{"id":4394,"date":"2020-04-16T00:00:00","date_gmt":"2020-04-15T22:00:00","guid":{"rendered":"https:\/\/www.tool4staffing.com\/2020\/04\/16\/le-talent-hacking-le-growth-hacking-du-recrutement\/"},"modified":"2020-04-16T00:00:00","modified_gmt":"2020-04-15T22:00:00","slug":"le-talent-hacking-le-growth-hacking-du-recrutement","status":"publish","type":"post","link":"https:\/\/staging.tool4staffing.com\/?p=4394","title":{"rendered":"Le Talent hacking, le growth hacking du recrutement"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><strong>Depuis quelques temps d\u00e9j\u00e0 les startups fran\u00e7aises ne font plus de marketing, mais du \u201cgrowth hacking\u201d.&nbsp; Une nouvelle discipline vou\u00e9e \u00e0 enterrer son ain\u00e9e par son efficacit\u00e9.  Comme souvent ce sont dans ces entreprises jeunes, peupl\u00e9es de corbeilles \u00e0 fruit, de skates et de v\u00e9los en bambou, que ces nouveaux mots cl\u00e9s naissent et se galvaudent \u00e0 la plus grande vitesse, ce qui n\u2019aide pas \u00e0 la compr\u00e9hension. Popularis\u00e9, entre autre, en 2013 par Ryan Holiday dans son ouvrage <\/strong><a rel=\"noreferrer noopener\" aria-label=\" (s\u2019ouvre dans un nouvel onglet)\" href=\"https:\/\/www.amazon.fr\/Growth-Hacker-Marketing-Primer-Advertising\/dp\/1591847389\" target=\"_blank\"><strong>Growth Hacker Marketing<\/strong><\/a><strong>, le terme a pourtant une signification pr\u00e9cise, aux cons\u00e9quences largement comprises par les professionnels du secteur<\/strong>. <strong>Le Talent Hacking c&rsquo;est quoi ? Tour d&rsquo;horizon.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Alors directeur marketing \u201cclassique\u201d, il y avoue avec humilit\u00e9 que son m\u00e9tier n\u2019a pas beaucoup chang\u00e9 depuis des d\u00e9cennies. De Mad Men \u00e0 99 Francs le travail de publicitaire reste \u00e0 peu pr\u00e8s le m\u00eame : engager des sommes colossales dans des campagnes aux retours sur investissement (ROI en terme marketeux) difficilement mesurables&#8230;et advienne que pourra. Il voit dans le Growth Hacking un contre courant o\u00f9 l\u2019annonceur limite au maximum ses co\u00fbts en trouvant des trucs et astuces (\u201ctricks\u201d), souvent technologiques, pour lancer des actions de publicit\u00e9 touchant plus de client et de mani\u00e8re plus personnelle. Et de mani\u00e8re hautement mesurable.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">On situe habituellement le premier <a href=\"https:\/\/www.basicthinking.com\/growth-hack-hotmail\/\">\u201cgrowth <\/a><a rel=\"noreferrer noopener\" aria-label=\"hack (s\u2019ouvre dans un nouvel onglet)\" href=\"https:\/\/www.basicthinking.com\/growth-hack-hotmail\/\" target=\"_blank\">hack<\/a><a href=\"https:\/\/www.basicthinking.com\/growth-hack-hotmail\/\">\u201d en 1996<\/a> : Hotmail cherche alors \u00e0 recruter des clients en masse. Plut\u00f4t que d\u2019investir dans des campagnes d\u2019affichages ou des parutions co\u00fbteuses, ils placent le fameux \u201cPS: I love you. Get your free e-mail at Hotmail.\u201d en bas de tous les emails envoy\u00e9s par leur soin. L\u2019id\u00e9e de growth hacking \u00e9tait n\u00e9e : trouver des \u201ctrucs\u201d (utiliser l\u2019email d\u2019autrui comme support publicitaire) pour toucher plus de gens utiliser le message pour les toucher plus personnellement. La suite : un doublement du nombre d\u2019utilisateurs en 5 semaines, et une revente \u00e0 Microsoft l\u2019an suivant. Depuis on ne compte plus le nombre d\u2019entreprises ayant appliqu\u00e9 cette vision: <a href=\"https:\/\/optinmonster.com\/growth-hacking-examples\/\">Uber, <\/a><a href=\"https:\/\/optinmonster.com\/growth-hacking-examples\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"Dropbox (s\u2019ouvre dans un nouvel onglet)\">Dropbox<\/a><a href=\"https:\/\/optinmonster.com\/growth-hacking-examples\/\">, AirBNB, Instagram<\/a>\u2026. Depuis, ces histoires de growth hacking g\u00e9n\u00e9rant une croissance record et brutale fleurissent sur la toile. Un mythe aliment\u00e9 par le pr\u00e9sident Emmanuel Macron lui-m\u00eame, ayant fait le choix de s\u2019entourer principalement de growth hackers pendant la campagne pr\u00e9sidentielle de 2017.