Employer Branding workshopMiroslava Cehelská / December 10, 2015

Employee Experience Journey

• Do you know which are the Top 10 Best Global Brands in the world ?

• Or which are the 10 most Admired companies in the world ?

• And which are the 10 most Admired companies in Slovakia?

So, as we’re talking about brands…

1. Google 2. Volkswagen Slovakia 3. ESET 4. J&T 5. DHL Express 6. Martinus7. Kempinski Hotels 8. Policajný zbor SR 9. SPP10. NBS

1. Apple2. Google3. Berkshire Hathaway4. Amazon5. Starbucks6. Walt Disney7. Southwest Airlines8. American Express9. General Electric10. Coca-Cola

Top 10 Best Global Brands

Top 10 most Admired companies in the world

Top 10 most Admired companies in Slovakia

Definition:“Employer Brand as “the image of your organization as a ‘great place to work’ in the mind of - current employees and - key stakeholders in the external market (active and passive candidates, clients, customers and other key stakeholders). The art and science of employer branding is therefore concerned with the attraction, engagement and retention initiatives targeted at enhancing the company’s employer brand.” 1

Current trends: • Labor shortage• Ageing population• Generation Y• Fewer graduates with the right skills• Technology and internet usage• Job vs. “experience”• Employment lifecycle focus• Social Media increasingly important in recruiting

Conclusion: This means a complete shift in the way employers approach their hiring methods. “Post and Pray” is over.

That’s where employer branding comes in. Recruiting strategy is only part of it.

Employer Branding vs. Recruiting strategy

Companies who invest in developing their employer brand can expect • an increase in employee engagement • ease in attracting candidates

These two areas were rated as the main benefits of their employer branding by 38% of companies implementing it. 2

What to measure in Employer Branding ? And why?

1. What is Employee experience journey?

2. Employee experience journey Map

Agenda

The Employee Journey 3

What is Employee experience journey?

We are all on a journey…The challenge for our employers is to ensure that as we move from being an employee to a candidate, we are given the opportunity for new challenges and career growth without the need to go externally. If those opportunities don’t exist internally, there’s the very real risk that we will enter the external job market and eventually leave.

In employer branding, EXPERIENCE is everything!

Employee experience journey definition:“The pathway a person takes from exploring an employer to work for to their retirement or rehire and the experiences encountered at each ‘touchpoint’.” 4

Our experiences on the journey will strongly influence our attitudes, our behaviors which ultimately drive outcomes. A poor employee experience naturally results in a poor outcome and does not help our employer brand.

Employee experience journey map details each interaction or touchpoint within each stage of the employee’s relationship with the organization.

..it’s a way to walk in the employees, candidates or alumni’s shoes – to describe and understand what each are doing, thinking and feeling at each stage.

The Key stages include:1. Explore and Apply2. Join and On-board3. Perform, Get Recognized, Learn and Grow4. Separate5. Reconnect and Re-join

We use Employee Experience journey mapping in Employer Branding to better understand specific employee journeys that may not be generating the outcomes we desire or we believe we can improve.Moments of truth are critical points along the journey that affect a successful outcome.

The Employee Experience Journey Strategy Map (Sample Company) 5

Employee Experience journey mapping will encourage to ask and investigate important questions:

• What are the people who work for you saying about your company to their friends? • Whataretheysaying(ornotsaying)onsocialmedia? • What is your employer brand? • What are you doing to attract the right people? • Who are the right people? • What sort of recognition do you have as a workplace? • How often do your employees introduce their friends to come and work for you?

Employee experience is heavily influenced by the Customer Experience model.

So where does YOUR employee journey map begin?

The Employee Experience Journey Map (no name company)

Employee Experience journey designed with HR departmentPre-selected Key EBMOTNext step - Internal Survey

KEY STAGES

EXPLORE AND APPLY

Employer Brand Moments Of Truth (EBMOT)

INTERVIEW EXPERIENCE

JOIN AND ONBOARD

FIRST 3 MONTHS

LEARN, DEVELOP, GROW, PERFORM

SEPARATION

RECONNECT / RE-JOIN

TOUCH POINTS

Friends recommendation

Education / Training

Staying in touch Recommending my friend for a job Nice memories

Engagementsurvey

Communicationculture

Leadershipexperience

My innovations, ideas for improvements

Rotation to a newjob / Promotion

Performance planreview, new planCollaboration

1st dayOrientation training

1st day ON THE JOBWelcome by my manager/team

Word of mouth

1st salary

Companyweb site

My working area set up(my desk, PC, my badge, parking badge, mobile phone, meal vouchers)

Company Careerweb page

My buddy

Application for the job

Reception welcome Prescreening

1st month experience

Exit interviewLeaving process experienceBeing alumni

Performance plan, Goal settingsMy first team event / company event1/1 with my manager after probation period

Feedbackafter interview

Offercommunication

Contractsigning

Personal interview

Social media01

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Internal survey on Employee experience journey

Key Objectives of the survey:

1. Draw attention to the employee experience journey2. Identify which touch points are the ones which most affect our employer brand? 3. What are the great and pain touch points in the employee lifecycle journey? 4. Which touch point is important to employees? 5. Identify areas of improvement

Internal survey on Employee experience journey

Employee Experience JourneyThegoalofthesurveywastoexaminethekeymomentsthatdefinetheemployeeexperience in the phase of ATTRACTING, HIRING and ONBOARDING

online survey / 1.12.-7.12.2015

KEY STAGE QUESTION

EXPLORE & ATTRACTAPPLY 1 Whatmadeyouapplyforajobinyourspecificcompany?

