Employee Journey Map

Employee Journey Map

 Author : Professor Nattapat Lopraditpong

“Employees with Good Experiences => Customers with Good Experiences => Business Growth”

          An “Employee Journey Map” is a diagram that depicts an employee’s interaction with an organization, from before joining until after leaving. It is a strategic tool for comprehending and developing holistic employee experiences. It assists organizations in understanding employee viewpoints and experiences, revealing more subtle characteristics at each stage of the journey. It enables employers to better understand their employees’ goals, needs, expectations, challenges, and concerns, allowing them to plan and create better employee experiences throughout their careers while also more effectively addressing negative experiences. It also identifies ways to enhance DEI&B (diversity, equity, inclusion, belonging).

 The Benefits of an Employee Journey Map

• Improve employee engagement & satisfaction by gaining a deeper understanding of needs, which leads to real solutions
• Reduce employee turnover by identifying and addressing pain points before an employee decides to leave
• Elevate employer branding by creating positive employee experiences, which encourages positive feedback and attracts talent
• Enhance efficiency in HR processes, including recruitment, onboarding, development
• Establish a people-centric culture by proving that the organization truly values employee input
• Make strategic decisions with data (data-driven HR by using data from EJM to influence investment decisions in various human resource programs)
• Increase productivity by fostering high employee engagement as they tend to perform better under this environment

 Steps in Creating an Employee Journey Map

STEP 1: Define the objectives and scope of the employee journey map study.

1.1 Clearly state the objectives and scope of the study.

• Why is it important to study a journey map? What will be done with the study’s findings? Who is going to use this map? (Purpose)
• Who are the target employees (actors) that we wish to study?

1.2 Examine, gather, and present data, reports, and research to the team based on insights into the target personnel group, such as

• Employee satisfaction and/or engagement survey
• Exit interview or employee focus groups
• Employee persona or empathy map

1.3 Determine stakeholders who will be involved in the employee journey map analysis, including:

• Senior leader in human resources (CHRO)
• Managers (HR Manager)
• HRM/HRD Staff

1.4 Prior to the meeting, the working group will review the information from topic 1.1.

STEP 2: Identify the Stage & Step

2.1 Identify the stage (phase) with information from...

• Data, reports, or research
• Interview the target group directly, through face-to-face interviews, focus groups, and observations

2.2 Identify the steps (actions) for each stage

• Define steps/activities for the target employee group at each stage.
• Understand employee needs by considering things from the employee’s perspective (put yourself in your customer’s shoes).

2.3 Determine each step’s key touchpoints

Location, technology, communication, staff, processes, etc.

https://management30.com/blog/employee-experience

STEP 3: Indicate the topics you would like to study further.

After defining the stage, step, and touchpoint, the topics or problems you wish to learn more about under the Employee Journey should be specified, including:

• Emotional Curve: Assessment of satisfaction at that step (-1 / 0 / +1 or 1-10 scale)
• Pain Point: Problems that come up at each step and problems that employees do not understand or are unhappy with
• Idea (OFI): Opportunity for Improvement, or the expectations of the personnel; what they want to see improved or added at that STEP (Requirement/Expectation)
• Final step: Evaluation of the overall satisfaction level on a 10-point scale throughout the employee journey

 STEP 4: Conduct an employee journey survey

Create an employee journey survey that will be used as a tool to do fieldwork, conduct interviews and observations, and collect actual data from the target group of employees.

• Further questions about the questionnaire’s topics or area of interest can be added, such as the emotional curve, pain point, and ideas for improvement, but please ensure not to include too many questions that could complicate data collection.
• Design a field data collection methodology based on statistical principles to obtain reliable data, including the number of data sets, time periods, and target groups.

STEP 5: Collect field data and analyze the results to prepare a report.

5.1 Field Data Collection

• Randomly select 30 employees from a target group (e.g., new employees, high-potential employees, Gen Z employees, etc.).
• Conduct an interview using face-to-face interviews, focus groups, or observations to gather data according to the questionnaire (with an emphasis on extreme cases rather than normal cases).

5.2 Processing and Analysis

• Analyze quantitative data by calculating the correlation between satisfaction scores at each step and the overall experience satisfaction score to identify the most essential steps and touchpoints (calculate correlation coefficients).
• Analyze qualitative data and summarize key points at each step using keywords that most employees agree on for each aspect of goal, doing, feeling, and pain point.

5.3 Preparing a Customer Journey Analysis Report

• Make it Short & Sexy

STEP 6: Hosting workshops to improve HR processes in order to improve employee experience

6.1 Invite pertinent middle and senior management teams engaged in enhancing employee experience to be informed of the results of the Employee Journey Map study.

• Senior Leaders and Chief Human Resource Officer (CHRO) à Policy
• Middle Management Team (Manager) à Management
• Supervisors à Relation

6.2 Analyze each stage/step, including satisfaction assessment results and pain points, to identify areas for improvement or enhancement

• Pay attention to the significant steps/touch points identified in the research findings, as well as the issues that cause pain points.
• Employ brainstorming to identify areas for improvement at policy, management, and relationship levels, respectively.

6.3 Summarize key points regarding cluster & priority for data collection.

• Review and revise HR policy
• Determine strategies in the HR Master Plan
• Improve the HR process

Strengthen core values ​​and culture to create positive employee experience and engagement