{"id":13934,"date":"2019-03-25T11:00:24","date_gmt":"2019-03-25T11:00:24","guid":{"rendered":"https:\/\/leger360.com\/etude-reputation-de-leger-le-classement-2019\/"},"modified":"2019-03-25T11:00:24","modified_gmt":"2019-03-25T11:00:24","slug":"etude-reputation-de-leger-le-classement-2019","status":"publish","type":"post","link":"https:\/\/leger360.com\/fr\/etude-reputation-de-leger-le-classement-2019\/","title":{"rendered":"\u00c9tude R\u00e9putation de L\u00e9ger : le classement 2019"},"content":{"rendered":"<h4><strong><a href=\"https:\/\/leger360.com\/fr\/services\/leger\/reputation\/\">R\u00e9putation<\/a>, c\u2019est plus de 300 entreprises sond\u00e9es au Qu\u00e9bec et au Canada, dans 31 secteurs d\u2019activit\u00e9s et 6 composantes analys\u00e9es,\u00a0avec plus de 15 000 r\u00e9pondants au Qu\u00e9bec et 30 000 au Canada, ce qui en fait la plus vaste \u00e9tude d\u2019opinion publique sur la r\u00e9putation au pays.<\/strong><\/h4>\n<h3>\u00c9TUDE R\u00c9PUTATION 2019 : L\u2019\u00c8RE DU NON-RETOUR<\/h3>\n<p><span data-contrast=\"auto\">L\u2019\u00e9dition 2019 de l\u2019\u00e9tude R\u00e9putation de L\u00e9ger d\u00e9montre clairement que les entreprises sont en perte de contr\u00f4le sur leur environnement externe, nomm\u00e9ment en termes de relations publiques et de messages publicitaires. On parle aujourd\u2019hui publiquement d\u2019une entreprise sans que celle-ci soit invit\u00e9e \u00e0 prendre part \u00e0 la discussion. La\u00a0<\/span><i><span data-contrast=\"auto\">masse<\/span><\/i><span data-contrast=\"auto\">\u00a0peut d\u00e9sormais \u00eatre tr\u00e8s nombreuse et la\u00a0<\/span><i><span data-contrast=\"auto\">critique<\/span><\/i><span data-contrast=\"auto\">\u00a0prendre des formes vari\u00e9es.<\/span><span data-ccp-props=\"{\"201341983\":0,\"335559739\":200,\"335559740\":276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">En effet, que reste-t-il de cette \u00e9poque pas si lointaine o\u00f9 en pleine temp\u00eate m\u00e9diatique, une entreprise pouvait compter sur un bon relationniste pour faire contrepoids aupr\u00e8s des journalistes et s\u2019assurer un certain contr\u00f4le sur la nouvelle \u00e0 son sujet? Depuis quand la vie d\u2019une nouvelle dans les m\u00e9dias traditionnels, bonne ou mauvaise, dure-t-elle au-del\u00e0 de 10 jours ? \u00c0 quel moment est-il devenu possible qu&rsquo;une personne, un simple individu inconnu du plus grand nombre jusque-l\u00e0, r\u00e9ussisse \u00e0 faire mal para\u00eetre une entreprise ou une organisation, sur un enjeu donn\u00e9, et les fasse reculer? Nous sommes de plus en plus expos\u00e9s \u00e0 l\u2019histoire de David contre Goliath, mise au go\u00fbt du jour.<\/span><span data-ccp-props=\"{\"201341983\":0,\"335559739\":200,\"335559740\":276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Aujourd\u2019hui, contr\u00f4ler le message n\u2019est plus vraiment possible pour n\u2019importe quelle entreprise au c\u0153ur de la tourmente. Vos publicit\u00e9s ont beau vanter la qualit\u00e9 de votre service client, il suffit de quelques utilisateurs sur\u00a0<\/span><span data-contrast=\"auto\">Tripadvisor<\/span><span data-contrast=\"auto\">, Twitter ou Yelp, pour d\u00e9boulonner cet effort publicitaire. D\u00e9sormais, chaque petite bourrasque peut en quelques jours prendre les proportions de l\u2019ouragan, se nourrissant du nombre infini de d\u00e9tracteurs en dormance, sur une mer de scepticisme ambiant.<\/span><span data-ccp-props=\"{\"201341983\":0,\"335559739\":200,\"335559740\":276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Parlons-en \u00e0\u00a0<\/span><b><i><span data-contrast=\"auto\">Tim\u00a0<\/span><\/i><\/b><b><i><span data-contrast=\"auto\">Hortons<\/span><\/i><\/b><span data-contrast=\"auto\">\u00a0(salaire minimum),\u00a0<\/span><b><i><span data-contrast=\"auto\">Weston<\/span><\/i><\/b><span data-contrast=\"auto\">\u00a0(cartel du pain),\u00a0<\/span><b><i><span data-contrast=\"auto\">Nestl\u00e9<\/span><\/i><\/b><span data-contrast=\"auto\">\u00a0(scandale li\u00e9 \u00e0 sa main d\u2019\u0153uvre), toutes aux prises l\u2019an dernier avec une crise m\u00e9diatique co\u00fbteuse en termes de r\u00e9putation; crises sur lesquelles personne ne semblait avoir r\u00e9ellement de prise. Cette ann\u00e9e\u00a0<\/span><b><i><span data-contrast=\"auto\">Kraft<\/span><\/i><\/b><span