RTBF - Vision 2022 : un plan de transformation, des valeurs et… de l'audace !

Un article de Céline Faidherbe - 4 décembre 2018

60 communicants de l’ABCi et de WBCOM ont eu la chance d’assister à l’atelier présentant le plan de transformation de la RTBF le 26 novembre 2018 (slides disponibles dans la partie "Membres" de ce site).

Jean-Paul Philippot, administrateur général de la RTBF, Sandrine Graulich, Communication Project Manager, et Frédéric Olivier, Responsable communication interne et de la RTBF Academy, nous ont dévoilé, les arcanes de ce plan de transformation ambitieux. Retour sur cet atelier inspirant !

« Ce n’est pas lorsqu’il pleut que l’on refait le toit ! »

D’emblée, Jean-Paul Philippot l’admet, chiffres à la clé : « Les indicateurs sont positifs pour la RTBF » ! Toutefois, une convergence de signaux démontre que la tempête du digital peut rapidement bousculer les codes traditionnels du secteur audio-visuel.

Un exemple ? Le sondage mené par le RTBF à la suite des attentats du 22 novembre 2015 démontre que Facebook a été la deuxième marque média « digne de confiance »  vers laquelle le public sondé s’est tourné pour obtenir davantage d’informations. Ces signaux seront le déclenchement d’une intense réflexion sur le repositionnement de la RTBF à l’horizon 2022.

Des valeurs redéfinies, des objectifs stratégiques renforcés

Dès le démarrage du Plan de Transformation, il est apparu nécessaire que les valeurs de la RTBF puissent être réaffirmées, retravaillées dans une optique tant interne qu’externe. Un groupe de travail a porté la réflexion et l’a partagée avec les collaborateurs de l’entreprise dès janvier 2017.

Le chemin (de la RTBF) se fait en marchant (ensemble)

Dès le démarrage du Plan de Transformation, il apparaît indispensable de communiquer vers le personnel sur la 1ère phase de la transformation, le « Pourquoi »…tout en admettant humblement que le « Comment » n’est pas encore clair à 100%.

Le mode participatif, organisé avec des centaines de collaborateurs durant l’année 2017, a permis de dessiner progressivement le nouveau modèle d’entreprise, approuvé par le CA en septembre 2017.

De nombreuses vidéos, diffusées sur les canaux de communication interne de la RTBF, ainsi que d’autres supports présentiels, papier ou digitaux, présenteront et expliqueront la nouvelle organisation à l’ensemble du personnel.

Adieu les silos, bonjour le cross-media !

Ce nouveau modèle d’entreprise enterre le système en silos et prévoit un fonctionnement cross-media autour de 4 types de publics.

La deuxième phase de la Transformation, axée sur le « Comment », s’est déroulée durant 2018 : sur base de ce nouveau modèle, comment travailler aujourd’hui et demain pour remplir ma mission ? Lors de cette phase, les premières ouvertures de postes ont été annoncées (il y aura 166 nouveaux postes au total). Une communication régulière, diversifiée et cohérente est organisée.

Pour lutter contre les « Fake news » internes mais aussi pour faire remonter les impressions du terrain. Le « Djembé de la Transfo », par exemple, est un groupe de collaborateurs invité à être la caisse de résonance, à donner leurs avis sur les nombreuses idées proposées lors de la Transformation. Un autre comité, composé de Digital Natives, a également été mis en place pour challenger les décisions du Comité exécutif.

Rigueur, enthousiasme, obstination et humilité

A la question : « Quels sont vos conseils pour vous lancer dans une telle transformation ? »,  Jean-Paul Philippot a pris quelques secondes de réflexion avant de nous répondre:

  • pouvoir expliquer en détail la raison d’être de ce Plan de Transformation
  • s’entourer d’une équipe enthousiaste
  • être obstiné (c’est une course d’endurance, pas un sprint !)
  • avoir la capacité de remise en questions et une bonne dose d’humilité

Merci à la RTBF pour cet atelier riche en enseignements !


En savoir plus ? Rendez-vous dans la partie "Membres" pour retrouver la présentation du 26 novembre 2018; colonne de droite (colonne intitulée "Documents internes")

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