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HR and Marketing: A Guide to Personalized Employee Experiences

Posted by EmployeeChannel on 6.8.2017

EC - HR and Marketing- A Guide to Personalized Employee Experiences.pngOver the years, marketing has evolved from a list of the ‘best’ prices and giving consumers what they need to offering them a personal experience.

Avid out-of-the-house coffee drinkers know exactly what it’s like to get their favorite drink and have an individualized experience. Through their personalized mobile app, Starbucks provides offers based on each user’s drink purchases, highlights the song currently playing in the store, and keeps track of customers’ rewards.

Starbucks’ holistic approach to marketing focuses on each individual's preferences, possible wants, and their future. HR pros looking to improve their employee experience need to take on the same holistic mindset: giving each employee options based on their preferences and future wants and needs.

In order to do this, HR pros need to first understand exactly how marketers use experiences to delight consumers and how this translates into the complicated world of HR.

Here’s how you can start personalizing the employee experience:

Digitalize the experience

Starbucks didn’t just digitalize their user experiences, they listened to consumers and updated it to fit their needs and personal preferences. For example, they can keep track of their rewards points in real time and can even order and pay before walking into the store.

It’s time to start transitioning our traditional idea of HR and look at it from a consumer-grade experience. Designing the employee experience around what your team -- rather than just the organization -- wants and needs is the best place to start.

While planning a unified employee experience for such a diverse and multi-generational workforce is difficult, there are forms of communication that everyone can agree on.HR and Marketing- A Guide to Personalized Employee Experiences - Image1 (1).png

In fact, roughly three-quarters of Americans (77 percent) now own a smartphone, according to a January PEW study. This means a personalized HR app would suit most employees, while also giving them the quality interactions they desire.

DuPont’s HR team understood the need to provide a personalized digital experience, but with more than 65,000 employees across 70 countries, how could they provide a seamless transformation?

Knowing they wanted to dramatically reduce the time employees spent with traditional HR management processes, they focused on making their communication and organizational systems for communication, such as their HR portal, available on both desktops and smartphones.

Employees can now access their personal information from any system, anytime, and anywhere they want. DuPont’s success in lowering the time spent on traditional HR processes ended with more productive and motivated employees.

2. Offer high degrees of personalization

Whether in a physical store or online, consumers are naturally drawn to companies where they feel a personal connection, or those that offer solutions to their personal needs.

HR has the opportunity to provide the same type of employee experience. By personalizing interactions, especially responses to requests for information, employees reach a higher degree of engagement. This engagement is driven forward with employee satisfaction, resulting in higher retention.

Providing high degrees of personalization requires HR pros to offer direct-connect options for employees -- when and how they want. Don’t worry, we don’t mean being available all day, every day.

Instead, provide multiple forms of contact information directly on your employee communication app. As employees are looking for personal information, they’ll be able to immediately note their questions or concerns to the appropriate person.

3. Provide self-service options

Marketing organizations have recognized and leveraged the immediacy, convenience, and responsiveness of self-service. From scheduling deliveries to fit your schedule and needs to finding immediate answers, organizations everywhere are quickly turning to successful self-service measures.  

Your employees are the same consumers using self-service shopping and communication with their favorite companies. So, why not do the same for employee experience? By fully leveraging powerful self-service options to communicate with employees, HR teams are making it easier and faster to find information, get personalized responses to their requests, and respond to time-sensitive events.

Australia and New Zealand Banking Group recently personalized their employee experience by providing employees with a newly designed personalized app, where they can manage their time and attendance, benefits, and vacation schedules.

Adding benefits to their self-service is a personalization option employees have been waiting for. In fact, according to our white paper, The Missing Piece in the HR Technology Landscape, health care benefits was cited as one of the top three reasons that employees contact HR.

It’s important to know exactly what your employees need. Identify why your team is contacting HR and what they’re frequently asking. Add these details to a self-service communication app that allows employees to access information immediately and with the device they want.

The employee experience should be one where your team feels satisfied, successful, productive, and motivated. Even though every person on your team won’t be delighted through the same experiences, giving them multiple personalized options will help you target a larger number of employees at one time.

Just like in marketing, self-service communication gives employees the options to personalize their experience how, when, and any way they want.

Topics: employee communications, hr and marketing

Human Resources Today