{"id":2764,"date":"2024-06-23T13:30:00","date_gmt":"2024-06-23T11:30:00","guid":{"rendered":"https:\/\/dusens.group\/?post_type=the-sixth&#038;p=2764"},"modified":"2024-11-15T18:31:30","modified_gmt":"2024-11-15T16:31:30","slug":"accompagner-les-transformations-dentreprise","status":"publish","type":"the-sixth","link":"https:\/\/dusens.group\/fr\/the-sixth\/accompagner-les-transformations-dentreprise\/","title":{"rendered":"Accompagner les transformations d&rsquo;entreprise"},"content":{"rendered":"\n\n<div data-logocolor=\"white\" class=\"cp-sixth-herobanner teq-container banner max-w-full relative pt-[98px]     \" >\n    <div class=\"teq-grid\">\n        <div class=\"col-span-24 mt-[140px] lg:mt-20 mb-10 cp-breadcrumb  font-shoene hidden lg:grid\">\n            <nav class=\"breadcrumb\">\n            <span><span><a href=\"https:\/\/dusens.group\/fr\/\">Accueil<\/a><\/span><\/span>        <\/nav>\n    <\/div>\n    <\/div>\n    <div class=\"teq-grid\">\n        <div class=\"col-span-6 md:col-span-12 lg:col-span-11 lg:col-start-3   my-auto\">\n            <div class=\"tags-share flex gap-4 items-center justify-between\">\n                <!-- Taxo Th\u00e8mes -->\n                <ul class=\"flex gap-4 font-semibold font-soehne text-xs taxos \">\n                                                                        <li class=\"uppercase square-before \">Explore<\/li>\n                                                                                                                    <li class=\"uppercase square-before \">News<\/li>\n                                                            <\/ul>\n\n                <!-- Share -->\n                <div class=\"share-wrapper white desktop-only flex gap-6\">\n                    <div class=\"share-part flex gap-1 cursor-pointer relative\">\n                        <div class=\"share-part-inner flex gap-1 items-center\">\n                            <div class=\"relative share-label-wrapper\">\n                                <p class=\"label-inner\">Share<\/p>\n                                <div class=\"share-list mt-3 mt-lg-0 height-100 absolute\">\n                                    <div class=\"flex gap-0 align-center\">\n                                        <a target=\"_blank\"\n                                            href=\"https:\/\/twitter.com\/intent\/tweet?url=https%3A%2F%2Fdusens.group%2Ffr%2Fthe-sixth%2Faccompagner-les-transformations-dentreprise%2F\"\n                                            onclick=\"window.open(this.href, 'mywin', 'left=20,top=20,width=500,height=500,toolbar=1,resizable=0'); 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mask-size: 100% auto;\"\n                >\n                    <source media=\"(max-width: 767px)\" srcset=\"https:\/\/dusens.group\/app\/uploads\/2024\/06\/thumbnail-business-transformation-mobile.jpg\" \/>\n                    <source media=\"(min-width: 768px)\" srcset=\"https:\/\/dusens.group\/app\/uploads\/2024\/06\/thumbnail-business-transformation.jpg\" \/>\n                    <img decoding=\"async\" src=\"https:\/\/dusens.group\/app\/uploads\/2024\/06\/thumbnail-business-transformation.jpg\" alt=\"thumbnail-business-transformation\" \/>\n                <\/picture>\n                    <\/div>\n\n        <!-- Mobile -->\n        <div class=\"col-span-6 md:col-span-12 flex flex-wrap justify-between gap-6 text-[16px] leading-[20px] lg:hidden\">\n                            <span class=\"date\">\n                    23 juin 2024                <\/span>\n            \n            <!-- Taxo reading-time  -->\n                                                <div class=\"flex items-center gap-2 time\">\n                        <svg width=\"14\" height=\"14\" viewBox=\"0 0 14 14\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"time\">\n                            <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M7 14C10.866 14 14 10.866 14 7C14 3.13401 10.866 0 7 0C3.13401 0 0 3.13401 0 7C0 10.866 3.13401 14 7 14ZM8 6.585V3.00325H6V7.41421L8.29289 9.70711L9.70711 8.29289L8 6.585Z\" \/>\n                        <\/svg>\n                        2 min                    <\/div>\n                            \n\n                            <span class=\"author\">\n                    Thibault Tr\u00e9hin                <\/span>\n                    <\/div>\n\n    <\/div>\n     \n<\/div>\n\n\n\n<div id=\"\" class=\"teq-container full-screen    \" >\n                        <div class=\"teq-grid\">\n                <div class=\"col-span-6 md:col-span-12 lg:col-span-12 lg:col-start-7  \">\n                                            <div class=\"sixth-wyswiwyg\">\n                            <h2>Bullshit job ?