All companies have understood the importance of the customer experience. But is the same true for the employee experience? Yet, in the face of a new reality for companies: adapting to a new generation of employees, the talent war, the obsolescence of skills, disengagement (only 11% are engaged within their company *), the principle of employee experience is now crucial and necessary for rethinking.
What if we gave as much importance to the employee experience as we do to the customer experience?
Generating commitment
Given increasingly multichannel customer journeys, the goals of marketing are to generate maximum engagement from customers. This concern with engagement is also the new HR challenge for the company.
In a context of its societal responsibility, but also of great permeability between the personal and professional lives of its employees, the principle of corporate transparency becomes fundamental.
This need for transparency and authenticity fuels the bifidus effect ©: «What happens inside is seen on the outside.»
There will therefore be no «re-enchantment of the customer experience» without a «re-enchantment of the employee experience».
At the heart of this search for employee engagement, HR, of course, plays a predominant role, but so does the entire management team.
How to improve the employee experience?
For a new employee experience to be effectively implemented, the entire company must be involved. This is a collaborative effort with management, leadership, and all employees.
As with customers, the goal is to model the various essential stages of the collaborative journey using UX design methods in order to develop new added value. From recruitment to the end of the contract, offer each employee a personalized journey that minimizes irritants.
The main steps will therefore be:
- Defining his “collaborators”
- Identifying the key milestones of the collaborative journey
- Associate the points of contact of the relationship
- Design your sentiment curve (empathy map) to identify pain points
- Finding the solutions
Managers must be supported to ensure the implementation and success of the approach. They will thus contribute to defining a management framework with management rituals and operational techniques to generate commitment.
Thus, there will be no evolution of the employee experience without an evolution of the management frameworks.
The approach involves a new attitude on the part of the leader to put himself at the service of each of his employees. This is the principle of the « Host Management«This also implies that the manager “thinks” about the employee experience.
Some large companies are taking the issue seriously, and far from the Chief Happiness Officer, have appointed people responsible for employee experience and/or engagement. This is undoubtedly a significant step towards developing human resources worthy of the name. It is also a good prerequisite for a truly effective employer brand.
*Gallup study 2018
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