{"id":8751,"date":"2020-05-28T09:02:24","date_gmt":"2020-05-28T08:02:24","guid":{"rendered":"https:\/\/www.keyade.com\/?p=8751"},"modified":"2020-08-20T17:31:48","modified_gmt":"2020-08-20T16:31:48","slug":"interview-matthieu-pouget-abadie-vp-students-marketing-chez-openclassrooms","status":"publish","type":"post","link":"https:\/\/www.keyade.com\/fr\/blog\/interview-matthieu-pouget-abadie-vp-students-marketing-chez-openclassrooms\/","title":{"rendered":"[INTERVIEW] Matthieu Pouget-Abadie, VP Students Marketing chez OpenClassrooms"},"content":{"rendered":"\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"221\" src=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2020\/06\/MPA-Openclassrooms-3-1024x221.png\" alt=\"\" class=\"wp-image-8831\" srcset=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2020\/06\/MPA-Openclassrooms-3-1024x221.png 1024w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2020\/06\/MPA-Openclassrooms-3-300x65.png 300w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2020\/06\/MPA-Openclassrooms-3-768x165.png 768w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2020\/06\/MPA-Openclassrooms-3-1536x331.png 1536w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2020\/06\/MPA-Openclassrooms-3-464x100.png 464w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2020\/06\/MPA-Openclassrooms-3.png 1773w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p><em><span class=\"has-inline-color has-cyan-bluish-gray-color\">Cr\u00e9\u00e9e en 2013, OpenClassrooms est une \u00e9cole en ligne offrant des parcours dipl\u00f4mants et professionnalisants \u00e0 une communaut\u00e9 de trois millions d&rsquo;\u00e9tudiants chaque mois \u00e0 travers le monde. OpenClassrooms donne la priorit\u00e9 \u00e0 l\u2019employabilit\u00e9 et a pour objectif d\u2019aider chaque ann\u00e9e un million d\u2019\u00e9tudiants \u00e0 trouver un travail ou \u00e9voluer dans leur carri\u00e8re \u00e0 partir de 2025.<\/span><\/em><\/p>\n\n\n\n<p><strong>Comment a r\u00e9agi OpenClassrooms \u00e0 l\u2019annonce du confinement national&nbsp;?<\/strong><\/p>\n\n\n\n<p>D\u2019un point de vue organisationnel, nous sommes pass\u00e9s tr\u00e8s rapidement au 100% t\u00e9l\u00e9travail. Nous \u00e9tions pr\u00e9par\u00e9s. D\u2019une part parce que nous avions commenc\u00e9 \u00e0 anticiper l\u2019arriv\u00e9e du Covid, mais aussi parce que le \u2018100% t\u00e9l\u00e9travail\u2019 est un objectif de long terme d\u2019OpenClassrooms, en ad\u00e9quation avec notre mod\u00e8le d\u2019\u00e9ducation en ligne.<\/p>\n\n\n\n<p>D\u00e8s le d\u00e9but, nous avions conscience du r\u00f4le que nous avions \u00e0 jouer dans cette situation si exceptionnelle. Notre mission est de rendre l\u2019\u00e9ducation en ligne accessible \u00e0 tous et nous avions le savoir-faire pour accompagner les organismes qui avaient des difficult\u00e9s \u00e0 mener l\u2019enseignement \u00e0 distance. Nous avons donc mis en place une initiative de \u2018continuit\u00e9 p\u00e9dagogique\u2019 et rendu accessible, gratuitement, l\u2019ensemble de notre biblioth\u00e8que de cours aux \u00e9tablissements de formation. Au total nous avons accompagn\u00e9 plus de 2000 \u00e9tablissements parmi lesquels des \u00e9coles, des universit\u00e9s, des centres de formation professionnelle, etc. C\u2019est plus de 200&nbsp;000 \u00e9tudiants qui peuvent b\u00e9n\u00e9ficier gratuitement de nos 500 cours en ligne.<\/p>\n\n\n\n<p><strong>Comment a \u00e9volu\u00e9 la demande pour les cours en ligne en dehors des \u00e9tablissements de formation&nbsp;?<\/strong><\/p>\n\n\n\n<p>La demande globale de formation a \u00e9t\u00e9 forte pendant la p\u00e9riode. Chez OpenClassrooms, nous avons enregistr\u00e9 des pics de trafic de +150% par rapport aux niveaux habituels. Je parle ici d\u2019un trafic qualifi\u00e9, dont la dur\u00e9e de visite est suffisamment longue pour t\u00e9moigner d\u2019une consommation des cours.<\/p>\n\n\n\n<p>Il faut dire que des millions de personnes \u00e9taient retenues chez elles sans pouvoir mettre leur temps \u00e0 profit et les entreprises ont massivement pouss\u00e9 leurs collaborateurs \u00e0 se former pour g\u00e9rer les situations d\u2019activit\u00e9 partielle. C\u2019\u00e9tait un \u00ab&nbsp;bon mauvais moment&nbsp;\u00bb pour se former, tant du point de vue des particuliers \u2013 via un financement par le CPF ou un financement personnel \u2013 que du point de vue des salari\u00e9s, via le financement des entreprises. Pour nous, c\u2019\u00e9tait toutefois tr\u00e8s important de ne pas transformer cette situation en simple opportunit\u00e9 commerciale. Le confinement nous a \u00e9galement rappel\u00e9 les diff\u00e9rents d\u00e9fis associ\u00e9s \u00e0 la formation en ligne (car l\u2019environnement du foyer peut parfois pr\u00e9senter trop de contraintes pour suivre des cours en ligne avec succ\u00e8s), d\u00e9fis sur lesquels nous travaillons pour proposer une s\u00e9rie de produits adapt\u00e9s aux diff\u00e9rentes situations personnelles.