The Employee Journey Needs a Makeover
Workers are quitting their jobs at rapid rates. Employees leave because of job dissatisfaction, perceived low worth due to minimal salary increases, and rigid return-to-office plans, among other reasons. As an employer, how do you develop an employee journey map that invests in your workers so they will want to stay?
Let’s think about a model companies use as a common marketing tool: the customer journey map. Customer experience is a top priority using this model, and its main goals are to assess the customer’s needs, exceed their expectations, and develop an ongoing positive relationship with them. The five main steps are awareness, consideration, conversion, user experience/loyalty, and advocacy. A prospective customer is carefully guided through each stage until they become forever loyal to the company. What if a new employee joining a company was treated the same way?*
What Is Employee Journey Mapping?
Similar to the customer journey, an employee journey map progresses through different stages to achieve total employee loyalty and an overall positive experience with the company. HR teams should begin crafting a long-term plan for the employee as soon as the hiring process begins.
Stage 1: Employee’s Discovery
The employee journey starts with your job listing. Potential candidates view the job application and make judgements about the company based on the information given to them. They then conduct subsequent research on the company to determine its remote work flexibility, salary, and values. To attract the best candidates, companies need to put their best foot forward —as publicly as possible. HR leaders should provide straightforward information on the job listing and clearly communicate the company’s vision on their social media channels and website.
Attract top candidates with a compelling job description that emulates employee values.
Stage 2: Employee’s Evaluation
At this stage, potential new hires are deciding whether the company and job position is worth their long-term investment. Throughout the interview process, the prospect is critically observing the company just as much as the company is determining the prospect’s own compatibility and potential. To solidify a good match, the company should show candidates why their values align and be open to addressing the candidate’s pain points.
When we talk about prospective employee pain points, we’re really talking about companies finding ways to offer solutions to a variety of prospective employees’ concerns. These can range anywhere from a negative opinion of applicant screening software, to being seen as an individual (especially within a large company), to a necessity to work from home, and a compelling salary that matches their worth, intelligence, experience, judgment, ingenuity, and contribution.
To read more in-depth descriptions of these pain points and discover the remaining three stages of the employee journey, head over to Forbes to read Curt’s latest article on upgrading the employee journey.
*P.S. On a personal note, Curt has heard from many employees over the years who grew tired of being viewed as interchangeable commodities, were frustrated by the perceived indifference of their employers, and felt discouraged by their company’s lack of interest in anything they tried to communicate upward. With time to think about it (courtesy of the pandemic), they’ve reset their priorities. So now, anything less than a personalized approach to their future won’t go far enough to encourage millions of Millennials to rededicate themselves, sustain employee engagement, create genuine employee satisfaction, and support the retention levels companies need. Again, you’ll find more on this in Curt’s Forbes column (link above).