LEAGUE 1 – Sunday, it was via a long post on the social network LinkedIn, more focused on the business world, that Jacques-Henri Eyraud detailed the overhaul he wanted for OM. A choice that is surprising but which confirms the singular character of the Marseille president in an environment that is still too much in a vacuum according to experts in the sector.
The announcement was expected. The format, much less. Since his arrival at the head of OM in 2016 and the takeover of Franck McCourt, Jacques-Henri Eyraud has been a confusing man. His PowerPoint presentations were the delight of social networks. His proposals for the football of the future, with goals that are worth double depending on the distance, added to the originality of the character. But Sunday, his LinkedIn post aimed at detailing the contours of the future organization chart of his club came to complete the circle. No, Jacques-Henri Eyraud is not a club president like the others, even if his bickering with some of his colleagues sometimes gave the opposite impression.
Some might have thought of the traditional press release, a worn-out method but still effective for some. Others might have considered a long newspaper interview to announce the battle plan. The most original could have yielded to the temptation of a format on social networks very popular with supporters (Facebook or Instagram). Ultimately, it was LinkedIn that got the primacy of the message.
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Logical? Yes, according to Matthieu Stefani, CEO of Cosa Vostra: “It’s a great LinkedIn post, he assures. Even if I have a lot of affection for Tapie or Pape Diouf, we feel the McCourt influence in the approach. We are not yet in the ‘start-up Nation’ but he gives a very modern, very ‘corporate’ vision of his club. It changes, especially in OM where we have the impression that the club belongs to everyone when it is, in reality, a company in its own right“.
Frank McCourt, owner of OM, and its president Jacques-Henri Eyraud
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“LinkedIn, you have to realize that this is a very very important social network in the corporate worldcontinues Stefani, also host of “Generation Do It Yourself”, a podcast on entrepreneurship and its actors. Personally, I spend more time on LinkedIn than on Facebook or Instagram combined“.
More targeted recruitment?
So, LinkedIn, an effective platform for recruiting the “Head of Football” defined by Eyraud? “It is obvious that Eyraud will not recruit via LinkedIn, denies Jean-Marie Caillaud, CEO of WorkmeTender, a company specializing in recruitment. The profiles he is looking for come from the seraglio and will go through conventional networks to be linked. The proof is that the offers are only posted in a forum of the boss of OM and not in the career page of the site (which only has three internship offers and therefore does not display at all the same ambition as the speech)“.
“Come on LinkedIn, it still allows him to speak directly to the economic fabric, to other entrepreneurs, decrypts Matthew Stefani. This post is also a business of seduction to reassure potential candidates scared, at first, by a football club which can be scary, because it is often the bazaar“Besides, the start-up specialist is convinced:”For me, by reading this post and the terminology used (“Head of Football”, “Head of Business”, Editor’s note), it can attract an alumnus from L’Oréal or Danone, people who come from another universe. Especially for the “Head of Business“.
Jacques-Henri Eyraud
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A new organization chart and a “feather pattern”
The stakes are twofold for Eyraud. Because by detailing the organization chart he thought of for his OM, he places himself above the fray according to Jean-Marie Caillaud. “The will here is twofold: On the one hand to communicate: it is the second goal of a job offer, after that of recruiting. This is an opportunity to announce things, to focus attention on specific projects, and to give substance to your ambitions. On the other hand to show a desire to structure the machine by following the codes of the business world“.
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This is also the objective of his post according to Matthieu Stefani: “He puts himself above all that. He becomes a ‘Master of Ceremony’“. Jean-Marie Caillaud goes even further: the post itself also reflects a desire to leave a mark and merge in the footsteps of the most inspiring bosses in the economic world:”It is also possible that Jacques-Henri Eyraud has the will to appear as a patron big feathered boss ’, like Charles Bronson or Michel-Edouard Leclerc, very present on LinkedIn., he explains. It gives it a different legitimacy and proximity. With both an aura of leadership and a managerial posture“.
In other words, the bet is successful. Surprising, yes. But successful. And it is ultimately a very clever political game that Eyraud seems to have won through a simple social post. Because from now on, he will be at the top of the OM pyramid, assisted by his “Head of” – which he still has to flush out – charged with “dirty work”. With more free time to write other forums?
The shadow of Jacques-Henri Eyraud
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