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Spotlight Series / What Companies Get Wrong About Talent Management
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Talent management


RETHINK YOUR EMPLOYEE VALUE PROPOSITION

Offer your people more than just flexibility.
by
 * Mark Mortensen
   and
 * Amy C. Edmondson

by
 * Mark Mortensen
   and
 * Amy C. Edmondson

From the Magazine (January–February 2023) · Long read
Kemal Sanli
Spotlight Series / What Companies Get Wrong About Talent Management

01
How Financial Accounting Screws Up HR
02
Rethink Your Employee Value Proposition
03
Designing Jobs Right
Summary.    A lot of leaders believe that the formula for attracting and keeping
talent is simple: Just ask people what they want and give it to them. The
problem is, that approach tends to address only the material aspects of jobs
that are top of employees’ minds at the...more
 * Tweet
 * Post
 * Share
 * Annotate
 * Save
 * Get PDF
 * Buy Copies
 * Print

The Great Resignation and a highly competitive labor market have made attracting
and retaining talent a major challenge for employers. To meet it, many are
following a basic strategy: Ask people what they want and try to give it to
them.





Temptingly simple as this response is, it can be a trap. It tends to focus
discussions on the material aspects of jobs that are uppermost in employees’ and
recruits’ minds at the moment. In the past the foremost issue was often pay, but
most recently it has been flexibility—notably, remote and hybrid work. And while
material offerings are the easiest levers to pull (you can decide to give a
bonus tomorrow) and are immediately appreciated, they’re easy for competitors to
imitate, and their impact on employee retention is the least enduring. An
overreliance on them can set up a race to the bottom as employers strive to
outbid one another for talent.

There’s a much better approach—one that improves hiring and retention and shifts
the focus of leaders and workers alike from what they want in the moment to what
they need to build a thriving and sustainable future for the organization and
for themselves. It’s designing and implementing an employee value proposition—a
system composed of four interrelated factors.
Material offerings include compensation, physical office space, location,
commuting subsidies, computer equipment, flexibility, schedules, and perks.

Opportunities to develop and grow comprise all the ways an organization helps
employees acquire new skills and become more valuable in the labor market—for
instance, by assigning them new roles, putting them through job rotations,
offering them training, and promoting them.

Connection and community are the benefits that come from being part of a larger
group. They include being appreciated and valued for who you are, a sense of
mutual accountability, and social relationships. Their foundation is an
energizing culture that allows people to express themselves candidly and
engenders a sense of belonging.

Meaning and purpose are the organization’s aspirational reasons for existing.
They align with employees’ desire to improve local and global society. They’re
the answer to the core question of why employees do the work they do.

These factors vary with respect to how employees experience them. First, they’re
either short-term or long-term. Material offerings and connection and community
are experienced in the short term. (While connection and community obviously
take a long time to build, they’re experienced in the present—employees are
motivated by the relationships and culture they encounter today.) Growth and
development and meaning and purpose are experienced in the long term.

Studies have highlighted the perils of focusing too much on material offerings.

Second, the factors are either individual or collective. Material offerings and
growth and development opportunities are given to people on an individual basis,
while connection and community and meaning and purpose are experienced on a
collective level.

Leaders need to address the factors holistically to ensure that a focus on one
doesn’t undermine another. Take one of employees’ most significant current
demands: to be allowed to work remotely. While junior employees may be thrilled
to be able to do their jobs from home, they realize that doing so has a cost.
When 544 U.S. college students and recent graduates were recently asked by the
Generation Lab what they would miss if they worked remotely, 74% cited the
office community, and 41% said mentoring.

In our consulting work and research with companies in industries ranging from
financial services to software to consumer goods, we have encountered a handful
of executives who are thinking about how the four factors affect interactions
with workers. Realizing how fragile the bond between an employee and a company
can be, they’ve stepped back to try to identify all the things their people need
over time to thrive and produce high-quality work. One such HR executive told
us, “Worried about losing people, senior leadership keeps telling us to ‘throw
retention dollars at them.’ But they need to be asking, ‘What are we doing to
develop them? What are we doing to give them purpose?’” Several studies support
this point of view. For example, research by the University of Toronto’s Jing Hu
and Jacob B. Hirsh found that people will accept lower salaries for doing
meaningful work.

