In today's fast-paced, technology-driven world, having engaged employees is more crucial than ever for businesses to thrive. Yet many companies struggle to create a truly engaged workforce. In "Build It," authors Glenn Elliott and Debra Corey present a revolutionary approach to employee engagement through their Engagement Bridge™ model.
This book offers practical advice and real-world examples to help organizations transform their workplace culture and boost employee engagement. By focusing on ten key areas, from open communication to wellbeing, "Build It" provides a comprehensive roadmap for creating a more productive, innovative, and satisfying work environment.
The Importance of Employee Engagement
What is Employee Engagement?
Employee engagement goes beyond mere job satisfaction or happiness. An engaged employee:
- Understands and believes in the organization's direction
- Sees how their role contributes to achieving company goals
- Is genuinely invested in their employer's success
Engaged employees make better decisions, are more productive, and drive innovation within the company.
The Impact of Engagement on Business Success
Research has shown that companies with high levels of employee engagement perform better across various metrics:
- Higher customer satisfaction ratings
- Lower staff absence rates
- Increased adaptability to technological changes
- Better financial performance
For example, a study at Marks & Spencer found that stores with the highest employee engagement rates were twice as likely to receive the highest service ratings and had 25% lower staff absences.
The Need for Engagement in a Rapidly Changing World
As technology advances at an unprecedented pace, businesses must adapt quickly to remain competitive. Engaged employees are crucial for:
- Driving innovation
- Embracing change
- Maintaining customer focus
Companies that fail to engage their workforce risk becoming obsolete, like Blockbuster, which couldn't adapt to the rise of online streaming services.
The Engagement Bridge™ Model
The Engagement Bridge™ model, developed by Elliott and Corey, is based on over a decade of research involving 2,000 companies. It identifies ten crucial areas for cultivating employee engagement:
Seven Beams
- Open and Honest Communication
- Purpose, Mission, and Values
- Leadership
- Management
- Job Design
- Learning
- Recognition
Three Supporting Rocks
- Pay and Benefits
- Workspace
- Wellbeing
While not every component is necessary for a functional bridge, the strongest and most effective engagement strategies incorporate all ten elements.
Open and Honest Communication
The Importance of Trust
Building trust between employees and the company is fundamental to creating an engaged workforce. Many businesses struggle with widespread lying and mistrust, which can be detrimental to employee engagement.
Embracing Transparency
Companies can build trust by being more open and honest with their employees. For example:
- Buffer publishes employee salaries and the reasoning behind pay grades
- Wistia holds weekly "show and tell" meetings where anyone can present ideas or projects
Frequency and Quality of Communication
Regular, meaningful communication helps employees feel included and valued. When communicating with staff, it's essential to be honest about the reasoning behind decisions and to deliver messages in a heartfelt manner.
Purpose, Mission, and Values
Defining Your Company's Core
A clearly defined purpose, mission, and values can significantly boost employee productivity and engagement. These elements answer three key questions:
- Purpose: Why does your company exist?
- Mission: What is your main goal?
- Values: How will you achieve your goals?
The Benefits of a Clear Purpose
Research has shown that employees who identify with their job's purpose are:
- Less likely to experience stress and burnout
- More successful in their roles
- More engaged with their work
Communicating Your Purpose, Mission, and Values
It's not enough to simply define these elements; they must be effectively communicated throughout the organization. For example, Vocus Communications uses memorable, tongue-in-cheek values like "clever company, no muppets" and "don't screw the customer" to convey their ethos.
Involving Employees in Defining Values
To create a strong organizational culture, involve employees in defining company values. Ask them what they believe the company stands for and use their input as a foundation for cultivating a shared sense of purpose.
Leadership and Management
Aligning Management with Company Values
Managers have the most significant impact on employees' day-to-day experiences. It's crucial that management practices align with the company's stated values to avoid confusion and disappointment among staff.
Designing HR Policies with Employees in Mind
Engaging management requires creating HR policies that reflect the company's mission, purpose, and values while considering employees' interests. For example, Gap Inc.'s "GPS" (Grow. Perform. Succeed.) performance review system focuses on individual goals and provides more honest, comprehensive feedback.
