CAC40 HR Director Observatory: Olivier Blum and Pierre Deheunynck were the most engaging managers on LinkedIn in September 2019

Several studies have shown that Internet users can be positively influenced by the statements of CAC40 leaders on social networks. This can thus contribute to making the company's image more “modern”, “friendly”, “close to the public”, “transparent” and “human”.

In a context of global loss of trust, it is becoming essential for managers to speak out on social networks. However, not all CAC40 leaders are active or even present on social networks.

While some companies are encountering more and more difficulties in recruiting new profiles, they must put all the conditions on their side to remain attractive to the youngest. Thus, the HR manager is often the main window, a central piece of the employer brand, whose presence on social networks therefore becomes essential.

While not everyone is active on LinkedIn, like the CEOs, eleven CAC40 HR directors published at least one post on LinkedIn during the month of September.

In order to go a little further in the analysis, and after creating a Sponsoring Observatory, The Metrics Factory decided to launch a HR Observatory on LinkedIn. More specifically, we analyzed all the posts published by CAC40 HR directors on LinkedIn during the month of September.

At the moment, there is no solution on the market that allows you to extract the content published on this social network. This is also why The Metrics Factory decided to set up a system that now allows us to exclusively offer you the results of this Observatory.

Five HRDs account for the vast majority of commitments

Among the eleven HR directors active on LinkedIn in September, Olivier Blum (Schneider Elec), Pierre Deheunynck (Engie) and Caroline Guillaumin (Société Générale) are the three HR directors who obtained the largest number of commitments during the month of September.

In terms of average commitments, Pierre Deheunynck dominates with a very high number of average commitments (787), for a low number of publications in the month (3).

Inclusion, diversity, gender equality, well-being at work and CSR at the heart of the editorial strategy of CAC40 HR managers

The challenges of HR managers are now multiple: aware that a large part of jobs will disappear, and that others will emerge, HR managers will have to attach more and more importance to soft skills and not simply focus on the know-how of applicants.

HR managers must also contribute to working and improving the company's image in order to carry out their employer brand mission. At the same time, they must offer applicants a different frame, with collaborative spaces, a satisfactory work experience, and guaranteeing real values, such as the company's CSR commitment for example.

And when we analyze the content published by the CAC40 HR directors in September, all these themes are not necessarily mentioned. When they are, not all reach the same level of commitment.

In September, those who committed the most were about inclusion, diversity, gender equality, well-being at work, support for young people/associations and CSR. This is mainly the result of publications on these topics by Pierre Deheunynck, Olivier Blum, Caroline Guillaumin and Yves Martrenchar, from BNP Paribas.

For example, Pierre Deheunynck mentioned the partnership between Microsoft and Engie. This is the post that generated the most engagement this month within the CAC40 HR community.

For her part, Caroline Guillaumin opted for a more personal format and a stronger theme. In fact, she spoke about feminicides in the first person, in a raw format without mention, without illustration.

Yves Martrenchar also spoke on the same subject by choosing a more corporate format.

For his part, Sylvain Montcouquiol spoke on a social debate that took place in September: should football matches be stopped every time homophobic insults are uttered on the field or in the stands?

As for Olivier Blum, it is his publications on the competition organized by Schneider Elec #GoGreen and on the ranking of his company among the 8 best workplaces that obtained the best results in terms of commitments.

The main lessons of The Metrics Factory with regard to our Observatory on how CAC40 HR directors spoke on LinkedIn in September:

#1 -Regularity: Be active and post regularly posts on LinkedIn.

#2 -Proximity: Mention the people you mention in your posts, who are present in your photographs or videos.

#3 -Originality: Have a clean style and an editorial line that stands out from the others.

#4 -Commitment: Tackle strong themes and take a stand on social issues.

#5 -Personality: Prefer publications in the first person, more raw, to those that seem too “thoughtful”, too “loaded”.

Questions to ask yourself when you are an HR director and publish posts on LinkedIn :

#1 -Topics: am I addressing the right topics? in the best possible way?

#2 -Employer brand: Do my publications help improve the image of my company and make it more attractive to younger people?

#3 -Employee Advocacy: Who is my audience? Can I count on effective, corporate and regular relays?

#4 -Profile: What is my style? What sets me apart from the others? What are my strengths and weaknesses?

#5 -RSE: Have I sufficiently highlighted my company's CSR commitments?