Other studies, including our own ongoing work, have highlighted the perils of
focusing too much on material offerings. Researchers at Microsoft and the
University of California, Berkeley, who analyzed the emails, calendars, instant
messages, video and audio calls, and working hours of 61,182 U.S. Microsoft
employees during the first half of 2020 found that remote work made their
relationships more siloed and reduced collaboration. And work relationships
matter enormously to lots of employees. We spoke with one young computer
scientist who recently left a coveted position at a large financial services
company expressly because its work-from-home policy meant no one was in the
office; she took a job at a tech firm that required employees to be in the
office at least four days a week. As a recent graduate of a vibrant computer
science program at a top university where students learned from one another and
enjoyed socializing together, she valued the energy, camaraderie, and idea
sharing that came naturally with physically working alongside her colleagues.

Another body of research shows that people tend to prioritize satisfying their
short-term individual desires. A recent discussion with a head of a department
in a private financial group offers a case in point. The executive told one of
us (Mark) that he disagreed with the CEO’s “out of touch” push to get his team
to return to the office, arguing that he enjoyed working from home and that the
high level of productivity of team members was evidence that they should be
allowed to stay fully remote. Mark said he believed that the executive probably
was more productive individually but wondered how well he thought his junior
people were being mentored and whether his group still felt strongly connected.
The executive’s face fell, and he nodded and said, “You’re right, I hadn’t
thought about that.” Overcoming the automatic biases that prioritize the present
over the future and one’s own needs over those of others requires thoughtful,
skilled communication from leaders.


WHY A SYSTEMIC APPROACH IS NECESSARY

At many companies the four factors are managed separately. HR handles growth and
development, for instance, while the C-suite owns purpose. Companies also tend
to address the factors in sequence: They focus on offering competitive pay to
hook recruits and then highlight their development opportunities to retain
existing workers. That approach ignores how changes in one factor affect others.

Consider what happened at one software firm that serves companies in
engineering, construction, and manufacturing. After Covid-19 cases subsided, the
CEO and other top executives wanted everyone back in the office. But employee
surveys indicated that people didn’t want to come back. The executives relented,
only to have employee engagement scores suffer over the next few months.
Interviews with staff members revealed a “loss of connection,” with many saying
that they missed seeing their colleagues or that their “experience of belonging”
was diminished. As the engagement scores continued to fall, executives
discovered that people were less happy despite being given what they ostensibly
wanted. The executives realized that they had failed to consider how remote work
might affect employees’ sense of community over time.

See more HBR charts in Data & Visuals

While such systemic effects are intuitively easy to appreciate, most companies
ignore them in practice. For instance, companies invest untold hours and
consulting fees in compensation benchmarking but rarely measure what their own
employees think of their compensation, particularly in the context of purpose,
advancement opportunities, and community.

Though problems occur most frequently when a firm’s singular focus is on
material offerings, they also arise when it’s on other factors—something UNICEF
recently discovered. When it comes to attracting talent, UNICEF arguably has one
of the most compelling and motivating purposes anywhere: to protect the world’s
children. Not surprisingly, that mission has long been a primary asset in
recruiting and retaining talent. But investigations conducted in 2018 and 2019
revealed that the organization’s mission-related “results at all costs” culture
had encouraged bullying and harassment and triggered many departures. In our
discussions with them, senior UNICEF officials recognized that by promoting its
incredibly powerful purpose in isolation, the organization had inadvertently
created a toxic culture. That recognition led them to launch initiatives to
balance purpose with employee development and connection and community.

