Continuous Listening

Photo: PCM

Continuous Listening: How to Strengthen Employee Communication

This is the first in a two-piece guest series on Continuous Listening. 

Human Resources departments own many responsibilities that directly contribute to the overall success of a company. According to Sari Levine Wilde, managing vice president of Gartner, “The businesses that are successful today and in the future, will be those that win when it comes to talent…This means helping employees build critical skills and developing employees into leaders.”  One of the burning questions today is how we can achieve that mission. 

Howard Moskowitz, a psychologist in the field of psycho-physics and a renowned market researcher, was hired by PepsiCo to determine the optimal quantity of artificial sweetener for a Diet Pepsi product. He faced a similar challenge, as mentioned by author Malcolm Gladwell in his TED Talk. With the aim of maximizing sales, Moskowitz conducted empirical tests, which provided unexpected results. He examined the data and concluded that there was no such thing as a perfect Diet Pepsi! Due to the multitude of variations between human tastes, Moskowitz found that the best option to maximize the number of sales was by offering a collection of lower calorie flavors along the scale of taste. 

Returning to the HR dilemma, a one-size-fits-all approach to HR is guaranteed to overlook the needs of many employees. More specifically, each employee journey is unique and thus HR must find ways to observe, tune in, and adapt to address individual employees in a more personalized manner.

Disjointed Employee View and Continuous Listening

In order to understand employees and their level of engagement when it comes to business goals, HR must continually gather information by asking questions and listening to employee responses. These standard HR processes currently serve as milestone events for gathering data, but with so many aspects of the employee lifecycle to monitor, it can be difficult to build a comprehensive view of the culture, engagement, retention, and success of employees. The process of data collection is usually transactional, though sometimes there are opportunities to gather evaluative information as well. In this respect, many challenges that HR professionals are faced with when attempting to gather this comprehensive data can be addressed by a strategy known as Continuous Listening. 

Continuous Listening is a methodology grounded in the philosophy that feedback matters all the time — not just once a year during a performance review, or once a year during an engagement survey. Feedback matters even after employees leave an organization and unofficially serve as alumni ambassadors for your brand. It matters because every employee has a unique journey that begins with a handshake and a contract that says, “We will do this for each other.” 

HR organizations that begin gathering evaluative feedback from employees during such milestones will gain valuable insights that leaders can use to better manage the workforce. An added benefit is that once in place, this feedback process can gain further traction as employees witness leaders responding to their feedback. This reinforces more open lines of communication, which is a recipe for future success. For every milestone along the  employee journey milestones, here are some sample evaluative questions that HR should be asking in order to enrich the information that is later provided to company leaders: 

Employee Journey Milestones Sample Evaluative Question 
Recruiting Would your employees recommend your organization to their professional network? 
Onboarding Do your onboarding processes achieve the cultural immersion and integration you need? 
Development Is your development process providing the right knowledge and skills to drive successful employee outcomes in meeting the needs of tomorrow?
Performance Management Is the performance management process identifying, recognizing, and rewarding talent? 
Engagement How much do you really know about your employees’ experiences? Are your efforts encouraging or destroying employee goodwill, motivation, and engagement? How often do you measure employee engagement? Once every two years? Annually? Bi-annually?
Promotion & Career Growth Are you identifying employees with strong potential and directing them toward leadership positions? Is your leadership pipeline full enough to meet resource planning goals?
Compensation & Benefits Is your compensation and benefits plan competitive? Is the plan sufficient to keep high-value employees engaged?
Retention Do you know what motivates your employees’ decisions to stay and grow with your organization, and what motivates them to seek opportunities elsewhere? Are you systematically collecting the data needed to analyze and improve the employee experience from hire to retire? 

Feedback matters because whatever the expression, it contributes to the roadmap aimed at improving the overall organization. By implementing a Continuous Listening strategy, we can begin to explore how to best address specific HR challenges. For that, stay tuned for the second piece in this series.