MEDEF - Guide Cap Vers La RSE - Juin 2012 - Corrige

7/31/2019 MEDEF - Guide Cap Vers La RSE - Juin 2012 - Corrige

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CAP vers la RSEFaire de la responsabilit socitale de

lentreprise un levier de performance

P r a t i q u e


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Le MEDEF remercie les personnes qui ont contribu parleur expertise la rdaction de ce guide :

v Patrick Widloecher &RQVHLOOHU 'RQWRORJLH HW 56( DXSUV GX 3UVLGHQW GH OD 3RVWH

v Isabelle Querne 'LUHFWULFH GH l +HEGR '' z V\QWKVH GH SUHVVH VXU OH GYHORSSHPHQW GX

v Robert Durdilly 3UVLGHQW GX FRPLW 56( GX 0('()

v Michel Laviale 3UVLGHQW GX JURXSH GH WUDYDLO 3HUIRUPDQFH H[WUD ILQDQFLUH GX 0('()

Ainsi que toutes celles qui ont relu attentivement ce guide pour quil soit en cohrence avec lastratgie du MEDEF et quil rponde autant que possible aux attentes des petites et moyennesentreprises.

Obligations lgales et/ou rglementaires

Aides et outils

Exemples de bonnes pratiques et dentreprises

Points de vigilance

LGENDE DES SYMBOLES


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TABLE DES MATIRES

INTRODUCTIONPourquoi et comment faire de la RSE 5

EDITO 4

BOTE A OUTILS 21

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Robert DurdillyPrsident du Comit RSE du MEDEF


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INTRODUCTION - Pourquoi et comment faire de la RSE

Interview de Laurence PARISOT,Prsidente du MEDEF

Et concrtement ?

Dun point de vue trs concret, cest assez simple pourlentreprise : je suis un manager, je suis un collaborateur, aumoment o jlabore mon projet, o jeffectue une action, ungeste dans mon travail, jintgre dans le mme temps lventuelimpact, quil soit positif ou ngatif, de mon projet, de monaction ou de mon geste sur chacune des trois composantesdu dveloppement durable, lenvironnement, lconomique et

le social-socital. Si ncessaire, je modifie mon projet, monaction ou mon geste, je les amliore, de faon profiter encoremieux de son impact positif ou, le cas chant, pour rduire sonimpact ngatif.

La RSE, avant dtre un changement technique, est dabordun changement de comportement. On peut mme parler icide changement culturel. Dans la pratique, pour la faire vivre, ilfaudra bien entendu dans la plupart des cas avoir recours des

techniques, des technologies, des faons de faire, mais celavient dans un deuxime temps.

Pourquoi une entreprise a-t-elle intrt se lancer dans une dmarche de RSE ?

Comme nous lexpliquons dans Besoin dAire, le livre numriquede propositions du MEDEF pour la campagne prsidentielle(www.besoindaire.com) , lentreprise doit prioritairement seconcentrer sur son rsultat conomique car une entreprise qui

nest pas rentable disparat. Lentreprise daujourdhui a appris considrer les effets directs ou indirects de son fonctionnement,de ses process, de ses dcisions.

Pourquoi sy intresser ? Tout dabord parce que la RSE estun vritable levier de performance pour lentreprise, un moyendamliorer son efficacit conomique, financire et sociale,sa comptitivit, ses profits long terme. Cest un levier deprservation de la valeur de ses actifs, de matrise de sesrisques, donc en dfinitive un facteur de prennit.

La pratique de la RSE est aussi une faon de sadapter auxattentes de ses parties prenantes : cest une rponse lvolution de la demande sociale. En effet, la durabilit dune entreprise ne dpend pas uniquement de sa matrise de

la gestion courante mais galement de son apti tude anticiperles besoins et les crises et donc prendre au bon moment lesbonnes orientations qui la prmuniront des instabilits futureset lui permettront de saisir les opportunits de demain. Pourprserver sa rentabilit et la cration de valeurs long terme,lentreprise doit se prparer aux volutions auxquelles elle devrafaire face.

Si la raison dtre de lentreprise nest pas de sauver la plante,elle ne saurait se dsintresser de son avenir. Il lui serait, eneffet, de plus en plus difficile de crer durablement de la valeursur une plante qui serait dgrade par les consquencesngatives du changement climatique, la disparition des espceset la rarfaction des ressources.

Pour vous, quest ce que la RSE pour une entreprise ?

La RSE, la responsabilit socitale de lentreprise, cest sacontribution aux objectifs du dveloppement durable. Unconcept qui dsigne lintgration volontaire par lentreprise des

proccupations sociales, socitales, environnementales et de

gouvernance sa stratgie, sa gestion et aux relations avecses parties prenantes. La RSE est un moyen pour lentreprisede renforcer ses profits court, moyen et long terme.


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Vous dites que la RSE est une dmarche de cration de valeur :pouvez-vous nous donner des exemples plus prcis ?

Ils sont trs nombreux ! Dabord parce que la RSE est trssouvent facteur de rduction des cots grce aux conomiesde ressources quelle permet de raliser. Par exemple, sivous diminuez les consommations dnergie ou deau de vosbtiments, de vos machines, de vos moyens de transports parune gestion plus efficace, vous allez automatiquement diminuervos charges.

