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w5-What It Means to Work Here (Bringing Distinctiveness to Life (The…
w5-What It Means to Work Here
Every company needs a
“signature experience” that
sets it apart. By explicitly
communicating what makes
your firm unique, you can
dramatically improve
employee engagement and
performance.
Whole Foods Market’s signature
experience: team-based hiring: sends a strong message about the company’s
core values of collaboration and
decentralization
reward? Highly engaged and productive workers
in every team.
The Idea in Practice
DEFINE YOUR TARGET EMPLOYEES
JetBlue targeted people
who prize flexible schedules. It created a
signature experience reservation system
ADDRESS BUSINESS NEEDS
“peer assist”: unit heads assigned
to peer groups exchange ideas
about what is and isn’t working in their
businesses.
SHARE YOUR STORIES
Encourage employees to relate legendary, signature
experiences to potential hires.
STRIVE FOR CONSISTENCY
Buttress your signature experience with
processes that send consistent messages to
employees.
HAVE THE COURAGE OF YOUR CONVICTIONS
Accept that you don’t need to be—nor
should you try to be—all things to all people.
background
You need to be able to tell new and prospective
hires what it’s like to work at your company,
to articulate the values and attributes
that make working at your firm unique.
need to highlight the importance
of employee preferences in the war for talent
prospect will pick the company whose entry program
most closely reflects her own values and preferences.
need to provide a “signature experience
empower the people who
share your values and enthusiasm for work
Bringing Distinctiveness to Life
it creates value for
the firm,
their approaches to talent management
varied greatly.
variation in practices was not just
noise in the system; it was, in fact, a critical element
of the companies’ ability to achieve high
levels of employee engagement
2 Trilogy Software
three-month immersion process
1 month: new recruits
participate in fast-paced creative
projects, in teams of about 20, under the mentorship
of more-experienced colleagues called
section leaders.
2 mth: teams are shuffled and split into
smaller “breakthrough teams” charged with
inventing product or service ideas
3: demonstrate their capacity for
personal initiative.
undergo rigorous evaluation
and receive detailed feedback on their performance
from colleagues, section leaders, and
senior management
1 Whole Foods Market
members have complete
control over who joins the group.
The Container Store
New employees assume regular work
schedules only after having completed the five
full days of training
1st year: 235 hours of formal training
More than 40%
of new employees are recommended by
friends who work for the company
Finding Your Signature:
priciples for creating, supporting, and preserving
their unique employee experiences:
1...Target a segment of potential employees
jetblue workers work at home: high levels of customer satisfaction: self-scheduling
30%
boost in agent productivity, a 38% increase in
customer-service levels, and a 50% decrease in
management workload per agent, compared
with industry norms.
Bright Horizons; employer-sponsored child care
reconceptualization of a critical organizational
role
create a work environment that encourages
professionalism
2...Address specific business needs
bp: many of the business unit
heads were adept at competing, but few were
adept at collaborating.
Employees are learning
from one another
beauty of this signature experience: Peers working together will be the foundation of BP’s success.
Identify and preserve your history
Royal Bank of
Scotland
Sir Fred
Goodwin, every morning between 8 and 9 to
talk about the previous day’s events, go over
that day’s agenda, and plan for the future
W.L. Gore & Associates,
those who are comfortable in a
high-reward but somewhat uncertain environment
would be likely to thrive.
3...Share your stories
Goldman
Sachs’s signature recruitment
invests
more than 100,000 man-hours in conversations
with prospective employees.
At Goldman Sachs, there is no
room for individual stars
Starbucks
look for outgoing personalities
and strong social skills
24-hour paid training
module called First Impressions
4...Strive for consistency
This
company was not a bad place to work, but it
was doing a poor job of targeting and attracting
people who would thrive there.
Whole Foods backs up its team-based induction
process with compensation practices, employee
rewards and recognition, and promotion
criteria
Attention to individule commercial acumen, and ulture carrier for the company.
5...Have the courage of your convictions.
Exxon Mobil,
convince the right people to choose you