The Importance of Employee Input
Involve employees in reviewing and revising company policies and contracts. This process can help identify areas of discomfort and lead to more employee-friendly practices.
Leadership as Role Models
The Changing Dynamic Between Leaders and Employees
With the rise of platforms like Glassdoor, employees have more power to voice their opinions about their employers. This shift makes strong leadership more critical than ever, as employees are more likely to adapt and implement changes when they respect and trust their leaders.
Measuring Leadership Effectiveness
Companies like Halfords have developed leadership models and indexes to measure how employees view their leaders. This approach helps identify areas for improvement and has contributed to increased sales.
Involving Employees in Decision-Making
Great leadership isn't just about making sound judgments; it's also about including employees in the decision-making process. For example, St John Ambulance involves its employees in important decisions through consultation sessions, ensuring that changes are shaped by everyone in the organization.
Job Design
Moving Beyond the Production Line Model
Many modern jobs are still based on an outdated model that prioritizes efficiency over job satisfaction. This approach often leads to disengagement and boredom among employees.
Characteristics of Well-Designed Jobs
High-engagement jobs are:
- Challenging
- Provide autonomy and control
- Allow for personal growth and development
Examples of Innovative Job Design
- Valve Corporation implemented a "flat hierarchy" giving employees complete freedom to innovate
- HubSpot reduced team sizes to increase autonomy and improve communication
The Importance of Freedom and Responsibility
Well-designed jobs give employees the space to fail, learn, and grow. This approach fosters innovation and increases engagement.
Learning and Development
Creating a Learning Culture
Organizations thrive when employees have opportunities to learn and develop. This requires:
- Providing access to training and learning technologies
- Giving employees the freedom to experiment and occasionally fail
- Focusing on developing staff to meet future challenges
Example: KFC Australia's #myplan Program
KFC Australia created a program to help their young employees articulate life goals and ambitions beyond their work at KFC. This initiative has fostered a strong learning culture within the organization.
Designing Effective Learning Programs
To create successful learning and development initiatives:
- Assess current programs
- Understand your goals for implementing learning strategies
- Design programs that align with your objectives and employee needs
Recognition
The Problem with Traditional Recognition Programs
Many companies spend large amounts of money on recognition programs that fail to engage employees effectively. Often, these programs focus too heavily on tenure rewards rather than ongoing, timely recognition.
What Employees Really Want
Research shows that 72% of employees would feel appreciated with a simple thank you for their hard work. Employees desire continuous and timely recognition that motivates them to continue putting in effort.
Effective Recognition Strategies
- Implement multi-tiered recognition programs that include both high-level awards and peer-to-peer recognition
- Use e-cards or other digital tools to facilitate frequent, informal recognition
- Make employee contributions visible to both superiors and colleagues
Example: Homeserve's Recognition Program
Homeserve's four-tiered recognition program includes annual and quarterly awards, as well as e-cards for everyday recognition. This approach has proven popular and effective, with thousands of recognitions exchanged among staff in its first year.
Pay and Benefits
The Role of Compensation in Engagement
While money alone doesn't solve engagement issues, fair and competitive compensation is crucial for preventing disengagement.
The Importance of Fairness
Employees are highly sensitive to perceived inequalities in pay and benefits. Ensuring fair compensation across similar roles and levels is essential for maintaining morale and engagement.
Innovative Approaches to Pay and Benefits
- Basecamp pays employees at the same level equally and incorporates bonuses into base pay
- Some companies offer flexible benefits packages that allow employees to choose the perks that matter most to them
Gathering Employee Feedback
To create effective pay and benefits programs, ask employees for their input on what they value and what changes they'd like to see.
Workspace
The Difference Between Place and Space
When considering workspace, it's important to focus not just on how an office looks, but on how employees interact with their physical and virtual environment.
