{"id":98428,"date":"2024-05-13T10:50:16","date_gmt":"2024-05-13T08:50:16","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=98428"},"modified":"2024-05-13T10:50:19","modified_gmt":"2024-05-13T08:50:19","slug":"pourquoi-la-lorraine-opte-pour-une-marque-employeur-pointue","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/pourquoi-la-lorraine-opte-pour-une-marque-employeur-pointue\/","title":{"rendered":"Pourquoi La Lorraine opte pour une marque employeur pointue"},"content":{"rendered":"\n

\u00ab Pr\u00eat \u00e0 retrousser les manches ? \u00bb Avec ce slogan, La Lorraine Bakery Group<\/strong> recherche des centaines de nouveaux coll\u00e8gues qui ont envie de faire la diff\u00e9rence. \u00ab \u00catre pointu dans son positionnement permet d’attirer les bons profils \u00bb.<\/p>\n\n\n\n

Des ambitions de croissance \u00e9lev\u00e9es<\/h2>\n\n\n\n

Depuis des ann\u00e9es, La Lorraine Bakery Group – l’entreprise \u00e0 l’origine de marques telles que La Lorraine, Panesco, Tarte \u00e0 Moi, Donut Worry, Be Happy, Panos et Deliway – conna\u00eet une croissance de 8 \u00e0 10 % par an. Au cours des cinq prochaines ann\u00e9es, le groupe a l’intention de doubler \u00e0 nouveau. \u00ab Rien que cette ann\u00e9e, nous recherchons quatre cents nouveaux coll\u00e8gues au niveau du groupe, dont une centaine en Belgique. Un d\u00e9fi de taille \u00bb, d\u00e9clare Tine Vandaele, qui, apr\u00e8s 11 ans pass\u00e9s au d\u00e9partement marketing, est depuis le d\u00e9but de l’ann\u00e9e derni\u00e8re responsable, entre autres, de l’image de marque de l’employeur en tant que directrice de la communication du groupe.<\/p>\n\n\n\n

Dans la guerre des talents, le talent a gagn\u00e9, elle le sait : surtout apr\u00e8s Covid, les gens choisissent tr\u00e8s consciemment o\u00f9 et comment ils veulent travailler. Sur le march\u00e9 des employeurs, la concurrence est \u00e9norme. \u00ab Nos profils de goulots d’\u00e9tranglement sont les m\u00eames que ceux des autres entreprises : pensez aux chauffeurs, aux techniciens… \u00bb C’est pourquoi le groupe vient de lancer une nouvelle campagne pour les employeurs. \u00ab Notre pr\u00e9c\u00e9dente campagne de marque employeur remontait \u00e0 neuf ans. Depuis, l’entreprise a chang\u00e9, tout comme le monde entier. Nous voulions remettre cela en lumi\u00e8re. La notori\u00e9t\u00e9 seule ne suffit pas. \u00bb<\/p>\n\n\n\n

Faire la diff\u00e9rence chaque jour<\/h2>\n\n\n\n

La campagne a \u00e9t\u00e9 pr\u00e9c\u00e9d\u00e9e d’un exercice de r\u00e9flexion approfondi : \u00ab Qui sommes-nous en tant que La Lorraine Bakery Group ? Qu’est-ce que cela signifie de travailler ici ? \u00bb Il s’est av\u00e9r\u00e9 qu’il y a cinq raisons principales pour lesquelles les gens aiment (continuent \u00e0) travailler pour le groupe : la passion pour le produit, l’histoire de la croissance, l’atmosph\u00e8re familiale, le caract\u00e8re entrepreneurial et la volont\u00e9 de faire mieux.<\/p>\n\n\n\n

Nous avons traduit cela dans la campagne \u00ab Pr\u00eat \u00e0 retrousser vos manches \u00bb. Cette phrase est tr\u00e8s souvent utilis\u00e9e pour d\u00e9crire notre ADN. Nous ne sommes pas une entreprise o\u00f9 l’on s’assoit en costume dans sa tour d’ivoire. L’accent est mis sur la ligne de front, sur l’atelier de production, sur les clients. C’est quelque chose qui nous relie tous : que vous soyez chauffeur ou responsable de la fiscalit\u00e9 du groupe… \u00cates-vous la personne qui met les fraises sur le g\u00e2teau ici, ou \u00eates-vous le responsable du d\u00e9veloppement commercial qui parvient \u00e0 vendre nos beignets en Am\u00e9rique ? Si cinq mille personnes font une diff\u00e9rence chaque jour, c’est nous, en tant que groupe, qui allons faire LA diff\u00e9rence. M\u00eame notre PDG se retrousse les manches, va sur la route, parle aux gens \u00bb.<\/p>\n\n\n\n

Un positionnement pointu<\/h2>\n\n\n\n

\u00ab La r\u00e8gle d’or en mati\u00e8re de marketing est de bien se positionner : qui \u00eates-vous et qui n’\u00eates-vous pas ? Cela permet d’attirer les bons profils. Le slogan \u00ab pr\u00eat \u00e0 retrousser vos manches \u00bb fait clairement r\u00e9f\u00e9rence au caract\u00e8re pragmatique et entrepreneurial de notre entreprise, ce qui nous permet d’attirer des personnes qui s’y sentent \u00e0 l’aise \u00bb.<\/p>\n\n\n\n

Elle-m\u00eame a pris beaucoup de plaisir \u00e0 travailler pour l’entreprise depuis 12 ans. \u00ab Vous pouvez faire votre marque ici. Il s’agit d’une entreprise familiale chaleureuse, ce qui implique que la vision \u00e0 long terme pr\u00e9vaut. Ici, vous travaillez pour les g\u00e9n\u00e9rations suivantes. Le navire ne change pas constamment de cap. Les gens peuvent \u00eatre eux-m\u00eames et se donner de la lumi\u00e8re dans les yeux.<\/p>\n\n\n\n

Tine Vandaele en dira plus sur la r\u00e9flexion qui sous-tend la campagne de marque employeur et la culture d’entreprise de La Lorraine Bakery Group lors du RetailDetail’s People & HR Congress, le 6 juin \u00e0 Anvers. Thomas Geuken, du Copenhagen Institute for Future Studies, parlera \u00e9galement de leadership, Julie Van der Heyden, de Delhaize, de l’engagement des employ\u00e9s, et Sophia Huybrechts, de 3-DEE, du recrutement des meilleurs profils. Nous annoncerons de nouveaux noms la semaine prochaine.<\/p>\n\n\n\n

\n
R\u00e9servez d\u00e8s maintenant votre billet au tarif avantageux \u00ab early bird \u00bb (offre valable jusqu’au 19 mai) via ce lien.<\/a><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

\u00ab Pr\u00eat \u00e0 retrousser les manches ? \u00bb Avec ce slogan, La Lorraine Bakery Group recherche des centaines de nouveaux coll\u00e8gues qui ont envie de faire la diff\u00e9rence. \u00ab \u00catre pointu dans son positionnement permet d’attirer les bons profils \u00bb.<\/p>\n","protected":false},"author":3,"featured_media":98426,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[24],"tags":[],"people":[],"extra":[],"company":[307],"topic":[649,862],"region":[],"class_list":["post-98428","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food","company-la-lorraine-bakery-group","topic-ressources-humaines","topic-retaildetail-hr-people-congress"],"acf":[],"yoast_head":"\nPourquoi La Lorraine opte pour une marque employeur pointue - RetailDetail 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