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Marketing RH. Présentation d introduction. Constance Grandjean Chef de projets Marketing RH

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Academic year: 2022

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Présentation d’introduction

Marketing RH

Constance Grandjean Chef de projets Marketing RH

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Qu’est-ce que le marketing RH?

© Marketing RH | 2

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|

Chiffrés clés.

Marketing RH des recrutements

commencent par une recherche en ligne

83%

des candidats de moins de 35 ans utilisent les RS dans leur recherche d’emploi

79%

des candidats vérifient la réputation digitale avant de postuler

91%

des candidats refuseraient un emploi dans une société ayant mauvaise réputation

33%

43%

de diminution des coûts de recrutement avec une marque employeur forte

z

3

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what potential employees want

the 5 most important drivers when choosing an employer.

Marketing RH

top 5 most important drivers

europe2021

*when comparing 2021 with previous years, please note that this question has been altered in that respondents are now free to choose as many drivers as they considered important from a list of 16 drivers whilst in previous years they were forced to pick exactly 5 out of these 16.

france

top 5 drivers 2020 france

top 5 drivers 2019 01 attractive salary & benefits

02 pleasant work atmosphere 03 work-life balance 04 job security 05 career progression

01 attractive salary & benefits 02 pleasant work atmosphere 03 work-life balance 04 job security 05 career progression

4

SOURCE: Etude Randstad REBR

CONFIDENTIEL

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Le marketing RH définition.

• Concept basé sur 2 leviers: l’attraction des talents et la fidélisation des collaborateurs. L’un ne fonctionne pas sans l’autre.

© Marketing RH 5

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Marketing et RH: liés

Le marketing RH permet ainsi d’accompagner la fonction RH dans sa réponse aux différents enjeux auxquels elle fait face :

Comment favoriser l’attractivité de mon entreprise ?

Comment améliorer l’efficacité de mon recrutement ?

Comment renforcer la fidélisation des collaborateurs clés ?

Comment intensifier l’engagement des salariés ?

Comment développer l’implication de la ligne managériale ?

Comment garantir notre mieux-vivre ensemble ?

© Marketing RH | 6

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Attirer - Recruter - Convertir

- Fidéliser

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annexes

Marketing RH 8

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Et la génération Z? et Y?

Infographie Mazars

Etude génération Z

© Marketing RH 9

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what potential employees want

the most important criteria when choosing an

employer.

europe

important criteria

2021

***only researched in 2021 / interrupted in 2021

* when comparing 2021 with previous years, please note that this question has been altered in that respondents are now free to choose as many drivers as they considered important from a list of 16 drivers whilst in previous years they were forced to pick exactly 5 out of these 16.

france 2019 france

2020

01 attractive salary & benefits 02 pleasant work atmosphere 03 work-life balance 04 job security 05 career progression 06 interesting job content 07 flexible arrangements***

08 financially healthy 09 location 10 good training 11 gives back to society 12 quality products***

13 diversity & inclusion 14 very good reputation 15 uses latest technologies 16 strong management

01 attractive salary & benefits 02 pleasant work atmosphere 03 work-life balance 04 job security 05 career progression 06 interesting job content 07 flexible arrangements***

08 financially healthy 09 location 10 good training 11 quality products***

12 gives back to society 13 diversity & inclusion 14 very good reputation 15 uses latest technologies 16 strong management

© Marketing RH 10

SOURCE: Etude Randstad REBR

CONFIDENTIEL

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how do employees in france find new job opportunities.

© Marketing RH

channels used to find new job opportunities

channels used to find new job opportunities deep dive social media & job portals

2021 2020

11

SOURCE: Etude Randstad REBR

CONFIDENTIEL

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perception of employer offer in france.

Marketing RH

evaluation of current employer

general perception of employers in france

profile of ideal employer

01 job security 01 financially healthy 01 attractive salary & benefits 02 financially healthy 02 very good reputation 02 pleasant work atmosphere 03 COVID-19 safe work environment 03 career progression 03 work-life balance

04 work-life balance 04 COVID-19 safe work environment 04 career progression

05 very good reputation 05 job security 05 job security

06 pleasant work atmosphere 06 attractive salary & benefits 06 financially healthy

07 gives back to society 07 pleasant work atmosphere 07 possibility to work remotely/from home 08 career progression 08 work-life balance 08 COVID-19 safe work environment 09 attractive salary & benefits 09 gives back to society 09 gives back to society

10 possibility to work remotely/from home 10 possibility to work remotely/from home 10 very good reputation Understanding the gap between

what employees want and what they think employers offer provides valuable insights into building an employer brand.

Furthermore, benchmarking against what employees perceive being offered by their current employer gives more context to the gaps that need to be bridged.

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SOURCE: Etude Randstad REBR

CONFIDENTIEL

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