Présentation d’introduction
Marketing RH
Constance Grandjean Chef de projets Marketing RH
Qu’est-ce que le marketing RH?
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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
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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
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SOURCE: Etude Randstad REBR
CONFIDENTIEL
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.
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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 :
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Comment favoriser l’attractivité de mon entreprise ?
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Comment améliorer l’efficacité de mon recrutement ?
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Comment renforcer la fidélisation des collaborateurs clés ?
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Comment intensifier l’engagement des salariés ?
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Comment développer l’implication de la ligne managériale ?
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Comment garantir notre mieux-vivre ensemble ?
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Attirer - Recruter - Convertir
- Fidéliser
annexes
Marketing RH 8
Et la génération Z? et Y?
Infographie Mazars
Etude génération Z
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what potential employees want
the most important criteria when choosing an
employer.
europeimportant 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
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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
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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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