{"id":393,"date":"2025-03-06T15:03:54","date_gmt":"2025-03-06T14:03:54","guid":{"rendered":"https:\/\/camillegenis.com\/?p=393"},"modified":"2025-03-06T15:05:53","modified_gmt":"2025-03-06T14:05:53","slug":"comprendre-les-bases-de-lemployee-generated-content-egc","status":"publish","type":"post","link":"https:\/\/camillegenis.com\/?p=393","title":{"rendered":"Comprendre les bases de l&rsquo;Employee Generated Content (EGC)"},"content":{"rendered":"\n<div style=\"height:49px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-text-align-justify wp-block-paragraph\">Avez-vous d\u00e9j\u00e0 remarqu\u00e9 qu\u2019un dirigeant ou employ\u00e9 qui publie du contenu \u00e0 son propre nom obtient une couverture et un engagement sup\u00e9rieur \u00e0 celui d\u2019un compte entreprise qui publierait le m\u00eame contenu? <strong>Cet ensemble de publications, de commentaires et de verbatims \u00e9mis par des personnes appartenant \u00e0 une entit\u00e9 s\u2019appelle l\u2019<em>Employee Generated Content<\/em><\/strong>. Et depuis quelques mois, l\u2019EGC a le vent en poupe.<\/p>\n\n\n\n<p class=\"has-text-align-justify wp-block-paragraph\">Sephora a r\u00e9cemment diffus\u00e9 son film \u201c<em>Beauty &amp; Belonging<\/em>\u201d (vid\u00e9o ci-dessous), dirig\u00e9 par Anastasia Mikova pour <strong>faire \u00e9cho \u00e0 ses valeurs<\/strong> (inclusion, diversit\u00e9 et appartenanc) \u00e0 travers ses employ\u00e9s du monde entier. De son c\u00f4t\u00e9, l\u2019entreprise Shiva (service \u00e0 la personne) est une championne de l\u2019<em>EGC<\/em>. Shiva \u00e9tait d\u00e9j\u00e0 connue pour les fameux portraits Harcourt de ses employ\u00e9.e.s de maisons largement utilis\u00e9s en print et digital. L\u2019entreprise surfe aujourd\u2019hui sur <strong>la tendance du social selling<\/strong> et met en oeuvre une <a href=\"https:\/\/www.linkedin.com\/posts\/shiva_dites-adieu-aux-casseroles-br%C3%BBl%C3%A9es-et-aux-activity-7301194463815557121-G7ws?utm_source=share&amp;utm_medium=member_desktop&amp;rcm=ACoAAAn9jKABVJP5MjwRmnWAvmHXrdNT4gkKOqo\">mini-s\u00e9rie<\/a> (format tr\u00e8s en vogue) sur Youtube et Linkedin mettant en avant les trucs et astuces de ses employ\u00e9.e.s de maison, <strong>mettant en lumi\u00e8re l\u2019esprit d\u2019initiative et l\u2019unicit\u00e9 de chacun de ses prestations<\/strong>.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<span class=\"embed-youtube\" style=\"text-align:center; display: block;\"><iframe loading=\"lazy\" class=\"youtube-player\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube.com\/embed\/ZnXztY_fW4U?version=3&#038;rel=1&#038;showsearch=0&#038;showinfo=1&#038;iv_load_policy=1&#038;fs=1&#038;hl=fr-FR&#038;autohide=2&#038;wmode=transparent\" allowfullscreen=\"true\" style=\"border:0;\" sandbox=\"allow-scripts allow-same-origin allow-popups allow-presentation allow-popups-to-escape-sandbox\"><\/iframe><\/span>\n<\/div><\/figure>\n\n\n\n<div style=\"height:34px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-text-align-justify wp-block-paragraph\">Pourquoi ce succ\u00e8s? Comme pour l\u2019<em>UGC<\/em>, l\u2019<em>EGC<\/em> base son succ\u00e8s sur la <strong>r\u00e9alisation de la promesse de l\u2019entreprise, constat\u00e9e par les utilisateurs ou les collaborateurs