Urssaf: deciphering a communication serving the general interest

Public services play an essential role in our societies, they serve the collective well-being. But, how the communication does it serve these institutions? 📣 How to make information accessible to everyone, throughout the territory? What actions should be put in place to provide collective solutions and tailor-made solutions?

Who better to answer the team's questions? We Are COM thatEstelle Denize, Director of Communications and Secretary General of the Board of Directors of theUrssaf ? 🤓 In this more than inspiring interview, this expert in public communication gives us the underside ofa positive impact strategy. 🎯

Hello Estelle, to start, we would like to know your definition of public communication? 

La communication public service serves the general interest. Before each of our communication actions, we ask ourselves the question of the positive impact, the benefit on the collective. 

The Urssaf is above all known for its kingly mission. We collect social security contributions to finance our social protection model. Also, the primary purpose of our communication is to make our services known. It must be accessible to all and provide the same information throughout the territory. 

Today, our ambition is to support auto-entrepreneurs, this population which is growing at an incredible speed. The range of profiles of these auto-entrepreneurs is so vast that we have to offer them tailor-made support, personalized services according to their needs. 

Before each of our communication actions, we ask ourselves the question of the positive impact, the benefit on the collective.

At Urssaf, you favor co-construction between users and collaborators. What co-construction mechanisms are you putting in place? 

We have been promoting co-construction for a number of years now. We are convinced that it is by taking into account the opinion of our users that we will be able to respond most effectively to their expectations. 

This logic led us to launch "The Great Dialogue of the Urssaf", to jointly define the major orientations of our Cog (Agreement of Objectives and Management), a roadmap signed with the State for over 5 years. It's going through the platform make.org, that we asked our 11 million users around this question: " How can Urssaf's support and services be improved for its users? » 

To our great surprise and for our greatest pleasure, this operation generated more than 1,2 million votes and gave rise to more than 10.000 proposals. A real success, since the users praised the quality of the effort. Finally, the proposals collected were reworked and re-challenged, before being integrated into our Cog. 

More concretely, this dialogue has allowed us to better understand our users, their needs and their expectations. It emerged, for example, that self-employed workers and auto-entrepreneurs often felt disarmed in their efforts after the registration phase. Based on this observation, we created the service “My first months with Urssaf”, a site dedicated to initial support. We make every effort to ensure that users no longer miss out on their rights for lack of information. 

my first months with the urssaf

Precisely, how will you communicate around this convention, with your stakeholders, until 2027? 

With regard to theexternal, we do not communicate directly on our agreement, but more on the actions resulting from it. Our anti-fraud plan, for example, was recently supported by Minister Gabriel Attal. 

Regarding theinternal, it is a real lever for transformation. Our operations are vast, we organize tours, develop materials, provide employees with turnkey kits, etc. This agreement, fully contributing to the common culture of the company, must necessarily be understood by all of our 16.000 employees. Everyone must benefit from the same level of information to project themselves into this action plan collectively. 

Equality at work, professional integration, energy sobriety… Urssaf is committed. How do you speak out on CSR issues? Do you have any projects to share with us? 

Being a public service, we must ensure that we have a positive impact. We must be exemplary in terms of CSR

This commitment is reflected first and foremost in our missions. The contributions we collect are fully reinvested: we have a trading room and we issue on the stock exchanges. In addition, our transactions are part of the responsible investment of ESG (Environmental, Social and Governance) criteria. 

Our commitments are also reflected in our specific actions to some of our public . In 2023, we wanted to pay particular attention to the youngest, female entrepreneurs. 

Concerning the environmental issues, our objective is to reduce the energy consumption of all of our real estate assets, spread throughout the territory, by 15%. 

Finally, we are also committed internally, to employee well-being. Our HR policy promotes reconciliation between personal life and professional life: telecommuting, sick child leave, etc. More recently, we have set up a “soft mobility” bonus to encourage the use of bicycles and other non-polluting modes of transport. 

