Jorge Ramo López
Digital Workplace Specialist & TŌGŌ Product Owner at NTT DATA
In the fast-paced landscape of today’s work environment, employee experience emerges as the key differentiator in a scenario where workers, increasingly aware of their options, demand more than just a job. In this highly competitive context, where job offers abound, and professionals are highly selective, the quality of work life becomes the essential currency for attracting and retaining talent.
The imperative of work experience
In a context where, as we mentioned, workers actively seek a better quality of work life, companies are compelled to redefine their strategies to meet these demands. Employee experience is not merely an additional element but the very essence that defines the relationship between the company and its workforce.
Next, we will examine various aspects related to employee experience to understand its importance for the well-being of individuals and the success of organizations. Before doing so, it is worth clarifying two concepts closely related to the absence of a good employee experience.
Challenges of engagement: quiet quitting and loud quitting
The trend of quiet quitting, where employees do the bare minimum while physically present at work, has become an increasingly widespread work philosophy, according to data from the Future of Work, according to data from the Future of Work conference, which has extracted information from the Gallup State of the Workplace 2023 report. This phenomenon, affecting 59% of employees, could pose a silent threat to engagement and productivity. In these cases, employees are mentally disconnected from the company, leading to reduced involvement and potential implications for overall productivity.
On the other hand, loud quitting, embracing a more overt approach to the idea of leaving the company, represents another challenge. 18 % of employees choose this path, emphasizing the need to address the fundamental causes of job dissatisfaction before reaching this critical point.
In this complex landscape, employee experience emerges as one of the primary antidotes to combat quiet quitting and prevent loud quitting, helping to create a work environment where engagement and satisfaction are key priorities.
2024 key trends in work experience optimization
On the horizon for 2024, several trends are transforming the way we conceive and manage the employee experience. Let’s begin with one that has been generating significant interest in recent months and will undoubtedly be prominent in 2024 if we closely follow the market’s leading trends: Generative Artificial Intelligence (Gen AI).
Generative Artificial Intelligence
Generative Artificial Intelligence, a set of systems capable of autonomously creating new content through deep learning algorithms, is gradually being adopted by companies across various sectors. Organizations of diverse types are exploring AI-based tools and platforms to enhance efficiency and deliver more personalized experiences. This process marks a significant shift in how they approach creativity and content production in the era of artificial intelligence.
The three generative AI applications listed here are expected to grow, establish themselves, and become part of the daily operations in companies:
– Intelligent chatbots that interact with employees in a personalized manner, addressing their inquiries effectively and saving them time by efficiently resolving problems.
– Gen AI platforms designed to work with a wide range of unstructured data in the business environment. These platforms comprehend, provide responses, and suggest actions at high speed and with elevated levels of accuracy. They help save time and effort while mitigating errors. A good example is Dolffia, an NTT DATA platform. Read more about the application of AI in intranet environments here.
– Content generation tools that span from training to reports and emails, not only improving the quality of work but also adapting to the individual needs of each employee.
The implementation of generative AI in the workplace undoubtedly redefines and frees up time and resources for the execution of certain manual tasks that, before the introduction of this technology, required significant dedication from employees.
Sustainability as a corporate strategy
Sustainability is not just an environmental label but an integral component of corporate strategy that redefines the work environment. The article The Importance of Green Buildings for Achieving Corporate Sustainability from Faster Capital 2023 highlights the connection between green buildings and employee well-being, emphasizing that such constructions enhance productivity, reduce stress levels, and boost job satisfaction.
Improving Indoor Environmental Quality (IEQ) emerges as a crucial factor, reducing absenteeism by mitigating issues such as asthma, respiratory allergies, depression, and stress. Beyond individual benefits, sustainability fosters collaboration and innovation, creating a safe working environment and contributing to the long-term viability of the company.
In summary, with the growing awareness of the relevance of sustainability, this area emerges as a strategic axis that not only enhances the employee experience but also shapes the overall perception of the company they work for.
The significant role of employee branding
In the business landscape of 2024, Employee Branding emerges as a fundamental pillar to enrich the employee experience. Employees increasingly seek to provide a distinctive value and ensure that their work makes a tangible contribution to their organization’s purpose.The concept goes beyond merely involving employees in various activities; it is about empowering employees in building their own personal brands.
Many companies are already actively supporting their employees to participate in events and fairs, as well as encouraging them to be active on social media, recognizing and celebrating the uniqueness of each team member.
Many organizations also encourage collaboration and communication at an internal level, motivating employees to engage in forums and communities through corporate intranets, creating an environment where the voice of each employee finds space and resonance and can have an impact on the rest of the organization.
The projected trend for 2024 indicates a continued strengthening of Employee Branding strategies. This momentum enhances employee engagement and satisfaction, strengthens the relationship and engagement, and undoubtedly triggers new opportunities for medium and long-term growth.
From the organization’s perspective, this phenomenon not only significantly contributes to authentically expanding a brand’s visibility but also has the potential to attract highly qualified candidates and open up new business opportunities.
Attention to the New Generations
The Generation Z, increasingly present in the workforce, is drawn to organizations that offer a “complete work experience.” These digital natives seek a comprehensive and digitized work experience, with a focus on rapid growth aligned with their personal aspirations. Beyond alignment with corporate purpose, they value roles that match their individual interests and passions.
It could be said that the relationship with the company becomes reciprocal; they expect to contribute to the organization, but at the same time, they seek significant development and tangible well-being.
In addition to the balance between personal and work life, the importance of well-being outside of work stands out as a cornerstone for performance and satisfaction in the work environment. Furthermore, these new generations seek opportunities for both professional and personal development and growth. This perspective is reflected in their understanding of the employment relationship as an exchange of their talent for learning and development.
In a world where millennial and Generation Z talent dominates the workplace, companies that can provide a work experience that combines all these aspects emerge as irresistible magnets to attract and retain new professionals.
Maximizing employee experience for business competitiveness
Another aspect to consider is that employee engagement emerges as a factor with an impact on business competitiveness. According to the ‘Digital Employee Experience (DEX) Survey’ by StepTwo 2023, both employee engagement and staff retention rank among the top ten business drivers today. This underscores the critical importance of employee experience not only for enhancing productivity and happiness but also as a key factor in talent retention and driving innovation. An engaged employee not only fulfills their responsibilities but also becomes a potential driver of innovation and exceptional performance.
In this regard, companies that prioritize employee experience tend to gain a competitive advantage. It is more likely for them to attract and retain talent effectively, establishing a virtuous circle that strengthens their position in the market.
On the horizon of 2024, the promising trends in employee experience allow us to envision a transformation of the workplace. They are shaping a scenario where collaboration flourishes, technology reaches new heights, and the well-being of individuals stands as a priority. We are facing a future of work where employee experience is not only an essential component but the spark that ignites innovation and business success. In this scenario, employee experience becomes a pillar that supports the construction of a brighter and more rewarding future of work.