<\/h2>\n<p>J\u2019ai pos\u00e9 la question \u00e0 ChatGPT (original) : \u201cquels sont les secteurs associ\u00e9s aux bullshit jobs ?\u201d et sans grand \u00e9tonnement, la communication et le marketing arrivent tr\u00e8s rapidement dans les retours, avec l\u2019administration et le consulting.<\/p>\n<p>Pour autant, s\u2019il est clair qu\u2019il est impossible de travailler en agence sans entendre au moins une fois \u201con ne sauve pas des vies\u201d, je reste persuad\u00e9 que la communication prend de plus en plus de sens \u00e0 l\u2019\u00e8re des transformations d\u2019entreprises.<\/p>\n<h2>Le r\u00f4le de l\u2019entreprise<\/h2>\n<p>En 2018, les premiers sujets sur lesquels j\u2019ai pu travailler pour Renault Group \u00e9taient associ\u00e9s \u00e0 la gestion de crise post Carlos Ghosn, suivi par des sujets de chiffres cl\u00e9s, marque employeur etc\u2026 bref, des sujets corporate par excellence.<\/p>\n<p>C\u2019est lorsque nous avons accompagn\u00e9 le Groupe dans l\u2019annonce de son nouveau plan strat\u00e9gique, port\u00e9 par le nouveau CEO Luca De Meo que la communication a pris une toute autre dimension.<\/p>\n<p>Nous avons eu l\u2019opportunit\u00e9 non seulement d\u2019assister mais de participer \u00e0 la r\u00e9volution d\u2019une entreprise : dans son organisation, son mod\u00e8le \u00e9conomique, ses produits et services, son identit\u00e9. Cette transformation n\u2019a fait que renforcer le r\u00f4le de la marque corporate et donc par ricochet l\u2019importance de la valoriser.<\/p>\n<p>L\u2019\u00e9tat de crise permanent, la comp\u00e9titivit\u00e9 internationale et les nouveaux usages consommateurs font de ces transformations la norme pour les grandes entreprises. Le mod\u00e8le se r\u00e9invente, l\u2019\u00e9cosyst\u00e8me se complexifie et le nombre de parties prenantes \u00e0 engager se densifie, il faut pouvoir raconter cette transformation.<\/p>\n                        <\/div>\n                                    <\/div>\n            <\/div>\n                <\/div>\n\n<div id=\"block_2056037fa6050cf34a49afd6d2138358\" class=\"cp-img teq-container    \" >\n        <div class=\"teq-grid\">\n        <figure class=\"col-span-6 md:col-span-20 md:col-start-3\">\n            <div class=\"img-wrapper relative\">\n\n                                    <picture class=\"width-100\">\n                        <source media=\"(max-width: 767px)\" srcset=\"https:\/\/dusens.group\/app\/uploads\/2024\/06\/business-transformation-illustration-mobile.jpg\" \/>\n                        <source media=\"(min-width: 768px)\" srcset=\"https:\/\/dusens.group\/app\/uploads\/2024\/06\/business-transformation-illustration.jpg\" \/>\n                        <img decoding=\"async\" clas=\"\" src=\"https:\/\/dusens.group\/app\/uploads\/2024\/06\/business-transformation-illustration.jpg\" alt=\"business-transformation-illustration\" \/>\n                    <\/picture>\n                \n                \n            <\/div>\n                    <\/figure>\n    <\/div>\n     \n<\/div>\n\n\n\n<div id=\"\" class=\"teq-container full-screen    \" >\n                        <div class=\"teq-grid\">\n                <div class=\"col-span-6 md:col-span-12 lg:col-span-12 lg:col-start-7  \">\n                                            <div class=\"sixth-wyswiwyg\">\n                            <h2>Communiquer pour faire comprendre<\/h2>\n<p>Les enjeux des entreprises sont plus que jamais crois\u00e9s avec ceux de la soci\u00e9t\u00e9 : transition \u00e9nerg\u00e9tique, nouvelles mobilit\u00e9s, sant\u00e9\u2026 Ce sont des sujets qui nous touchent toutes et tous, sans pour autant que nous soyons r\u00e9ellement \u00e0 m\u00eame de les comprendre.<\/p>\n<p>C\u2019est en cela que le m\u00e9tier de communicant prend son sens, j\u2019ai d\u00fb moi m\u00eame comprendre les enjeux de la transformation de l\u2019industrie automobile, quelles \u00e9taient les parties prenantes, les leviers et freins, pour servir au mieux une vision d\u2019entreprise.