Steps: How to design employee experiences

experience design

Premise: Employer Brand is not the same as ‘branding’

The employment brand directs the employee experience with desired engagement outcomes, generally categorized under branding. This includes crafting how you want to be perceived by the talent market, connecting to business results, purpose and culture change,  and wrapping up everything under our employee value proposition.  Employment Brand also informs and governs with brand standards applied in UX/UI/IA/IxD*. I recognized this can be hard to convey so here are some tangibles, only specific to design experiences.

HOW TO DESIGN EMPLOYEE EXPERIENCES

1. Identify people, brand & culture priority areas

  • Define Goals
  • Design Employer Brand Index and measures
  • Executive Briefing to confirm sustained capability and direction

2. Zoom into the Experience

  • Design Employee Experience Storyboard & primer
  • Employee Experience Workbook
  • Talent Management Process Mapping

3. Lead with empathy and all universal human values

  • Acquire market intelligence
  • Empathy Mapping
  • Journey Mapping

4. Brainstorm options for moments that matter

5. Prototype potential solutions

  • Storyboarding
  • Employee Experience Project Planning
  • Employee Experience Testing

6. Pilot solution 

  • Project Roadmap
  • Test
  • Adjust accordingly

How to Design Employee Experiences Workshop

McLeans & Co included our thought leadership in its research and workshop Design Employee Experiences.

Maclean & Co. selected a few thought leaders around the world to build its Design Employee Experience Research and Workshop. RBC is one of the contributors and our employee experience design approach is showcased as a best practice for MLeans’ clients. I participated as leading designer of best people practices recognized by the Great Place to Work Institute too. Here are three thoughts/ideas and the answer to ‘how to design employee experiences’.

IDEA 1: HR is now exposed to internal & public evaluation. Do not shy away, I can help you.

We re-designed our employee relations experience by moving from a chain of communication to a modular and optional approach. The Great Place to Work Institute recognized and published it in its yearly book of best people practices. I think employee_relations and employer branding make a good partnership. I look forward to our next great move to advance our people and culture.

This people practice is also attractive to McLeans to understand the process behind its evolution. While this content is private for its clients, go to idea 2 and 3 for an overview of what you can expect when approaching employee experiences design in general.

You can find the McLeans storyboard here  https://hr.mcleanco.com/research/ss/design-the-employee-experience

IDEA 2: The Employee Experience affects, positively or negatively, the Employer Brand.

That is why the EVP leads and informs desirable outcomes of employee experiences. Here is one of the key ideas to clarify a number of concepts. Here is a slide from the sample storyboard.

IDEA 3: Employer Brand is not the same as ‘branding’

The employment brand directs the employee experience with desired engagement outcomes, generally categorized under branding. This includes crafting how you want to be perceived by the talent market, connecting to business results, purpose and culture change,  and wrapping up everything under our employee value proposition.  Employment Brand also informs and governs with brand standards applied in UX/UI/IA/IxD*. I recognized this can be hard to convey so here are some tangibles, only specific to design experiences.

Click here to access How to design Employee Experiences

I am thinking out loud and look forward to learning from what sparks in your mind when reading this post.

Thought leadership for Talent Acquisition

estela vazquez perez hci podcast

At Human Capital Institute

Speaker at The Strategic Talent Acquisition Conference in Boston www.hci.org/presenter/estelavazquezperez


Ashley’s reviews

‘Favorite Presentations’ “Employment and Consumer Brands: The Heart and Soul of Your Company”

Recap: HCI’s 2014 Strategic Talent Acquisition Conference


Speaker at Human Capital Institute

Strategic Talent Acquisition Conference – Boston, USA.

2014 – 2018 http://www.hci.org/presenter/estela-vazquez-perez

 

Employee and Customer value proposition; two sides of the same coin.

Workshop & Training at Great Place to Work Institute – collaboration

Employment Brand and Customer Brand, two sides of the same coin hosted by the Great Place to Work Institute – Canadian Conference 2014 


Workshop & Training at Great Place to Work Institute

How to create Employment Value Propositions hosted by the Great Place to Work Institute – Canadian Conference 2012

For The Great Place to Work Institute

In the Great Place to work agenda. “Business Brand & Employment Brand: Two Sides of the Same Coin.”


 

Why and How to build an Employer Brand

Listen to life lessons of RBC’s Estela Vazquez Perez as she describes how she came to believe that employment branding is a journey and not a destination. Her advice for companies looking to cultivate an authentic culture is well worth a listen and you will come away feeling inspired to help reshape your own organization.

Visit the Human Capital Institute profile for more about #EmployerBranding

Why & How to build an Employmer Brand

Why and How to build an Employment Brand

Listen to life lessons of RBC’s Estela Vazquez Perez as she describes how she came to believe that employment branding is a journey and not a destination. Her advice for companies looking to cultivate an authentic culture is well worth a listen and you will come away feeling inspired to help reshape your own organization.

Visit the Human Capital Institute profile for more about #EmployerBranding

Why & How to build an Employment Brand

Brands build futures

Branding is about empathy, creating a vision of better experiences and relentless design optimization to increase market opportunity.  As a result, people can have positive feelings for your brand which increases your market opportunity.

I aim at understanding brands, their offer and delivery of their vision. That helps me create a operating models to amplify your truth and standards to approach hearts and minds.

Today’s Brand Management includes understanding of how BRANDS BUILD FUTURES. If you want to challenge status-quo, then drive organizational design for sustainable development of customer and employee promises. A commitment to people and advancement of society.

I specialize in Employer Branding to help companies attract, select, develop and engage the right people into a desirable culture to achieve organizational goals. If I can describe my proposal with one word is ‘Integration’ of the human capital approach with brand management lenses. I welcome your comment or perhaps you want Contact me. It will be great to learn your perspective.

 

Your company has an employment brand whether you manage it or not.

Estela Vazquez Perez presents Employment Brand at Human Capital Institute

Podcast – Episode Info

In this HCI Podcast, Estela Vazquez Perez, Director of Employment Brand at RBC, demystifies the employment brand and explains how RBC’s Employment Brand Centre of Excellence works to engage current employees and attract top talent from around the world.

http://www.hci.org/lib/hcipodcast-rbc-builds-its-employment-brand-inside-out