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  • Andrea Fielding

Creating an integrated Employee Experience

The concept of Employee Experience is becoming something of a hot topic in the world of Employer Branding. In Deloitte’s recent report - Global Human Capital Trends 2017, focus on the Employee Experience was a global top ten trend, and for the UK the level of importance of this area had jumped from 9th in 2016 to 4th in 2017. As part of Papirfly’s (World Employer Branding Day 2018 Premium Country Partner) continuing commitment to add value to the Employer Branding community, they recently undertook a project using both qualitative and quantitative research to find out what companies are doing to develop a holistic Employee Experience and what part Employer Brand professionals are playing in these initiatives. Using the results, they then worked with Two Heads Consulting to develop an Employer Brand Experience Model as a tool to help organisations make sense of, and strategically improve their Employee Experience. Their research has shown that an optimum Employee Experience comes from developing a seamless, integrated journey across the four stages of their model. They have seen how the two earlier stages of the journey, namely ‘attention and attraction’ and ‘recruitment and on-boarding’ have traditionally been well-addressed through Employer Branding. However, it is clear that there is scope to develop these further and place more attention on ‘engagement and development’ and ‘alumni and advocacy’. Key points to consider at each stage of the model include: 1.Attention and attraction a. Create real differentiation and competitive advantage through consistent Employer Branding to get the attention of – and attract – top talent b. Use real employee stories to build trust in Employer Brand messaging c. Humanise interactions with potential candidates through social media 2. Recruitment & on-boarding a. Use recruitment and on-boarding as key opportunities to align external perception and internal reality b. Start on-boarding as early as possible to maximise the effectiveness of your Employer Branding c. Increase your retention and lower new hire attrition through consistent Employer Branding at the recruitment and on-boarding phase 3. Engagement & development a. Improve employee engagement through continual, consistent activity, not one-off initiatives b. Illustrate where employees are happy, able to do good work, achieve and take advantage of opportunities through consistent Employer Branding c. Drive employee engagement and talent retention through real employee stories of engagement and development 4. Alumni & advocacy a. You can reduce cost per hire, increase recommendations and re-hires by turning your current employee advocates and alumni into powerful ambassadors for your organisation b. Don’t leave it to chance – emulate advanced Employer Brand practitioners and actively manage your external reputation by strategically monitoring and engaging with reviews on external sites c. When choosing alumni engagement channels, pick the ones that are most effective for your organisation You can download the full report by clicking here>>

Meet Sara Naveda, Global Business, Development Director at Papirfly​ and Angela Siddal, Global Talent Acquisition Marketing & Brand Manager at British American Tobacco when they present a case study on "Building a global employer brand community from the inside out for business impact," at World Employer Branding Day 25-27 April 2018 | Prague

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