employee experience, work culture, motivation, digital transformation

Improving Employee Experience

Imagine today is your birthday and it’s 7:30 am. The alarm rings and you reach for your phone, probably under your pillow. Wiping away the sleep, you peel back your eyes to peer at the screen. There’s a gift waiting in the form of a notification! Your favourite cafe is giving you a FREE birthday coffee and scone if you come in – you probably will.

Excited about the free coffee, you head to the shower. Since it’s your birthday, you’re going to kick off the day with Spotify’s weekly playlist – curated just for you from your listening habits. As you’re getting ready to leave, Google pings you the estimated commute time to the office. While drinking your free coffee, Amazon emails you a gift card to purchase that thing you wanted. It’s a good birthday.

In contrast, compare this to the relationship you have with your own HR department…it’s not the same. So how did this happen?

To deliver an experience that only an old friend can give, a lot of personal information has to be gathered, trust has to be earned. Marketing and digital services were the first to take advantage of automation and intelligence to not only describe their customer, but also prescribe actionable outcomes. As a result, marketers are able to spend less time on the execution and more time planning ahead.

Understanding this value, companies have been rapidly adopting SaaS marketing automation platforms, driving 50%-60% year-on-year growth for the segment since 2012. Today, more than 80% of top-performing companies use it.

Perhaps, the prerogative wasn’t strong enough – but with a growing number of disengaged employees and a mobile workforce, understanding and retaining people have become more important than ever. In Australia for example, more than 1/3 of employees are disengaged at work. But, if effectively engaged they can be 200% more productive and are more likely to stay longer. Studies byBersin, by Deloitte, HBR and McKinsey all corroborate this simple truth – treat your employees like you would your best customers and your business will thrive.

And it’s not just a pipedream. When you consider the added complexity and ambiguity of identifying and analyzing an anonymous consumer, HR is well positioned to be successful and benefit from smart, automation technologies. In fact, the shift has already started. Within 5 years, HR Software is expected to be worth more than $15B in APAC. So, how can you get started today?

  1. Think like a marketer or product designer. Take out your CMO, head of digital marketing, or head of product design for a coffee and ask them how they craft a great customer/user experience. Brainstorm a few ideas that are relevant to the employee experience to test and have some fun with it.
  2. Plan for human AND machine resources. Create a list of tasks that you have that a machine could do – be open to accepting that it may even do it better. Then, optimize your time with doing work that requires a human touch. AI tools like Amy,Slackbots and automated HR tools are making this easier and easier.
  3. Have a vision. Don’t just digitize and automate the tasks of today, but understand the new value these tools can unlock. Consider how they can be part of the competitive advantage of your employer brand. Take it from a leader who knows, Richard Branson, that…

“companies are people. Employees want to know – am I being listened to or am I a cog in the wheel? People really need to feel wanted.”

Ultimately, a great employee experience comes when you think of your employees like you would your customers, your family, as someone worth investing in. To deliver it well, listen to your employees (data) and show them that they’re wanted, at scale, by leveraging technology.

Want to know more? Have a chat with us and we can help. 🙂

Employers, Opinion

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