It’s obvious that businesses need to keep their customers happy. So much time and money is spent researching the needs of their target clientele. While this focus on external customers is important, it is equally important for organizations to care for the needs of their internal customers – the employees! The way employees are treated determines their likelihood of recommending the organization as a desirable place to work and consequently that organization’s “employer brand.”
Recent data from WeCare Connect, the nation’s leading provider of employee surveys for the senior care industry, reveals that while employees generally recommend their organization’s services to family and friends, fewer employees would recommend their organization as a workplace.
The Power of Employee Recommendations:
WeCare Connect’s data highlights the power of employee referrals in the job search process. A remarkable 27% of job applicants learned about job openings at senior care organizations through family and friends who were already employed there. Since a quarter of new hires already come through staff referrals, imagine the impact if businesses maximized their own staff as a recruiting resource.
When employees are content, supported, and respected in their workplace, they become advocates for the organization’s services and offerings. However, the WeCare Connect survey data highlights a discrepancy. While an encouraging 65% of respondents would recommend their organization’s services to family and friends; slightly fewer, 59% of respondents, would extend the same recommendation for their organization as a place to work. (Still a pretty encouraging percentage, but there is room for improvement!)
The Impact on Employer Branding:
The disparity between recommending the organization’s services versus recommending it as a workplace highlights the significance of employee treatment in organizations. Positive experiences as employees can lead to a strong employer brand, attracting talented professionals who are passionate about providing quality services. Conversely, negative experiences can tarnish the organization’s reputation, making it challenging to recruit and retain top talent.
The Ripple Effect:
How employees are treated within their organizations also has a far-reaching impact on customer service and overall organizational success. Employees who feel valued and supported are more likely to provide exceptional performance, going above and beyond their regular duties. On the other hand, employees who feel neglected or undervalued may experience decreased motivation and job satisfaction, potentially compromising the service quality they deliver.
Addressing the Disparity:
Businesses should strive for parity between recommendations for their services and recommendations as a workplace. By prioritizing employee satisfaction and well-being, organizations can create an environment that fosters employee loyalty, engagement, and advocacy. Here are 6 key strategies to address the disparity and improve employee recommendations:
- Focus on Employee Experience: Invest in understanding and enhancing the employee experience throughout the organization. Regularly gather feedback, conduct employee surveys, and address concerns to demonstrate a commitment to employee satisfaction.
- Empowerment and Professional Growth: Provide opportunities for professional development, training, and career advancement. Support employees in acquiring new skills and offer a clear path for growth within the organization, ensuring they feel valued and motivated.
- Transparent Communication: Foster open and transparent communication channels within the organization. Keep employees informed about organizational changes, goals, and decisions that impact their work. Encourage feedback and actively address concerns to build trust and transparency.
- Recognition and Rewards: Implement recognition programs that celebrate employee achievements, milestones, and exceptional performance. Acknowledge and appreciate the contributions of employees, instilling a sense of pride and loyalty.
- Work-Life Balance: Prioritize work-life balance by offering flexible scheduling options, promoting wellness initiatives, and supporting employees in managing their personal and professional responsibilities. A healthy work-life balance contributes to employee well-being and job satisfaction.
- Competitive Compensation and Benefits: Ensure that employees are fairly compensated for their work and offer comprehensive benefits packages. Align salaries with industry standards and consider additional incentives to attract and retain top talent.
Cara Silletto, MBA, CSP, is a workforce thought leader, keynote speaker, and author of the book, Staying Power: Why Your Employees Leave & How to Keep Them Longer.
WeCare Connect is a leading provider of employee surveys with clients in over 1,300 locations throughout the U.S. and Canada. We provide real-time notifications and robust dashboards driving down turnover and increasing engagement.