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Banque Populaire AURA : valoriser la marque employeur grâce aux salariés ambassadeurs

Author

Listed:
  • Chloé Guillot-Soulez

    (Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon)

  • Charlène Hemery

Abstract

Banque Populaire Auvergne Rhône Alpes (BP AURA) est une banque régionale coopérative qui fait partie du groupe BPCE. Pour satisfaire les attentes de ses clients, elle a besoin de compter dans ses effectifs des salariés disposant à la fois d'une expertise technique et de compétences comportementales. L'entreprise est aujourd'hui confrontée à un double défi RH : - Attirer de nouveaux collaborateurs dans un marché du travail tendu, où la concurrence entre employeurs bancaires est réelle et où l'image du secteur est dégradée ; - Fidéliser les collaborateurs en poste. Pour faire face à ces défis, BP AURA a déjà engagé un travail sur la formalisation et la communication de sa marque employeur, et réfléchit maintenant à la mise en place d'un programme de salariés ambassadeurs.

Suggested Citation

  • Chloé Guillot-Soulez & Charlène Hemery, 2021. "Banque Populaire AURA : valoriser la marque employeur grâce aux salariés ambassadeurs," Post-Print hal-03827747, HAL.
    • Handle: RePEc:hal:journl:hal-03827747
    as

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