Key Elements of an Engaging Workspace
- Agile working: Allow employees to move around and use different areas for different tasks
- Up-to-date technology: Ensure employees have the tools they need to work efficiently
- Comfortable and varied spaces: Provide quiet areas, collaborative spaces, and comfortable furnishings
Examples of Innovative Workspaces
- General Electric's Sydney office implemented a fully agile working environment
- Money.co.uk refurbished a castle with employee input to create a unique and engaging workspace
Steps for Improving Your Workspace
- Assess your current workspace and identify areas for improvement
- Consider the different needs of your employees and teams
- Gather employee feedback on proposed changes
- Implement changes gradually and be open to adjustments based on employee experiences
Wellbeing
The Impact of Wellbeing on Productivity
Employee wellbeing is crucial for maintaining high levels of productivity and engagement. This includes physical, mental, and financial health.
Holistic Approach to Wellbeing
While many companies offer basic wellness programs like healthy food options or gym memberships, it's important to address all aspects of wellbeing:
- Physical health
- Mental health
- Financial wellbeing
- Work-life balance
Examples of Effective Wellbeing Programs
- Travis Perkins PLC implemented a financial wellbeing program tailored to employees' life stages
- Weebly offers a sabbatical program for long-term employees to help prevent burnout
Implementing a Wellbeing Strategy
- Take a personalized approach to address individual needs
- Anchor wellbeing initiatives in the company culture
- Provide resources and education on various aspects of health and wellness
- Regularly assess and adjust programs based on employee feedback and participation
Putting It All Together: Building Your Engagement Bridge
Universal Principles
Throughout the book, several key principles emerge as fundamental to building engagement:
- Open and honest communication
- Treating employees fairly and with respect
- Involving employees in decision-making processes
- Aligning company values with day-to-day practices
Tailoring the Approach to Your Organization
While the Engagement Bridge™ model provides a comprehensive framework, it's important to recognize that each organization has unique needs and challenges. To effectively implement the model:
- Define your company's mission and values
- Assess your current state of engagement across all ten elements
- Identify areas where immediate improvements can be made
- Develop a long-term strategy for addressing all aspects of the Engagement Bridge™
Starting Your Engagement Journey
- Begin with open and honest communication as the foundation
- Focus on areas where you can make the most immediate impact
- Involve employees in the process of improving engagement
- Continuously assess and adjust your approach based on feedback and results
Conclusion
In today's rapidly changing business landscape, employee engagement is more critical than ever for organizational success. "Build It" provides a comprehensive framework for creating a highly engaged workforce through the Engagement Bridge™ model.
By focusing on open communication, clear purpose and values, strong leadership and management, well-designed jobs, continuous learning and recognition, fair compensation, engaging workspaces, and holistic wellbeing, companies can create an environment where employees thrive and drive business success.
Remember that building engagement is an ongoing process that requires commitment, adaptability, and a willingness to listen to and involve employees at every step. By following the principles and strategies outlined in "Build It," organizations can create a workplace culture that attracts top talent, fosters innovation, and achieves sustainable growth in an increasingly competitive world.
Key Takeaways
Employee engagement is crucial for business success in today's fast-paced, technology-driven world.
The Engagement Bridge™ model identifies ten key areas for cultivating engagement: open communication, purpose and values, leadership, management, job design, learning, recognition, pay and benefits, workspace, and wellbeing.
Building trust through open and honest communication is the foundation of employee engagement.
A clearly defined purpose, mission, and values help employees understand their role in the organization's success.
Effective leadership and management practices should align with the company's stated values and involve employees in decision-making processes.
Well-designed jobs that offer challenge, autonomy, and opportunities for growth foster higher levels of engagement.
Continuous learning and development opportunities are essential for keeping employees engaged and prepared for future challenges.
Recognition programs should focus on timely, frequent appreciation rather than just long-term tenure rewards.
Fair and competitive compensation is important, but it's not the only factor in maintaining engagement.
Creating an engaging workspace involves considering both physical and virtual environments that support various work styles and needs.
A holistic approach to employee wellbeing, addressing physical, mental, and financial health, contributes to higher productivity and engagement.
Implementing engagement strategies requires tailoring the approach to your organization's unique needs and involving employees in the process.
Actionable Steps for Improving Employee Engagement
Conduct an engagement survey to assess your organization's current state across the ten elements of the Engagement Bridge™.
