We all dream of communication that connects, embodies and acts? 🎯 Isn't that the power of our profession: creating links between teams, giving meaning to collective action and driving a real corporate movement?
The We Are COM team went to meetOlivier Duplessy, Group Marketing and Communications Director Stelliant – leader in France in insurance services – and member of the Club We Are COM. On the program? 🤓 Best practices for cultivating internal cohesion, team rituals that stimulate creativity, CSR actions embodied on a daily basis... And above all, a state of mind deeply focused on collective intelligence. 🚀🚀
Hello Olivier, how would you define corporate communication?
Corporate communication is, above all, a vector of meaning and cohesion. It is by providing a common vision that the COM creates a link between the different stakeholders of a group: its employees, its customers, its suppliers, etc.
Ultimately, corporate communication is not just about know-how, it is about knowing how to understand and gain acceptance.
Corporate communication is not just about know-how, it is about knowing how to understand and gain acceptance.
At We Are COM we are curious, we would like to know how the Communications and Marketing Department is organized at Stelliant?
Our Marketing and Communications Department is structured around 4 divisions. Strategic and digital marketing, which conducts market research, surveys of our customers and ensures the management and development of the group's internet and intranet sites. Internal communication and employer brand, which ensures the consistency of messages addressed to the Group's employees and future employees. Event and commercial communication, which is responsible for ensuring our presence at events and is responsible for commercial support. Finally, the external communications and press relations department who is responsible for all of our external communications.
How can we maintain consistent communications across the group? How can we unite teams behind a common goal?
Ah, it's a vast subject, almost metaphysical. 😊 I am convinced that it is through a clear and shared vision that it is possible to unite teams and consolidate them at the group level. And that's where communication comes in.
It's also essential to create regular opportunities for exchange between the various entities within a group. At Stelliant, our "Maison Stelliant" representatives ensure the proper flow of information. They are both our eyes and ears, but also our arms and legs on our hundred sites in mainland France and the French overseas territories.
Dialogue also takes place through internal communication tools: our intranet, our newsletter, our TV network which broadcasts national and local information, etc. When a group has so many sites, It is essential to do everything possible to maintain the link.
Precisely, do you have any team rituals to share with us?
Team meetings, of course! The unique feature of these weekly meetings is that they bring together all of our management teams. Indeed, I believe that communication is a global subject, that an internal communication manager can have a relevant opinion on an external communication operation or that a marketing strategy manager can have a great idea for the events division. It's truly 360° communication and it generates very relevant ideas.
Each meeting begins with the same ritual, the sharing of a surprise: an exhibition visited, a film watched, a book read... We must feed on everything, not just what relates to our sector of activity. That's how good ideas come.
At the same time, It is essential to find the time to share more convivial moments, such as seminars or simply a lunch with colleagues. Why not pamper each other as colleagues, just as we pamper our clients?
Every meeting begins with the same ritual: the sharing of amazement.
Co-construction seems to be a real part of your daily life at Stelliant. Can you tell us about a project that resulted from collective intelligence?
Stelliant Connect! It's important to know that our group was built following the acquisition of several entities. Therefore, the issue of internal cohesion is a real issue for us. And it's precisely by using collective intelligence that we decided to launch Stelliant Connect, a quarterly webinar hosted by the General Management, bringing together all of the group's employees. Like a continuous news channel, the members of the Executive Committee share information and answer questions from employees.
This format has challenged us a lot and is now a real success. This does not detract from the relevance of informal exchanges, those exchanges which take place at the coffee machine. Moreover, this type of discussion directly impacts the editorial guidelines of our webinars.
To gather the expectations and needs of our employees, whose profiles are very diverse, we also travel extensively in the regions. My belief is that we must prioritize direct contact. Within the team, we all have our PPE – personal protective equipment – nearby, in the trunk of our car to get us to construction sites. That's saying something! 😊
More than ever, communication is becoming more responsible. How can we adapt eco-responsibility to reality?
Yes, responsibility is at the heart of all issues today! Moreover, nWe are proud to have obtained the ECOVADIS Gold medal at the beginning of the yearThis title, which is put back into play every year, forces us to be ever more demanding.
