Employee Experience. Marketing meets HR
Quite a few business executives in a CEO or CPO role are currently thinking about how to position the company externally and recruit attractive talent. If that situation sounds familiar to you, it is worth looking at concepts that might already exist in your company under a different roof – Marketing – and get into discussion with your CMO. This is because numerous concepts that have been developed over the last few years to attract customers in marketing can be transferred to employee-related topics and are already finding their way under buzzwords such as Employer Branding, Employee Journey or Workers Persona. However, often the concepts appear as a toothless tiger – and this despite the fact that customer and employee experience are inevitably linked. Companies with engaged and empowered employees have a distinct competitive advantage and deliver a better customer experience. And a better customer experience has been proven to significantly contribute to shareholder return (source: McKinsey). It therefore seems indispensable to address this issue both strategically and operationally with the right measures and tangible KPIs. In this context, it is important to consider individual measures holistically and if maybe evaluate them under the concept of ELV (Employee Lifetime Value)?
“What can we do to retain our employees?” Although the intention of the question is well-meant, it also illustrates a big misunderstanding – there is not ONE stereotype “employee”. Rather, it should be thought in different target groups with different needs, stereotypically described in personas. Existing concepts of well-know consultancies can be helpful in the first step and can be adapted too your needs as you move forward.
The development of the employer brand positioning lays the foundation for all the measures that are often mentioned when talking about employer branding. The development of a new positioning is neither the sole task of the CEO nor the HR department. It should primarily be a cross-functional task based on a holistic analysis of the status quo and a self-critical evaluation of the content and its implications and consequences. By this you can ensure that the formulated “brand promises” do not fizzle out as a buzzwords, but are part of an ambitious target image that is to be strengthened or brought to life. Only then does the development of the roll-out plan and the associated communication strategy make sense.
HR and business leaders should not focus solely on individual activities in their role, but look at the entire experience journey of the employee and collaborate in achieving a better employee experience. However, in times of change, this requires permanent rethinking and adaptation. Similar to the customer experience optimization, the same applies here – “build, measure, iterate”. This also includes looking at the underlying elements, such as leadership principles and culture, as this is the only way to initiate sustainable change and measure progress.
Please do not hesitate to contact us as you need support on topics such as Employee Experience, Employee Lifetime Value & co be it in your role as CEO, VP People & Culture or simply change leader. We help you on your entire journey towards the desired outcome in our role as process facilitator and change expert building on our expertise from different industries and functions.