Mastering the balancing act of employee experience and business goals

Employees today have become synonymous with their organizations. They embark on similar, if not identical, business and marketing journeys—finding the right opportunities, assessing potential companies and areas of collaboration, staying relevant, committing to work, and reaching individual or collective goals. Employee experience is not just limited to an individual’s overall satisfaction at a workplace but reflect a brand’s values and ideologies.   

How can a brand understand and augment employee experience? By entrusting employees with the responsibility of being the brand advocates, companies can boost engagement, secure top talent, and spur growth. While forming employee-centric policies are key to a positive work culture, the challenge lies in striking the right balance where a company’s business outcome and image are not compromised.  

This is where effective leadership and thinking of intelligent workplaces plays a crucial role. With their influence, leaders can create a sense of shared brand purpose that aligns with the personal goals of employees, resulting into higher engagement at work. In an inclusive workplace, leaders trust their employees, allow ownership of work decisions, and treat them as brand ambassadors. This gains loyalty as well as builds an environment for people to thrive.  

 The new-age employee  

 Employees today seek authenticity in a brand’s actions. Simply put, employees desire consistency between an organization’s promise and practice. In fact, their perception of and expectation from their employer have drastically changed in the recent years. According to a Gartner, Inc. report, 65% of employees believe the pandemic has made them rethink the place that work should have in their lives, while 50% said it has changed their expectations towards their employer. The new-age employee seeks flexibility and the freedom to work from anywhere, anytime without impacting the end-result. They do not refrain from asking pertinent questions on the value-addition that a brand makes for them.  

 The new-age employee is an organization’s customer and stakeholder. They can make or break a brand’s reputation. Thus, companies must create opportunities for growth, acknowledge and appreciate where the credit is due, and help employees become the torchbearers of the brand. Employee experience is also elevated by fun and engagement activities that showcase a whole-new and flexible side of a brand. 

 Sufficient use of technology to simplify complex work and increase productivity speaks volumes about a brand’s focus and is a significant aspect of people experience. Dedicated learning and training programs facilitate greater understanding of a brand, its guidelines, mission, and vision. As a result, employees are more likely to feel connected to a brand.  

Sarika Naik
Chief Marketing Officer & Chairperson, Diversity – India, Capgemini

Delivering the digital employee experience  

 Technology-based hybrid work model is the new normal. This makes the virtual employee experience as important as the physical one. As organizations keep pace with technological advances and adopt them, they must accurately and clearly understand how employees use digital tools in their daily jobs. Lack of awareness about the way employees deal with technological challenges can also affect the overall experience, causing disengagement.   

 Investments to optimize customer experience have helped employees learn from new technologies and digital experiences. Digital and technology investments that lift employees’ emotional quotient and support their success at work are critical for people experience and validate a brand’s culture outside the workplace.  

 Inspire employees, influence growth  

 It is well established that employees are an organization’s biggest asset. But they also must be treated as learners who have the access to technology that is simple, modern, and intuitive. Using tech-based systems powered by artificial intelligence (AI), cloud, robotics, and data will encourage employees to complete tasks and deliver precise results on time.  

 A brand’s identity not only depends on the growth and success story of a company, but it is equally important to highlight the individual journeys of employees. Positive people experience can have a much bigger impact on the outside world and must be leveraged to inspire the existing employees and attract more talent. Employee voices constantly reach the target audience and are better positioned to convey a brand’s message.  

 Employees personify a brand’s purpose and promise. With the right guidance and tools, they have the potential to fuel efficiency and eliminate redundant cost. Not to forget, they are also a great influence on end consumers as they represent a brand’s values and conscience. The success of a business depends on elements such as operations, technology, and growth, however, they are all managed and driven by employees. Thus, it is imperative to prioritize people experience, involve them in organizational and brand strategy, and coach leaders to be more empathetic, helping employees get the future they want.   



Disclaimer: The views expressed in this article are those of the author and do not necessarily reflect the views of ET Edge Insights, its management, or its members

Scroll to Top