EX playbook: How to power your brand by fulfilling employee expectations

Blake Friis
Publication Date
6 January 2022

EX playbook: How to power your brand by fulfilling employee expectations

It’s a widely held belief that success in business comes down to who understands their customer best. What isn’t as talked about is how the key to making sure your business does that is by being the company that best understands its employees. 

In this series, we explore strategies and tactics to bring the same focus to employee experience (EX) as we usually apply to customer experience (CX), and the benefits of both.

Part 1: Designing solutions to The Great Resignation

If 2020 was the year of “we’re in this together,” 2021 has been the year of, “where did everyone go?!”

The Great Resignation was a term coined in April of this year, when a record number of people left their job in the U.S. That record lasted until July, when it was broken again. The new mark stood until the very next month when a new record was set yet again.

It’s now clear that The Great Resignation is not an isolated economic consequence, but a sustained cultural shift, sending businesses into a bit of a panic about how to get, keep, or replace the talent they need to operate at a high level.

Employees are leaving for a number of reasons, some are tactical, like better pay working for a competitor. Many simply understand they are living in a moment of shifting power, where the demands of the employee matter every bit as much as the demands of the employer.

Culture matters

Culture isn’t just a buzzword leaders use to describe ping-pong tables and free vending machines around the office. Now, it’s at or near the top of a generation of employees’ priority lists as they plot their next career move. 

In the old days - approximately 18 months ago - companies could espouse their values, paint them on the walls, print them on t-shirts and run one-way communications on the company intranet telling employees who they were, collectively.

Sometimes the company lived those values. Other times, it just sounded good. They were platitudes on the wall, repeated in internal emails and blog posts without comment sections. 

No more.

Want a better culture? Design great employee experiences

Great cultures are built with employee-first focus. Where and how we work has changed, but wherever  they are - at home, in an office, or rotating between both - empowerment, autonomy, flexibility, and appreciation are fundamental demands.

The good news is all of those qualities can (and should) be designed into the tools you give people to do remote work and engage with the company.

Traditional methods of employee communication have been one-way message delivery - company-wide email, intranet, office signage. All of these tools were built to make sure leadership could tell employees what they wanted them to know. 

The corporate model favored monologue over dialogue. 

But digital technology has improved. The same tech that enables us to design tools that create great customer experience can be leveraged to create great digital employee experiences.

If you care enough to do the work.

Focusing on employee experience is good for business

Happy employees lead to happier customers, and that might be the scariest thing about The Great Resignation for companies suddenly having to compete just as hard to keep talent as to find it.

The staffing issue has become an operational hazard impacting a company’s ability to fulfill its brand promise at every turn, but a great employee experience platform not only helps people engage with the company, but gives them the tools to do their job when and how they want, increasing employee engagement and productivity. 

If you have talented people, and you want to keep them, it makes sense to invest in them. It will pay off in the long run.

Download our free Employee Experience ebook

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