¿Qué es el engagement?

What is the secret behind the success of corporate giants like Globant and Accenture?

Large companies like Globant and Accenture have not only experienced exponential growth in the number of employees in recent years, they have also proven to be experts in attracting and retaining talent. How do they do it? The key lies in "engagement", a concept that involves the affective, cognitive and behavioral connection of employees with the company. This type of bonding fosters a healthy work environment, which in turn increases productivity and decreases turnover, creating a virtuous circle that every company should aspire to achieve.

What is the Employee Value Proposition (EBP) and how does it influence engagement?

The Employee Value Proposition (EBP) is the central pillar for attracting and keeping talent happy. This concept acts as a roadmap that guides the company's relationship with its employees throughout their entire work life cycle.

1. Before joining: The EBP communicates what makes working at the company attractive.
2. During employment: It adapts and evolves to maintain employee engagement.
3. After leaving: The employee's experience continues to be useful, as it will speak to their time at the company, impacting external perception.

The combination of these elements creates a satisfying work environment that employees value highly.

Why is employer branding crucial in valuing talent?

Employer brand represents the image of what it's like to work at a company, so powerful, it can shape public perception beyond what the company itself can directly control. This includes:

• What is said about the brand.
• The beliefs of employees and the public.
• The narratives of those who have worked or work for the company.

For an illustrative case study, in the case of TSAI, a brand with low attraction, the highest average age among employees suggested that it was seen as a "last resort".

How to measure employee engagement through the Employee Net Promoter Score (NPS)?

The Employee Net Promoter Score, a marketing-derived tool, is effective in assessing how many employees are promoters, neutrals or detractors of a company. By asking, "From 0 to 10, how likely are you to recommend this company as a good place to work to a friend or family member?", a clear picture of engagement can be obtained.

Interpretive results:

• 10-30 points: Satisfactory.
• More than 50: Excellent, exceeds expectations.
• Less than 10: Requires attention.

Figures from companies like Above, Slack and Shopify support the effectiveness of this metric.

What are the determinants of an attractive employee value proposition?

A global study by Randstad detected key elements that drive workplace choice:

1. Overall:

   • Salary and benefits
   • Work-life balance
   • Long-term propositions

2. United States:

   • Work-Life Balance
   • Salary and benefits
   • Career opportunities with training

3. Latin America:

   • Salary and benefits
   • Career development
   • Work Environment

How to customize a value proposition for your employees?

To develop an EBP that resonates with your employees, a thorough internal analysis is crucial. An introspective exercise involves:

1. Internal surveys: Ask how likely they are to recommend working at the company.
2. Personal ratings: Allow your employees to prioritize a list of benefits and working conditions, providing a clear understanding of what they value most.

This information is fundamental to establish strategies that really build value in the day-to-day work, stimulating not only permanence, but also growth and personal satisfaction within the team.