<\/p>\n<p>Notre mission commence ici : les grands acteurs de nos soci\u00e9t\u00e9s doivent plus que jamais impliquer tout leur \u00e9cosyst\u00e8me. La communication est le levier d\u2019engagement, permettant de traduire et de raconter une vision strat\u00e9gique \u00e0 toutes et tous, sur la dur\u00e9e.<\/p>\n<h2>\u00c0 plus grande \u00e9chelle<\/h2>\n<p>C\u2019est \u00e0 partir de la prise de conscience de cette mission en tant que communicant que nous renouons notre m\u00e9tier avec la passion. En tant que directeur de client\u00e8le, j\u2019estime que mon premier levier pour impliquer les \u00e9quipes sur un projet c\u2019est la traduction de l\u2019enjeu du client et de son besoin, d\u2019apporter suffisamment de contexte, de la vision, des angles d\u2019approches. Cela permet d\u2019engager toute l\u2019\u00e9quipe au-del\u00e0 d\u2019un livrable et de redonner du sens \u00e0 nos actions.<\/p>\n                        <\/div>\n                                    <\/div>\n            <\/div>\n                <\/div>\n\n\n\n<div data-logocolor=\"white\" class=\"cp-interested teq-container full-screen bg-dark text-white pt-[120px] pb-[160px]    \" >\n\n    <div class=\"teq-grid gap-y-8 lg:gap-y-0\">\n\n                    <div class=\"col-span-6 md:col-span-12 lg:col-span-24 lg:col-start-2 title font-soehne font-semibold text-[40px] lg:text-[80px] leading-none\">\n                <p>Vous serez \u00e9galement<br \/>\nint\u00e9ress\u00e9(e)<\/p>\n            <\/div>\n        \n                                    \n                <a class=\"col-span-6 md:col-span-12 lg:col-span-6 lg:col-start-2 lg:mt-[72px] relative card\"  href=\"https:\/\/dusens.group\/fr\/the-sixth\/le-social-listening-et-lexploitation-de-la-data\/\">\n                    <div class=\"absolute top-0 w-4\/5 left-0  p-6 contain green\">\n                        <!-- Taxonomies -->\n                        <ul class=\"flex gap-2 font-semibold  text-xs \">\n                                                            <li class=\"uppercase square-before\">\n                                    Insight                                <\/li>\n                                                                                        <li class=\"uppercase square-before\">\n                                    News                                <\/li>\n                                                    <\/ul>\n\n                                                    <div class=\"title font-signifier text-[24px] leading-[26px] text-dazzling pt-4 pb-8\">\n                                <p>Le social listening et l&rsquo;exploitation de la data<\/p>\n                            <\/div>\n                        \n                                                    <div class=\"flex items-center gap-2 time text-[14px] leading-none \">\n                                <svg width=\"14\" height=\"14\" viewBox=\"0 0 14 14\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"time\">\n                                    <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M7 14C10.866 14 14 10.866 14 7C14 3.13401 10.866 0 7 0C3.13401 0 0 3.13401 0 7C0 10.866 3.13401 14 7 14ZM8 6.585V3.00325H6V7.41421L8.29289 9.70711L9.70711 8.29289L8 6.585Z\" \/>\n                                <\/svg>\n                                2 min                            <\/div>\n                                            <\/div>\n\n                                            <picture class=\"width-100\">\n                            <source media=\"(max-width: 767px)\"\n                                    srcset=\"https:\/\/dusens.group\/app\/uploads\/2024\/06\/cover-social-listening.jpg\"\/>\n                            <source media=\"(min-width: 768px)\"\n    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class=\"uppercase square-before\">\n                                    Business                                <\/li>\n                                                                                        <li class=\"uppercase square-before\">\n                                    Short                                <\/li>\n                                                    <\/ul>\n\n                                                    <div class=\"title font-signifier text-[24px] leading-[26px] text-dazzling