Building Trust: A Strategic Approach to Employee Experience

Meet Your Facilitator
Natasha Persad is a strategic Human Resources business leader with over 20 years of global Fortune 500 HR Executive experience and CEO of The
HRXperts. Demonstrated problem solver across multiple industries with an expertise in change management, deep business knowledge, and a proven
ability to partner with senior executives to drive human capital initiatives that achieve key business goals.
As a DEI Champion and Advocate, Natasha develops strategies for sustainable diversity and inclusion programs aligning with a company’s business
objectives, client’s results and change efforts for the advancement and retention of top performing talent inclusive of underrepresented professionals in
an inclusive work culture.
Natasha is an advisor to the C-suite and Boards with a specialty in realizing the revenue generating benefits of employing an underrepresented
workforce and how correctly leveraging People Management can be an organization's strategy for success. She encourages organizations and individuals
to dream big and is an expert in personal empowerment.
Natasha holds an MBA in Finance from NYU’s Stern School of Business.
The secret of change is to focus all your energy not on fighting the old but on building the new.”
~Socrates

Overview
1. WHAT IS THE EMPLOYEE EXPERIENCE
2. BUILDING AN EMPLOYER BRAND STRATEGY
3. ONBOARDING IS YOUR FIRST STEP IN THE EMPLOYEE
EXPERIENCE
4. CREATING THE EMPLOYEE JOURNEY
5. DON’T UNDERESTIMATE A MANAGER’S INFLUENCE
6. MEASURE – DID IT WORK?

What is the Employee Experience
The employee experience is the sum of all interactions an employee has with their employer. It is
the structure and culture of the organization and how the employee perceives the company overall
and their role in the company.
What some organizations forget is that their employees are their first (and most important)
customers.

Increased engagement is a key component to
organizational success as Gallup’s 2020 findings
confirm organizations within the top quartile of
engagement (top 25% of most engaged)
experienced higher levels of the following when
compared to organizations in the bottom quartile
(bottom 25%) of engagement:
• 10% increase in customer loyalty/engagement
• 23% increase in profitability
• 18% increase in productivity (sales)
• 14% increase in productivity (production
records and evaluations)
• 66% increase in wellbeing (thriving employees)
• 81% decrease in absenteeism
• 58% decrease in patient safety incidents
(mortality and falls)
• 41% decrease in quality (defects)
Obligatory statistics confirming importance of Employee Engagement

Employees aren’t
expecting Disneyland
They come in every day expecting to work
hard. But they want to have an impact on
both the business and themselves. They want
to grow and prosper. Be respected and use
their intelligence. Enable them. From the first
day on the job to the day they leave or retire,
create experiences that enrich, motivate, and
show employees that their time and effort is
meaningful.

The fact is, negative Glassdoor
reviews reverberate beyond job
seekers. Customers see them.
Vendors see them.
Glassdoor is the place where
people with an ax to grind about
their employers go to, well, grind it.
If companies can counter that
negativity with some positive
employee comments, isn’t that
fair?
Indeed’s recent acquisition of
Glassdoor gives them the
opening to provide job reviews
where users rank their
employers with according to a
5-star scale and list pros and
cons.
Criticism and negative comments
are the norm rather than the
exception. With thousands of
customers connected to your
social media accounts, negative
comments are unavoidable.
Most workplace rumors
are relatively harmless:
someone getting a
promotion; pay increases,
possible workforce
reductions, new products
or product discontinuations
and any number of other
issues of interest to
company employees.
Some rumors, however,
are not harmless and can
have serious
consequences.
Side Effects of a Negative Employee Experience

How do we change the conversation from a
negative Employee Experience to a positive one?

Building an Employer
Brand Strategy
An employer brand isn’t an
exercise in marketing. It is an
exercise in purpose and alignment.
What does the company stand for?
How does it execute that belief?

A solid employer brand will make
your existing employees proud
that they are a part of your
organization.
Being a part of an organization
with a great work culture
is important
for today's job seeker, and
companies need to be mindful of
how they are showcasing that
culture
Source: “Employee Retention in the ME NA workplace

5 Ways to
Build a Better
Employer
Brand
1. Analyze Your Company Culture
A strong employer brand starts from within. In other words — if you want candidates to perceive your
company as a great place to work, it must actually be a great place to work
2. Develop a Content Strategy to Promote Your Employer Brand
To build a strong employer brand, you must craft a comprehensive, multi-channel content strategy to
engage your target candidates.
3. Establish an Employee Advocacy Program
Not all your employees are recruiters — of course — but they’re an integral part of the employer
brand building process. We recommend that you offer incentives to employees who recommend new
hires, share content, and promote branded information.
4. Leverage Social Media
Social media has quickly become an essential marketing channel — and it’s equally as important for
recruiting. So, it’s critical to build your employer brand on social media if you want your ideal
candidates to find you.
5. Test and Measure Your Employer Brand
Improving your employer brand is an ongoing process and may seem hard to quantify. But much like
marketers' test and measure the success of their campaigns, recruiters should test and measure their
strategies.

ONBOARDING IS YOUR FIRST STEP IN
THE EMPLOYEE EXPERIENCE
Onboarding is a critical task and tool, and essential for establishing the first
right step between new employees and the employer.

