A professional social network, LinkedIn is increasingly used as a territory of expression by companies, brands, and employees, both to develop their employer brand and to boost their employee advocacy.
Standard-bearers of these two key tools in a company's image, HR managers are increasingly present on this social network. Despite this, only 50% of CAC40 HR managers are active and regularly publish content on LinkedIn.
Today more than ever, overwhelmed by the Covid-19 tsunami, HR managers must speak out on this social network to highlight the actions put in place to adapt to this crisis, to protect their employees, so that they can make donations, or even strengthen the visibility of donations of masks, or even strengthen the visibility of donations of masks, respirators or hydroalcoholic gels to hospitals or associations made by their companies.
The Metrics Factory has analyzed some sixty publications by CAC-40 HR directors (until April 24, 2020), studied the most used formats and contents and invites you to exclusively discover the results of this study.
The Actions Put in Place and the Thanks at the Heart of the Publications
While 15 CAC40 HR directors spoke on Covid-19, not all addressed the subject in the same way.
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The themes addressed by the CAC40 HR directors on Covid-19 [/caption]
The actions put in place by the various companies to fight against Covid-19 are therefore at the heart of how CAC40 HR managers speak on LinkedIn.
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Jean-Claude Le Grand challenges L'Oréal Citizen against Covid-19 [/caption]
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Olivier Blum welcomes The Tomorrow Rising Fund [/caption]
They anticipate the thanks to the “heroes of daily life”, these caregivers, cashers, garbage collectors, and others who continued to go to their workplaces, and the thanks to the employees who knew how to adapt to the lockdown.
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Caroline Guillaumin pays tribute to women, on the front line in the fight against Covid-19 [/caption]
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Jean-Marie Lambert is proud of his collaborators [/caption]
In smaller proportions, the CAC40 HR directors also referred to the various donations, of masks, respirators, hydroalcoholic gels, to hospitals or associations.
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With humor, Cédric Ramat from Pernod Ricard evokes the donation of 70,000 liters of alcohol to make hydroalcoholic gel [/caption]
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Olivier Blum shares Jean-Pascal Tricoire's post on the production of ventilators by Schneider Elec in the company of Air Liquide, Valeo and the PSA Group [/caption]
Original Editorial Choices
Jean-Marie Lambert is for his part the only one to share solidarity lives in connection with Covid-19, highlighting his taste for cultural activities, again a sector that is hard hit by this crisis.
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Jean-Marie Lambert shares the Rolling Stones solidarity live [/caption]
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Jean-Marie Lambert shares the message of support from the Paris National Opera Ballet [/caption]
Also original in the way he evokes Covid-19, Sylvain Montcouquiol used as an illustration a photograph of a videoconference or even a family planning carried out by children, perhaps even by his own. He is the only one to talk about Covid-19 in such an intimate way.
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Sylvain Montcouquiol thanks his collaborators [/caption]
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Family planning shared by Sylvain Montcouquiol [/caption]
In total, according to The Metrics Factory study, 67 publications by CAC40 HR directors were published on Covid-19, generating just over 13,000 likes. And four posts alone are responsible for 42% of total likes.
Three of them were published by Jean-Claud Le Grand. They highlight two strong actions: maintaining salaries at L'Oréal and L'Oréal Citizen already mentioned above.
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100% job and salary maintenance at L'Oréal [/caption]
His latest release is a more intimate video selfie, sending a message full of positive vibes.
Finally, Caroline Guillaumin, with a strong opinion piece on the loneliness of elderly people, in raw format, without photography or video, generated more than 1,300 likes on her post.
A Powerful Forum on the Isolation of the Elderly
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Tribune by Caroline Guillaumin on the loneliness of the elderly [/caption]
Our 8 The Metrics Factory tips:
In terms of formats and contents:
#1 Avoid sharing posts and external links that don't appeal to algorithms and make your posts on LinkedIn less visible
#2 When you want to discuss a strong subject, prefer raw formats, like Caroline Guillaumin, without photos, videos, mentions, or references to your company.
#3 Despite the serious subject of Covid-19, stay positive and thank your employees, the heroes of daily life (caregivers, garbage collectors, kosher...)
#4 Dare to share, like Jean-Marie Lambert, solidarity actions such as music and dance lives...
#5 If You Have Children, Show How You Organized Yourself at Home, Based on Family Planning Shared by Sylvain Montcouquiol
#6 Dare to use humor, despite the complicated context, like Cédric Ramat on his post on donating alcohol
#7 Highlight donations made by your company, and don't hesitate to mention other companies that also donate, as Jean-Pascal Tricoire, CEO of Schneider Elect, did
#8 Offer innovative formats like Jean-Claude Le Grand who takes a video selfie and sends a positive message
The opinion of Sonia Julaud and Michel Picot/La Fabrique de Contents:
“The HR function is one of the most impacted by managing the effects of COVID-19 on the company. The words of HR managers are therefore crucial. I think it's important to communicate in an empathetic way. The messages will have a reassuring and unifying impact internally. They will give a benevolent image of the company to followers.
We can highlight the actions carried out internally such as the trust granted in teleworking, the relaxation of schedules and objectives, and solidarity gestures. An example: spontaneous anecdotes about how the company worked during this crisis — a photo taken on the spot during a Zoom meeting for example, or during a solidarity action - generate a strong commitment because they highlight the cohesion of the teams and serve the image of the company. Intimate posts also have a strong impact because they reveal “real life.”
Commenting on topics about the future of work, or the evolution of management, carries a message of awareness and hope. The French will certainly assess companies in terms of their behavior during the crisis. The speech should reflect this commitment.”
