"What It Means to Work Here"
Harvard Business Review
March 2007, pp. 104-112
The authors define a signature experience as "a visible, distinctive element of an organization's overall employee experience. In and of itself, it creates value for the firm, but it also serves as a powerful and constant symbol of the organization's culture and values". The concept of a signature experience grew out of the authors' research with companies having highly-engaged employees. They found a wide variety in company philosophies and practices. Over time, the authors came to be convinced that this variation was, in fact, a key part of what set these companies apart from organizations that had been less successful in engaging their employees. The organizations with highly-engaged employees excel at expressing what makes them unique. They hire people who will enthusiastically fit in to their uniqueness, and these employees are highly-engaged.
The authors identify a number of general principles that the most effective companies use for creating, supporting, and preserving their company's unique employee experiences:
- Target a segment of potential employees—The company must methodically identify individuals who would buy into the organization's culture and adapt to the way the company works
- Address specific business needs—Some companies create signature experiences that express the culture and values of the organization. GE's "work-out" might be an example
- Identify and preserve your history—Historical traditions can exemplify what the organization is all about
- Share your stories—"War stories" and tales of success and failure serve to illustrate what is valued and expected at the company
- Strive for consistency—All elements of the overall employee experience need to be aligned;
- Have the courage of your convictions—Be willing to accept that your employment proposition will not appeal to everyone
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