At the end of 2017, a global study* found that only 19% of employees perceive a strong match between how their employer represents itself and the reality of their experience as an employee.
It’s a troubling statistic, but not a surprising one. Across marketing – from consumer to employee – until the last decade the emphasis has been on broadcast messaging. In other words, telling your audience what you want them to believe. It’s an outdated strategy in a world where information has been democratized, transparency is expected, and sharing across channels is the norm. Consumers and employees alike expect to voice their opinions – and to have them listened to.
But perhaps employer brands have been slower than those in the consumer space to harness the potential that comes with this new landscape. Which is a particularly big missed opportunity as the changing world of work has made culture and authenticity key priorities. Millennials in particular want to work for a company that shares their beliefs. To do that, you need to first believe what that company has to say.
But whereas 90% of companies now operate on the basis of the customer experience (CX)*, it’s very recently that the employee experience has been acknowledged as a driving force.
At Havas People, we’ve been building strategies around the Employee Experience (EX) for some time. What do we really mean by that? We mean a focus on the day-to-day reality of your employees, your candidates, and even your alumni. We find ways to use our expertise in communications to add value at every touchpoint of the employee experience. Working with clients in this way, we’ve noticed a number of key benefits.
1. Better hiring
We don’t mean simply compelling attraction messaging or even good hiring stats. We mean hiring more of the right people. With an authentic look into your employees’ reality, you’ll connect with more people who share the motivations and behaviors that you instill in your workforce, not just the most talented or experienced.
2. Better retention
A focus on the employee experience by definition prioritizes and celebrates your people. After years of hearing that “Employees are our most important asset” companies are now putting that philosophy into practice with models created employee-first. This can create a very powerful social contract between employer and employee.
One of the benefits of that strong social contract between employer and employee is that – when your employees genuinely feel proud to work for you – they want to share that experience and become advocates for your brand.
4. Increased productivity and performance
Ultimately a great employee experience builds engagement. There’s a deeper sense of purpose to your work in a company which you believe in, and where you can enjoy going to work every day. In turn, this can improve productivity and performance.
There are many ways to start enhancing your employee experience, many tools available and different priorities to consider. But one simple rule to bear in mind is to consider all decisions through the lens of the employee experience. While it may sound like an unnecessary layer for decision-making, consider the potential.
People are an organization’s greatest asset. We all understand that. Isn’t it time we did something about it?
* The Employer Brand Credibility Gap: Bridging the Divide, was commissioned by global communications and engagement firm Weber Shandwick in partnership with KRC Research.
* Gartner 2017 Research Study.
* Gartner research study