{"id":15788,"date":"2024-03-04T10:23:14","date_gmt":"2024-03-04T08:23:14","guid":{"rendered":"https:\/\/peoplesphere.be\/fr\/?p=15788"},"modified":"2024-03-04T10:23:14","modified_gmt":"2024-03-04T08:23:14","slug":"internaliser-ou-externaliser-les-profils-marketing-communication-la-reponse-semble-evidente-si-on-ne-considere-que-la-question-des-couts","status":"publish","type":"post","link":"https:\/\/peoplesphere.be\/fr\/internaliser-ou-externaliser-les-profils-marketing-communication-la-reponse-semble-evidente-si-on-ne-considere-que-la-question-des-couts\/","title":{"rendered":"Internaliser ou externaliser les profils Marketing & Communication? La r\u00e9ponse semble \u00e9vidente si on (ne) consid\u00e8re (que) la question des co\u00fbts."},"content":{"rendered":"

Notre pays est connu pour son co\u00fbt salarial \u00e9lev\u00e9, si bien qu’embaucher un nouveau collaborateur est devenu un luxe pour de nombreuses entreprises. Une nouvelle \u00e9tude de Sortlist r\u00e9v\u00e8le que le co\u00fbt d’un engagement serait au minimum deux fois plus \u00e9lev\u00e9 que l’externalisation des services dans les domaines de la communication, du marketing et de l’informatique.<\/p>\n

Est-il pr\u00e9f\u00e9rable de confier un service de marketing \u00e0 une agence ou est-il plus judicieux de recourir \u00e0 un expert en interne?
\nPour r\u00e9pondre \u00e0 cette question, Sortlist a, d’un c\u00f4t\u00e9, analys\u00e9 le co\u00fbt m\u00e9dian des projets de 4.000 prestataires belges parmi les expertises marketing les plus demand\u00e9es en 2023. De l’autre, l’entreprise a compil\u00e9 les salaires bruts des professionnels dans ces domaines, en y ajoutant les co\u00fbts li\u00e9s \u00e0 la s\u00e9curit\u00e9 sociale et aux imp\u00f4ts pour d\u00e9terminer ce qu’il en co\u00fbterait r\u00e9ellement aux entreprises d’embaucher des salari\u00e9s dans un domaine d’expertise donn\u00e9.<\/p>\n

Le r\u00e9sultat est sans appel : embaucher peut co\u00fbter deux \u00e0 cinq fois plus cher que de faire appel \u00e0 un prestataire externe dans les domaines de la communication, du marketing et de l’informatique.<\/p>\n

A titre d’exemple : la cr\u00e9ation de sites web<\/em><\/strong><\/h3>\n

Parmi les donn\u00e9es qui ressortent, on retrouve les sites web. Alors que le co\u00fbt m\u00e9dian pour la cr\u00e9ation d’un site web aupr\u00e8s d’un prestataire externe est de 14.500\u20ac en Belgique en 2023, il faudra d\u00e9bourser 64.937\u20ac pour engager en interne les collaborateurs capables de mener \u00e0 bien un tel projet. Ainsi, l’embauche reviendrait quatre fois plus cher que l’externalisation dans ce cas pr\u00e9cis. La gestion des r\u00e9seaux sociaux et le graphisme font \u00e9galement partie des expertises pour lesquelles il semble moins co\u00fbteux d’externaliser le service.<\/p>\n

Externaliser, quels avantages?<\/em><\/strong><\/h3>\n

En plus de co\u00fbt direct, externaliser les services procure d’autres avantages aux entreprises. Quelques exemples :<\/p>\n

    \n
  • Booster la comp\u00e9titivit\u00e9, en faisant appel \u00e0 des experts de leur domaine<\/li>\n
  • Gagner du temps et \u00e9viter les risques li\u00e9s \u00e0 l’embauche<\/li>\n
  • Am\u00e9liorer la flexibilit\u00e9, en laissant la possibilit\u00e9 de changer de prestataire si n\u00e9cessaire.<\/li>\n<\/ul>\n

    Ainsi, cette \u00e9tude montre qu’il peut \u00eatre rentable pour une entreprise d’externaliser certains services.<\/p>\n

    Besoin d’une r\u00e9flexion organisationnelle compl\u00e8te<\/em><\/strong><\/h3>\n

    Dans la pratique, nous observons toutefois que la question d’externalisation de certaines fonctions et\/ou t\u00e2ches li\u00e9es au marketing et \u00e0 la communication n\u00e9cessite une approche plus fine que celle qui repose uniquement sur les co\u00fbts directs pour l’organisation. \u00a0La r\u00e9alit\u00e9 du terrain nous montre l’adoption fr\u00e9quente d’une approche ‘hybride’ qui m\u00e8ne au cumul de fonctions internes et de prestations externes. La gestion de l’identit\u00e9 d’une organisation sur le long terme n\u00e9cessit\u00e9 la prise en charge d’une fonction impr\u00e9gn\u00e9e de la culture de l’organisation, tandis que les missions ponctuelles, n\u00e9cessitant des comp\u00e9tences sp\u00e9cifiques, peuvent \u00eatre confi\u00e9es \u00e0 des tiers. L’\u00e9volution de la fonction Marketing & Communication, notamment dans ses rapprochements indispensables avec plusieurs dimensions RH, rentre \u00e9galement en ligne de compte. Il est dans tous les cas indispensable qu’une r\u00e9flexion organisationnelle plus compl\u00e8te soit men\u00e9e sur le sujet.<\/p>\n

     <\/p>\n

    Source: Sortlist<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

    Notre pays est connu pour son co\u00fbt salarial \u00e9lev\u00e9, si bien qu’embaucher un nouveau collaborateur est devenu un luxe pour de nombreuses entreprises. Une nouvelle \u00e9tude de Sortlist r\u00e9v\u00e8le que le co\u00fbt d’un engagement serait au minimum deux fois plus […]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[65,10],"tags":[389,1014,2891,1692],"yoast_head":"\nInternaliser ou externaliser les profils Marketing & Communication? 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