2019adresser \u00e0 des groupes d\u2019employ\u00e9s sp\u00e9cifiques.*<\/p>\n

Si votre organisation est en retard dans le d\u00e9veloppement de sa PVE et de sa strat\u00e9gie de marque employeur et employ\u00e9, il est essentiel d\u2019en faire une priorit\u00e9 pour gagner en attractivit\u00e9 aupr\u00e8s des talents. Une nouvelle approche, en ad\u00e9quation avec les attentes et les motivations actuelles de la main-d\u2019\u0153uvre, peut aider \u00e0 diff\u00e9rencier votre organisation de mani\u00e8re r\u00e9elle et significative. Le partage de t\u00e9moignages r\u00e9els de la vie en tant qu\u2019employ\u00e9 de votre organisation peut \u00eatre un moyen puissant, authentique et peu co\u00fbteux de diff\u00e9rencier votre organisation.<\/p>\n

* Rapports sur les tendances RH 2023 (HR Trends Report 2023), McLean & Company<\/span><\/h6>\n
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\t\n\t\t\t\t\tT\u00e9l\u00e9charger<\/a>\n\t\t\t\t\t\t\t\"Download\"<\/a><\/span> hbspt.cta.load(123973, '08de817a-e7c8-4c11-b3db-ad11006e9216', {\"useNewLoader\":\"true\",\"region\":\"na1\"}); <\/span>\r\n\t\t\t<\/span>\n\t<\/p>\n

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\t\n\t\t\t\t\tT\u00e9l\u00e9charger<\/a>\n\t\t\t\t\t\t\t\"Download\"<\/a><\/span> hbspt.cta.load(123973, '08de817a-e7c8-4c11-b3db-ad11006e9216', {\"useNewLoader\":\"true\",\"region\":\"na1\"}); <\/span>\r\n\t\t\t<\/span>\n\t<\/p>\n

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\t\n\t\t\t\t\tT\u00e9l\u00e9charger<\/a>\n\t\t\t\t\t\t\t\"Download\"<\/a><\/span> hbspt.cta.load(123973, '08de817a-e7c8-4c11-b3db-ad11006e9216', {\"useNewLoader\":\"true\",\"region\":\"na1\"}); <\/span>\r\n\t\t\t<\/span>\n\t<\/p>\n

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Vid\u00e9os d\u2019employ\u00e9s<\/span><\/h3>\n

Les vid\u00e9os d\u2019employ\u00e9s sont un moyen efficace de donner vie \u00e0 votre PVE. Que ce soit par le biais de t\u00e9moignages d\u2019employ\u00e9s qui partagent les histoires de leur carri\u00e8re personnelle ou de vignettes mettant en vedette des employ\u00e9s et des groupes avec une voix-off, les vid\u00e9os d\u2019employ\u00e9s mettent en \u00e9vidence les exp\u00e9riences et les valeurs culturelles qui cr\u00e9ent des liens \u00e9motionnels avec les candidats. Pour visionner les vid\u00e9os inspirantes suivantes sur YouTube, veuillez entrer les liens fournis dans votre navigateur Web.<\/p>\n

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https:\/\/bit.ly\/3RyfDjq<\/a> \u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 https:\/\/bit.ly\/3GvSQhC<\/a><\/p>\n

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https:\/\/bit.ly\/4a4JPtB<\/a> \u00a0\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0\u00a0 \u00a0\u00a0 https:\/\/bit.ly\/3Rx6qb3<\/a><\/p>\n

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\t\n\t\t\t\t\tT\u00e9l\u00e9charger<\/a>\n\t\t\t\t\t\t\t\"Download\"<\/a><\/span> hbspt.cta.load(123973, '08de817a-e7c8-4c11-b3db-ad11006e9216', {\"useNewLoader\":\"true\",\"region\":\"na1\"}); <\/span>\r\n\t\t\t<\/span>\n\t<\/p>\n

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