{"id":151880,"date":"2025-08-25T16:52:48","date_gmt":"2025-08-25T14:52:48","guid":{"rendered":"https:\/\/powell-software.com\/?p=151880"},"modified":"2025-10-08T11:19:27","modified_gmt":"2025-10-08T09:19:27","slug":"communication-interne-au-comite-de-direction","status":"publish","type":"post","link":"https:\/\/powell-software.com\/fr\/resources\/blog\/communication-interne-au-comite-de-direction\/","title":{"rendered":"Pourquoi il est temps de faire entrer la communication interne au comit\u00e9 de direction ?"},"content":{"rendered":"\r\n<h2 class=\"wp-block-heading\">La communication interne trop souvent absente des comit\u00e9s de direction<\/h2>\r\n\r\n\r\n\r\n<p>Alors qu\u2019elle pilote l\u2019un des leviers les plus puissants de la performance business, la communication interne reste \u00e9tonnamment absente <strong>des instances de d\u00e9cision et notamment des comit\u00e9s de direction<\/strong>. Un contrat frustrant\u00a0et malheureusement r\u00e9el.<\/p>\r\n<p>&nbsp;<\/p>\r\n<!--<!-- Encart citation jaune clair -->\r\n<div style=\"border: 1px solid #facc15; border-left: 6px solid #facc15; border-radius: 8px; padding: 18px 22px; background-color: #fef9c3; font-family: system-ui, -apple-system, Segoe UI, Roboto, Arial, sans-serif; color: #78350f;\">\u00ab S<em>eulement 44 % des grandes entreprises (soit moins d\u2019une sur deux) ont un responsable de communication interne au comit\u00e9 de direction.<\/em> \u00bb <br \/><strong>\u2014 Source : <em>\u00e9tude Cision<\/em><\/strong><\/div>\r\n<!-- \/wp:post-content -->\r\n\r\n<!-- wp:paragraph -->\r\n<p>&nbsp;<\/p>\r\n<p>Encore aujourd\u2019hui, la communication interne est <span style=\"color: #ef6da6;\">trop souvent r\u00e9duite au seul r\u00f4le de transmettre les informations<\/span>\u2026 Sa mission va pourtant bien plus loin, car elle joue <strong>un r\u00f4le fondamental dans la r\u00e9ussite des entreprises modernes.<\/strong> \u00c9laborer une strat\u00e9gie de communication interne bien pens\u00e9e, en concertation avec les directions des ressources humaines, la DAF ou encore la DSI, peut transformer en profondeur la dynamique des entreprises. De quoi <strong>favoriser les \u00e9changes, renforcer l\u2019engagement et mieux promouvoir la culture d\u2019entreprise<\/strong>\u2026 sans oublier, au passage, de booster la comp\u00e9titivit\u00e9 et la productivit\u00e9.<\/p>\r\n<!-- \/wp:paragraph -->\r\n\r\n<!-- wp:paragraph \/-->\r\n\r\n<!-- wp:heading -->\r\n<p>&nbsp;<\/p>\r\n<h2 class=\"wp-block-heading\">Engagement fort vs manque de reconnaissance<\/h2>\r\n<!-- \/wp:heading -->\r\n\r\n<!-- wp:paragraph -->\r\n<p>Tr\u00e8s prenant, <strong>le m\u00e9tier de directeur de la communication<\/strong> implique de porter de multiples casquettes. Mais entre la cr\u00e9ation de contenus (vid\u00e9os, articles de blog, podcasts\u2026), les missions li\u00e9es au management et les deadlines (potentiellement stressantes) \u00e0 respecter, ou encore les probl\u00e8mes li\u00e9s \u00e0 la dispersion des outils, aux silos entre les services ou encore \u00e0 la difficult\u00e9 de mesurer l\u2019engagement, <strong>leurs diverses missions sont toujours plus complexes et demandent une \u00e9nergie consid\u00e9rable.