More specifically, all subjects linked to the Group's commitments in terms of CSR have been recorded in our manifesto and followed up in our various annual reports.
In terms of communication, for example, we limit print formats as much as possible, favoring the use of QR codes over brochures. We operate with responsible printing. Regarding digital, we also act responsibly by practicing digital frugality. It is becoming necessary to prioritize content with high added value by prioritizing quality over quantity. As for goodies and other promotional items, we choose them on the condition that they are made from recycled materials.
In general, we collaborate responsibly, selecting only committed partners. For example, when we participate in trade shows, we use a service provider that offers kit stands. We therefore choose not to build a temporary stand but to use reusable modules. It's a bit like making LEGO. 😊
We support all of the group's departments on their social and environmental messages. Thanks to their initiatives, we communicate about our commitments: limiting the carbon footprint linked to our claims management activities, disability agreement, inclusivity, QVCT, continuing training, etc.
In your opinion, what will be the major developments in brand communication in the years to come?
I firmly believe that relevant communication is embodied communication. At Stelliant, we practice a profession of expertise and intelligence, and we intervene when our clients face a situation that is, to say the least, delicate. And beyond the advanced technical skills required for any claims management, this relationship must emphasize the human element. And it is this aspect that makes a brand rich.
I also believe that Consumers are increasingly expecting transparency and authenticityThe tricks of marketing and communication are no longer a secret to anyone; consumers educated in these techniques no longer want to be neglected by meaningless communications. This is all the more true for everything related to CSR. We must strive to deliver evidence-based speeches.
More The secret of authenticity is also interactivity. No one wants to listen to the "good news" while sitting quietly anymore. People are looking for interactivity; they want to be engaged and questioned. At Stelliant, to encourage interaction with our customers and maintain the connection, we offer webinars: Stelliant Inside. These formats, 100% digital or hybrids should, in my opinion, be widely exploited in the years to come.
What is certain is that we do not communicate today as we did 20 years ago, and as we will communicate in 20 years.
Relevant communication is embodied communication.
Before leaving, would you have any final advice for We Are COM readers?
Never lose sight of the meaning of what you are communicating. : what emotion do you want to convey and what message do you want to share?
Otherwise, cultivate your curiosity and practice active listening. Don't be a Stakhanovite, but step out of your comfort zone by feeding off everything. Don't just sit comfortably behind your desk; confront the world. Dare to innovate; if it works, great; if you make a mistake, you'll try again. In communication, you have to know how to constantly reinvent yourself.
don't neglect the power of collective intelligence. Teamwork is a real asset.
3 things to know about Olivier Duplessy
His sources of inspiration? Olivier feeds on everything from the créapills newsletter to strategic journals. He also appreciates the communications vision of Frédéric Fougerat, former Director of Communications and current head of the Tenkan agency, who insists that communications is a profession before it is a function. Finally, his children inspire him daily, allowing him to stay connected to new trends.
His favorite PR campaign, yesterday or today? A child of advertising, Olivier is particularly fond of the flamboyant advertisements of Jean-Paul Goude and Jean-Baptiste Mondino, like this super colorful Kodak spot.
And more recently, it is the positioning of RedBull, particularly around extreme sports, that he finds very interesting.
His passions ? He enjoys drawing, cooking, and swimming in the sea. During a diving trip in Greece, he came face-to-face with a sea turtle, an experience he will never forget. Olivier is also committed to career guidance for young people and volunteers for the My Job Glasses platform.
About the Stelliant Group:
France's leading insurance services provider, the Stelliant Group has been supporting individuals, professionals, and businesses in managing risks and claims for over 35 years. We operate across the entire insurance value chain: Engineering, Consulting and Prevention (risk management, prevention, underwriting assistance), Expertise, Customer Relations & TPA (customer experience, sales, delegated management), Post-Claim / Repair Solutions (conservative measures, investigations, repairs, and crisis management). Our 3200 employees work together every day to find the right solutions that meet every need and every specific requirement.