Don't Underestimate the
Importance of Good Onboarding
• 69 percent of employees are
more likely to stay with a
company for three years if they
experienced great onboarding.
• New employees who went
through a structured
onboarding program were 58
percent more likely to be with
the organization after three
years.
• Organizations with a
standard onboarding process
experience 50 percent greater
new-hire productivity.
In a survey carried out by OfficeTeam, a staggering 54% of employees said that they’ve
experienced a mishap in their new job. 15% didn’t get introduced to their co-workers,
22% didn’t have the necessary supplies ready for them and 14% didn’t even get a tour of
the office. Yet 92% of HR managers questioned in the exact same survey felt that their
onboarding process was effective!

Tips for a successful Onboarding Experience
As an employer, it's important to take the opportunity to focus on how new hires are welcomed.
From the time an offer is extended until the day the employee becomes fully productive, the
onboarding experience can be used to create a foundation for long-term success.
1. Start onboarding before your new employee arrives
2. Be prepared
3. Roll out the welcome mat
4. Onboarding doesn’t have to be boring or complicated
5. Make the experience personal
6. Onboarding does not stop on Day 1 – check in along the way

Tools for sharing your story
Vanguard approaches employee stories with
precision and encourages their employees to get
involved, tell their story, and share on social
media. This video they posted here on their
LinkedIn page is a great example of employee-
focused content.
Business Audio Theatre (BAT) is a totally new
form of business audiobook - where actors
voice the parts in scenes that depict the
seminal events in the founder’s story,
complete with sound effects and music.
Listeners identify with the story, the brand,
and the founding principles. Used as an on-
boarding or brand building tool, companies
can entertain and educate to encourage
loyalty and engagement.

Creating the Employee Journey
Everyone wants to advance their career, but how a company helps its employees advance is what
can make or break an effective experience.

An employee value proposition (EVP) is the unique set of benefits that an employee receives in return
for the skills, capabilities, and experience they bring to a company. ... When integrated into all aspects
of a business, a strong EVP will help retain top performers and attract the best external talent

The employee journey is the
time an employee spends at
a company, starting when
the employee applies to the
organization and ending
when the employee quits the
organization. All the time in
between these two moments
and the experiences that the
employee has is the
employee journey.
With the rise of remote work
due to the Coronovirus,
having a plan for your
Employee Experience
becomes more important
than ever.
Tool for developing the Employee Journey

DON’T UNDERESTIMATE A
MANAGER’S INFLUENCE
A manager has the greatest influence on an
employee’s experience. For better or for worse,
they are the personification of the company. If
your managers are engaged, you will have engaged
employees. If they are disengaged, expect that to
trickle down to everyone they lead.

If you want to radically transform
your employee experience, you must
first fix your manager experience.
• Consider just a few facts Gallup has uncovered:
• Attract: Millennials say that "quality of manager" is a top factor they
consider when looking for a new job.
• Onboard: When managers play an active role in onboarding, employees are
2.5 times more likely to strongly agree their onboarding was exceptional.
• Engage: Managers account for an astounding 70% of the variance in their
team's engagement.
• Perform: Only two in 10 employees strongly agree that their performance is
managed in a way that motivates them to do outstanding work.
• Depart: Fifty-two percent of exiting employees say that their manager could
have done something to prevent them from leaving their job. Nevertheless, only
51% of employees who left their job had a conversation about their
engagement, development or future during the three months leading up to their
departure.
Manger’s role in the
Employee Experience

Employee
Experience:
The Manager
Makes the
Difference
The manager plays a pivotal role in the employee
experience. They are involved in every major milestone of
the employee journey, from onboarding to exit, and their
interactions with employees are typically the dominant
factor in positive outcomes at each stage.
For this reason, leaders need to look carefully at their
employee experience strategy: Are managers set up for
success at each major stage of the employee experience?
The Top 5 Challenges of Management:
1. Unclear Expectations
2. Heavy Workload and Distractions at Work
3. Job Stress and Frustrations
4. Less Focus on Manager Strengths
5. Frustrating Performance Reviews

We all know the
power of a "thank
you" or a "well
done" – but did you
know that
recognition is
the #1 driver of
Employee
Engagement?
When senior
leaders are
actively involved
in employee
recognition,
companies are 9x
more likely to
have strong
business results

Measuring the Employee Experience
With fierce competition for high-performing employees, and big price tags associated with acquisition and on-
boarding of new staff, more and more employers are investing in engagement as a strategy for workforce
success. When engagement is low, expect a big impact in your culture. A business can only excel with thriving
employees, which is why employee engagement is so important and needs to be measured.

Ripple – is a cloud-based talent
assessment platform that replaces the
annual review with timely, objective and
actionable peer-to-peer data. Ripple
monitors employee self-awareness to
drive up levels of productivity and
empowers managers and owners to
make better, data-driven decisions.
The result? Higher levels of retention
and stronger culture.
Tools for measuring Management Engagement

Contact Information
Clayton Sinclair III
60 Minute Session | Q&A
To help continue the conversation, we are sending all participants an assessment
to measure their company’s Employee Experience and key areas to work on
for FREE!

Building Trust: A Strategic Approach to Employee Experience

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