<\/strong> D\u2019autant plus, lorsque la direction de la communication interne ne compte qu\u2019une seule et m\u00eame personne. Ce qui arrive plus souvent qu\u2019on ne le pense, y compris dans certaines entreprises d\u2019envergure ! Or, si dans ce m\u00e9tier un engagement fort est forc\u00e9ment n\u00e9cessaire, celui-ci n\u2019est pas pour autant r\u00e9compens\u00e9 comme il se doit\u2026 <strong>Et le fait que la communication interne reste encore trop souvent exclue des comit\u00e9s de direction en est la preuve. <\/strong><span style=\"color: #ef6da6;\">Un choix plus que dommageable, car il prive les entreprises d\u2019un moteur permettant d\u2019atteindre plus facilement leurs objectifs marketing, commerciaux ou encore manag\u00e9riaux.<\/span><\/p>\r\n<p>&nbsp;<\/p>\r\n<!-- \/wp:paragraph --><!--HubSpot Call-to-Action Code -->\r\n<p><span id=\"hs-cta-wrapper-74d5910c-0cc6-46b1-a1d0-15218c08f076\" class=\"hs-cta-wrapper\"><span id=\"hs-cta-74d5910c-0cc6-46b1-a1d0-15218c08f076\" class=\"hs-cta-node hs-cta-74d5910c-0cc6-46b1-a1d0-15218c08f076\"><!-- [if lte IE 8]><div id=\"hs-cta-ie-element\"><\/div><![endif]--><a href=\"https:\/\/hubspot-cta-redirect-eu1-prod.s3.amazonaws.com\/cta\/redirect\/26290363\/74d5910c-0cc6-46b1-a1d0-15218c08f076\"><img decoding=\"async\" id=\"hs-cta-img-74d5910c-0cc6-46b1-a1d0-15218c08f076\" class=\"hs-cta-img aligncenter\" style=\"border-width: 0px;\" src=\"https:\/\/hubspot-no-cache-eu1-prod.s3.amazonaws.com\/cta\/default\/26290363\/74d5910c-0cc6-46b1-a1d0-15218c08f076.png\" alt=\"Nouveau call-to-action\" \/><\/a><\/span><script charset=\"utf-8\" src=\"https:\/\/js-eu1.hscta.net\/cta\/current.js\"><\/script><script type=\"text\/javascript\"> hbspt.cta.load(26290363, '74d5910c-0cc6-46b1-a1d0-15218c08f076', {\"useNewLoader\":\"true\",\"region\":\"eu1\"}); <\/script><\/span><\/p>\r\n<!-- end HubSpot Call-to-Action Code --><!-- \/wp:paragraph -->\r\n\r\n<!-- wp:heading -->\r\n<h2 class=\"wp-block-heading\">L\u2019importance de la communication interne en quelques chiffres<\/h2>\r\n<!-- \/wp:heading -->\r\n\r\n<!-- wp:paragraph -->\r\n<p>Pour ceux qui en douteraient encore, <a href=\"https:\/\/powell-software.com\/fr\/resources\/blog\/5-preuves-que-la-communication-interne-change-le-business\/\">les \u00e9tudes d\u00e9montrent que la communication interne n\u2019est pas un simple support<\/a> mais <strong>un v\u00e9ritable acc\u00e9l\u00e9rateur de business, avec des retours sur investissement mesurables et significatifs. <\/strong>Ainsi, selon un rapport McKinsey, les entreprises investissant dans des outils de communication interne performants <strong>tels qu\u2019intranet ou des plateformes collaboratives<\/strong> peuvent <strong>augmenter leur productivit\u00e9<\/strong> de l\u2019ordre de 20 \u00e0 25 %. Un r\u00e9cent sondage Opinion Way r\u00e9v\u00e8le, quant \u00e0 lui, que 60 % des employ\u00e9s fran\u00e7ais ayant une bonne opinion de la communication interne de l\u2019entreprise <strong>s\u2019y projettent durablement, contre seulement 36 % de ceux qui la jugent insatisfaisante.<\/strong> Optimiser sa communication interne peut donc potentiellement permettre <span style=\"color: #ef6da6;\"><strong>de r\u00e9duire le ph\u00e9nom\u00e8ne de turnover<\/strong><\/span> qui nuit \u00e0 la bonne sant\u00e9 de l\u2019entreprise au sens large et \u00e0 la cr\u00e9ation de valeur. Rappelons par ailleurs que le turnover co\u00fbte cher \u00e0 l\u2019entreprise puisqu\u2019il faut compter entre 6 et 24 mois de salaire pour un seul d\u00e9part\u2026<\/p>\r\n<!-- \/wp:paragraph -->\r\n\r\n<!-- wp:paragraph -->\r\n<p>&nbsp;<\/p>\r\n<!-- \/wp:paragraph -->\r\n\r\n<!-- wp:heading -->\r\n<h2 class=\"wp-block-heading\">La communication interne pour mieux accompagner les moments critiques<\/h2>\r\n<!