As both examples illustrate, an effective and enduring employee value
proposition requires treating the four factors as interdependent parts of an
integrated system. That makes synergies possible. The experience of the CEO of
another software company reveals how. In early 2021 he recognized the need for a
multidimensional approach to engaging employees. His new hybrid work policy,
postponed twice in response to new variants of Covid, was unusually
comprehensive. It began with a renewed emphasis on the company’s purpose:
solving problems together to create a better world. Senior leaders spoke often
about why the work the company did mattered and how employees in diverse roles
contributed. The company also rolled out a leadership development program to
support a culture of learning, psychological safety, and collaboration and
offered a set of growth and development opportunities that clarified how people
throughout the workforce could move up in the organization. Critically, the CEO
recognized that the elements of the program worked in combination—for example,
that while the culture of learning obviously supported individual growth and
development, a focus on collaboration promoted peer-to-peer mentoring, the
sharing of best practices, and other forms of connection. Renewing the purpose
energized the culture, according to employee surveys. With those factors
addressed, the company turned to its material offerings regarding remote work.
The new policy asked employees to spend two or three days at the office a week;
each team was allowed to figure out the best days and rhythm for its members’
work, and the company doubled down on making its offices around the world
attractive to employees.

Another example of the effectiveness of an integrated employee value proposition
can be seen in the turnaround that Hubert Joly led at Best Buy after becoming
its CEO, in 2012. He deliberately put purpose—“enriching customers’ lives
through technology”—first. In a 2021 Forbes article, he recalled, “We achieved
this turnaround by pursuing a noble purpose and treating profit as an outcome,
not a goal.” He emphasized how a noble purpose aligns with employees’ own thirst
for meaning, creating a virtuous cycle of “human magic” that gives rise to an
energized community focused on delighting customers. Yes, Joly also gave workers
better perks and reorganized store floor plans. But critically, he didn’t cut
staff or wages—the conventional approach to turning around a company—and instead
invested not only in purpose but in culture and training.

Kemal Sanli

When senior executives think systemically, they naturally consider the
relationships among the factors in the employee value proposition. They wonder,
“How might this change impact other things that employees care about?” Garry
Ridge, who retired as WD-40’s CEO last year, did just that when his employees
expressed a desire to continue remote work as the pandemic waned. He told us,
“We came out with a philosophy called Work from Where, in which we said, ‘We
don’t care where you work from, but we do ask that you use our corporate values
to make your decision.’” One of those values is “creating positive, lasting
memories in all relationships,” which encouraged employees to explicitly weigh
whether they were contributing to the WD-40 community (another corporate value)
against a preference for working from home—and to figure out when remote work
was effective and when it wasn’t. According to Ridge, most employees chose to
work in the office. He added that an integrative approach is self-reinforcing:
“We think about it holistically, we act consistently, and the snowball of
benefits gets bigger.” There is evidence to support that: In a recent survey,
90% of WD-40 employees said that the company’s culture had improved in the
previous year—a period when employee disenchantment at many organizations had
grown. It’s notable that WD-40’s engagement scores have been over 90% for the
past 22 years. During that time its total shareholder return has grown at a
compounded annual rate of 15% and its revenues have tripled. Its market cap also
grew from $300 million to $2.4 billion (as of October 2022).


WHAT SHOULD LEADERS DO?

A systemic approach to attracting and retaining employees entails three steps:


1. ASSESS WHAT YOUR COMPANY HAS AND WHAT YOUR EMPLOYEES NEED.

Start by understanding both the supply and the demand sides of the equation.
That requires collecting information on what your organization is currently
providing with respect to each of the four factors, how employees experience
them, and what your employees want. Data collected using traditional survey and
interview methods will suffice. But don’t skim the surface. When you examine
employee engagement, don’t focus just on scores; also investigate the causes of
changes. A rise in intent-to-leave scores, for instance, may be driven by either
a perceived lack of growth opportunities or a feeling of being disconnected from
colleagues. Each cause has different implications for action.


