LG Electronics

Em Doria, a seasoned HR Executive with over 25 years of experience, cultivates high-performing cultures at award-winning companies. She is a strategic thinker who builds strong workplace environments and plans to fuel business growth and high-performing teams. With a background spanning fast-moving consumer goods (FMCG), automotive, services and hi-tech, she tailors solutions for diverse contexts, earning recognition in regional and local HR arenas.

In my long career in HR across different industries, I have realized that much has changed in a work environment, but some constraints remain—employee experience is at the top of that list. While HR should champion employee experience (EX), it must differ from employee engagement. Though related, they are not the same.

Employee ‘experience’ encompasses what employees live, hear and feel daily, focusing on the individual. On the other hand, ‘engagement,’ measured through surveys, reflects what employees feel as a result. Engagement is the end goal, while experience serves as the pathway.

Expanding employee experience to encompass engagement across the employee lifecycle requires HR professionals to empathize with their employees. Authenticity is crucial, as employees perceive sincerity and passion from HR in driving the experience, not merely due to company directives or management instructions.

Customer experience is an ‘outside-in’ approach in which the customer is central to product and marketing-related decisions. Selling products and services that customers will buy requires empathizing with them and focusing on their requirements.

Employee experience is the same concept. Employee experience, akin to the employee journey, ensures ongoing engagement. Disengagement at any point deteriorates the experience. As internal customers, the organization must comprehend employees' needs, expectations and concerns. Grasping their perspective aids in problem definition and solution development.This is crucial as it embeds the company's culture in every employee lifecycle stage, fostering authenticity, meaning, belonging and commitment. HR must fully grasp its significance, evaluating employee experience by analyzing key touchpoints that underscore its value.

Magnetizing Talent Sourcing

This phase of the employee experience—the attraction stage—starts before an open position. Attraction involves prospective employees' interaction and awareness of the organization. A robust employer brand draws top talent while offering early firsthand experience, which enhances company culture and brand making the organization more appealing to candidates weighing offers.

“Employee ‘experience’ encompasses what employees live, hear and feel daily, focusing on the individual. On the other hand, ‘engagement,’ measured through surveys, reflects what employees feel as a result. Engagement is the end goal, while experience serves as the pathway.”

Brand awareness is pivotal in this EX-phase, encompassing the organization's image, presence, reputation and culture. HR should explore methods to boost brand awareness, leveraging marketing tactics such as social media, blogs, events, conferences and employee referrals.

Optimizing Recruitment for Inclusive Hiring

Recruiting highlights companies’ values, with their HR team embodying them to attract mission-aligned candidates, fostering trust and a sense of belonging. Transitioning from gatekeeper to guide, HR shapes a positive journey for employees. Organizations offering ‘pre-application’ or ‘pre-interview experiences’ are more likely to attract candidates, facilitated by HR's efforts to communicate culture and position details effectively.

Pre-application experience includes:

•Identifying hiring needs

•Preparing job descriptions

•Advertising both the position and company culture and values

Pre-interview experience includes:

•Acknowledging job applications

•Timely application screening

•Providing feedback on application status

•Interviewers expect applicants to demonstrate high conduct standards, which they reciprocate. Company reputation is at stake, and applicants are likely to share their treatment with others.

It could make interviews more effective and even allow potential applicants to determine whether or not the company and job are a good fit for them.

•The moment the candidate walks through the doors sets the tone for what they expected the job to be like.

•Show gratitude for their time.

•Give them your answer promptly.

•Provide constructive feedback.

•If there's potential, point them to other open positions or apply again.

•Ask the candidate's feedback about the recruitment process.

•Build a positive candidate experience—the recruitment process increases the likelihood of a candidate accepting the role.

Enhancing Onboarding for Long-Term Success

Employee onboarding is vital for shaping perceptions and aligning with company values. It's the stage where they truly feel the company culture.

Positive onboarding includes:

•A positive and welcoming environment (email announcement, welcome kit)

•Sense of belonging and inclusion from day one (welcome note from the management, introducing to colleagues)

•Immediate belonging (management note, colleague introductions)

•Workplace experience (office tour, buddy system)

•Clear communication and expectations (with written job description)

•Regular check-ins for feedback

Onboarding, beginning on day one, sets the pace for new employees. Its quality directly influences ongoing performance. Integrating it with performance reviews enhances engagement and growth throughout their journey.

Leveraging for Career Advancement

●L&D Fuels EX: Learning and development (L&D) boosts EX by enhancing engagement, retention and performance. Training equips employees while coaching fosters growth mindsets.

●Growth is King: Cater to different learning styles with various L&D programs (training, coaching and mentorship).

●Beyond Classrooms: Expand beyond courses to microlearning, peer sharing and leveraging work experiences for learning.

By strategically integrating L&D with EX, companies can create an environment where employees feel valued, engaged and empowered to grow.

Enhancing Employee Engagement 

Like development, gauge employee engagement and satisfaction through sentiment analysis.Annual surveys capture sentiments and alignment with company values. Use this data to improve and reinforce what drives engagement and supports the company vision.

Mastering Employee Retention 

Employee retention is crucial for HR strategy to maintain a competitive advantage. It benefits businesses and employees by showcasing a thriving work environment, attracting strong candidates, and fueling a competitive edge.

•Offering more value to employees increases their likelihood of a positive experience.

•Positive experiences foster loyalty and long-term job retention.

•The longer employees stay in their positions or advance within the company, the higher your retention rates.

•Higher retention rates reduce the time and money spent on finding and onboarding new employees.

Positive Off-boarding

For most employees, there comes a time when they leave the company. This final stage of employee experience is just as important as the beginning. Comprising of different aspects, organizations must keep the following in mind: 

•Gather Feedback: Conduct exit interviews to understand why employees leave and value their input.

•Mind the Team Impact: Acknowledge how a departing employee affects colleagues and address workflow disruptions.

•Positive Farewell: Throughout the process, maintain professionalism and respect. HR should model a safe work environment by treating departing employees well.

•Gracious Exit: Encourage their personal growth and send them off as a potential brand ambassador. 

Equip the Organization for an Authentic Employee Experience

Effective leadership fosters positive EX by emphasizing authenticity and empathy. Equipping managers with coaching skills enables regular, meaningful one-on-ones, nurturing individual growth. A comprehensive EX strategy covers all employee lifecycle stages, ensuring engagement and minimizing negative sentiments. Authentic EX cultivates engaged employees who advocate for the organization. Balancing employee needs with organizational strategy is crucial in directing HR focus.