<\/p>\n\n\n\n<p>Nous avons aussi am\u00e9nag\u00e9 notre offre de formation autour des emplois aid\u00e9s, des formations adapt\u00e9es \u00e0 l\u2019activit\u00e9 partielle ou encore des formations financ\u00e9es par la puissance publique. Nous avons b\u00e9n\u00e9fici\u00e9 des programmes de financement par la puissance publique, qui voulait apporter des preuves de soutien aux demandeurs d\u2019emplois motiv\u00e9s par une formation professionnelle dans le cadre de leur recherche d\u2019emploi.<\/p>\n\n\n\n<p>OpenClassrooms est ressorti comme un acteur essentiel car nous sommes la seule \u00e9cole en ligne capable d\u2019agir \u00e0 la fois sur l\u2019ensemble du territoire et sur une si grande diversit\u00e9 de formations professionnelles (m\u00e9tiers du d\u00e9veloppement informatique, du marketing, des RH, etc.). En termes de communication, nous avons b\u00e9n\u00e9fici\u00e9 des communications des diff\u00e9rents financeurs (puissance publique, entreprises, etc.) et avons adapt\u00e9 nos actions dans un march\u00e9 beaucoup plus attentif. Le challenge \u00e9tait moins de convaincre le march\u00e9 que de le qualifier et lui proposer des solutions adapt\u00e9es.<\/p>\n\n\n\n<p><strong>Personnellement, comment envisagez-vous \u00ab&nbsp;l\u2019apr\u00e8s&nbsp;\u00bb&nbsp;?<\/strong><\/p>\n\n\n\n<p>Il y aura d\u00e9finitivement un apr\u00e8s qui ne ressemblera plus \u00e0 l\u2019avant. Le premier constat c\u2019est que, forc\u00e9es de sauter le pas, les entreprises ont exp\u00e9riment\u00e9 la facilit\u00e9 de basculer vers le t\u00e9l\u00e9travail. Dans les entreprises de services, je suis convaincu que tr\u00e8s peu de collaborateurs reprendront le travail \u00e0 100% dans les bureaux. Bien s\u00fbr, cela repr\u00e9sente un changement de paradigme pour beaucoup de soci\u00e9t\u00e9s, qui vont devoir entreprendre des transformations des outils, process et organisations, mais globalement, toutes vont d\u00e9velopper plus profond\u00e9ment le t\u00e9l\u00e9travail puisqu\u2019elles ont constat\u00e9 son efficacit\u00e9.<\/p>\n\n\n\n<p>Et ce que l\u2019on observe dans le monde du travail, je suis convaincu que l\u2019on va l\u2019observer aussi dans le monde de l\u2019\u00e9ducation. Les gens se rendront compte qu\u2019\u00e9tudier en ligne peut \u00eatre utile et productif, et que l\u2019incr\u00e9ment de connaissances que leur apporte l\u2019\u00e9ducation en ligne est tout aussi important que celui apport\u00e9 par l\u2019\u00e9ducation standard. Je pense que nous allons voir appara\u00eetre une s\u00e9rie de nouveaux produits et outils destin\u00e9s \u00e0 accompagner les \u00e9tablissements de formation et les entreprises \u00e0 faire du learning en ligne. Il existe d\u00e9j\u00e0 plusieurs plateformes qui proposent cela (comme nous) mais le march\u00e9 \u00e9tant encore peu mature, l\u2019offre ne pourra que tendre vers la diversification.<\/p>\n\n\n\n<p><em>Propos recueillis le 15 mai 2020<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Cr\u00e9\u00e9e en 2013, OpenClassrooms est une \u00e9cole en ligne offrant des parcours dipl\u00f4mants et professionnalisants \u00e0 une communaut\u00e9 de trois millions d&rsquo;\u00e9tudiants chaque mois \u00e0 travers le monde. OpenClassrooms donne la priorit\u00e9 \u00e0 l\u2019employabilit\u00e9 et a pour objectif d\u2019aider chaque ann\u00e9e un million d\u2019\u00e9tudiants \u00e0 trouver un travail ou \u00e9voluer dans leur carri\u00e8re \u00e0 partir [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":8763,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[93,295],"tags":[307,577],"class_list":["post-8751","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-nos-interviews","category-fil-actualite","tag-interview","tag-post-covid"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>[INTERVIEW] Matthieu Pouget-Abadie, VP Students Marketing chez OpenClassrooms - Keyade<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.keyade.com\/fr\/blog\/interview-matthieu-pouget-abadie-vp-students-marketing-chez-openclassrooms\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"[INTERVIEW] Matthieu Pouget-Abadie, VP Students Marketing chez OpenClassrooms - Keyade\" \/>\n<meta property=\"og:description\" content=\"Cr\u00e9\u00e9e en 2013, OpenClassrooms est une \u00e9cole en ligne offrant des parcours dipl\u00f4mants et professionnalisants \u00e0 une communaut\u00e9 de trois millions d&rsquo;\u00e9tudiants chaque mois \u00e0 travers le monde. 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