de cette marque<\/strong>. Ici, en th\u00e9orie, pas de mensonges ou de supercherie. Ce sont des gens de la vraie vie qui apportent un <strong>gage de confiance<\/strong>. On part du postulat qu\u2019un employ\u00e9 ne se forcera pas \u00e0 diffuser une publication dithyrambique ni \u00e0 appara\u00eetre dans un contenu publicitaire au nom de son entreprise si lui-m\u00eame ne s\u2019y sent pas engag\u00e9 ou n\u2019est pas convaincu par l\u2019offre de la dite entreprise. <\/p>\n\n\n\n<p class=\"has-text-align-justify wp-block-paragraph\">A l\u2019instar de l\u2019<em>UGC<\/em>, l\u2019utilisation de contenu cr\u00e9\u00e9 plus ou moins spontan\u00e9ment par les employ\u00e9s d\u2019une marque est loin d\u2019\u00eatre nouvelle. Mais son intensification r\u00e9pond \u00e0 une d\u00e9fiance grandissante des consommateurs, notamment les plus jeunes, envers les marques et \u00e0 un d\u00e9senchantement de la masse salariale envers les marques employeurs. On le constate d\u2019ailleurs sur les sites de recrutement tels que <a href=\"https:\/\/www.welcometothejungle.com\/fr\/jobs?refinementList%5Boffices.country_code%5D%5B0%5D=FR&amp;refinementList%5Bcontract_type%5D%5B0%5D=full_time&amp;refinementList%5Bcontract_type%5D%5B1%5D=temporary&amp;refinementList%5Bcontract_type%5D%5B2%5D=freelance&amp;query=marketing&amp;page=1&amp;aroundLatLng=47.90143%2C1.90498&amp;aroundRadius=20&amp;aroundQuery=Orleans%2C%20France\" data-type=\"link\" data-id=\"https:\/\/www.welcometothejungle.com\/fr\/jobs?refinementList%5Boffices.country_code%5D%5B0%5D=FR&amp;refinementList%5Bcontract_type%5D%5B0%5D=full_time&amp;refinementList%5Bcontract_type%5D%5B1%5D=temporary&amp;refinementList%5Bcontract_type%5D%5B2%5D=freelance&amp;query=marketing&amp;page=1&amp;aroundLatLng=47.90143%2C1.90498&amp;aroundRadius=20&amp;aroundQuery=Orleans%2C%20France\">Welcome to the Jungle<\/a>, o\u00f9 les photos d\u2019\u00e9quipes souriantes et les t\u00e9moignages de collaborateurs ont depuis longtemps remplac\u00e9 les traditionnels logos ou photos de bureaux. Ainsi, les entreprises font d\u2019une pierre, deux coups en musclant \u00e0 la fois leur capital sympathie aupr\u00e8s de leurs clients et aussi de leurs futurs recrutements.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Quelques astuces pour renforcer l\u2019<em>EGC <\/em>au sein de son entreprise :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Int\u00e9grer le repartage de posts Linkedin d\u2019employ\u00e9s au calendrier \u00e9ditorial de la marque,<\/li>\n\n\n\n<li>Mettre en avant les diff\u00e9rents m\u00e9tiers de l\u2019entreprise \u00e0 travers les collaborateurs et leurs t\u00e9moignages (par exemple dans une mini-s\u00e9rie),<\/li>\n\n\n\n<li>Donner la parole aux collaborateurs sur leur savoir-faire dans un podcast, format auparavant tr\u00e8s ax\u00e9 sur les dirigeants,<\/li>\n\n\n\n<li>Encourager les \u00e9volutions internes et la formation continue,<\/li>\n\n\n\n<li>Organiser des \u00e9venements d\u2019\u00e9quipe et favoriser la coh\u00e9sion interne et l\u2019horizontalit\u00e9 des rapports,<\/li>\n<\/ul>\n\n\n\n<p class=\"has-text-align-justify wp-block-paragraph\">On comprend donc que les bons \u00e9l\u00e8ves de l\u2019<em>EGC<\/em> soient principalement des entreprises ayant adopt\u00e9 