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[Bilingual]员工体验地图绘制的价值何在?

放大字体  缩小字体 日期:2016-07-29  阅读次数:106
编者按:员工体验(旅程)地图绘制(EJM - Employee (Experience) Journey Mapping)对于正在投资雇主品牌的任何组织都重要,特别是在那些希望雇主品牌战略得到最佳执行的地方。

本文经原作者授权由领励EBS雇主品牌学习团队翻译为中文版并连同原稿同时发布;未经授权,请勿转载。作者Andrew Farmer先生在韦莱韬悦特从事雇主品牌和人才招募研究。洽询或投稿,请电邮至service@linleadmeeting.com。The Author Mr. Andrew Farmer serves Willis Towers Watson in terms of Employer Brand and Talent Attraction. He grants LinLead to pulish, and translate into Chinese. Write to service@linleadmeeting.com for more.


 

英文原标题:What’s the Value of Employee Experience Mapping?

Employee experience journey mapping is so critical to any organisation who invests intheir employer brand and wants to ensure it’s being delivered in the best way.

员工体验(旅程)地图绘制(EJM - Employee Experience Journey Mapping)对于正在投资雇主品牌的任何组织都重要,特别是在那些希望雇主品牌战略得到最佳执行的地方。

Similar to Customer Journey mapping, Employee experience mapping can help an organisation to understand the ‘moments that matter’ and ensure their EVP is having an impact on the employee journey and making a difference.

类似于顾客体验(旅程)地图(CJM – Customer Experience Journey Mapping)绘制,员工体验(旅程)地图绘制可以帮助组织识别(员工体验的)关键时刻,确保雇员价值主张(EVP – Employee ValueProposition,也有被称之为Employer Value Proposition)能够施加预定影响于员工体验,而创造差别化的优势。

It’s important to look at the experience journey as ‘aspirational’, beyond what the organisation is doing today, but not beyond what is possible for the future.

就当前组织中的实践而言,通过这样的角度来观察我们的活动,无疑是具有很大的启发,将为未来实践的发展提供很多新的空间。

I believe the following are valuable outputs from mapping out the employee experience:

我认为,雇员体验地图的绘制,将在以下方面体现它的价值(简称为“5I价值维度”):

  • Influence attitudes and behaviour for candidates and employees

  • 影响候选人和员工的态度和行为

     

Employee experience mapping will play a key role to support the delivery of the brand promise and culture led through the EVP. Mapping out the experience will helpto define areas wher it is critical to influence attitudes and behaviours to ensure the EVP is being lived and breathed in the business.

员工体验地图绘制(EJP)将扮演一个关键角色,使得雇员价值主张(EVP)所体现的品牌承诺和文化得到很好的传递和落地。勾勒员工在组织中的整个工作体验场景的过程,将帮助管理者定义真正影响员工态度和工作模式的关键接触点;而这些接触点正是一个雇员价值主张(EVP)得以在真实商业环境中贯彻的关键所在。

This will drive the outcomes desired through the brand promise whether it be via the attraction, onboarding or the retention and development stage of the employee journey. With this understanding, it will help take a holistic approach to the employer brand and ensure the desired experience is being led by the employees and business.

沿着员工体验旅程,在不同阶段的主要场景,比如人才招募、入职、留任和培养,通过对相应“痛点”的针对性改进,管理者将能更清晰的预计任务成效。借助EJP工具,管理者将更容易采取整体性的雇主品牌战略,并提升雇主品牌在真实环境中的体验。

  • Insight of the Employee Perspective

  • 提供一个员工的洞察视角 

     

Employee experience mapping can help an organisation to understand the needs andemotions of their employees at any stage along the journey. Insight into howyou want the employee to think and feel across the employee lifecycle and tounderstand their expectations is so critical to ensure you can see if it aligns with your EVP.
员工体验地图绘制(EJP)可以帮助组织理解员工的需求和情绪状态,并贯穿员工工作体验的整个“旅程”。在整个员工生命周期中,管理者要做清晰的洞察,如何期望员工的回应和如何捕捉到员工的相应期望是一枚硬币的两面;而这样的两面,将帮助管理者清晰识别雇员价值主张(EVP)是否得到一致的贯彻。

This can range from the very first touch point of the employee lifecycle e.g. the Awareness of your brand and the touch points the candidate might come across along their awareness journey e.g. Careers Website, Social Media Channels, Content Marketing etc.