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Quel rapport avec le recrutement ? Depuis quelques ann\u00e9es ce dernier sort peu \u00e0 peu des modes de travail poussi\u00e9reux, faits de CV et d\u2019entretiens barbants, pour remettre le candidat au centre de l\u2019attention. En cause : un <a href=\"https:\/\/www.lefigaro.fr\/emploi\/2008\/05\/19\/01010-20080519ARTFIG00430-le-rapport-candidat-entreprise-s-inverse-.php\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (s\u2019ouvre dans un nouvel onglet)\">renversement du rapport entreprises\/candidats<\/a> ind\u00e9niable aujourd\u2019hui. Sur beaucoup de m\u00e9tiers en effet les candidats se montrent d\u00e9sormais pointilleux et difficile \u00e0 trouver puis convaincre. Dans ces m\u00e9tiers qui <a rel=\"noreferrer noopener\" aria-label=\" (s\u2019ouvre dans un nouvel onglet)\" href=\"https:\/\/start.lesechos.fr\/travailler-mieux\/classements\/ces-12-jobs-du-futur-qui-vont-exploser-1174984\" target=\"_blank\">n\u2019existaient pas hier<\/a> le nombre de profils p\u00e9nuriques explose, le ph\u00e9nom\u00e8ne de <a rel=\"noreferrer noopener\" aria-label=\" (s\u2019ouvre dans un nouvel onglet)\" href=\"https:\/\/www.welcometothejungle.com\/fr\/articles\/ghosting-candidats-ignorer\" target=\"_blank\">ghosting<\/a> progresse&#8230;bref les entreprises peinent \u00e0 trouver des candidats ad\u00e9quats.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">La r\u00e9ponse principale pour l\u2019instant apport\u00e9e par les entreprises ? Ce fameux concept de <a href=\"https:\/\/tool4staffing.com\/blog\/tout-ce-que-vous-devez-savoir-sur-la-marque-employeur\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (s\u2019ouvre dans un nouvel onglet)\">\u201cmarque employeur\u201d<\/a> qui fait flor\u00e8s sur la toile. Les entreprises diffusent des photos d\u2019employ\u00e9s souriants et de bureaux chaleureux, tous deux aussi authentiques que de jeunes allemands faussement \u00e9panouis dans une pub Nutella. Sous le conseil d\u2019agences de communication sp\u00e9cialis\u00e9es, des fabricants d\u2019huile de moteur nous expliquent comment ce poste d\u2019assistant \u00e0 la photocopieuse sera pour le candidat un premier pas vers un sens de la vie retrouv\u00e9. Outre son c\u00f4t\u00e9 discutable, le proc\u00e9d\u00e9 <a href=\"https:\/\/tool4staffing.com\/blog\/marque-employeur-et-personal-branding-sur-linkedin-et-si-le-ridicule-tuait\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (s\u2019ouvre dans un nouvel onglet)\">commence \u00e0 s&rsquo;essouffler<\/a> et accuse les m\u00eames d\u00e9fauts qu\u2019une campagne pour Marlboro \u00e0 la Mad Men : co\u00fbteux, non mesurable, sans v\u00e9ritable garantie de succ\u00e8s. Paradoxalement, la marque employeur est le pilier de nombreuses politiques RH aujourd\u2019hui mais personne n\u2019est capable d\u2019en donner pr\u00e9cis\u00e9ment les retomb\u00e9es\u2026 s\u2019il y en a.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">C\u2019est \u00e0 ce moment l\u00e0 <a href=\"https:\/\/www.exclusiverh.com\/articles\/emploi-mobile\/antoine-detis-le-talent-hacking-ou-le-recrutement-3-0.htm\">qu\u2019intervient<\/a> le Talent Hacking : sur le mod\u00e8le de son cousin le Growth Hacking (\u00e9galement cousin de Martin Luther), il se veut compl\u00e9mentaire de cette approche \u201cbranding\u201d incertaine. Il consiste donc en l\u2019identification de \u201ctricks\u201d qui permettront d\u2019identifier et de communiquer avec les bons candidats dans le but de les recruter avant les autres. Le tout de mani\u00e8re peu couteuse et avec des r\u00e9sultats mesurables&#8230;donc rapidement am\u00e9liorables. Et, comme en marketing, ces \u201ctricks\u201d ont souvent une forte dimension technologique.