Establish regular channels for open communication, such as town hall meetings, feedback sessions, or digital platforms for sharing ideas and concerns.
Review and refine your company's purpose, mission, and values, involving employees in the process to ensure alignment and buy-in.
Implement a leadership development program that focuses on building trust, effective communication, and employee involvement.
Evaluate your current job designs and identify opportunities to increase autonomy, challenge, and growth potential within roles.
Develop a comprehensive learning and development strategy that addresses both current skill gaps and future organizational needs.
Create a multi-tiered recognition program that includes both formal awards and peer-to-peer appreciation opportunities.
Review your compensation and benefits packages to ensure fairness and competitiveness, considering flexible options to meet diverse employee needs.
Assess your workspace and gather employee feedback on potential improvements to support various work styles and collaboration needs.
Implement a holistic wellbeing program that addresses physical, mental, and financial health, tailored to your employees' specific needs and preferences.
Establish key performance indicators (KPIs) to measure the impact of your engagement initiatives and regularly review progress.
Foster a culture of continuous improvement by regularly soliciting employee feedback and adjusting your engagement strategies accordingly.
By following these actionable steps and consistently working to improve employee engagement across all ten elements of the Engagement Bridge™, organizations can create a more productive, innovative, and satisfying work environment that drives long-term success.
Case Studies: Successful Implementation of Engagement Strategies
Buffer: Transparency in Action
Buffer, a social media management platform, has become known for its radical transparency. The company publishes:
- Employee salaries
- Equity breakdown
- Revenue data
- Pricing models
This approach has led to:
- 50% increase in job applications
- High levels of trust among employees
- Improved company-wide communication
Key takeaway: Embracing transparency can significantly boost trust and attract top talent.
Zappos: Culture as a Competitive Advantage
Zappos, the online shoe and clothing retailer, has built its success on a strong company culture focused on employee happiness and customer service. Their approach includes:
- Extensive training on company culture and values
- Empowering employees to make decisions
- Offering new hires $2,000 to quit if they don't feel they're a good fit
Results:
- Consistently high customer satisfaction ratings
- Low employee turnover rates
- Strong brand reputation
Key takeaway: Investing in company culture can lead to improved customer service and employee retention.
Google: Data-Driven Approach to Employee Engagement
Google is known for its innovative approach to human resources, which they call "People Operations." Their strategies include:
- Using data analytics to inform HR decisions
- Offering unique perks and benefits based on employee feedback
- Implementing regular pulse surveys to measure engagement
Outcomes:
- Consistently ranked as one of the best places to work
- High levels of innovation and productivity
- Ability to attract and retain top talent in a competitive industry
Key takeaway: Leveraging data and employee feedback can help create more effective engagement strategies.
Patagonia: Aligning Purpose with Employee Engagement
Outdoor clothing company Patagonia has built a strong reputation for environmental activism and corporate responsibility. Their approach to engagement includes:
- Clearly communicating their environmental mission
- Offering employees time off to participate in environmental causes
- Implementing sustainable practices throughout the company
Results:
- High levels of employee engagement and loyalty
- Strong brand reputation among consumers
- Consistent growth and profitability
Key takeaway: Aligning company purpose with employee values can drive engagement and business success.
Adobe: Eliminating Traditional Performance Reviews
Adobe made waves in the HR world by eliminating their annual performance review process in favor of ongoing "check-ins." This new approach includes:
- Regular, informal conversations between managers and employees
- Focus on future performance rather than past mistakes
- Empowering managers to make compensation decisions
Outcomes:
- 30% reduction in voluntary turnover
- Improved manager-employee relationships
- Increased productivity and innovation
Key takeaway: Rethinking traditional HR practices can lead to significant improvements in employee engagement and retention.
Overcoming Common Challenges in Implementing Engagement Strategies
Resistance to Change
Challenge: Employees and managers may be resistant to new engagement initiatives, especially if they've become accustomed to traditional ways of working.
