Everywhere we look we are experiencing hyper-personalisation. When we log into Facebook, Instagram or YouTube we see advertising and content specifically targeted to us, sometimes it’s so accurate, it’s scary – these platforms seem to know us very well!
The ability to offer hyper-personalised experiences is certainly a big focus for many organisations, particularly in retail and other consumer focused industries. Idealog recently published a great read on hyper-personalisation and the new world of digital DNA – we are becoming much better at using consumer data to improve the experience of our customers.
All of this has me thinking though, why is this trend barely seen when it comes to the employee experience? I recently listened to an amazing podcast where Jacob Morgan interviewed Ellyn Shook. Ellyn Shook talked about how Accenture used ‘crowd sourcing’ of ideas from the organisation to develop people and culture initiatives, a far cry from how HR has traditionally developed ideas in a small room with the doors closed. Ellyn also touched on why we should focus on hyper-personalised employee experiences, as the modern workforce is used to hyper-personalised experiences in every other area of their lives. This has stuck with me and I would love to know what other organisations are doing in this space.
Although understanding your employee data is very important, I believe we can all get started today, and very simply.
Listening generously means to be present. Put down your iPhone and close your laptop. It is more than just not speaking. Listen without judging. Listening generously is listening with care and empathy.
I regularly sit down with members of my team and listen to understand the experiences they want from work. I try to gain insights into what type of projects would see them highly engaged, and also what their broader learning/development and career goals are. When I have these insights I can do my very best to make it happen, and this will be different for each person. In these conversations I also gain an understanding of the leadership style which suits them best, how they like to receive feedback and more.
As we grow, other leaders within my business will seek to gain the same insights, so that even as a much larger organisation we can offer hyper-personalised experiences.
Larger organisations may have the advantage of data and the incredible insights this data gives us to develop engaging experiences for their teams. As smaller organisations, we have the advantage of starting being as easy as listening generously.
What are others doing around improving the employee experience? We would love to hear your insights and ideas!