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Un exemple valant souvent mieux que de longs discours : voici un exemple de Talent Hacking op\u00e9r\u00e9 par nos soins chez Tool4staffing. Nous cherchions un D\u00e9veloppeur PHP francophone, 5 ans d\u2019exp\u00e9rience, \u00e0 arracher \u00e0 sa terre natale pour l\u2019envoyer dans notre bureau de Barcelone, pour un salaire espagnol (30% inf\u00e9rieur aux salaires de Paris). Tout recruteur sait qu\u2019actuellement ce type de profil est aussi facile \u00e0 trouver qu\u2019un vrai cheveu sur la t\u00eate de Donald Trump ou une v\u00e9rit\u00e9 dans un discours de Patrick Balkany. Cela nous a pourtant co\u00fbt\u00e9&#8230;0 euros et 12 heures-hommes en tout et pour tout. Rien de magique derri\u00e8re cette embauche, simplement l\u2019utilisation de nos propres principes :<\/p>\n\n\n\n<ol class=\"wp-block-list\"><li>Nous avons mont\u00e9 une campagne automatis\u00e9e sur Linked In : 580 profils parfaitement qualifi\u00e9s ont \u00e9t\u00e9 identifi\u00e9s et contact\u00e9s de mani\u00e8re personnalis\u00e9e et enti\u00e8rement automatis\u00e9e en 15 jours. Les contenus \u00e9taient d\u00e9cal\u00e9s et originaux, en phase avec les valeurs de notre entreprise. Pas un seul d\u2019entre eux ne d\u00e9tecta avoir \u00e9t\u00e9 contact\u00e9 en premier lieu par un robot, et \u00e0 la premi\u00e8re r\u00e9ponse un humain reprenait la main.<\/li><li>10 profils ont \u00e9t\u00e9 shortlist\u00e9s et re\u00e7urent un appel de pr\u00e9qualification motivant et normalis\u00e9, suite \u00e0 cela 3 seulement furent retenus, suite \u00e0 des consid\u00e9rations purement pratiques.<\/li><li>Les 3 profils restants ont eu chacun 3 entretiens s\u00e9quenc\u00e9s, programm\u00e9s en semi-automatiques, avec les Cheffes de projet, le CTO et enfin le CEO.<\/li><li>1 profil f\u00fbt alors recrut\u00e9. La dur\u00e9e du process en tout <strong>f\u00fbt inf\u00e9rieur \u00e0 5 semaines<\/strong>, pour 12 heures-hommes en tout. Autre point notable : 100% des candidats ont re\u00e7u un retour, 80% ont accept\u00e9 d\u2019\u00eatre recontact\u00e9 si un nouveau poste s\u2019ouvrait.<\/li><\/ol>\n\n\n\n<p class=\"wp-block-paragraph\">Ce qui s&rsquo;annon\u00e7ait comme un d\u00e9fi quasiment impossible \u00e0 r\u00e9aliser s\u2019est achev\u00e9e comme une totale r\u00e9ussite.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Cette approche semi-automatique et agile est typique du Talent Hacking : il permet aux entreprises de se donner les moyens d\u2019atteindre et d\u2019\u00e9changer avec les candidats \u00e0 moindre co\u00fbt, plut\u00f4t que se noyer dans une approche manuelle. Contrairement \u00e0 ce que pense certains l\u2019automatisation ne d\u00e9nature pas le recrutement. Bien employ\u00e9e elle permet au recruteur, en supprimant ses t\u00e2ches r\u00e9barbatives et en agilisant les autres, de se concentrer sur sa valeur ajout\u00e9e : l\u2019humain.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Depuis quelques temps d\u00e9j\u00e0 les startups fran\u00e7aises ne font plus de marketing, mais du \u201cgrowth hacking\u201d.&nbsp; Une nouvelle discipline vou\u00e9e \u00e0 enterrer son ain\u00e9e par son efficacit\u00e9. Comme souvent ce sont dans ces entreprises jeunes, peupl\u00e9es de corbeilles \u00e0 fruit, de skates et de v\u00e9los en bambou, que ces nouveaux mots cl\u00e9s naissent et se [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":4395,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[20],"tags":[],"class_list":["post-4394","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-carte-blanche"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Le Talent hacking, le growth hacking du recrutement - Tool4Staffing<\/title>\n<meta name=\"description\" content=\"Le Talent hacking c&#039;est quoi? 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