data-contrast=\"auto\">\u00a0est jug\u00e9e coupable par association et h\u00e9rite de la mauvaise r\u00e9putation de\u00a0<\/span><b><i><span data-contrast=\"auto\">Heinz<\/span><\/i><\/b><span data-contrast=\"auto\">\u00a0(Crise du ketchup canadien), suite \u00e0 la fusion de leurs activit\u00e9s et\u00a0<\/span><b><i><span data-contrast=\"auto\">Facebook<\/span><\/i><\/b><span data-contrast=\"auto\">\u00a0(Scandale Cambridge\u00a0<\/span><span data-contrast=\"auto\">Analytica<\/span><span data-contrast=\"auto\">) n\u2019y \u00e9chappe pas non plus\u2026\u00a0<\/span><span data-ccp-props=\"{\"201341983\":0,\"335559739\":200,\"335559740\":276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Alors que ces crises m\u00e9diatiques ont s\u00e9rieusement hypoth\u00e9qu\u00e9 le capital de sympathie de ces entreprises dans la population et fait chuter leur score de r\u00e9putation au palmar\u00e8s, quelle strat\u00e9gie reste-t-il \u00e0 ces compagnies quand leurs efforts de communication externes se butent \u00e0 la r\u00e9sistance d\u2019une masse critique suffisante d\u2019influenceurs? La r\u00e9ponse se trouve dans ce qu\u2019elles peuvent encore contr\u00f4ler : leur environnement interne.<\/span><span data-ccp-props=\"{\"201341983\":0,\"335559739\":200,\"335559740\":276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">\u00c0 l\u2019\u00e9vidence de nos jours, pour qu\u2019une entreprise jouisse d\u2019une bonne r\u00e9putation, il lui faut non seulement \u00eatre un bon citoyen corporatif, mais \u00e9galement se comporter comme un bon employeur : trois ingr\u00e9dients intimement li\u00e9s. Effectivement, le bon citoyen corporatif mousse sa r\u00e9putation d\u2019entreprise, qui lui permet d\u2019attirer des talents, qui \u00e0 leur tour se font les ambassadeurs de l\u2019entreprise et la roue de la r\u00e9putation s\u2019anime et tourne\u2026 Vos employ\u00e9s se reconnaissent-ils dans les valeurs de votre entreprise ? Votre entreprise agit-elle comme il se doit aupr\u00e8s d\u2019eux? Les efforts n\u00e9cessaires sont-ils d\u00e9ploy\u00e9s pour faire d\u2019eux des ambassadeurs de marque ? Les r\u00e9ponses \u00e0 ces questions sont cruciales, d\u2019autant plus dans un contexte de p\u00e9nurie de main-d\u2019\u0153uvre o\u00f9 il est plus difficile de recruter et conserver de jeunes talents qui sont plus exigeants, qui jouissent de plus de libert\u00e9 et de choix qu\u2019auparavant, et qui plus que jamais veulent adh\u00e9rer \u00e0 une culture d\u2019entreprise, plut\u00f4t que de seulement y travailler.<\/span><span data-contrast=\"auto\">\u00a0<\/span><span data-ccp-props=\"{\"201341983\":0,\"335559739\":200,\"335559740\":276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Voil\u00e0 pourquoi cette ann\u00e9e, l\u2019\u00c9tude R\u00e9putation de L\u00e9ger s\u2019est attard\u00e9e \u00e0 la cr\u00e9ation d\u2019un indice de la marque employeur qui mesure, pour l\u2019ensemble des entreprises sond\u00e9es : l\u2019ambiance de travail, la confiance en l\u2019avenir, l\u2019envie de recommander et la correspondance aux valeurs. Il nous semble donc important de travailler d\u00e8s maintenant sur votre r\u00e9putation d\u2019employeur avant que vous en perdiez \u00e9galement le plein contr\u00f4le.<\/span><span data-ccp-props=\"{\"201341983\":0,\"335559739\":200,\"335559740\":276}\">\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>R\u00e9putation, c\u2019est plus de 300 entreprises sond\u00e9es au Qu\u00e9bec et au Canada, dans 31 secteurs d\u2019activit\u00e9s et 6 composantes analys\u00e9es,\u00a0avec plus de 15 000 r\u00e9pondants au Qu\u00e9bec et 30 000 au Canada, ce qui en fait la plus vaste \u00e9tude d\u2019opinion publique sur la r\u00e9putation au pays. \u00c9TUDE R\u00c9PUTATION 2019 : L\u2019\u00c8RE DU NON-RETOUR L\u2019\u00e9dition [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":7337,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","content-type":"","inline_featured_image":false,"footnotes":""},"categories":[34],"tags":[],"post_language_cat":[39],"class_list":["post-13934","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-market-intelligence","post_language_cat-fr-market-intelligence"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.3 (Yoast SEO v27.3) - 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