The times are getting more and more challenging for HR and Employer Branding. The rapid economical growth and increased mobility together with more demanding and specific professional requirements make the talent market highly competitive.
According to the research, especially considering the new generations, counting from Millennials and further, today’s employees expect a productive, engaging, enjoyable work experience. To attract and retain the top quality talents on the market you, as an employer, need to respond these needs.
Deloitte Human Capital Trends report points out Employee Experience as one of the top categories to take care of in HR & Employer Branding activities today. Modern companies map carefully their customer experience, why not to adapt the same category for Candidates and Employees?
Employee Experience anatomy
In fact, creating a solid candidate experience (CX) and employee experience (EX) benefits employer branding and allows to win the best talents, and oftentimes our candidate or employee and our client happen to be… the same person!
Deloitte defines employee experience as below:
“Employee experience defined as a holistic view of life at work, requiring constant feedback, action and monitoring”
The Employee Experience is a complex topic, which consists of all the elements such as:
- Meaningful work – the sense of empowerment, autonomy and impact, with a focus on teamwork,
- Supportive management – goal transparency, coaching, agile performance management,
- Positive environment – flexibility, culture of recognition, human approach, fairness, diversity and inclusion,
- Growth opportunity – valuable and well invested training, learning culture, talent mobility,
- Trust in leadership – sense of mission and purpose, continuous investment in people, transparency and honesty, inspiration and authenticity.
Josh Bersin adds to this model a separate category of employee well-being, also holistic, including health, mental, social, psychological and financial well-being.
Additionally to best global business practices and scientific reports, don’t forget the main source of data is your employees. Ask them, monitor the level of their experiences constantly, identify the issues that matter for them. Build the culture of continuous feedback and open communication to drive excellence.
It is also important to segment your talent groups, as the same solutions might not apply to all of your employees.
Creating holistic employee experience requires not only HR but also business leaders engagement. This is a process that should be continuous, long-term oriented, complex and consistent. It should become a priority and a DNA of an organisation.
The Employee Experience Index by IBM differentiates 5 components of EX:
• Belonging – feeling part of a team, group or organization
• Purpose – understanding why one’s work matters
• Achievement – a sense of accomplishment in the work that is done
• Happiness – the pleasant feeling arising in and around work
• Vigor – the presence of energy, enthusiasm and excitement at work
Positive employee experience affects such factors as employee engagement, productivity and lower turnover. Gallup study “State of American Workplace” shows that 70% of employees are either “not engaged” or “actively disengaged”.
Today’s organisations can’t afford it, and employee experience understood holistically, as a collection of factors mentioned already above can be the best remedy for it. Due to demographic changes (Millennials, Gen Z) the employees simply won’t get engaged by themselves. As employers we are responsible for creating the engaging workplace for them.
How to approach Employee Experience?
We can divide employee experience into three most important pillars, such as culture, physical environment and technology.
Organisational culture – mission, vision, organization values, communication style, organizational structure of the company or the hierarchy.
Work Environment – the conditions in which an employee works, what the office looks like, what is the demography of employment, what is the work system, e. g. fixed, flexible, remote, set of benefits.
New Technologies – all the hardware and software solutions within the company that employees can use, such as the Intranet, social networks, the quality and availability of equipment used by employees, solutions such as video conferencing, tools supporting remote work e-learning, internal communication, productivity apps, well-being apps and many more.
Design Thinking method
So where to start from? The best from the very beginning. We have already introduced on this blog the concept of Employer Brand Talent Journey. Starting from a Candidate Experience, from the very first touch of your candidates with your company, through the everyday work experience of your current employees until the exit interview. At each stage monitor data and gather the feedback.
As a method of creating and implementing a successful Employee Experience Management strategy it is recommended to use the Design Thinking approach, which consists of 5 main steps:
- Empathise – research, observe, engage, listen
- Define – synthesise, define problems
- Ideate – sketch and build on existing ideas
- Prototype – create experience, get feedback, iterate
- Execute – collaborate and implement, yet be agile.
Ready to start? Do you know what is your employees experience? How do you measure it? Would you like to share the best case studies and your own practices? Get in touch, we want to hear from you!
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author: Martyna Karpiuk, Product Specialist at EBnavi