-- \/wp:heading -->\r\n\r\n<!-- wp:paragraph -->\r\n<p>Dans l\u2019absolu, la communication interne est essentielle \u00e0 tout moment de la vie de l\u2019entreprise. Cependant, <span style=\"color: #ef6da6;\">elle l\u2019est encore plus en p\u00e9riode de crise et de changements importants tels que le d\u00e9veloppement du t\u00e9l\u00e9travail, une strat\u00e9gie ambitieuse de <a href=\"https:\/\/powell-software.com\/fr\/resources\/blog\/charge-mentale-communicants-digital\/\">transformation digitale<\/a> ou encore lors des fusions-acquisitions.<\/span> Dans toutes ces phases d\u2019incertitude, trop peu ou mal communiquer n\u2019est clairement pas la bonne tactique. Cela envoie un mauvais signal \u00e0 des collaborateurs en recherche de r\u00e9ponses et de confiance. En revanche, une strat\u00e9gie de communication interne bien men\u00e9e, honn\u00eate et ax\u00e9e sur l\u2019humain contribuera grandement \u00e0 rassurer les troupes et \u00e0 les remotiver, pour qu\u2019ils ne se sentent pas seuls \u00e0 affronter la vague.<\/p>\r\n<!-- \/wp:paragraph -->\r\n\r\n<!-- wp:paragraph -->\r\n<p>&nbsp;<\/p>\r\n<!-- \/wp:paragraph -->\r\n\r\n<!-- wp:heading -->\r\n<h2 class=\"wp-block-heading\">Communication interne\u00a0: quelques exemples \u00e0 suivre<\/h2>\r\n<!-- \/wp:heading -->\r\n\r\n<!-- wp:paragraph -->\r\n<p>Dans certaines r\u00e9gions du monde, notamment en Scandinavie, la communication interne est consid\u00e9r\u00e9e comme une fonction centrale de l\u2019entreprise et a d\u00e9j\u00e0 toute sa place dans les comit\u00e9s de direction. Dans ces pays nordiques,<span style=\"color: #ef6da6;\"> les entreprises r\u00e9coltent les fruits de politiques de communication interne ambitieuses et men\u00e9es en concertation avec les \u00e9quipes dirigeantes.<\/span> En Norv\u00e8ge, par exemple, la banque DNB a adopt\u00e9 il y a quelques ann\u00e9es une toute nouvelle identit\u00e9 et a construit deux nouveaux si\u00e8ges. Afin d\u2019aider les collaborateurs dans ce changement en profondeur, l\u2019entreprise a d\u00e9velopp\u00e9 un vaste r\u00e9seau digital dans ses locaux, \u00e0 des fins de communication interne. De larges \u00e9crans d\u2019affichage ont ainsi \u00e9t\u00e9 install\u00e9s dans les bureaux, mais aussi dans les ascenseurs et les caf\u00e9tarias des deux si\u00e8ges de l\u2019entreprise. De quoi toucher de pr\u00e8s l\u2019ensemble des collaborateurs et les accompagner au mieux dans la transition.<\/p>\r\n<!-- \/wp:paragraph -->\r\n\r\n<!-- wp:paragraph -->\r\n<p>Autre exemple de strat\u00e9gie de communication interne d\u2019envergure ayant n\u00e9cessit\u00e9 l\u2019implication d\u2019autres dirigeants de l\u2019entreprise, celle de la marque internationale de pr\u00eat \u00e0 porter Gant, dont le si\u00e8ge se trouve \u00e0 Stockholm. Afin de recueillir les feedbacks d\u2019\u00e9quipes implant\u00e9es un peu partout dans le monde, les \u00e9quipes de communication interne de Gant ont mis en place une application d\u00e9di\u00e9e. Chaque collaborateur pouvait y partager ses connaissances et interagir avec les autres via des commentaires. Et pour faciliter les \u00e9changes, l\u2019application \u00e9tait capable de traduire automatiquement ces commentaires dans la langue de l\u2019utilisateur. \u00c0 la cl\u00e9 : <span style=\"color: #ef6da6;\">une am\u00e9lioration de l\u2019exp\u00e9rience des employ\u00e9s et la cr\u00e9ation d\u2019une v\u00e9ritable communaut\u00e9 digitale au sein de l\u2019entreprise renfor\u00e7ant, au passage, le sentiment d\u2019appartenance. <\/span><\/p>\r\n<p>Enfin, plus proche de nous,<a href=\"https:\/\/powell-software.com\/fr\/resources\/cas-clients\/lagardere-travel-retail-france\/\"> l\u2019exemple de <\/a><strong><a href=\"https:\/\/powell-software.com\/fr\/resources\/cas-clients\/lagardere-travel-retail-france\/\">Lagard\u00e8re Travel Retail en France <\/a><span style=\"color: #003c49;\">illustre \u00e9galement l\u2019importance d\u2019une approche int\u00e9gr\u00e9e de la communication interne.