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https://www.wsj.com/articles/five-ways-employee-experience-changed-in-2020-11609343807


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 * Experience Report


FIVE WAYS EMPLOYEE EXPERIENCE CHANGED IN 2020


COMPANIES ADDED NEW BENEFITS AND REVAMPED EXISTING PROGRAMS TO ADDRESS
CHALLENGES OF REMOTE WORK

SOME COMPANIES HAVE ADDED BENEFITS TO HELP EMPLOYEES COPE DURING THE PANDEMIC,
IN ONE CASE OFFERING A $300 PET STIPEND.

Photo: eva plevier/Reuters
By
Ann-Marie Alcántara and
Katie Deighton
Dec. 30, 2020 10:56 am ET

Print

Text


The coronavirus pandemic forced millions of workers to switch from conducting
business in an office to working from their homes. Companies adjusted alongside
them, attempting to bring new benefits to employees who could no longer enjoy
some of the perks that came with working in an office.

MANDATORY TIME OFF

As employees buckled down and outfitted their work-from-home spaces, the lines
between work and home increasingly blurred. Without any commute, employees spent
35.3% of that extra time working at their primary job. With nowhere to go on
vacation, employees also weren’t taking time off.

These two factors—among many others—have led to some employers instituting
mandatory days off. At Chatbooks Inc., a photobook company, employees must now
take a week off per quarter, in addition to three “bonus” days, which employees
can use at any time.

“We tried to just be more explicit,” said Nate Quigley, chief executive of
Chatbooks. “Now you have to take this time off, because that’s how you know
we’re going to, as a company, get the very best version of you available.”



Chatbooks employees can also take more than one week at a time, if they want a
longer break, he said.

CHANGES TO BENEFITS PACKAGES

Employees got an intimate look into each other’s lives. Some were juggling child
care, some were living in tiny apartments and some were figuring out how to
carve out a quiet working area. This insight spurred Ro, a telehealth company,
to offer benefits such as Ginger.io Inc., which provides on-demand mental-health
services, and Aaptiv Inc., an online fitness platform.

Ro plans on keeping these benefits even as the pandemic changes course, with
vaccines rolling out across the U.S. Other perks the company is offering include
a $1,000 remote-working stipend for use toward items such as work-from-home
equipment, child care or snacks.

E-commerce software company MikMak gave up its office space in New York earlier
this year. The company’s chief executive, Rachel Tipograph, chose to reinvest
that money into employee benefits and is now fully covering employees’ and their
dependents’ health-insurance premiums for most of the plans it offers.

“Employers today have such a huge obligation to their employees,” Ms. Tipograph
said. “Workplaces are really these micro communities, and we have to take care
of our people.”

PERKS FOR PET OWNERS

Some companies, including Mars Inc.’s pet-care division, in recent years
invested in pet-friendly office spaces, and others had begun offering pet
bereavement leave or “pawternity” leave when an employee gets a new pet.

In 2020, some companies made it easier for employees to adopt a pet.

Insurance-comparison site the Zebra, for instance, announced a new staff
benefit: an annual $300 stipend designed to cover the costs of welcoming a dog
or cat into the home.

The Zebra said at least 11 staff members have since adopted a pet. Employees
have also hosted socially distanced and masked “puppy playdates” for co-workers
and their new furry friends at local parks in Austin, Texas, where the company
is based, a spokeswoman said.

PERSONALIZED SNACKS

The free snacks that fuel workers in offices—from coffee to chips—became
memories of a pre-pandemic world. Companies are starting to offer them again,
whether as holiday gifts or for other occasions throughout the year.

For Toyota Motor Corp.’s virtual field sales national meeting in October, the
company used SnackMagic, operated by Kitchen Stadium Inc., to offer about 400
employees a chance to personalize a snack box.

“People just really appreciated the fact that we were able to do something and
it was well thought out and they could be part of that experience,” said Tracy
Kaiser, national accounts manager in Toyota’s financial services division.

As the year came to a close, Mr. Kaiser used SnackMagic again as the holiday
gift offering for the financial services and marketing team of about 900 people.

Betterment LLC, a financial services company, did the same for its employees
this year. Part of the allure of offering a product such as SnackMagic is it
lets employees decide which snacks to get for themselves and their families,
said Laura Craig, employee engagement manager at Betterment.

“We just thought it’d be nice to bring a little piece of the office into
everyone’s home during the holiday season,” Ms. Craig said.

VIRTUAL SCHOOLING ON OFFICE CULTURE



Onboarding, the process of introducing new employees to a workplace and its
culture, this year became less about leisurely meet-and-greet tours of the
office and more about communicating company culture remotely.

Most companies were already using a blended approach to onboarding pre-pandemic,
meaning they used a mix of digital and in-person training during an employee’s
first days and weeks, said leadership and transformation consultant Alph Keogh.
But while basic human-resources processes and compliance training could easily
be transferred online, companies struggled most with creating a new starter’s
sense of belonging in the virtual workplace, he said.

Some companies have tackled this social dislocation by mailing employees a
branded box filled with items such as a welcome note from their boss and
corporate swag.

Others have asked newcomers to chat with different managers and teach other new
employees what they learned, with the aim of avoiding a conveyor belt of
first-day presentations, Mr. Keogh said.

And a number of businesses have taken the concept of online onboarding and used
it as a way to refocus all staff members during the pandemic.

“Online capabilities have prompted some companies to bundle their Covid response
into a reboarding approach, where all employees, whatever their tenure, are
invited to a reboarding session,” he said. The approach “has been a means of
re-energizing the workforce and making leaders visible again,” he added.

MORE FROM THE EXPERIENCE REPORT



 * Companies Call in Better Pay and Perks for Contact Center Workers December
   27, 2021
 * Outback Steakhouse Owner Cuts Chief Customer Officer Role December 22, 2021
 * For Users With Disabilities, Paid Apps Lag Behind Free Ones in Accessibility
   December 20, 2021

Write to Ann-Marie Alcántara at ann-marie.alcantara@wsj.com and Katie Deighton
at katie.deighton@wsj.com

Copyright ©2022 Dow Jones & Company, Inc. All Rights Reserved.
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