Paving the way for hyper-personalised digital employee experiences

From designing hyper-personalised experiences to trialling the four-day work week, new expectations of work are disrupting the status quo of the working week in 2022

The pandemic has highlighted a chasm between organisations and their employees, with many employees feeling like their employers are not meeting their needs or expectations. This growing gap has contributed to what industry experts are calling ‘The Great Resignation’. Organisations are now under more pressure than ever to meet the shifting demands of their employees and hold onto their best talent, and a new report suggests where they can start.

Leading workforce experience player, Applaud has recently released its second edition of The 2022 Digital Employee Experience Trends Report’ and has identified five emerging trends that employers should consider in 2022. These include: a mobile-first approach to HR services, hyper-personalised employee experiences, hybrid and anywhere working, more agility from HR, and employers preventing and managing employee burnout.

The report is based on insights from nearly 200 HR leaders across different industries to understand how they have tailored digital experiences for their employees in 2021, and what their plans are for 2022.

One of the interesting focuses of the report is the shift towards hyper-personalised employee experiences. The report defines hyper-personalisation as leveraging artificial intelligence (AI) and real-time data to deliver more relevant content, product, and service information to each user. This, the report finds, creates increasingly engaging experiences between organisations and employees which will ultimately help develop a more productive and motivated workforce and reduce attrition.

‘Employers are using hyper-personalisation to intentionally design better digital employee experiences in a hybrid world of work’

As employees gradually return to the workplace, the rise of flexible and hybrid working means that the digital experience will remain one of the primary connections that they have with their place of work. Despite this, more than two-thirds of organisations surveyed in the report said they offer no individual personalisation to their digital experience whatsoever.

Unsurprisingly, technology companies are paving the way when it comes to offering employees hyper-personalised digital experiences, but there is still a lot of work that needs to be done. With adoption across other industries remaining relatively static – less than 10 per cent offer personalised experiences – organisations suffer the risk of alienating their employees.

Leading business are using hyper-personalisation to intentionally design better digital workplace experiences and attract and retain the best talent. By moving faster than the industry standard, innovative businesses can stay a step ahead, equipping a workforce that is able to engage and work from anywhere and attracting a talent pool that knows they are valued no matter where or how they choose to work.

Trialling the four-day work week

A pilot programme to test the hypothesis that reducing working hours to 32 hours a week increases productivity for business and wellbeing for staff in Britain is being piloted in the UK. The programme is being brought to the UK by New Zealand entrepreneurs Andrew Barnes and Charlotte Lockhart, through the ‘4 Day Week UK’ project which is working with think tank Autonomy.

Six companies including the British arm of the Japanese photography company Canon, have signed up to allow employees to trial a four-day week with no pay cut for six months. Another 20 companies are expected to join in the trial by June 2022.

Organisations are urged to trial the ‘100:80:100’ model which works on the basis of 100 per cent of the pay for 80 per cent of the time in exchange for 100 per cent commitment to maintaining productivity. Each company will work with academics from Oxford and Cambridge University and Boston College to measure the impact on productivity and wellbeing, as well as the impact on the environment and gender equality. The results of the trial will be published in 2023.

The organisers of the trial have announced that more than 100 companies, mostly SMEs, have expressed an interest in joining the trial but any company interested in taking part has until the end of March 2022 to sign up. Will your organisation be on the list?

2022 events for early birds

Interested in the issues discussed in this WORKTECH Wednesday Briefing? Then check out our WORKTECH events calendar for 2022 to engage in the big conversation on the future of work and workplace. Our first two events will be conferences in London and Amsterdam.

SMART BUILDINGS22 London  will review what smart technologies and workplace strategies are being adopted by companies globally to increase building efficiency and enhance employee experience in a bid to bounce back from the coronavirus crisis.  Super early bird rate here

WORKTECH22 Amsterdam will cover key topics including hybrid work models, workplace design, smart building technology, employee experience, wellbeing, and much more. Super Early Bird rate here

In our WORKTECH Wednesday Briefings, we reach out to our 10,000-plus Academy members, WORKTECH attendees, speakers, partners and sponsors while WORKTECH’s professional conference series continues through our in-person, virtual and hybrid platforms. This edition is posted 19 January 2021.
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