Successful companies can enhance talent by using personas to maximum advantage. When they do this, they create irresistible experiences for employees. So how can organizations create an effective business case and adopt the strategies that ultimately help their employees grow?
That is the key question for organizations that want to create meaningful opportunities for their teams. During the IMPACT 2018 session “Give Them What They Want: Creating Growth Opportunities that Matter,” the panel described a new model for the workplace that can meet, attract, engage, retain, and excite the 21st-century workforce (see figure below). “The model helps companies understand how to effectively leverage personas to create irresistible experiences and create meaningful programs for employees,” said Denise Moulton, Human Resources and Talent Research Leader, Bersin, Deloitte Consulting LLP.
The Simply Irresistible OrganizationTM
Source: Bersin, Deloitte Consulting LLP, 2018.
Individual growth opportunities are critical in an era in which talent models are disrupted, technology transforms value creation, change is exponential, and a new social contract is emerging at work. Employees inhabit this environment with vastly different needs—from mothers returning to the workforce after a hiatus to midcareer professionals looking to contribute to their organization at a higher level.
During this working session, panelists and attendees used three different personas as examples while discussing aspects of the evolving model, including the need for:
- Managers to be transparent and build a clear business case
- Organizations to understand that not every individual’s situation can be resolved
- Businesses to look for long-term solutions rather than immediate gratification
Attendees discussed their assigned personas and documented ideas for action, focusing on opportunities, challenges, and potential stakeholders and enablers. For example, in discussing the persona of a new mother returning to work, attendees pointed to actions such as “providing a mentor and wellness coaching, onsite childcare, a career plan with stretch goals and opportunities, and a way for her to develop at her own pace.” For a midcareer persona, they suggested “candid feedback and coaching” to revive a stalled career.
The consensus was that the individual needs to be at the center of the growth conversation. “We tend to focus on programs and solutions that benefit the broader workforce, but we need to take the time to look at individuals,” said panelist Kim Lamoureux, Vice President, Enterprise Products, Bersin, Deloitte Consulting LLP.
Leveraging personas and “crowdsourcing” feedback can help build HR skills in this area, added Pete DeBellis, Vice President, Total Rewards Research Leader, Bersin, Deloitte Consulting LLP. He noted, “The idea of personas as we head to a more personalized world helps us remember that organizations are not monoliths—they are collections of individuals.”
Keep up with the conversation! Check back with the Bersin blog for more Insights from IMPACT 2018.
 Simply Irresistible: Engaging the 21st Century Workforce, Bersin, Deloitte Consulting LLP / Josh Bersin, 2014.