‘Consumerizing’ HR with a digital lens

As customers in the digital age, we hold the power. We demand, and often get, the flexibility and control we want over our preferences and needs. That goes for the products we shop for, as well as how we shop for them.

As employees, we tend to bring those same expectations to work with us. Those expectations and preferences are slowly changing and reshaping the future of human resources (HR).

So, is it time for HR to start thinking of employees as customers and “market” their business to current and prospective staff?

Most of us associate marketing with promoting a business – but it’s more than that. Today’s marketing teams target specific customer segments, customize content and products, and execute strategies that cater to the expectations and needs of that segment. Likewise, you can apply these principles to HR.

Just like marketing, HR develops campaigns to create employer awareness and attract or retain top talent. By going a step further – segmenting employee groups and delivering relevant information or creating processes in the digital format they’ve come to expect as consumers – HR can further boost the employer brand, improve the overall experience for employees, and better manage talent.

6 techniques to adopt

To meet employee expectations for consumer-like digital experiences in the workplace, HR can leverage the same technology solutions that have enabled marketing to deliver on customer expectations. Here are six marketing techniques and technology tips HR can adopt to improve the employee experience.

1. Personalization

Leveraging the right technology for HR enables your organization to provide personalized experiences to employees – the kind of experiences that yield higher satisfaction and greater retention.

Personalization should be agile and ongoing with regular data collection on how employees are using HR services and how their preferences are changing. This allows your organization to create targeted content and information for quality interactions with employees.

2. Speed

The right technology, like an intelligent content services platform or solution, helps increase productivity in HR by reducing the amount of manual administrative work for your team. Having instant access to information and a complete view of relevant data enables employees to answer queries fast and complete tasks quickly.

Spending less time looking for information creates more time for HR employees to focus on strategic work.

3. Automation

Automating HR processes increases the efficiency of employees by eliminating manual data entry and paper-based processes. It is also easier to access information on a centralized digital database, saving storage space, which is usually reserved for large volumes of employee records and files.

Going a step further, with an automated workflow, HR also ensures accountability and provides visibility into work and request statuses for more efficient HR employees.

Manual HR administration processes cost up to $2,000 per employee per year for mid-size organizations according to PwC. Human resources professionals report spending 14 percent of their time maintaining employee records, and 51 minutes a day looking for paper documents, files and emails.

Starner, T. (2019). Content Services for HR

4. Engagement

Digital connectivity boosts engagement for employees – both engagement with the organization and engagement with each other. This means employees have a better understanding of the company’s vision, performance measures, and interactive processes.

Providing devices or methods for communication and collaboration in a digital way ensures employees are connected, productive, and satisfied. This equates to increased employee retention and improved customer service.

5. Modernization

As consumers, employees prefer to use, or at least stay on top of, the latest technology. Human resources can align itself with these preferences by providing modern and user-friendly digital HR services.

In addition, when you automate HR processes, you can easily measure and report on them, keeping them on track and giving employees confidence that HR will meet their needs. With digital deliverables, employees can expect speedier transactions, while HR can prove its value to the business.

A study by economists at the University of Warwick found that happiness led to a 12 percent spike in productivity, while unhappy workers proved 10 percent less productive.

Oswald, A.J., Proto, E. & Sgroi, D. (2014). Happiness and Productivity

6. Accessibility

Modern technology allows HR to provide accessibility to increasingly mobile employees and consumers. With electronic platforms and apps that integrate seamlessly with core HR systems, employees can access HR services whenever and wherever they choose, from any device.

Accessibility creates convenience and that translates to higher satisfaction and engagement.

Reimagine HR with content services

For today’s employee, reimagining the services HR delivers while improving how it operates is an important differentiator. With technology solutions like content services, HR processes are faster, more efficient, and personalized.

Leveraging digital and agile technology solutions enables HR to fast-track transformation initiatives like improving the employee experience. With the right content services platform, some of the other key benefits your organization will gain include:

  • Increased operational efficiency
  • Reduced time spent on manual tasks
  • Increased satisfaction, driving employee retention
  • Better security and compliance through improved records and files management
  • Improved service levels throughout the employee lifecycle

A robust platform provides a single interface to track and review employee interactions, and offers a 360-degree view of all employee information. This helps HR create a more efficient way of working and deliver a seamless digital experience for to those they serve.

To find out more about how you can shift to a ‘consumerized’ employee focus and drive success, download the ebook, Content Services for HR.

Danielle Simer

Danielle Simer

Danielle Simer is a marketing portfolio manager at Hyland. Her mission is to share best practices and evangelize the power of enterprise content management (ECM) as a tool to automate paper-based processes and improve operations across accounting and finance, human resources, and contract management. Danielle joined Hyland after more than six years with a research and advisory firm devoted to helping senior executives manage their departments and teams more effectively. She received her bachelor’s degree from The Ohio State University and her MBA from Georgetown University’s McDonough School of Business.

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