un <strong>management horizontal avec une int\u00e9gration structurelle de ses employ\u00e9s dans les d\u00e9cisions d\u2019entreprise<\/strong>. L\u2019exemple du <a href=\"https:\/\/lemoulin.fr\/\" data-type=\"link\" data-id=\"https:\/\/lemoulin.fr\/\">Moulin<\/a> est \u00e0 ce sujet \u00e9loquent. A tel point qu\u2019il f\u00e9d\u00e8re en plus sa communaut\u00e9 de fournisseurs\/clients comme le montre <a href=\"https:\/\/www.linkedin.com\/posts\/le-moulin-lyon_restaurationengagaeze-aezconomiesolidaire-activity-7299827965687664641-RZJZ?utm_source=share&amp;utm_medium=member_desktop&amp;rcm=ACoAAAn9jKABVJP5MjwRmnWAvmHXrdNT4gkKOqo\">cette vid\u00e9o<\/a>. <\/p>\n\n\n\n<p class=\"has-text-align-justify wp-block-paragraph\"><strong>Les Ressources Humaines doivent \u00e9videmment prendre part \u00e0 ce virage vers une plus grande personnification de l\u2019offre de l\u2019entreprise par ses employ\u00e9s. <\/strong>Preuve, s\u2019il en fallait encore, que le marketing et la communication <strong>n\u2019ont plus du tout vocation \u00e0 demeurer des fonctions support isol\u00e9es<\/strong>. Les fronti\u00e8res des services sont devenues poreuses. En t\u00e9moignaient d\u00e9j\u00e0 la cr\u00e9ation d\u2019une communaut\u00e9 de marque via l\u2019int\u00e9gration dans celle-ci de toutes les parties prenantes de l\u2019entreprise (clients, fournisseurs, partenaires commerciaux, prospects, employ\u00e9s, etc.), ou la fusion du service client avec les r\u00e9seaux sociaux pour accompagner la flamb\u00e9e du social selling. <strong>Ces strat\u00e9gies, pour \u00eatre gagnantes, doivent \u00eatre port\u00e9es par l\u2019enti\u00e8ret\u00e9 de l\u2019organisation<\/strong>. Attention au retour de b\u00e2ton type greenwashing pour ceux et celles qui pensent qu&rsquo;une communication peut habilement masquer des d\u00e9ficits humains !<\/p>\n\n\n\n<p class=\"has-black-color has-text-color has-link-color wp-elements-c67aa4762e7b79290e295372d5c5651a wp-block-paragraph\"><strong>Si vous souhaitez en savoir plus, ou mettre en place une telle strat\u00e9gie dans votre entreprise, n\u2019h\u00e9sitez pas \u00e0 me contacter !<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Analyse d&rsquo;une pratique pas si nouvelle qui fait des \u00e9mules !<\/p>\n","protected":false},"author":168509189,"featured_media":397,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"advanced_seo_description":"","jetpack_seo_html_title":"","jetpack_seo_noindex":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"{title}\n\n{excerpt}\n\n{url}","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"_wpas_customize_per_network":false,"jetpack_post_was_ever_published":false},"categories":[1214],"tags":[],"class_list":["post-393","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-communication"],"jetpack_publicize_connections":[],"jetpack_featured_media_url":"https:\/\/i0.wp.com\/camillegenis.com\/wp-content\/uploads\/2025\/03\/Design-sans-titre-1.jpg?fit=1920%2C1080&ssl=1","jetpack_likes_enabled":true,"jetpack_sharing_enabled":true,"jetpack_shortlink":"https:\/\/wp.me\/pg0nyU-6l","jetpack-related-posts":[{"id":285,"url":"https:\/\/camillegenis.com\/?p=285","url_meta":{"origin":393,"position":0},"title":"En 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