Adobe Digital Dialogue

May 11, 2017 /Creative Business /

How Adobe Delivers on Engaging Employee Experiences

Part II: A review on building an employee experience architecture

Fol­low­ing on my ini­tial blog in this three-part series about how Adobe uses its own tech­nol­o­gy to dri­ve its employ­ee expe­ri­ences, today I want­ed to cov­er what an employ­ee expe­ri­ence archi­tec­ture looks like and dis­cuss in detail the chan­nels and the appli­ca­tion of these to engage with employ­ees.
Let’s look at the chan­nels that are used to engage employ­ees, we call this the expe­ri­ence lay­er:

As you can imag­ine the employ­ee expe­ri­ence chan­nels dif­fer to what you would see from a cus­tomer expe­ri­ence. The first area we are going to explore is the employ­ee to employ­ee chan­nels, most of which you should be famil­iar with.
These chan­nels are:
— online meet­ings such as web con­fer­enc­ing tools
— con­fer­ence calls which can be 1:1 or 1:>
— forums and wiki’s where employ­ees can share infor­ma­tion with each oth­er
— 1:1 or 1:> email and/or face to face meet­ings
— and last­ly social for 1:1 & 1:> inter­ac­tions and con­tent engage­ment
Next we start to look at the chan­nels in which cor­po­ra­tions engage with their employ­ees:

These chan­nels are:
— web por­tal or intranet pret­ty well known
— mobile appli­ca­tions could be pro­vid­ing ser­vices and tools for a mobile work­force as Adobe does
— social can be applied in a num­ber of ways, whether this be exter­nal­ly on CSR activ­i­ties or brand pro­mo­tion with the intent of acquir­ing tal­ent or inter­nal­ly for employ­ee events or inter­nal news­feeds
— dig­i­tal screens such as those in an ele­va­tor or on a wall in recep­tion or the cafe­te­ria
— email whether this be a newslet­ter or fol­low ups on com­plet­ing a new train­ing mod­ule for a spe­cif­ic func­tion glob­al­ly
— direct mail is used less and less, but may still be used for high­ly con­fi­den­tial employ­ee doc­u­ments
— eForms are become the default for accep­tance offers, com­pli­ance and all oth­er forms utilised fre­quent­ly with­in busi­ness­es
— SMS and push noti­fi­ca­tions are com­mon­ly used for employ­ee events or oth­er time­ly noti­fi­ca­tions
And last­ly we have the employ­ee to cor­po­rate chan­nels:

These chan­nels are:
— call cen­tre, this could be IT help through to HR assis­tance
— mes­sen­ger chats are com­mon­ly used in intranet por­tals or with­in mobile appli­ca­tions for tasks sim­i­lar to the above
— email 1:1 or 1:>, usu­al­ly of the request for assis­tance type
— web forms are com­mon­ly used when an employ­ee is ini­ti­at­ing a request from the busi­ness
At Adobe, we talk about the art and sci­ence of deliv­er­ing an expe­ri­ence and this man­i­fests itself through con­tent (the art) and data (the sci­ence). We talk about data as being the voice of the employ­ee and con­tent as being how you respond. Data deter­mines the seg­ment the users falls into based on their inter­ac­tions, role, respon­si­bil­i­ty and the like and deter­mines the con­tent that should be served and the con­tent plat­form host and serves that con­tent on the right device and chan­nel the employ­ee wish­es to engage you through. There are only a few chan­nels I’ve just cov­ered (1:1 email, face to face and con­fer­ence calls) where the employ­ee expe­ri­ence doesn’t require mas­ter­ing the data and con­tent to deliv­er great employ­ee expe­ri­ences.

Let’s first look at the ana­lyt­i­cal lay­er:

I am only going to cov­er this at a high-lev­el as there are too many sys­tems with­in this lay­er to cov­er in any mean­ing­ful detail in this blog. Your Busi­ness Intel­li­gence func­tion here is essen­tial­ly a data cen­tral­i­sa­tion and visu­al­i­sa­tion capa­bil­i­ty. Data Sci­ence sur­faces insights into how your employ­ees are engag­ing through the chan­nels you have pro­vid­ed them, chal­lenges in com­plet­ing tasks and poten­tial churn risks. Where Busi­ness Intel­li­gence and Data Sci­ence will com­bine an employ­ee overview in its entire­ty, Data Intel­li­gence and Per­for­mance func­tions will pro­vide toolsets that are more spe­cif­ic to chan­nels or media and are more like­ly to be used by busi­ness users verse data sci­en­tists.
Next we have the Sys­tems of Record:

These are the tra­di­tion­al record sys­tems you would see in any large cor­po­ra­tion. I’ll call out a cou­ple of sys­tems here for clar­i­ty:
— Asset Metatags, is a cat­a­logue of all your cre­ative and brand assets and descrip­tive tags to make them easy to find
— Doc­u­ments – ECM, these are your elec­tron­ic forms and con­tracts man­age­ment sys­tem
— Prop­er­ty, as more build­ings become con­nect­ed there is a huge vol­ume of data busi­ness­es are now start­ing to col­lect about the usage of facil­i­ties and improve­ments they can make from these insights
Last­ly we have the con­tent lay­er:

As described above for cor­po­ra­tions to respond to employ­ees they need con­tent and this is bro­ken into two areas, Expe­ri­ence Pro­duc­tion and Con­tent Deliv­ery. Expe­ri­ence Pro­duc­tion is the area in which con­tent (images, video, audio, rich media, etc.) is cre­at­ed, curat­ed and stored. Next once we have the con­tent to a pro­duc­tion lev­el we need to deliv­er this and this requires a range of tools to deliv­er this through dig­i­tal and offline chan­nels, make deci­sions on the per­son­al­i­sa­tion of this (based on role, region, respon­si­bil­i­ty, etc.) and then auto­mate this based on behav­iour­al trig­gers across chan­nels and devices.
All this should then go to deliv­er­ing and over­all employ­ee expe­ri­ence archi­tec­ture pic­ture like this:


Ulti­mate­ly it should give you an over­all under­stand­ing of how your employ­ee is engag­ing with and with­in your organ­i­sa­tion and what they are engag­ing with and how to bet­ter improve this expe­ri­ence.
I hope this has been instruc­tive on the types of chan­nels and appli­ca­tions you need in place to pro­vide a holis­tic employ­ee expe­ri­ence and the breadth of chan­nels you need to be capa­ble in engag­ing with employ­ees in. In my last blog in this series I will be cov­er­ing how to start build­ing an employ­ee expe­ri­ence tech­nol­o­gy stack and the ini­tial capa­bil­i­ties to focus on deliv­er­ing.

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