Comment valoriser la marque employeur d'une pme sur les médias sociaux

LINKHUMANS: Social Recruiting, Recruitment 2.0 and employer brandingLINKHUMANS: Social Recruiting, Recruitment 2.0 and employer branding

Comment valoriser la Marque Employeur d’une

PME sur les médias sociaux ?

Avril 2012

LINKHUMANS: Social Recruiting, Recruitment 2.0 and employer brandingLINKHUMANS: Social Recruiting, Recruitment 2.0 and employer branding

• 10 ans d’expérience Recrutement & accompagnement

• Expert Réseaux Sociaux pendant 2 ans à l’Apec

• Conseil en Recrutement innovant

• Blogueur

• Enseignant et Conférencier

• Co-organisateur d’Evènements 2.0

LINKHUMANS: Social Recruiting, Recruitment 2.0 and employer brandingLINKHUMANS: Social Recruiting, Recruitment 2.0 and employer branding

Programme

• De nouveaux comportements, de nouveaux enjeux, de nouveaux métiers

• Le Marketing Employeur : une philosophie, une stratégie !

• Comment intéresser vos cibles ? Des exemples concrets !

LINKHUMANS: Social Recruiting, Recruitment 2.0 and employer brandingLINKHUMANS: Social Recruiting, Recruitment 2.0 and employer branding

De nouveaux comportements !De nouveaux enjeux pour les

Entreprises !De nouveaux métiers !

LINKHUMANS: Social Recruiting, Recruitment 2.0 and employer brandingLINKHUMANS: Social Recruiting, Recruitment 2.0 and employer branding

Vos collaborateurs sont présents sur les médias sociaux !

LINKHUMANS: Social Recruiting, Recruitment 2.0 and employer brandingLINKHUMANS: Social Recruiting, Recruitment 2.0 and employer branding

Vos Collaborateurs échangent avec leurs pairs !

LINKHUMANS: Social Recruiting, Recruitment 2.0 and employer brandingLINKHUMANS: Social Recruiting, Recruitment 2.0 and employer branding

Vos (ex)Collaborateurs s’expriment sur votre entreprise !

LINKHUMANS: Social Recruiting, Recruitment 2.0 and employer brandingLINKHUMANS: Social Recruiting, Recruitment 2.0 and employer branding

Les Candidats savent tout de l’Entreprise et du Recruteur !

LINKHUMANS: Social Recruiting, Recruitment 2.0 and employer brandingLINKHUMANS: Social Recruiting, Recruitment 2.0 and employer branding

To be or not to be sur les Médias Sociaux ?Les Ressources Humaines n’ont plus le choix !

LINKHUMANS: Social Recruiting, Recruitment 2.0 and employer brandingLINKHUMANS: Social Recruiting, Recruitment 2.0 and employer branding

Marque Commerciale et Marque Employeur :Les deux faces d’une même pièce : la Marque !

MarqueEmployeur

Marque Commerciale

Humain

Contenu Conversation

Réel

Stratégie : Investissement dans le temps !

Community Manager Community Manager RH

Clients Candidats

LINKHUMANS: Social Recruiting, Recruitment 2.0 and employer brandingLINKHUMANS: Social Recruiting, Recruitment 2.0 and employer branding

Marketing Employeur : Vers 1 évolution Marketing de la fonction

RH !

LINKHUMANS: Social Recruiting, Recruitment 2.0 and employer brandingLINKHUMANS: Social Recruiting, Recruitment 2.0 and employer branding

Le Marketing Employeur !Une Définition Une PhilosophieUne Stratégie

LINKHUMANS: Social Recruiting, Recruitment 2.0 and employer brandingLINKHUMANS: Social Recruiting, Recruitment 2.0 and employer branding

Le Marketing Employeur : 1 définition !

LINKHUMANS: Social Recruiting, Recruitment 2.0 and employer brandingLINKHUMANS: Social Recruiting, Recruitment 2.0 and employer branding

Les 4 éléments de la Marque Employeur

14

1_Ce qu’est l’entreprise

4_Ce que le public dit de l’entreprise

3_Ce que les collaborateurs disent de l’entreprise

2_Ce que l’entreprise dit d’elle

Marque Employeur : Définition de Franck La Pinta

Responsable Marketing Web et RH 2.0 à la Société Générale

LINKHUMANS: Social Recruiting, Recruitment 2.0 and employer brandingLINKHUMANS: Social Recruiting, Recruitment 2.0 and employer branding

Les 2 composantes d’une Marque : Identité numérique et e-Réputation (par Franck La

Pinta)

15

LA COMMUNICATION

LA REPUTATION

CONTENUS PRODUITSPAR L’ENTREPRISE

CONTENUS

PRODUITS

PAR LES

INTERNAUTES

L’expérienceclient / candidat

LINKHUMANS: Social Recruiting, Recruitment 2.0 and employer brandingLINKHUMANS: Social Recruiting, Recruitment 2.0 and employer branding

De la Marque institutionnelle à la Marque conversationnelle !

