E
mployees experience your EVP in different
ways. An effective EVP talks to different
segments of your workforce allowing you
to tailor both your messaging and how you
deliver the employee experience throughout
the life cycle.
As you can see from the segments in the diagram above,
your EVP needs to cater for a diverse workforce as well as more
fl e[ible ways of working. There are three building blocks that will
help you gain a full understanding of your employees and then
tailor your EVP to meet the different needs you identify.
- SEGMENTATION Segmentation is core to the effective
design and delivery of your EVP.
Segmentation looks to categorise employees into groups based
on key elements like pivotal roles, life stages and demographics to
customise the EVP to elicit desired behaviour and performance.
It is likely that you have a lot of great data available that
can be analysed to both identify the different segments in your
employee population and also to understand their unique needs.
This could include:
Q Engagement survey results to understand the current state and
where to focus to drive greater engagement
Q Focus group insights specifi cally around EVP to more deeply
understand attitudes, values and motivators
Q Other employee data like tenure, role or location. The insights
gathered will allow you to segment your workforce and
create personas.- CREATING PERSONAS The purpose of personas is to
create reliable and realistic representations of your key employee
segments, based on the research and analytics you have
conducted.
The personas you develop will:
Q Represent major segments of your workforce
Q Focus on their major needs and expectations
Q Aid in uncovering liked or needed experiences
Q Describe real people with backgrounds, goals, and values.
Personas help focus design decisions by adding a layer of real-
world consideration to the conversation. They also offer a quick
and inexpensive way to test and prioritise experiences throughout
the development process.- JOURNEY MAPS Journey maps help convert research
fi ndings and analysis into a concise, yet visually compelling story,
which employees across many levels of your organisation can
easily understand and interpret.
This type of visualisation, based on your personas,
describes the touch points and experiences that characterise your
employees’ interaction with your organisation by activity or task,
but there is also emphasis on the emotions involved.
You can use Mourney maps in different ways: to fi [ or fi nd
problems in the current state or to defi ne roles and create new
employee experiences in a future state.
By providing a clear narrative, the journey map visually
illustrates the steps, processes, needs and perceptions employee
groups have as they experience your company. It allows you to
develop a segmented and a more personalised EVP experience
by allowing you to:
Q Understand the steps employees go through to accomplish a
particular task or interaction
Q Identify your employees key needs and behaviours
Q Pinpoint possible ways to improve the employee experience
Q Identify areas where more understanding of the employee
experience is required.
The outcome of segmenting your EVP is a defi ned employee
experience that delivers a targeted, smart, balanced and unique
EVP. It not only shows employees what to expect day to day, but
also how to progress through their careers. It e[amines refl ects
what is important to each employee segment to allow you to
personalise their work experience.By Emma LongmoreSQUARE PEGS IN
ROUND HOLES?
SEGMENT YOUR WORKFORCE AND
GAIN MORE FROM YOUR EVP
Emma Longmore is Communication Leader, WillisTowersWatson Australia