pt-4 pb-8\">\n                                <p>De la communication responsable \u00e0 la communication militante<\/p>\n                            <\/div>\n                        \n                                                    <div class=\"flex items-center gap-2 time text-[14px] leading-none \">\n                                <svg width=\"14\" height=\"14\" viewBox=\"0 0 14 14\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"time\">\n                                    <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M7 14C10.866 14 14 10.866 14 7C14 3.13401 10.866 0 7 0C3.13401 0 0 3.13401 0 7C0 10.866 3.13401 14 7 14ZM8 6.585V3.00325H6V7.41421L8.29289 9.70711L9.70711 8.29289L8 6.585Z\" \/>\n                                <\/svg>\n                                1 min                            <\/div>\n                                            <\/div>\n\n                                            <picture class=\"width-100\">\n                            <source media=\"(max-width: 767px)\"\n                                    srcset=\"https:\/\/dusens.group\/app\/uploads\/2024\/06\/thumbnail-responsible-communication.jpg\"\/>\n                            <source media=\"(min-width: 768px)\"\n                                    srcset=\"https:\/\/dusens.group\/app\/uploads\/2024\/06\/thumbnail-responsible-communication.jpg\"\/>\n                            <img decoding=\"async\"\n                                    src=\"https:\/\/dusens.group\/app\/uploads\/2024\/06\/thumbnail-responsible-communication.jpg\"\n                                    alt=\"thumbnail-responsible-communication\"\/>\n                        <\/picture>\n                                    \n                    <\/a>                            \n                <a class=\"col-span-6 md:col-span-12 lg:col-[18_\/_span_6] lg:mt-[-130px] relative card\"  href=\"https:\/\/dusens.group\/fr\/the-sixth\/leffet-eliza-epidemie-de-solitude-et-attachement-emotionnel-avec-des-machines\/\">\n                    <div class=\"absolute top-0 w-4\/5 left-0  p-6 contain green\">\n                        <!-- Taxonomies -->\n                        <ul class=\"flex gap-2 font-semibold  text-xs \">\n                                                            <li class=\"uppercase square-before\">\n                                    Impact                                <\/li>\n                                                                  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7C0 10.866 3.13401 14 7 14ZM8 6.585V3.00325H6V7.41421L8.29289 9.70711L9.70711 8.29289L8 6.585Z\" \/>\n                                <\/svg>\n                                5 min                            <\/div>\n                                            <\/div>\n\n                                            <picture class=\"width-100\">\n                            <source media=\"(max-width: 767px)\"\n                                    srcset=\"https:\/\/dusens.group\/app\/uploads\/2024\/06\/thumbnail-eliza-effect.jpg\"\/>\n                            <source media=\"(min-width: 768px)\"\n                                    srcset=\"https:\/\/dusens.group\/app\/uploads\/2024\/06\/thumbnail-eliza-effect.jpg\"\/>\n                            <img decoding=\"async\"\n                                    src=\"https:\/\/dusens.group\/app\/uploads\/2024\/06\/thumbnail-eliza-effect.jpg\"\n                                    alt=\"thumbnail-eliza-effect\"\/>\n                        <\/picture>\n                                    \n                    <\/a>                        <\/div>\n     \n<\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"template":"","format":[313],"themes":[319],"reading-time":[320],"class_list":["post-2764","the-sixth","type-the-sixth","status-publish","hentry","format-news-fr","themes-explore-fr","reading-time-2-min-fr"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Accompagner les transformations d&#039;entreprise - Dusens Group<\/title>\n<meta name=\"description\" content=\"\u00c0 l&#039;\u00e8re des transformations d&#039;entreprise, la communication prend un r\u00f4le cl\u00e9, de la gestion de crise \u00e0 la valorisation des strat\u00e9gies.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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