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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