The Employee Experience Business, Adobe on Adobe
Part I: How Adobe uses Adobe technology to drive great employee experiences
A lot has been said about building an experience business, almost all this conversation to date has been focused on building a business with the customer at its heart and a focus on the customer experience. In several businesses, they put the employee at the heart of the business and expect that the customer experience will follow. Essentially they have built a strategy with a focus on the ‘Employee Experience Business’ (you heard it here first). From a digital transformation viewpoint transformation happens across all parts of the business, this could be everything from how you go to market in delivering engaging customer experiences, to the business model that you use, to the operational efficiencies you drive within your business.
The employee experience within a digital transformation is just as important as how you deliver on your customer experience.
A recent Deloitte report on ‘Rewriting the rules for the digital age’ showed that less than 10 per cent of Australian companies are prepared for future labour market needs in a digital age. The report found that 85 per cent of Australian human resources professionals say their biggest priority is developing a better experience for employees. And 84 per cent say their priority is to build an organisation “of the future”.
Adobe has been recognised for many years as an employer of choice and rated continually as one of the best places to work. In the most recent Forbes ‘best places to work’ survey 2017, Adobe was rated 60 in the top 100 companies worldwide as a great place to work. It is well deserved for any number of reasons in my mind, but the area I wanted to focus on today is its application of technology to deliver a great employee experience and more importantly how it uses its own technology to deliver this.
In this three-part series, I wanted to firstly focus on how Adobe uses our technology for delivering employee experiences, in a follow up blog I’ll focus on what an employee experience architecture would look like and in my last blog I’ll cover an approach for building an employee experience using Adobe technology.
First, let’s look at the technology Adobe uses to drive great employee experiences and then how this is applied to various elements of employee experience.
Adobe recently announced the launch of the Experience Cloud, the first purpose built platform for powering experience businesses.
Within each of the above cloud offerings Adobe uses 16 technology solutions across four of Adobe’s five cloud offerings.
Let’s uncover this a little bit more, I won’t cover every use case in which we use our tools, but hopefully give you a broad understanding of how they are applied.
We’ll start with understanding how we use our tools for collaboration. Adobe Acrobat is the default tool globally for document management and as expected we use this extensively from everything to do with new hire candidates around benefits and RSU information, to feedback forms and for Learning & Development resources e.g. one-pagers, toolkits, etc. for employees. Internally we also use the Adobe Track & Send for sending and tracking large files. Adobe Sign allows us to remove all the paper based signatures in the past and we use this for sending, tracking and acceptance of offer letters by new hires through to our employees quarterly sales revenue numbers representations.
We then have a number of delivery & automation tools. We use Adobe Campaign for the delivery of our relationship marketing emails for university recruitment, for our Adobe Life employee newsletter and even for emails and push notifications at our big internal events. Adobe Experience Manager provides the content hosting, authoring and template management for the above activities, in addition to hosting our Inside Adobe employee portal and a host of employee mobile applications for our highly mobile workforce. On Inside Adobe our employee portal we also have Adobe TV where we host employee experience videos using Adobe Primetime. And lastly under delivery and automation we use Adobe Social to create and publish social media content, and engage with our audience on our social channels and then measure engagement, performance of social media campaigns and followers.
Moving onto Analytics & Insights, we use Adobe Analytics to measure traffic to our career site, blog and internal learning pages. We also track everything from referring domains to page views, mobile usage, user engagements, downloads and more.
Under Learning, we apply Adobe Captivate, a learning management system that empowers us to set up, deliver, and track learning for our employees and develop skills-based learning programs.
Lastly we have our Media Creation tools. This is led by Adobe Illustrator for our logos, icons, infographics, typography and illustrations used to create branding materials for print, web, interactive, video and mobile. This is then centralized with Adobe Bridge for access to files and assets used for creative projects related to learning and development programs. We publish brochures for recruitment events, online digital magazine for our blog and learning materials using Adobe InDesign as well as designing wireframes for our web properties. Our famous Adobe Photoshop is used to create and enhance photographs for our online sites, employee promotional materials and online ads for our recruiting campaigns. And finally Premiere Pro allows us to produce recruiting and learning videos and Adobe Stock provides a source for our images branding materials and presentations.
Hopefully this gives you’re a broad idea of how Adobe use our own technology and the depth and breadth of our offering in being able to drive extensive employee experiences across most employee touchpoints. In my second blog in this series I will show you an architecture diagram which will show you exactly the coverage Adobe has across the most common employee engagement touchpoints.