attractivité et gestion du capital humain dans un contexte de changement de marque - abdelkrim...

7/29/2019 Attractivité et Gestion du Capital Humain dans un Contexte de Changement de Marque - Abdelkrim Sekkak - iCompetences HCM2013

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est on u ap ta uma n et ttract v t

Cas de Changement de marque d'entreprise

Abdelkarim Sekkak



Agenda

• Introduction

•

• Impact on Human Capital( Attraction)

• Discussion



Announcement



HCM : Transition mode



No Attraction!



3 PHASES

1. Before deal

2. Deal done

3. After deal



•Rumours : Sad Scenario, Who is the buyer?

•Movement :Employee Rep, Unions, e-union

Before deal :

•Activisme : Employee association created



WHY?

Before deal :



Before deal



Before deal :



Deal done

1. Buyer known2. Same values , Ethics, Code of conduct

3. Best Standard to be used ( quality

roduct and service HSSE RSE etc.. 4. Terms & Condition :

• World class brand Stays,

• No intention for social plan

• Benefits are kept



IS IT ENOUGH?

Deal done :



After Deal

…



After Deal : Rebuilt

– Business : Customer confidence, Boost Investment

– Stakeholder : Communication and partnership

– People: questionning, positionning

– Management team : Sponsorship, Communication,

manage resistance, culture embeding.



Success



Was it done now ?

Deal done



Was it done now ?

Deal done

Not at all



After Deal

What about mone ?



After Deal

Transition bonus: 3 months (Conditionned by transition success)



What Else ?

Deal done :



Corporate Debranding

The vision of VivoEnergy is to becomeAfrica’s most respected

energy business.

Shell du MarocVIVO ENERGY

Maroc



Debranding



What about

After After Deal



External : ( some actions)

• High class launch with Media coverage withVIP presence

After After Deal Actions

• Participation to some fairs locally and abroad.

• Adapt our corporate brand communication to

new Y generation channels• ….



Internal :

Personnel is the best ambassadeur of the Company!

• Communication about : Investment ( means trust )

• New management model : local accountability , quick decision

makin more focus

After After Deal Actions

• Growth allow to open opportunities of promotions & talentdeveloppment through training ( change management, etc…)

• Informal and formal engagement session with staff to embedthe vision, answer questions & remove uncertainty



HCM : Today



Q&A

attractivité et gestion du capital humain dans un contexte de changement de marque - abdelkrim...

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