Brands have recognised the importance of customer experience (CX) and the vital role it plays in bringing their brand values to life and living up to their brand promise. The same should be said of employer branding and employee experience (EX).
Just as a customer value proposition (CVP) defines why consumers purchase from an organisation, an employee value proposition (EVP) should articulate why employees want to work for an organisation.
A strong and coherent EVP will provide the north star for employees in terms of expectations and experience. Read more about developing a strong employee value proposition in our previous blog – Winning the war on talent: the employee value proposition.
Gallup has identified seven stages of the employee journey where employers can make a real impact and create defining moments that will attract, engage and retain the right employees.
*Image source: Gallup
Throughout this employee journey, it is vital that the common thread of an organisation’s EVP is evident and comes to life in a consistent and authentic way.
According to the 2019 Edelman Trust Barometer, trust is the foundation of a positive employer-employee relationship. Trust is the cement that binds this relationship. Employees who feel trusted are more likely to stay longer, perform better and be more actively engaged at work.
Leave these two ingredients out of the mix, and you will be faced with a recipe for disaster.
Imagine being attracted by an exciting, dynamic job advertisement that promises a particular working environment, and then arriving to find something completely different on your first day. Every time there is a mismatch in an employee’s experience vs expectation, trust is eroded and employee satisfaction will decrease.
An employee’s experience inside the organisation should mirror what their perception was prior to commencing employment. Recruiting promises must be fulfilled, expectations from both sides must be clearly and consistently communicated.
Just as customers demand and expect authenticity from a brand, employees also want to ensure the organisation’s vision, values and purpose are aligned with their own.
In the wake of the various royal commissions, along with other corporate scandals – companies will simply not retain trusted employees without proving they are ethical and trustworthy. Authenticity needs to be lived throughout an organisation starting from the top; with a record high 65%* of employees expecting their CEO to step up and lead positive change.
On the subject of authenticity;
As an organisation grows and changes, a key focus needs to be on retaining exceptional talent and attracting new talent to fill the expertise gaps. It is clear that it takes more than just the highest salary to find and keep the best employees, and it can cost an organisation more than it imagines, if an employee does not fit within the culture and share the same values.
The first two stages of the employee journey is where attraction comes into play. Future employees can be influences via a number of touch points including;
Organisations need to put their best foot forward in this process, ensure clear communication of their expectations, demonstrate the culture and clearly showcase their values throughout the process.
Once an employee has been hired, their experience from this point on will decide not only if their expectations matched the reality, but also if they see themselves having a long-term ongoing relationship with the employer. It is also the time for the employer to ensure the person meets their expectations as well.
How you engage employees in the following stages will impact retention:
Throughout all of the stages, including the final stages when an employee departs the organisation (either retires or for other reasons), it is important to ensure your employee values are aligned with your brand and that they come to life at every opportunity.
At BrandMatters, we can help you connect your brand values with your employee values. We use a research-driven methodology, mining insights and gaining a deep understanding of your current situation and desired future state.
When it comes to employer branding, we are experts in uncovering and articulating what sets your organisation apart from your competitors. It is these key findings, that will help you offer employees a workplace that is clearly and fundamentally unique. Your employees will be motivated, engaged and productive.
We look forward to working with you to create a coherent EVP that is inspiring, authentic and resonates with your employees.