整个员工生命周期中涉及不同的接触点,包括最初阶段的(雇主)品牌关注阶段中,候选人识别品牌时所接触到的点,比如:求职站点、社交媒体管道、(雇主)品牌故事等。

If we don’t gain an understanding into how we want the employee to think, feel and expect from the brand, we can’t determine if the experience is working in line with the EVP and the promise being communicated.

如果我们不能理清头绪,不能清晰化我们对员工行为、感受和意图的相关期待,我们将不能指望员工体验朝着我们有利的方向展开——也就是和雇员价值主张(EVP)相呼应,以体现相关承诺。

  • Impact of Employee Experience is great

  • 员工体验的影响力巨大 

Understanding how the employee experience is delivering and making an impact on the front-line operations is vital to ensure it is in line with the brand and howyou want it to be portrayed. The connection between employee experience and customer experience is clear – employees deliver your brand promise and create the customer experience.

员工体验是否获得保障将影响到一线运营,并进而影响到顾客如何感受和认知(商业/产品)品牌,这一认知事关重要。显而易见,员工体验和顾客体验之间的联系很清楚——员工传递(商业/产品)品牌承诺,并交付顾客体验。


As such, employees are the most important touch point in your organization, so understanding the impact of their journey is key in getting this right. it is important to ensure you create the right experience across the various touch points on the employee journey, and they mirror the customer experience you want to deliver.

可以说,员工是一个组织当中最重要的(品牌)接触点,所以,意识到员工在工作“旅程”中的实际体验蕴藏着何种能量,显然有助于我们保持头脑清醒。换个角度来看,员工的整个“(工作)旅程”中,在各个不同接触点上对的体验的交付,正是源于我们同样的信念——交付同样质量的体验给顾客。

  • Issues and Opportunities to be Highlighted

  • 发现“痛点”和机会 

Mapping out the employee experience can highlight issues across the journey as well as potential opportunities to make the experience a better one and more reflective of the brand promise. This assessment should be audited at least annually, to highlight any progress made, and for further opportunities to innovate the brand experience.

在绘制员工体验地图的过程中,顺藤摸瓜,管理者很容易识别员工“(工作)旅程”中的障碍,当然也能发现隐藏着的风景,进而有机会改善这一体验,使之更能展现品牌的承诺。为了记录下一路取得的进展,并持续发现改进机会,我们可以通过“审计”,至少每年做一次体检,来革新品牌的体验。

  • Improve the Customer Journey and Brand Experience

  • 推动顾客(体验)“旅程”和(商业/产品)品牌体验 

Understanding the Customer Journey is important when mapping out the candidate experience journey. The two journeys should mirror each other and present opportunities orareas to improve wher pain points are present. 当勾勒员工(原文作“候选人”)体验“旅程”的时候,很好理解顾客(体验)的“旅程”很重要。这两个“旅程”“交相辉映”,在“痛点”识别和处置上成为彼此的参照场景,同时又相辅相成为彼此提供改进机遇

For example, ensuring the employee is a key component to the customer journey mapping process to highlight wher the employee would make the biggest difference during the customer experience and how the employee should feel when delivering this.

比如说,在顾客体验地图绘制中,坚持将员工表现视作关键因素,将最大限度的创造差别化的顾客体验,从而赢得竞争优势。

It would also highlight further opportunities to make the employee experience a better one.

反过来说,得到提升的顾客体验也将创造更加的员工体验——更高的成就感和荣誉感。

Ready to start your own? Use this great toolby UXPressia to bring to life your Employee Experience Map.

对于这个新鲜概念跃跃欲试?今年的EBS2016第五届雇主品牌战略(学习)峰会上将探讨更多关于这个话题。

了解更多,请点击“阅读原文”,参与内容投票,花费3分钟,更新思维,并获得特别礼遇。

 
关键词: 员工体验 雇主品牌
 
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