In a logic of transparency, you have developed the site “What are the contributions used for?” How do you value the usefulness of Urssaf, an institution whose actions sometimes remain unknown to the general public? 

It is more a pedagogical logic than a logic of transparency. Transparency, we already have it. We must now explain to our users, in a very concrete way, what our missions are. 

The site “What are the dues for? », makes it possible to follow the route of the contributions, in real time. This platform reminds at the same time that we participate in the global financing of social protection. Without Urssaf, no social protection in France! 

We must explain to our users, in a very concrete way, what our missions are. 

You also communicate with the young target. How to reach this particular audience, especially on social networks? 

Indeed, the young target is a target that is particularly close to our hearts. Firstly, Keeping them informed of the functioning of the system contributes to their initiation to citizenship and facilitates their procedures. On the other hand, making them aware of the declaration equips them with the world of work, particularly concerning their summer jobs, which are still too often paid "black". Even if, with the recent debates related to pensions, many of them have realized the importance of properly declaring all of their activities. 

#declare me urssaf

Alongside the association Les Déterminés, we also support young people in their self-entrepreneurial projects. For more visibility on our actions (mentoring, masterclass, etc.), we have created the TikTok account #jegeremaboite, an account that provides young people with tips and practical advice, through their codes. The objective is above all to play down their relationship with the Urssaf. 

Finally, we communicate with the young target in recruitment perspective. We were, for example, pleasantly surprised to see how successful our work-study campaign, rolled out on Snapchat, had been. 

The objective is above all to play down their relationship with the Urssaf. 

This year, Urssaf won the Gold Prize in the “Company annual report system” category at the TopCom Corporate Business Prize. What do you think are the essential ingredients for a successful annual report? 

Annual reports serve many interests, yet they are never read. Also, our main challenge was to make it attractive, to encourage reading. For this, we have, in collaboration with the CLAI agency and the Vaadigm studio, decided to break the codes and produce this annual report in a more original way. More graphic and more colorful, this one took up the codes of the magazines and it worked. Personally, I'm very proud of it. This proves that the Urssaf can adopt playful communication. 😊 

urssaf annual report

According to you, Estelle, what will be the challenges and changes in communication in the years to come? 

Without great originality, it seems to me that artificial intelligence will take an extremely crucial place in the future of communication. How will it transform our professions? How to seize it opportunistically? Maybe we fantasize or maybe it will help us communicate better? Anyway, we have no choice, we have to acclimatize to it. We can't just watch the train go by. 

I would add that the question of the usefulness of communication will be fundamental, in the years to come. More than ever, we will have to communicate less but better, in a more responsible way. COM should no longer be anecdotal, but truly carry messages. Moreover, perhaps artificial intelligence will accompany us in this transformation, allowing us to reduce our communications thanks to better targeting. 

The COM should no longer be anecdotal, but truly carry messages.

Finally, what advice would you give to communicators, readers of We Are COM, to dust off a brand identity? 

Without hesitation, work well on the brand platform! Indeed, everyone knows the Urssaf. However, does the image we have of us correspond to who we really are? 

We wanted to establish this common identity by creating a brand platform, again with the CLAI agency. The brand platform is an essential prerequisite for any identity work, this exercise which requires the consideration of all stakeholders. Once the identity principles have been firmly defined, all that remains is to deploy them with consistency, internally and externally. 

3 things to know about Estelle Denize 

His mantra? “Always have fun in life”. Estelle is convinced that you always have to find a way to do things while having fun, both in the private and professional spheres. "When you have fun, it shows," she claims. 

Her favorite communication campaign? The Benetton advertisements, produced by Toscani, which were on his t-shirts and on the walls of his bedroom. Estelle is also a fan of the latest Urssaf youth campaign, with its surprising graphic bias. 

His passions ? Public things. Before entering the world of communication, she worked in politics. Today and for 12 years, she is President of the Association Hors la Rue, which is committed to the protection of unaccompanied minors in danger.

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