Crédit Agricole Group once again confirmed as a leader in employer brand digital strategy in France
Digital HR communications are already well established, but candidates are constantly changing their habits as technology evolves, providing permanent opportunities for change and innovation. The Potential Park survey helps us build and apply strategies based on market feedback so we can attract and recruit the talented people we need.
In 2020, we organised a major project in this area. Our careers website has become a brand platform to promote the entire Group as a multi-brand, multi-business, international employer. We drew on e-commerce best practices to offer candidates a seamless, intuitive, accessible experience on multiple devices.
The website was a hit from its launch, ranking 4th best careers website, 4th best candidate experience and 4th best mobile site.
Our social media strategy, driven by feedback from the Human-Centric Project, was named 2nd best strategy in France.
These scores rank us 3rd out of 100 in the general ranking for all business sectors, and number 1 in the banking sector.
- General ranking: 3rd/100 (unchanged from 2020)
- Social media ranking: 2nd/100 (unchanged from 2020)
- Careers website ranking: 4th/100 (+ 2 places)
- Online applications: 4th/100 (+ 2 places)
- Mobile website: 4th/100 (+ 1 place)
This improvement reflects our employer brand strategy and the aims of its 100% digital approach:
- By validating our choice to adopt a 100% digital employer brand strategy, in a market where digital communications and the online candidate experience are key differentiating features that make us more attractive to applicants.
- It promotes the Group as a leading player in the French and European economies: a customer-focused universal bank made up of retail banks and specialised businesses that are leaders in their fields.
- It disseminates our raison d’être, the Group’s ambitions and our Human-Centric Project and will help us become the preferred financial sector employer for young people in France.