De la Communication RH au Marketing Employeur !

L’Entreprise

Le Client / Candidat

L’Entreprise Le Client / CandidatSite web

ATAWAD !Choix !LieuMomentCanal

Imagemaîtrisée

Perte de contrôle

LINKHUMANS: Social Recruiting, Recruitment 2.0 and employer brandingLINKHUMANS: Social Recruiting, Recruitment 2.0 and employer branding

Le Marketing Employeur : 1 philosophie !

LINKHUMANS: Social Recruiting, Recruitment 2.0 and employer brandingLINKHUMANS: Social Recruiting, Recruitment 2.0 and employer branding

Marketing Employeur : De l’urgence à l’anticipation !

LINKHUMANS: Social Recruiting, Recruitment 2.0 and employer brandingLINKHUMANS: Social Recruiting, Recruitment 2.0 and employer branding

Marketing Employeur :Ce qui est beau à l’intérieur se voit à

l’extérieur !

LINKHUMANS: Social Recruiting, Recruitment 2.0 and employer brandingLINKHUMANS: Social Recruiting, Recruitment 2.0 and employer branding

Marketing Employeur : Produire du contenu et engager la

conversation !

LINKHUMANS: Social Recruiting, Recruitment 2.0 and employer brandingLINKHUMANS: Social Recruiting, Recruitment 2.0 and employer branding

Marketing Employeur : Les RH sont les premiers

ambassadeurs !

LINKHUMANS: Social Recruiting, Recruitment 2.0 and employer brandingLINKHUMANS: Social Recruiting, Recruitment 2.0 and employer branding

Le Marketing Employeur : 1 Stratégie !

LINKHUMANS: Social Recruiting, Recruitment 2.0 and employer brandingLINKHUMANS: Social Recruiting, Recruitment 2.0 and employer branding

2. Qui ?Quelles cibles ?

3. Où ?Où engager la conversation ?

4. Quoi ?Quel contenu ?Quelle histoire raconter ?Quelles infospartager ?

1. Pourquoi ?Quels objectifs viser ?

5. Comment ?Quelles ressources solliciter ?

6. Comment mesurer les résultats ?ROI

Le Marketing Employeur : 1 Stratégie !

LINKHUMANS: Social Recruiting, Recruitment 2.0 and employer brandingLINKHUMANS: Social Recruiting, Recruitment 2.0 and employer branding

Comment intéresser et séduire vos cibles ?

Des exemples concrets !

LINKHUMANS: Social Recruiting, Recruitment 2.0 and employer brandingLINKHUMANS: Social Recruiting, Recruitment 2.0 and employer branding

En harmonisant les profils de vos collaborateurs RH !

LINKHUMANS: Social Recruiting, Recruitment 2.0 and employer brandingLINKHUMANS: Social Recruiting, Recruitment 2.0 and employer branding

En soignant votre image !

LINKHUMANS: Social Recruiting, Recruitment 2.0 and employer brandingLINKHUMANS: Social Recruiting, Recruitment 2.0 and employer branding

En partageant du contenu de qualité !

LINKHUMANS: Social Recruiting, Recruitment 2.0 and employer brandingLINKHUMANS: Social Recruiting, Recruitment 2.0 and employer branding

En présentant votre entreprise et vos métiers en vidéo !

LINKHUMANS: Social Recruiting, Recruitment 2.0 and employer brandingLINKHUMANS: Social Recruiting, Recruitment 2.0 and employer branding

En faisant de vos collaborateurs les ambassadeurs de votre marque !

LINKHUMANS: Social Recruiting, Recruitment 2.0 and employer brandingLINKHUMANS: Social Recruiting, Recruitment 2.0 and employer branding

En animant des communautés d’experts !

LINKHUMANS: Social Recruiting, Recruitment 2.0 and employer brandingLINKHUMANS: Social Recruiting, Recruitment 2.0 and employer branding

En faisant jouer les candidats !

LINKHUMANS: Social Recruiting, Recruitment 2.0 and employer brandingLINKHUMANS: Social Recruiting, Recruitment 2.0 and employer branding

En adoptant les codes de vos cibles !

LINKHUMANS: Social Recruiting, Recruitment 2.0 and employer brandingLINKHUMANS: Social Recruiting, Recruitment 2.0 and employer branding

En étant créatif et malin !

LINKHUMANS: Social Recruiting, Recruitment 2.0 and employer brandingLINKHUMANS: Social Recruiting, Recruitment 2.0 and employer branding

En jouant la transparence totale !

LINKHUMANS: Social Recruiting, Recruitment 2.0 and employer brandingLINKHUMANS: Social Recruiting, Recruitment 2.0 and employer branding

Sur vos espaces ou sur des plateformes externes !

LINKHUMANS: Social Recruiting, Recruitment 2.0 and employer brandingLINKHUMANS: Social Recruiting, Recruitment 2.0 and employer branding

Merci !

Jean-Christophe Anna

jeanchristophe@linkhumans.com