NEW APPROACHES IN HRM

16 coaching employees to take on HR capabilities and because the human experience is so pervasive and critical to employee engagement, the responsibility to create a culture can’t fall sol ely to HR. Everyone in the business must take part. Winning employers will be those that put a human face on their employer brand. Remaining competitive with a highly productive workforce now means creating an EX that excites and engages. To operationalize the design of those experiences, we suggest three steps: IDENTIFY POCKETS OF VALUE consider the business outcomes you want to achieve such as improved workforce retention, productivity or satisfaction. Then prioritize the workforces based on the likelihood that an improved EX would drive more value to the business. For example, sales and accounting workforces may both suffer from high attrition, but the sales force has the greatest potential revenue impact. Finally, assess whether other changes going on in the organization, such as the implementation of a new sales or ERP system, can serve as a catalyst for redesigning experiences for a particular segment. DEFINE MOMENTS THAT MATTER don’t make assumptions about the types of experiences your target workforce wants. Use analytics, internal and external survey data, and social listening to understand the professional and personal moments that will matter most to each segment. Armed with this understanding, you can begin designing hyper-personalized experiences and offering physical, human and digital choices that will empower employees to achieve new productivity goals. CO-CREATE AND DESIGN THE EXPERIENCE Apply customer-centricity techniques such as design thinking to reinvent your EX . Use choice as a key design principle, and engage with employees to co-create the most relevant and valuable experiences. When and how does a particular workforce segment like to learn? What type of reward programs or workplace environment would best incent the right behaviors? In operationalizing the new experiences, take a holistic view and address the physical, technological and cultural dimensions of an optimized experience. Pilot new experiences with a small number of critical workforces and assess the new experiences’ impact on employee productivity and business value. CX + EX = ROI Companies looking to create competitive advantage have a valuable tool at their disposal. It is the playbook they’ve used to improve CX. By applying principles of customer-centricity to