<\/span><\/strong> Confront\u00e9e au d\u00e9fi de f\u00e9d\u00e9rer plus de 2000 employ\u00e9s dispers\u00e9s dans pr\u00e8s de 1000 boutiques et restaurants sur le territoire fran\u00e7ais, l\u2019\u00e9quipe dirigeante a fait le choix d\u2019investir dans une plateforme collaborative centralis\u00e9e. Cette d\u00e9cision strat\u00e9gique, prise au niveau du comit\u00e9 de direction en concertation avec la DSI et la direction de la communication, a permis de cr\u00e9er un v\u00e9ritable lien social entre des \u00e9quipes habituellement isol\u00e9es g\u00e9ographiquement. <span style=\"color: #ef6da6;\">Cet exemple concret d\u00e9montre que l\u2019investissement dans la communication interne n\u2019est pas une d\u00e9pense futile mais un r\u00e9el <a href=\"https:\/\/powell-software.com\/fr\/resources\/blog\/5-preuves-que-la-communication-interne-change-le-business\/\">levier de performance<\/a> dont les r\u00e9sultats sont mesurables.<\/span><\/p>\r\n<!-- \/wp:paragraph -->\r\n\r\n<!-- wp:paragraph -->\r\n<p>&nbsp;<\/p>\r\n<!-- \/wp:paragraph -->\r\n\r\n<!-- wp:heading -->\r\n<h2 class=\"wp-block-heading\"><strong>Conclusion<\/strong><\/h2>\r\n<!-- \/wp:heading -->\r\n\r\n<!-- wp:paragraph -->\r\n<p>Toutes les strat\u00e9gies de communication interne un tant soit peu ambitieuses ne peuvent \u00eatre men\u00e9es sans discussions autour de la table du comit\u00e9 de direction. \u00c9changer avec les \u00e9quipes dirigeantes, les DRH ou encore la DSI permet \u00e0 tous d\u2019accorder leurs violons et de s\u2019allier pour viser ensemble la croissance et la p\u00e9rennit\u00e9 de l\u2019entreprise. La prochaine \u00e9tape ? <strong>Commencer par \u00e9valuer la maturit\u00e9 de votre communication interne actuelle.<\/strong> Quels sont vos outils ? Comment mesurez-vous l\u2019impact ? Autant de questions qui m\u00e9ritent d\u2019\u00eatre pos\u00e9es en comit\u00e9 de direction !<\/p>\r\n<!-- \/wp:paragraph -->","protected":false},"excerpt":{"rendered":"<p>La communication interne trop souvent absente des comit\u00e9s de direction Alors qu\u2019elle pilote l\u2019un des leviers les plus puissants de la performance business, la communication &hellip; <a href=\"https:\/\/powell-software.com\/fr\/resources\/blog\/communication-interne-au-comite-de-direction\/\">Continued<\/a><\/p>\n","protected":false},"author":44,"featured_media":151881,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1671],"audiences":[1689],"interests":[1679],"products":[],"zones":[],"class_list":["post-151880","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","audiences-marketing-comm","interests-communication-interne"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Il est temps de faire entrer la Communication Interne au CODIR<\/title>\n<meta name=\"description\" content=\"Une strat\u00e9gie de communication interne r\u00e9ussie peut permettre de f\u00e9d\u00e9rer les \u00e9quipes, les motiver, am\u00e9liorer 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