We have learned quite a bit in 2017! When we consider the year, we look back at insights gained from the three key HR tech conferences in London, Amsterdam, and Las Vegas, as well as events we have attended in employer branding, benefits, and rewards. We learned from our partners in many markets and gained feedback from our customers at various events we organized, too.
What we found, is that this past year, there were five areas that characterized the HR field in which we live. The resulting ecosystem is of course dynamic, but gaining an understanding of trends is a great way to assess one year before starting the next:
Trend #1: Workers as Customers: Touchpoints Not Lifecycles
For the sake of increasing retention and employee engagement, employers have been focusing on the quantity and quality of their interactions with their employees throughout their journey. This means communication is no longer transaction-based during the four stages of employment: hire, inspire, admire, and retire!
Trend #2: HR Ups its Marketing Mojo: Insight Driven Programming
Managing and promoting the employer brand; increasing effectiveness of talent acquisition; and advertising the company as a great place to work have all led to a coordination, overlap and even a combining of HR and Marketing practices. However, to finetune its approach, HR has been basing programs and initiatives on employee feedback.
Trend #3: Employee Advocates: The New Ambassadors
HR has always understood that employees will reveal what it is like at the company with those friends, family members, and even strangers “on the outside”. Employees are no longer just encouraged to share positive experiences on social media but given platforms and curated material to spread.
Trend #4: HR Departments: Tech-Savvy Superheroes
With continued attention to the War on Talent and dipping employee engagement rates (levels are falling globally), HR has the very visible role of finding solutions that produce positive outcomes. They not only turn to technology for help, but have become fluent and digital-minded in their search for efficiency and impact.
Trend #5: Benefits Misaligned: Importance vs Satisfaction
Employees often underestimate their total reward by pointing only to salary. When their attention is turned to their benefits, however– we find from our own Benefits Gap Study that there is a mismatch between what they say is important and what they actually appreciate.
Download the full 2017 Year In Review whitepaper here.