3 Lessons HR Departments Can Learn From The Worlds Top Brands

There’s one in every class. That person who answers every question and nails every test.
In my year, it was Courtney Brown. She consistently raised the bar—elevating the expectations of what our class should deliver academically. And while it drove us a bit crazy, we had to acknowledge that her brilliance pushed us to be better.
What does this have to do with the employee experience? Well, think of it this way. HR is now in the same classroom as Netflix and Amazon. These brands are redefining expectations in your world. They are the Courtneys, and, whether you like it or not, HR has got to step up.
A blueprint for brilliance
Brands like Amazon and Netflix are not just improving the experience; they’re redefining it. And the great news is that HR can learn from them just what it takes to design and deliver experiences that make employees’ lives easier and work more enjoyable.
After all, the benefits of a better employee experience are undeniable. Jacob Morgan, author of The Employee Experience Advantage, found in his research that companies investing in employee experience have four-times the average profit and two-times the average revenue.
Is your HR ready to BYOB (build your own brand) based on their blueprint for brilliance? You’ll have to bring in colleagues from IT and other functional areas to support your efforts and help make your vision for employee experience a reality. Start by following these three tips below.
Adopt an employee-centric, service mindset
Amazon is notoriously customer obsessed, using personalization tactics to make the shopping experience seamless for all visitors. So how can HR follow suit?
Like Amazon, you can use an employee experience platform to deliver an intelligent, self-serving experience that supports employees in their day-to-day work needs. This platform will help you deliver an integrated employee experience by giving employees a single place to manage their work needs, experiences, and transitions while shielding them from back-end systems and complexity.
Understand what employees really want
Most employees share common experiences like onboarding, career development, planning for a leave, or even resigning. Assess these critical moments in the employee journey, identify potential points of failure, and determine how you can better meet their needs and expectations.
Imagine being able to streamline employee onboarding by automating processes that require involvement from HR, IT, and other departments. Get these new hires up to speed quickly by creating a central location for all critical onboarding materials, such as training videos, learning courses, and documentation.
Implement UX principles to ensure ongoing success.
Employee behaviors and expectations are constantly changing, so it’s crucial to keep a constant pulse on the community and refine practices based on this input.
Netflix, for instance, relies on customer feedback and behavioral data to continually improve its interface and content recommendations. Employ a combination of ongoing surveys, discussion forums, and omni-channel feedback tools to paint a detailed picture of how the employee experience is perceived—and how it can be improved.
The power of the HR/IT partnership
Historically, HR has been the primary advocate for an organization’s employees. But in today’s digitally driven enterprise, HR can’t do it alone. They have to work closely with IT, adopting a transformative mindset that supports employee-centric systems and experiences.
To reach Amazon-like levels of employee experience delight, you’ll need a big-hitting partner. ServiceNow has been helping HR and IT work together to give employees the experience they deserve since 2003. You can see how customers like General Mills are using ServiceNow to completely transform the employee experience. Interested in research-based insights into better employee engagement? Explore our online publication, Workflow.

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