Company Brand, reputation on the marketInteresting job and potential further opportunities for my career within the companyMy friends recommendationAttractive remuneraiton packageI met company representatives at hiring events and found them interesting/cool people to work withNumber of open jobs, I tried and was selectedOthers, pls specify

2 Did you review the company’s website to learn about it ?3 Didyouvisitthecompany'scareerpagespecifically?4 Didyoufindthecompany’swebsitetobeavaluableresourceasyouwereconsideringthe

employment ?5 Did you use other sources for information about the company ?6 If yes, what source did you use ?

personal contacts and networksreports and articlessocial media (facebook, linked in..)other, pls specify

7 When considering an employment was it important for you to work for a company being a "Best Employer?"

INTERVIEW THE HIRING PROCESS8 Did interview process make you excited about working for your company?9 WasthereanythingspecificduringinterviewprocesswhichwasdonereallyWELLbythe

company ? Pls specify10 WasthereanythingspecificduirnginterviewprocesswhichcouldbedoneBETTERbythe

company in the future ? Pls specify11 Do you think the hiring process was done in a professional way ?12 During interview process did you get an idea on

the variety of daily responsibilities of your job?the support you would get from the team and the manager ?who you would be working with ?

13 Was there any information missing which was important for you ? If yes, pls specify

14 Did you get feedback from an interview on time as promised?15 any supporting comments to interview process are welcome

JOIN & DAY ONE - ON THE JOB, plus ORIENTATION DAYONBOARD 16 The Orientation day, to what extend would you describe it as following

well organizedinspiringhelpful in learing about the companyhelpful in learning how to get needed information and resourcessany other comments ?

17 DidyoufeelwelcomedduringyourfirstdayONTHEJOBinthecompany?18 Didyourfirstdaymotivatedyoutodoagreatwork?19 Didyourmanagerorbuddyhelpyouduringyourfirstday?20 Was there anything what made you feel really welcome and happy to be a part of the

company ? If yes, pls specify21 WasyourfirstdayONTHEJOBstressful?22 Isthereanythingthecompanycoulddofornewhirestofeelbetterduringtheirfirstday

ON THE JOB ? First week? Pls specify

FIRST 3 MONTHS 1st MONTH EXPERIENCE23 Howwouldyoudescribeyourexperiencewiththefollowingelementsduringyourfirst3

monthThe team I work in is really friendly and supportiveMy manager and I have set up a good working relationsTogetmealvoachersduringmyfirstdaywasimportantformeGetting my company badge took the time needed I like the quality of restaurants/canteens in the buildingI like the possibility to go to the gym I got my computer set up quickly and easilyMyfirstteameventwasgreatI know whom to ask for help if neededOverall I feel excited to work for my employer

LEARN, DEVELOP, CAREER/ DEVELOPMENT OPPORTUNITIES

GROW 23 Do you see people around you moving through their career ?24 Do you have access to information about potential career opportunities within the

company ?25 Have you changed your role since you joined the company already?26 Didyourfirst1/1meeitngwithyourmanagermakeyoufeelmotivatedandexcited?27 Has anybody presented to you career path or career options ?28 Have you read the internal rotation policy ?29 Are you planning to change the role within the company on the next 12 moths?30 Is there anyhting else the company could do in the area of career developemt for you ?

Whilst Employee Experience is the sum of all an employee’s interactions with their employer, which includes how they are managed, the systems they use, the culture of the organization, internal processes and policies, their co-workers and so on, it all has a significant impact on the overall employee experience and as a such should sit at the heart of your Employee Experience strategy and Employer Brand strategy.

Conclusion

References

(1) Minchington, B (2010) Employer Brand Leadership – A Global Perspective, Collective Learning Australia.

(2) NEW RESEARCH FINDINGS: EBI’s 2011 Employer Branding Global Research Study, October, 2011 http://www.employerbrandingonline.com/news/research/346-new-research-findings-ebis-2011-employer-branding-global-research-study.html

(3) Richard Doherty, An Employee Centric Approach To HR: Employee Experience Journey Mapping (EXJM) March 2014https://blogs.oracle.com/oraclehcm/an-employee-centric-approach-to-hr:-employee-experience-journey-mapping-exjm

(4) (5) Brett Minchington MBA & Lisa G. Morris, Global Trends Whitepaper Series “In employer branding, EXPERIENCE is everything!”, April 2015http://www.slideshare.net/brettminch/in-employer-branding-experience-is-everything

Other:

EBI’s 2011 Employer Branding Global Research Study, Written by EBO Editor, October 2011 http://www.employerbrandingonline.com/news/research/346-new-research-findings-ebis-2011-employer-branding-global-research-study.html

Graham Frost, Employee journey mapping: The foundation of successful customer journey mapping. November 2014http://www.mycustomer.com/feature/employee-journey-mapping-foundation-successful-customer-journey-mapping/168256

Richard Doherty, An Employee Centric Approach To HR: Employee Experience Journey Mapping (EXJM) March 2014https://blogs.oracle.com/oraclehcm/an-employee-centric-approach-to-hr:-employee-experience-journey-mapping-exjm

Marketing at Touchpoint Dashboard: Employee Journey Mapping, November 2012http://touchpointdashboard.com/2012/11/employee-journey-mapping/

http://interbrand.com/best-brands/best-global-brands/2015/ranking/http://fortune.com/worlds-most-admired-companies/google-2/http://www.najzamestnavatel.sk/co-je-naj-zamestnavatel/

Q & A