2. CHANGE THE CONVERSATION.

Once you have data on what your organization is providing and what your
employees need, make sure managers and their reports are discussing the employee
value proposition in an integrated way. If you’re explicit about how the factors
are related, it will reduce disagreements and misunderstandings around the “why”
underlying key decisions. Don’t just announce the policy; explain why it’s
necessary for the company and how it will benefit employees over the short and
long term.

As with any attempt to change mindsets and behaviors, repetition and consistency
are critical. So make sure that you have thoughtful, structured conversations
about the relationships among the factors when:

Next In
What Companies Get Wrong About Talent Management
Designing Jobs Right



Make them challenging—but don’t overdo it.



Recruiting and onboarding (including reonboarding of pandemic hires). During
interviews you should not only ask candidates about what they’re looking for
from the company but also clearly lay out the system of offerings that your
organization provides over time. By determining whether the needs of potential
employees are aligned with those of the company, you can reduce costly hiring
mistakes. In addition, explicitly discussing the rationale underlying your
employee value proposition can help you craft an offer that’s more compelling
than your competitors’. In onboarding new hires, avoid “Rah, rah, let us tell
you about our culture” sessions; instead show how your culture supports
individual development and the organizational mission.

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Managing performance. Your system for this should measure all four factors.
Consider building your assessments—whether for teams, business units, or the
entire company—around questions that encourage employees to think broadly about
their work: How does my work contribute to the organizational purpose? What am I
doing to build relationships, create community, and maintain a positive, strong
attitude and energy on my team? What learning and development opportunities am I
pursuing, and how do I support others on our team and their learning? What am I
doing to ensure the delivery of excellent results wherever and whenever I work?
Hold ongoing conversations about those issues to reinforce a holistic employee
value proposition.

Setting and adjusting policies. At the introduction of any new or updated policy
be sure to explicitly note how the policy affects the four factors. That will
help employees think about its broader effects and recognize trade-offs they
might overlook. It will avoid the kind of backlash that Apple experienced in the
spring of 2022, when it was forced to pull back its mandate that employees work
in the office three days a week. According to National Public Radio, “the
company decided to postpone its plan after more than 1,000 current and former
employees signed an open letter [that] called the plan inefficient, inflexible,
and a waste of time.”


3. CONTINUALLY UPDATE.

Employees’ needs are dynamic and should be reassessed on a regular basis.
Collecting data annually will suffice for most companies, but those experiencing
a significant event such as a major merger or acquisition may want to do it more
frequently. Ongoing measurement is vital to evaluating how relationships among
factors in the system may shift as reinforcing loops or tensions strengthen over
time.


. . .

Approaching employee attraction and retention as a system helps avoid a race to
the bottom, makes a company’s employee value proposition harder to imitate, and
helps create a clear narrative that reduces us-versus-them tensions between
managers and their reports. It allows your organization to move from reacting to
the demands of the moment—whether they’re for signing bonuses or remote work—to
creating an environment that enables people to reach their full potential. And
that is the key to building an organization that thrives over the long haul.

To access a free survey tool that will help you assess how well your company’s
employee value proposition serves your needs, go to Integratedevp.org.

A version of this article appeared in the January–February 2023 issue of Harvard
Business Review.
Read more on Talent management or related topics Hiring and recruitment,
Employee retention, Flex time, Remote work, Compensation and benefits, Employee
incentives and Leadership
 * Mark Mortensen is an associate professor of organizational behavior at
   INSEAD.
 * Amy C. Edmondson is the Novartis Professor of Leadership and Management at
   Harvard Business School. Her most recent book is The Fearless Organization
   (Wiley, 2019).

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Spotlight Series / What Companies Get Wrong About Talent Management
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How Financial Accounting Screws Up HR
02
Rethink Your Employee Value Proposition
03
Designing Jobs Right
Read more on Talent management or related topics Hiring and recruitment,
Employee retention, Flex time, Remote work, Compensation and benefits, Employee
incentives and Leadership


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