Speaking at the recent OMN Future of Work meetup on the HMS President in London last month, I noted that, according to the employee engagement company Gallup, only 13% of our employees are engaged. In the ensuing Twitter debate, people were surprised but resigned to the statistic. They recognised that their workplace contributed to this data. Quite simply, our engagement models are broken. We need to rectify this.
Since speaking at the event, I’ve been looking into companies that are trying to remedy the situation – a vital step given that employee engagement figures are getting progressively worse and churn is increasing. I’ve previously examined what motivational performance management looks like, and this week I’m going to take a look at creating sophisticated and meaningful employee value propositions (EVPs). In an effort to reduce churn and increase engagement, some companies are utilising customer-segmentation techniques in their talent management strategies, giving rise to the ‘employee customer’.
This increasingly popular approach to talent management views talent as customers when considering the employee value proposition. No longer are people viewed as small cogs in a machine; in an increasingly competitive talent environment they need to be given the same care and attention that their customers have long enjoyed.
In global corporations, your people are likely to include four generations and a myriad of cultures, languages, concerns and aspirations. Assuming that you can take this as one homogenous group and create a single employee value proposition (EVP) will lead to misalignments between what you are giving your people and what they actually want. So what’s the solution? Segment, segment, segment!
As your colleagues in marketing will tell you, segmentation is identifying and grouping clusters of consumers that share the same or similar preferences and needs. Clearly, from cluster to cluster, these preferences and needs will vary. Though how you choose to segment is fairly subjective, it is crucial that the segments you create are actionable. That is to say segmentation creates meaningful insights with regards to the EVP for each ’employee customer’ segment.
Click here to learn more about technology that enables you to fully understand your ’employee customers’.