CEO, COO, CMO… Les nouveaux acronymes du métiers du digital et pas que…

Avez vous déjà entendu ou lû ces nouveaux acronymes, CEO, COO, CMO, CFO, CTO,… ? Peut être pas. Pourtant, ils sont de plus en plus visibles sur les sites de recherche et d’offres d’emploi. Cette nouvelle façon de renommer les statuts des travailleurs (mutations, souvent anglicisées) est assez surprenante au premier abord, mais en fine elle a le but de rendre plus attractifs les métiers. En France et dans d’autres pays européens tels que l’Italie, l’Espagne ou encore le Portugal, depuis de nombreuses années le nom des métiers évolue et surtout dans le domaine du marketing et de la communication. Par exemple, dans le domaine de la donnée, le métier de statisticien a été remplacé par Data-Scientist, cette dénomination est censée rendre ce métier séduisant et plus facile à prononcer. Ce phénomène trouve son origine dans les NTIC  (les Nouvelles Technologies de l’Information et de la Communication) que à la fin du dernier millénaire (1998 pour être plus précis) révolutionnaient notre quotidien et notre manière de travailler. Pour rentrer dans le détail, voici un petit tour d’horizon sur ces nouvelles professions sur la base de l’évolution de leurs acronymes.

Le PDG, ancêtre du CEO

Quel est le point commun entre Jeff Bezos, Elon Musk, Mark Zuckerberg, Larry Page et Tim Cook ? Tous ces noms possèdent le statut de CEO, qui signifie Chief Exécutive Officer. Auparavant, ces personnes étaient nommées Président ou encore PDG de leur entreprise. Désormais CEO, leurs missions n’ont pas forcément changé puisqu’elles sont toujours aux commandes de leur société et responsable des choix stratégiques et financiers de leur entreprise. Leur rôle est donc fondamental puisqu’elles portent une vision et une strategie à long terme de leur société et leurs décisions auront à chaque fois un immense impact. 

Le COO, l’aide précieuse pour le CEO

Le COO est le Chief Opération Officer, en d’autres termes, le “Directeur Général”. Chaque jour, le COO gère les occupations de l’entreprise au jour le jour et doit entretenir une relation privilégiée avec le CEO afin de transmettre des messages cohérents à ses équipes, sur la base de la stratégie et des décisions prise avec le CEO. Compétiteurs, performants, et expérimentés, les COO jouent un rôle fondamental dans la vie d’une société.

CMO : Du Marketing mais pas que

Le CMO (Directeur du Service Marketing), qui est le Chief Marketing Officer ne s’occupe pas uniquement du service marketing. Son objectif premier est d’obtenir de la croissance dans l’entreprise et il a l’obligation de se référer aux COO voire même au CEO. Il intervient également au sein du service commercial afin de rendre la société plus productive, plus attrayante et compétitive. 

CFO : pour la gestion des finances 

Le CFO, pour Chief Financial Officer désigne la personne occupant, au sein d’une entreprise, le poste de directeur financier. Dans les pays anglo-saxons ou dans les entreprises internationales implantées en France, le CFO est ainsi chargé de la gestion financière d’une entreprise en lien avec le directeur général de l’entreprise (CEO), le conseil d’administration (CA) et les organismes extérieurs tels que l’autorité des marchés financiers (AMF).

CTO : pour l’innovation et les nouvelles téchnologies

Le Chief Technical Officer ou Directeur des Nouvelles Technologies est en charge de l’innovation technique et du déploiement de technologies adaptées au développement et à l’efficacité des activités d’une entreprise. Son implication dans l’innovation technologique donne au CTO une influence dans la prise de décision globale de l’entreprise, et à ce titre, il siège au comité de direction.

CDO : l’emploi de demain

Afin de survivre au monde qui l’entoure et rester au pas au jour le jour, de toutes les nouvelles technologies électroniques et informatiques, une entreprise doit aujourd’hui vivre sa transformation numérique. C’est à ce moment-là que le CDO ou Chief Digital Officer rentre en jeu. Il doit faire face aux défis organisationnels, et doit donner vie à l’ambition digitale de l’entreprise. En collaboration avec les services commerciaux et marketing, le CDO joue un rôle fondamental dans une société.

Le CHO : souvent dénommé Monsieur bonheur

Aujourd’hui, les nouvelles générations d’employés sont de plus en plus réticentes au modèle de management traditionnel, pyramidal, où, parfois, leur bien-être au sein de l’entreprise peut être mis à rude épreuve. Les entreprises doivent désormais intégrer cette notion de bien-être afin d’être attractives d’une part, pour dénicher de futurs employés mais aussi pour que leurs collaborateurs soient davantage valorisés et donc plus productifs d’autre part. Et c’est le rôle du CHO ou Chief Happiness Officer, un terme qui vient de la Silicon Valley et qui a fait ses preuves et manifestement obtenu beaucoup de succès chez Google. Cette personne propose aux salariés un meilleur environnement de travail ainsi que des missions plus intéressantes. Il est également à l’écoute des employés afin de faire remonter leurs demandes à la hiérarchie.

PR(O) : quand on mise sur les relations extérieures

Le Public Relations (Officer) ou encore appelé Chief Communication Officer (CCO) a pour mission de conserver une relation de qualité entre la société, les clients, les partenaires mais aussi le public. Le PR(O) doit maîtriser toutes les techniques de communication mais aussi être à l’aise avec le relationnel et être créatif. La gestion de tous les canaux d’information afin de communiquer au mieux et de transmettre la philosophie de l’entreprise vers le public, doit être son quotidien. Intégré parfois au pôle événementiel, le PR(O) doit également être un diplomate très à l’aise avec la technologie.

DEO : le design à toute épreuve

La mission de DEO ou encore Design Exécutive Officer est d’utiliser le design dans le but d’apporter des solutions à des problèmes au sein de l’entreprise. Très créatif et innovateur, le DEO doit parfaitement comprendre les systèmes traditionnels dans le but de constituer une force de propositions au sein de la société. Son activité doit également prévoir de tester de nouvelles méthodes, d’expérimenter de nouvelles approches afin d’élaborer un grand nombre de solutions à apporter au sein de l’entreprise.

Pour finir, comme vous l’aurez surement compris, ces nouvelles appellations ont pour objectif de rendre plus attractifs certains métiers et surtout d’effacer les connotations négatives qui sont souvent retenues par le public (candidats). À la base, il s’agit toujours de métiers qui ont dans la majorité des cas, toujours existé, mais qu’il seront également les métiers de demain, en perpétuelle transformation. Le but, attirer de plus en plus de nouveaux salariés auxquels on promet encore, un bel avenir.

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