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Employee Voice and Employer Brand

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Employee Voice and Employer Brand

  1. 1. HR’s ad agency. Employee Voice and Employer Brand March 14, 2017 │ Webinar Discussion Workforce Communications Practice Employer Brand ● Employee Voice
  2. 2. HR’s ad agency. Today’s Agenda 2 1) What we mean by employee voice and why it’s critical today 2) Are they buying? (Inside Gallup’s State of the American Workforce) 3) Action steps N. Robert Johnson Practice Leader, Workforce Communications Practice Workforce Communications Practice Employer Brand ● Employee Voice
  3. 3. HR’s ad agency. Key takeaways … • The best resource to compete for talent is all around you: it’s your people (their voices and stories) • Employee voice is really the level and strength of their empowerment • You need a sales strategy to attract and keep the talent you need 3 Workforce Communications Practice Employer Brand ● Employee Voice
  4. 4. HR’s ad agency. 4 HR’s ad agency. Our clients apply advertising and marketing practices to attract and retain talent in competitive talent markets. We help them to do so. The focus of The David Group’s Workforce Communications Practice is to strengthen employer brands, engage people and cut the cost of talent. Workforce Communications Practice Employer Brand ● Employee Voice
  5. 5. HR’s ad agency. 5 Employee Voice (and why it’s critical today) Workforce Communications Practice Employer Brand ● Employee Voice
  6. 6. HR’s ad agency. 6 Competition for talent is tough. (And, it’s not getting any easier.) Workforce Communications Practice Employer Brand ● Employee Voice
  7. 7. HR’s ad agency. 7 What’s the answer? Your employees. Workforce Communications Practice Employer Brand ● Employee Voice
  8. 8. HR’s ad agency. 8 Employees who are empowered, thus those who have a “voice” in the organization, tend to … • Be highly engaged and have stronger ties to mission and purpose • Build stronger customer/client relationships • Stay longer • Be strong advocates internally and externally Workforce Communications Practice Employer Brand ● Employee Voice
  9. 9. HR’s ad agency. 9 Employee voice, in the context of employer branding, is the authentic story of your organization, as told through the experiences of your employees. Workforce Communications Practice Employer Brand ● Employee Voice
  10. 10. HR’s ad agency. 10 Workforce Communications Practice Employer Brand ● Employee Voice Employees are not empowered (no voice) Employees are empowered (voice) weaker • low employee engagement • high voluntary turnover • hard to attract new talent Empowered employees as a competitive advantage stronger • high employee engagement • low voluntary turnover • easy to attract new talent
  11. 11. HR’s ad agency. 11 51% of U.S. employees say they are actively looking for a new job or watching for openings. Gallup, State of the American Workplace, 2017 Workforce Communications Practice Employer Brand ● Employee Voice
  12. 12. HR’s ad agency. 12 “It’s a good time to find a quality job!” 2012 19% 2016 42% And, keep in mind … In the U.S., only 33% of employees are engaged in their jobs. Percentage of Americans saying: it’s a good time to find a quality job Workforce Communications Practice Employer Brand ● Employee Voice Gallup, State of the American Workplace, 2017
  13. 13. HR’s ad agency. 13 Most common explanation for leaving … • Career growth opportunities • Pay and benefits • Manager or management • Company culture • Job fit Workforce Communications Practice Employer Brand ● Employee Voice Gallup, State of the American Workplace, 2017
  14. 14. HR’s ad agency. 14 Action item: Find your employee voice 1) Define your organization’s purpose, mission and employer brand attributes 2) Listen to your employees 3) “Mind the gap” between 1 and 2 to create your authentic, employee voice 4) Infuse into employer brand and internal communications through employee storytelling vehicles Workforce Communications Practice Employer Brand ● Employee Voice
  15. 15. HR’s ad agency. 15 Are They Buying? Workforce Communications Practice Employer Brand ● Employee Voice
  16. 16. HR’s ad agency. 16 Gallup asks: Do your employees want what your workplace is selling? Workforce Communications Practice Employer Brand ● Employee Voice Gallup, State of the American Workplace, 2017
  17. 17. HR’s ad agency. 17 Workforce Communications Practice Employer Brand ● Employee Voice Gallup’s premise Organizations need a sales strategy for talent attraction and retention in the same way they have a customer sales strategy. (We agree.) Gallup, State of the American Workplace, 2017
  18. 18. HR’s ad agency. 18 Workforce Communications Practice Employer Brand ● Employee Voice Sales strategy for those of us in HR … • Understand what workers want • Define how to fulfill those expectations (while adhering to your authentic work experience) • Use marketing and advertising practices through employer branding and internal communications platforms to reach and influence various talent audiences
  19. 19. HR’s ad agency. 19 Workforce Communications Practice Employer Brand ● Employee Voice What employees want “to buy” in their next job: 1) The ability to do what they do best 2) A greater work-life balance and better personal well- being 3) An environment of greater stability and job security 4) A significant increase in income 5) The opportunity to work for a company with a great brand or reputation Gallup, State of the American Workplace, 2017
