By: Sergio Roses

Today, companies know that it takes more than attracting, retaining and motivating employees to achieve superior performance. This is how the importance of the term was prioritized commitment: A committed employee is someone who is enthusiastic about their work and the organization in which they work, with a positive attitude towards it and the values ​​it represents. Numerous empirical studies show that high levels of employee commitment translate into greater work productivity. And they have as a correlate a company with high levels of business performance.

Existen numerosos vectores ("drivers") del compromiso. Entre otros:

• regular feedback between supervisor/employee
• the recognition
• the perception of the importance of the task and the expectations of the position
• career opportunities
• the values ​​that inspire the organization
• the sense of purpose that satisfies work

In general, to delve deeper into the levels of employee commitment towards your company, a very important factor that summarizes the idea is the concept of experience.

Today we live in the world of experience, understood as a form of experiential knowledge, which is a source of emotions towards a brand or product.. Thus, experiential marketing is based on the assumption that a customer chooses a product or service for the experience it offers before, during and after the purchase. In the same way, un empleado manifiesta emociones hacia su empleador en base a su experiencia de empleado a lo largo del "employee journey": antes, durante y después de tener la condición de tal.

In this context, el compromiso de los empleados no se logra sólo con recompensas, sino creando una "experiencia" de empleado que incorpore aspectos como la cultura, tecnología y ambiente físico.

Specifically, we work together with our clients in the design and diagnosis of their employee experience (Ex) in five areas:

• Ex benchmark: in order to compare the employee experience with other organizations
• Employee profile: to understand the different employee archetypes (context, expectations, interests) through the description of profiles, as input for people-based design.
• Employee Journey: para mapear los "momentos que importan" que permitirán personalizar la experiencia.
• Voice of employee: to have continuous and real-time feedback, in an environment of agile organizations.
• Ex Transformation: in order to create a team responsible for integrating an end-to-end vision of all Employee Experience initiatives, which is also congruent with the Customer Experience (Cx) to which they aspire.

The basis of Ex's design is to side with the employee. Understand their experiences from their place, in the moments that matter, and then generate data and information that enhance the capabilities of People Analytics to have the insights that allow them to transform that experience.

Designing an experience can involve the application of marketing tools such as design thinking, hackathons and sentiment analysis resources, also called opinion minding or emotion; those that allow identifying employee attitudes towards the company, based on data analysis to create an experience that is attractive.

Finally, experience demands congruence between what is said and what is done. In particular, the experience must be in tune with the Mission, Vision and Values ​​that the company proposes, and with the customer experience (Cx) to which it aspires.

These levels of congruence affect the credibility of the organization and, consequently, are essential in building a good reputation, which is the basis of the branding as an employer brand. The ability to convey the employee experience through a employer brand let him be a faithful mirror Customer experience is key to the sustainability of the brand and the organization, constituting a central element in the construction of a solid corporate culture.