The Evolving Role Of HR In The Shift To Hybrid Work

Organizations are turning to HR teams for strategies to attract and retain talent

The pandemic has reinforced that necessity truly is the mother of invention. Overnight, activities of the business world moved from the workplace to the home front, and to the surprise of nearly everybody, the transition went quite smoothly. It didn’t take long before new practices were created and took hold — and soon after, employees were extolling the benefits of avoiding rush hour traffic, greater schedule flexibility, and working in sweatpants.
 

In fact, many employees now don’t want to return to the office — at least not under the same terms. They’re seeking work environments that are less structured and more accommodating.  The good thing is that both employer and employee recognize the value of returning to the office to enhance engagement and collaboration with colleagues, and employers are working toward implementing hybrid work arrangements that enable their teams to do their best work whether in the office or at home. However, as of yet, research from Willis Towers Watson (WTS) reveals that employee expectations are not being met, with nearly half currently looking for a new position or planning to start doing so as the Great Resignation rages on.
 
In our own survey of businesses with tens of thousands of employees, flexibility was found to be a major motivating factor. Over 75% of employers believe models that give employees a choice in how, when, and where they work are “significant” at the least and often “very significant.” That said, it’s no wonder that nearly 90% of the employers we surveyed have implemented flexible or hybrid working models.
 
Companies are rethinking their approach to the workplace, and with one of the most competitive labor markets in recent times, they’re turning to HR teams for strategies that help them hold on to employees and attract new talent.

Just as businesses have honed in on the customer experience, HR leaders are now laser-focused on the employee experience (EX). This has led to the creation of new HR roles, responsibilities, technologies, and tools as companies look for ways to effectively manage hybrid models in an employee-driven realm.  
 
Proponents of getting employees back in the office support that working under the same roof produces stronger engagement, collaboration, and company culture. These are all great things, but it’s really about the end results. After all, a company will enjoy little if a sizable contingent of employees doesn’t want to be there. Perhaps not surprisingly, WTW has further reported that nine out of 10 employers are now making it a priority to enhance their EX.
 
While HR is playing a pivotal role, traditional candidate enticements that were once differentiators — compensation, advancement, work that matters, and a vibrant community of peers — have become table stakes. It’s HR’s job to create a unique EX for those who will be taking their companies to the next level.
 
Here are four tactics to consider when refocusing on the employee experience in your organization:

Unilever, a household name with 400 brands and 150,000 employees, has a team of 1,500 focused entirely on EX. Their backgrounds include areas from HR, to facilities management, to technology. You need to blend the best of physical and digital working environments and distill it into a single vision across your company. Don’t hold back on creating positions that will facilitate it.

Follow the employee journey as you would the customer journey, beginning the moment a candidate comes into contact with your company through their final day of work. You want to be able to provide the same experience and opportunities uniformly.

Today’s leaders realize the right EX means more than offering the occasional wellness seminar, company outing, or on-site gym. More important are the moments that happen every day, such as feeling your voice is heard in a meeting or while collaborating with peers. Being a people-centric company means making sure those subtle daily moments are happening.

Things like life flexibility, connecting with peers, leveraging central meeting spaces, and workplace technology is what it’s all about. This requires HR, IT, and operations leaders to come together and form a cohesive EX strategy. Working together across functions wards off potential dysfunction.

The first step to supporting hybrid workforces and spaces is as basic as it gets — figuring out what employees want. Talking to employees, listening to their concerns, and acting on the insights show you value their workplace experience and advocate for your people.
 
Compensation is key but the work environment and experience are just as important. Remember that remote employees have grown accustomed to working environments built solely around their needs. Your current design, however, likely has changed little since before the pandemic. Therefore, if you’re moving to a hybrid environment, you need to know how your employees use their office space and make adjustments to bridge the gap.
 
Calculate how many desks are needed to handle employees during in-office days and explore a booking system so nothing is left to chance. For that matter, rethink flex spaces, like conference rooms and lounges — you might find now that there are better locations or purposes for each.

Re-entry can get rough if not handled right, but technology exists to help HR simplify and strengthen a new office environment. For starters, you can avoid turf wars with mobile apps that allow employees to book desks and conference rooms. Our survey shows that 76% of employers have already implemented such tools.
 
Technology can help deliver personal benefits, too. Savvy professional buildings utilize platforms with apps to provide concierge-like treatment such as on-demand food delivery, laundry services, wellness programs, and more. According to our survey, 74% of companies have such an EX mobile app.
 
What’s more, technology can enable usage data to be harvested; just make sure employees understand first that it’s being used only to get a better grasp on their needs. Systems that provide data on how facilities are being used and when, can lead to the development of additional conveniences, greater employee satisfaction, and better cost efficiency.
 
Talent is scarce and skills are at a premium. The ability of HR to create, cultivate, and promote healthy, hybrid work environments is vital. The occasional perk, while appreciated, just doesn’t stack up to an EX that delivers satisfaction every day. Design your workplace with employees in mind, and not only will you keep them, you’ll have a better shot of attracting the best from the extensive pool of candidates now looking to be valued.

Chase Garbarino is the Co-founder and CEO of HqO, the leading workplace experience technology platform. Connect Chase Garbarino