Solutions:
- Communicate the reasons for change clearly and consistently
- Involve employees in the planning and implementation process
- Start with small, manageable changes and gradually scale up
- Celebrate early wins to build momentum and support
Limited Resources
Challenge: Smaller organizations or those with tight budgets may struggle to implement comprehensive engagement strategies.
Solutions:
- Prioritize low-cost, high-impact initiatives (e.g., improving communication, recognition programs)
- Leverage technology to streamline processes and reduce costs
- Focus on one or two key areas of the Engagement Bridge™ at a time
- Encourage employee-led initiatives to supplement formal programs
Measuring ROI
Challenge: It can be difficult to quantify the return on investment for engagement initiatives, making it hard to justify continued investment.
Solutions:
- Establish clear metrics for success before implementing new strategies
- Use a combination of quantitative (e.g., turnover rates, productivity measures) and qualitative (e.g., employee feedback, case studies) data
- Track progress over time and communicate results regularly
- Tie engagement metrics to broader business outcomes
Maintaining Momentum
Challenge: Initial enthusiasm for engagement initiatives may wane over time, leading to decreased participation and impact.
Solutions:
- Regularly refresh and update programs to keep them relevant and exciting
- Continuously gather and act on employee feedback
- Empower managers to drive engagement within their teams
- Recognize and reward individuals and teams that consistently demonstrate high engagement
Addressing Diverse Employee Needs
Challenge: Different employees may have varying preferences and needs when it comes to engagement initiatives.
Solutions:
- Offer flexible options for benefits and perks
- Conduct regular surveys to understand changing employee preferences
- Create employee resource groups to address specific needs or interests
- Encourage managers to tailor their approach to individual team members
The Future of Employee Engagement
As the workplace continues to evolve, so too will the strategies for fostering employee engagement. Some trends and considerations for the future include:
Remote and Hybrid Work
With more companies embracing remote and hybrid work models, engagement strategies will need to adapt to:
- Foster connection and collaboration across distributed teams
- Ensure equitable experiences for both in-office and remote workers
- Leverage technology to maintain open communication and recognition
Artificial Intelligence and Automation
As AI and automation become more prevalent in the workplace, engagement strategies will need to focus on:
- Helping employees develop skills for the future of work
- Creating meaningful work experiences that complement automation
- Addressing concerns about job security and the changing nature of work
Generational Diversity
With multiple generations in the workforce, engagement strategies will need to:
- Address varying preferences and expectations across age groups
- Create mentorship and knowledge-sharing opportunities between generations
- Offer flexible career paths and development opportunities
Wellbeing and Work-Life Integration
As the lines between work and personal life continue to blur, engagement strategies will increasingly focus on:
- Supporting holistic employee wellbeing, including mental health
- Offering flexible work arrangements that accommodate personal needs
- Promoting sustainable work practices to prevent burnout
Purpose-Driven Organizations
Employees, particularly younger generations, are increasingly seeking work that aligns with their values. Future engagement strategies will need to:
- Clearly communicate the organization's purpose and impact
- Provide opportunities for employees to contribute to meaningful causes
- Align business practices with stated values and purpose
Conclusion: Building a Culture of Continuous Engagement
Creating a highly engaged workforce is not a one-time effort but an ongoing journey of continuous improvement. By implementing the strategies outlined in "Build It" and adapting them to your organization's unique needs, you can create a workplace culture that fosters engagement, drives innovation, and achieves sustainable success.
Remember that the key to building lasting engagement lies in:
- Open and honest communication at all levels of the organization
- Aligning company purpose and values with day-to-day practices
- Empowering employees through well-designed jobs and growth opportunities
- Recognizing and appreciating employee contributions regularly
- Creating a supportive work environment that prioritizes wellbeing and work-life balance
As you embark on your journey to build a more engaged workforce, keep in mind that small, consistent improvements can lead to significant long-term results. By continuously assessing, adapting, and improving your engagement strategies, you can create a workplace where employees are truly invested in the company's success and their own personal growth.
Ultimately, the power of employee engagement lies in its ability to transform not just individual organizations, but the very nature of work itself. By prioritizing engagement and implementing the strategies outlined in "Build It," you can contribute to creating a more fulfilling, productive, and innovative work environment for all.