HOW ELEVATING HUMAN EXPERIENCE (HX) FUELS

BUSINESS GROWTH

CHARLES COTTER PhD, MBA, B.A (Hons), B.A

www.slideshare.net/CharlesCotter

6TH ANNUAL CONGRESS, IHRM KENYA

MOMBASA, KENYA

23 MAY 2019

PRESENTATION OVERVIEW

Human-centred Strategic HRM Objectives

Transitioning from Employee Engagement to Employee Experience to

Human Experience (Hx)

Formulating EVP’s and TRS

Purpose-driven organizations and the Power of Purpose

Applying 5 Hx transformation principles

Applying the Collaborative Intelligence Future of Workplace Architecture

Model (Cotter, 2019)

AGREE OR DISAGREE?

WHY?

STRATEGIC HRM OBJECTIVE

Develop an agile High Performance Organization

(HIPO) culture and employee engagement i.e. a

culture of brand ambassadors

Key Role: Behavioural Economist

“Our most basic need is to have a sense of belonging and

connection.” (Deloitte)

STRATEGIC HRM OBJECTIVE

Create career fluidity and employment

mobility throughout the career journey.

Key Role: Career Navigator

“Centering business around people has never

been more important.” (Deloitte)

EMPLOYEE ENGAGEMENT’S EFFECT ON 9

KEY PERFORMANCE INDICATORS (GALLUP,

2013)

GLOBAL LEVELS OF EMPLOYEE

ENGAGEMENT (GALLUP, 2013)

EMPLOYEE VALUE PROPOSITION

(EVP)

A resourcing strategy is concerned with shaping what an

organization has to offer to people to join and stay in the

organization. (Armstrong, 2016)

EVP is a statement of what an organization will provide for people

that they will value - why the total work experience at their

organization is superior to that at other organizations.

The EVP is an employee-centered approach that is aligned to

existing, integrated workforce planning strategies because it has

been informed by existing employees and the external target audience.

EMPLOYEE VALUE PROPOSITION

(EVP)

Key Selling Points (KSP): Host of financial and non-financial

benefits

Non-financial benefits:

The attractiveness of the organization

Responsibility – corporate conduct, ethics and CSR/CSI

Respect – diversity and inclusiveness

Work-life balance

Opportunities for personal and professional growth

COMPONENTS OF VIABLE EVP

TOTAL REWARDS STATEMENTS (TRS)

– RATIONALE AND VALUE

Organizations need to communicate the total rewards provided to each individual employee,

demonstrating the organization's investment in ensuring employees are competitively

rewarded for their skills, contribution and performance.

The rewards package that you provide to your employees is among your organization's most

significant investments.

Total reward statements may help reduce turnover and increase retention rates

A Total reward statement provides employees with a personalized document that

communicates the overall value of their financial rewards such as base pay, incentives and

employee benefits.

Total reward statements can also be used to reinforce the communication of less tangible

benefits such as work/life programs, learning and development and flexible work

arrangements.

TRS PROCESS FLOW

BENEFITS OF TRS

THE RISE OF THE HUMAN

EXPERIENCE ECONOMY

THE RISE OF HUMAN EXPERIENCE

Employee Engagement

Employee Experience

Human Experience (Hx)

THE RISE OF HUMANITY (AS A SOURCE OF

CORPORATE DIFFERENTIATION)

THE RISE OF HUMAN EXPERIENCE

“At a time when technology has become integral to every aspect of

business, it can feel a little like our humanity gets lost,” says Amelia

Dunlop, principal, Deloitte Consulting LLP.

“When we talk about creating human experiences, we're really trying to

get down to the individual level. How do we make an impact for that

specific person? How do we create an experience based on what matters

most to him or her?”

While the human experience can be difficult to articulate, it’s ultimately

defined by the energy, connection, and meaning we live and breathe

each day. Our best experiences are serendipitous, shared, and free

"The 7P's of the business success mix

- purpose; passion; potential; people;

patronage, partnerships which all

precede profit."

(Charles Cotter, 2 June 2017)

PURPOSE-DRIVEN ORGANIZATIONS

It requires businesses to organize around purpose

versus profit.

Purpose is not a statement, it’s an operating model,

and it’s the central organizing structure for HX.

HX is a transformation of the relationship

between brands and people, driving meaning based on

shared purpose and a reason for being.

PURPOSE-DRIVEN ORGANIZATIONS

HX creates the kind of authentic, deep connections people now seek

from companies.

When companies start first by examining and establishing their true

reason for being — their purpose — and align that with their

customers and employees, relationships will become more authentic.

EXAMPLE: With this purpose held strongly at its core, Etsy has

fostered an internal culture in which 91 percent of its employees

feel their values align with the company, and has created a platform

for 15 million sellers to bring their crafts to a marketplace of

more than 54 million members.

VALUES-BASED ORGANIZATIONS

“Well run, values-centered businesses can contribute to

humankind in more tangible ways than any other organization in

society.” - Bill George, former CEO of Medtronic, in his

introduction to “Conscious Capitalism”

“Profitability is a shallow goal if it doesn’t have a real purpose. We

are equally proud of what we are doing in the community, what we

are doing with our people and how the company has built itself

around a purpose that is not just about making money.“ Howard

Schultz, founder and CEO of Starbucks

THE RISE OF THE HUMAN

EXPERIENCE ECONOMY

Organizations that go beyond delivering on customer experience to elevating the

human experience will be better positioned to create more meaningful

connections, foster loyalty, and drive growth.

The more we can understand what people value, the more we can engage them

with the stories and experiences that will resonate most.

The more we can create connections that are meaningful and mutually

valuable for the human and the organization, the better we will all be.

In this frenetic, impersonal, digital age, who wouldn’t want to be treated just a

little bit more like a human?

HX TRANSFORMATION PRINCIPLES

Principle 1: Live Your Purpose

Principle 2: Align Efforts

Principle 3: Elevate Interactions

Principle 4: Use Insights to Adapt

Principle 5: Invest in the Now & the Next

CONCLUSION AND WAY FORWARD

HX provides a framework for companies to be the best versions of themselves.

An HX-optimized organization is not content to keep its head above water in the current

economy, but instead chooses to move ahead, expand relationships, and seize economic

opportunities.

It is the type of company that refuses to be a transactional service or product provider, but

instead seeks to be an integral and inspirational lever in society.

It’s the kind of company that makes the world a better place with its people, products

and economic contributions.

The HX economy is almost upon us. The relationships you forge now and the steps you take

to apply the HX requirements and principles outlined in this perspective will set the stage for

your future success.

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