La RSE est aussi facteur de modernisation et dinnovation, quellesoit technologique, managriale ou sociale. Elle vous inciteprogressivement revisiter et adapter le fonctionnement etlorganisation de votre entreprise ainsi que la faon de concevoiret de fabriquer vos produits e t vos services. Vous vous adaptez une demande croissante de vos clients et consommateurs,modifiez limage de votre marque et pouvez donc gagner denouveaux marchs. Cest particulirement vrai quand vous tesune PME et que vous fournissez un grand donneur dordre quiaura lui-mme dvelopp une dmarche responsable et en feraun critre de choix.

La RSE permet lentreprise de matriser plus efficacementses risques, quils soient environnementaux, juridiques,financiers, sociaux ou dimage, ce qui rassure les investisseurset vos diffrents partenaires financiers. En accompagnant vosfournisseurs dans ce type de dmarche, vous scurisez aussi

votre chane dapprovisionnement.La RSE va aussi rapprocher lentreprise de ses collaborateurs etles motiver car elle rpond leurs attentes grandissantes en tantque citoyens, notamment sur les questions environnementaleset sociales. Une dmarche RSE participe au renforcement dela cohsion au sein de lentreprise et cest une rponse lacrise de confiance et aux interrogations sur la gouvernance ducapitalisme. Ainsi, la RSE redonne du sens au travail de chacun.

Cest aussi un lment diffrenciant dans les oprationsde recrutement de nouveaux collaborateurs. Les jeunes,notamment, considrent de plus en plus la dmarche deresponsabilit socitale dune entreprise comme un facteur de

choix niveau de salaire gal. Lentreprise qui veut recruter lesmeilleurs tient un argument de poids.

Un autre intrt de la RSE, cest de rapprocher lentreprise des territoires sur lesquels elle dveloppe ses activits, surtou t quandceux-ci sont dj eux-mmes engags dans des plans dactionsdveloppement durable la russite desquels lentreprise peutprendre part directement ou indirectement. Le renforcementde linsertion dune entreprise dans son tissu conomique localconditionne souvent son permis social dexploiter .

Que faut-il pour que lentreprise russisse sa dmarche de RSE ?Comme la RSE est dabord un changement culturel, un chefdentreprise convaincu et moteur sur le sujet et un tat-majorau diapason, sont la premire condition ncessaire si lonveut russir sa dmarche de RSE. Pas suffisante cependantcar il faudra associer de faon troite le personnel et tous lesmanagers. Il faut que tous soient convaincus que la RSE nestpas quun petit plus mettre en uvre quand il leur reste unpeu de temps au sein dune journe de travail dj bien remplie.Au contraire, intgre leur fonctionnement au quotidien, elleva leur permettre datteindre leurs objectifs professionnels etconomiques plus vite et dans de meilleures conditions.

Pour piloter cela, il est important de se fixer des objectifs chiffrscar qui ne mesure pas navance pas . Lintgration dobjectifsprcis de RSE dans la feuille de route de ses managers est aussiun bon moyen de dynamiser la dmarche. Et pourquoi ne pasassocier une partie de lintressement ou des primes annuellesde tous ses collaborateurs latteinte dun ou deux objectifs deRSE ?Il est galement important de dvelopper un dialogue rgulieravec ses parties prenantes car celles-ci sauront vous aiguillerutilement dans votre dmarche et vous faire gagner en efficacit.Cette coopration volontaire, si elle ne vise pas le consensus

tout prix, enrichira les dcisions de lentreprise et en conforterala lgitimit.

Un dernier mot pour la fin ?Les PME dj impliques dans des dmarches de qualit,hygine, scurit, environnement sont sur la bonne voie etdoivent continuer dans ce sens. Aux PME et PMI qui ne sesont pas encore engages de faon structure dans la RSE,

je voudrais dire que lentreprise, quand elle comprend saresponsabilit socitale comme tant dabord un vritable levierde performance pour elle, alors, ce nest plus un cot mais uninvestissement et au bout du compte une stratgie gagnante.

Propos recueillis par Patrick Widloecher


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Comme chef dentreprise, vous avez plusieurs raisons de vouloirmettre en uvre une dmarche de RSE :

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DIX CONDITIONSPOUR RUSSIR

SA DMARCHE DE RSE

1. Apprhender la RSE dabord comme un levier deperformance pour lentreprise

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2. Un chef dentreprise convaincu et moteur,un tat-major impliqu

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3. Intgrer la RSE dans la feuille de route des managers et lesystme de calcul de leur rmunration

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4. Dvelopper des actions de sensibilisation en direction detout le personnel

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6. Passer ses grands projets au regard de la RSE'HV SURMHWV VRQW ODQFV VDQV TXH O RQ SUHQQH HQ FRPSWH ORUVGH OHXU ODERUDWLRQ OHXUV YHQWXHOV LPSDFWV QJDWLIV VXU O HQYLURQQHPHQW RX OD VRFLW & HVW VHXOHPHQW TXDQG YRXV PHWWH]FHV SURMHWV HQ SUDWLTXH TXH OH ERRPHUDQJ GH OD UDOLW YRXVUHYLHQW q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

7. Intgrer les enjeux de la RSE dans la conception de vosproduits et le contenu de vos services

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15CAP VERS LA RSE

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16CAP VERS LA RSE

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17CAP VERS LA RSE

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MEDEF - Guide Cap Vers La RSE - Juin 2012 - Corrige

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