Employee experience has become a critical challenge for today's HR function
One of today’s challenges which is really critical to the HR function and the way we are engaging with people is the Employee Experience.
We are seeing a real movement away from compliant centric HR, which we’ve found has been the predominant mode for the last 20-30 years where HR have played bit of a police officer role. Whilst we might have talked about engagement being one of the key factors, really what we’re trying to aim at is getting employees to feel that they have a great experience being an employee in this organisation.
It is a very strong parallel of what we’ve seen in the world of consumer marketing, where we have seen technology be a real enabler to transition from what was a one to many relationship. When a retailer wanted to engage you, they would send you a catalogue which was sent to thousands of other people. And you would peruse that catalogue (maybe spot an offer that you were interested in) and then go to the store and chase it up to complete the transaction.
Nowadays you are more likely to get a very personalised offer, probably of the electronic nature that is based on data formed by your own preferences. This personalised offer is like a virtual gift wrapped parcel which makes you feel quite special and usually compels you to act. And that is an interesting parallel to draw.
If we as HR people can make the employee feel the same way as we do when we’re having great consumer experiences, then we’re on the right track.
How do we do it? Take the lead from marketing:
- Focus on attachment, not just engagement
- Create personalised journeys for employees
- Infuse the organisational DNA (Culture)
Take a look at the type of leads that are being used to create attachment. It’s going beyond engagement which can be done passively, and focusing on attachment which is a very connected mindset leading to a higher level of differentiation and translates from your employees to your customers very tangibly.
One of the ways to do this is by creating personal journeys. We are looking at the whole person and what’s going on in their journey from their early informative experiences in life right through to where they intersect with your organisation. At some point in that journey they’ll eventually leave and go off to do other things outside of the organisation or retire, but we’re aiming to enrich the individuals on that journey and positively infuse them with the culture or organisation DNA while they’re with you. We’re not talking about a Jones Town kind of parallel, but that positive connection and deep loyalty even in the circumstances that the stages of the journey are very short.
The intersections of workplace and personal life
We’re doing a lot of work with clients at the moment where we’re creating personal centric models for HR and learning.
If we look at the journey of an individual through their life and career on a map, it’s fascinating to see that there are so many intersections between what goes on inside the workplace, and outside the workplace and how that all comes together to form a view of the whole person.
If organisations can get more focused on how we personalise that experience, and how to bring in innovations and power the employees to take advantage of these while they are engaged with the organisation, this is what will help us get to a better space overall.
Organisations that can provide a genuine employee experience and help enrich the journey for an individual will be the ones who profit. They will get the best people. Their people will stay longer. And they will deliver true differentiation to your organisations, above and beyond your competitors.