The headline caught my eye… “Organisations that recognise the pivotal role of employee engagement in driving productivity and innovation are poised for overall success”. Surely, that’s got to be a press release from the Department of the Bleeding Obvious? Having an engaged and motivating workforce results in better outcomes? Well, sure. However, just because something is common sense, doesn’t mean its common practice.
Our review of the mood of UK employees, the Caffeine Employee Pride Survey that we ran in partnership with market researchers Savanta, revealed that the reputation of UK employers had slumped to a disturbingly low level, with only 21% of employees saying that they would recommend their employer as a place to work. So what needs to change to get that stat looking more healthy? Here’s a snapshot of five key strategies that can accelerate employee engagement and an example from the companies that are proving that these approaches work.
1. Understanding Employee Experience
Employee engagement isn’t just about job satisfaction; it’s about the entire journey an employee undergoes within an organisation. From the initial recruitment process to ongoing development opportunities and eventual offboarding, each touchpoint shapes the employee experience. By comprehensively understanding and making the most of every touchpoint, organisations can cultivate a culture of engagement and retention
Success story: Netflix
Netflix is known for its unique company culture, which emphasises freedom and responsibility. The company offers unlimited vacation time and a flexible work environment, trusting employees to manage their own schedules. This approach empowers employees to take ownership of their work and encourages a healthy work-life balance, leading to higher levels of engagement and job satisfaction.
2. Crafting an Employee Value Proposition (EVP):
An EVP serves as a compelling proposition that outlines the unique benefits and opportunities available to employees within an organisation. Beyond competitive salaries and perks, an EVP articulates the organisation’s culture, values, and growth opportunities. By crafting a compelling EVP, organisations can attract top talent and cultivate a sense of belonging and purpose among employees, driving higher levels of engagement.
Success story: Patagonia
Patagonia has a long-standing commitment to environmental sustainability, which is reflected in its employee engagement efforts. The company encourages employees to participate in environmental activism and offers paid time off for volunteer work. Additionally, Patagonia provides extensive training and development opportunities for employees, fostering a sense of purpose and fulfilment in their work. The company revealed it gets 9,000 applications for every open internship position, and similarly huge demand for full-time roles. And once people are hired, they rarely leave.
3. Internal Branding:
Internal branding focuses on ensuring that employees understand, embrace, and embody the organisation’s brand values. By fostering a strong internal brand culture, organisations empower employees to become brand advocates, driving greater alignment with the company’s mission and vision. Through consistent messaging, training, and recognition programs, internal branding reinforces a sense of pride and commitment among employees, fuelling engagement and loyalty.
Success story: Zappos
Zappos is renowned for its exceptional customer service which is rooted in its strong internal culture. The company invests heavily in employee training and development, with new hires undergoing a comprehensive onboarding process that emphasises company values and customer service skills. Zappos also fosters a fun and supportive work environment, with regular team-building activities and a focus on employee well-being.
4. Aligning Brand and Business Objectives:
Effective employee engagement requires a clear alignment between the organisation’s brand identity and its overarching business objectives. When employees understand how their individual roles contribute to broader organisational goals, they feel a greater sense of purpose and impact. With open communication, organisations can ensure that every employee feels valued and empowered to ‘do the right thing’, thereby enabling deeper engagement and commitment.
Success story: Unilever – Dove
Dove has implemented a number of initiatives to engage employees and align them with the brand’s values. The Dove Self-Esteem Project is a global initiative that aims to improve body confidence and self-esteem in young people. Employees that work for the Dove brand are actively involved in the project, volunteering their time and expertise to support local communities and promote positive body image.
5. Distinctive Employee Experience:
To stand out in today’s competitive landscape, organisations must offer a distinctive employee experience that goes beyond traditional perks and benefits. This involves creating a supportive work environment, prioritising employee well-being, and offering unique opportunities for growth and development. By prioritising employee experience as a strategic differentiator, organisations can attract and retain top talent, drive higher levels of engagement, and ultimately achieve greater business success.
Success story: Airbnb
Airbnb prioritises employee well-being and diversity in its employee engagement efforts. The company offers a range of benefits and perks to employees, including generous holidays, wellness programmes, and travel stipends. Airbnb also promotes a culture of inclusivity and belonging, with initiatives such as employee resource groups and diversity training programmes.
There’s no one-size-fits-all approach to creating a positive – and profitable – employee experience and it’s not something you can dip in and out of. It’s a multifaceted strategic approach that requires continuous attention and investment. Yet, by prioritising aspects such as employee experience, EVP, internal branding, alignment with business objectives, and offering a distinctive employee experience, organisations can focus on ‘what matters most’ to cultivate a culture of engagement, loyalty, and high performance. Prioritising these strategies will not only enhance employee satisfaction but also drive organisational success in the long term.
Download our Employee Pride whitepaper to understand what matters most to employees. If you are interested in elevating your organisation’s employee engagement efforts to create a workplace where employees thrive and organisations excel, get in touch for a chat.