  20. 20. HR’s ad agency. 20 Workforce Communications Practice Employer Brand ● Employee Voice The ability to do what they do best • 60% of employees rate this as “very important” • True for male, females and all generations • Defined as the ability for an employee to integrate his/her talent, skills and knowledge into the job • Comes down to job-fit Gallup, State of the American Workplace, 2017
  21. 21. HR’s ad agency. 21 Workforce Communications Practice Employer Brand ● Employee Voice A greater work-life balance • 53% of employees rate this as “very important” • Females are stronger on this than males; Millennials and Gen Xers are stronger than Baby Boomers • People don’t want to compromise (on either side) • 51% of employees say they would switch to a job that has better flextime and 37% would switch for a job that allows them to work off-site at least part of the time Gallup, State of the American Workplace, 2017
  22. 22. HR’s ad agency. 22 Workforce Communications Practice Employer Brand ● Employee Voice An environment of greater stability • 51% of employees rate this as “very important” • This number is generally the same across demographics with exception to lower numbers for Baby Boomers • People want solid footing and a positive growth outlook in their organization • They want to believe in the organization’s future and their contributions to organizational success Gallup, State of the American Workplace, 2017
  23. 23. HR’s ad agency. 23 Workforce Communications Practice Employer Brand ● Employee Voice A significant increase in income • 41% of employees rate this as “very important” • Higher numbers for males and Millennials and Gen Xers • Organizations should not overlook the importance of income • The issue is just as much emotional as it is based on reason Gallup, State of the American Workplace, 2017
  24. 24. HR’s ad agency. 24 Workforce Communications Practice Employer Brand ● Employee Voice The opportunity to work for a great brand • 36% of employees rate this as “very important” • This carries the most weight with females and Baby Boomers • Brand recognition is reflective of a sense of pride that is threaded through employer and external brands • It’s deeper than a paragraph found in “about us” on careers site Gallup, State of the American Workplace, 2017
  25. 25. HR’s ad agency. 25 Action Steps (to win and keep talent) Workforce Communications Practice Employer Brand ● Employee Voice
  26. 26. HR’s ad agency. 26 Workforce Communications Practice Employer Brand ● Employee Voice The ability to do what they do best 1) Make it clear to candidates, and current employees, that you value individual strengths 2) Hire and develop talent based on what they do well 3) Hold them accountable through your performance management strategies and processes Gallup, State of the American Workplace, 2017
  27. 27. HR’s ad agency. 27 Workforce Communications Practice Employer Brand ● Employee Voice A greater work-life balance 1) “Walk the talk” of work-life balance and well-being 2) Your approach to work-life balance and well-being needs to be ingrained into your culture 3) You want employees to feel empowered by your work-life balance offerings (structured and communicated as a way to help them to do their best) Gallup, State of the American Workplace, 2017
  28. 28. HR’s ad agency. 28 Workforce Communications Practice Employer Brand ● Employee Voice An environment of greater stability 1) Show employees where you are going and inspire them to see a “better tomorrow” 2) Create career and development paths that link to a successful future Gallup, State of the American Workplace, 2017
  29. 29. HR’s ad agency. 29 Workforce Communications Practice Employer Brand ● Employee Voice A significant increase in income 1) Talk about pay but put into the proper context 2) Don’t forget about other rewards, particularly as the conversation becomes more personal 3) Remember that emotions are just as much in play as empirical reasoning Gallup, State of the American Workplace, 2017
  30. 30. HR’s ad agency. 30 Workforce Communications Practice Employer Brand ● Employee Voice The opportunity to work for a great brand 1) Give candidates and employees a clear presentation of what your organization stands for and how this connects to your authentic employment experience 2) Use your employee voice to tell stories through all your communications channels 3) Draw particular connections to your local communities, using PR and external marketing practices Gallup, State of the American Workplace, 2017
  31. 31. HR’s ad agency. In Summary • The best resource to compete for talent is all around you: it’s your people (their voices and stories) • Employee voice is really the level and strength of their empowerment • You need a sales strategy to attract and keep the talent you need 31 Workforce Communications Practice Employer Brand ● Employee Voice
  32. 32. HR’s ad agency. 32 Workforce Communications Practice Employer Brand ● Employee Voice Additional resources Gallup’s State of the American Workplace, 2017 http://www.gallup.com/services/178514/state-american-workplace.aspx David Group www.davidgroup.com N. Robert Johnson nrjohnson@davidgroup.com 216.685.4486 (direct) 216.410.5258 (cell)
  33. 33. HR’s ad agency. 33 N. Robert Johnson Practice Leader, Workforce Communications 216.685.4486 │nrjohnson@davidgroup.com davidgroup.com The David Group Inc. All rights reserved.

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