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Recruitment technology

Assessing the Lifetime of Employee Engagement

Clare Hopping

27Partners 27Partners

An employee’s lifecycle starts when they are first exposed to your company brand, but how does it develop and how can you keep them engaged?

Although you may think an employee’s lifecycle begins when they start the job, it actually starts as soon as they see your company’s branding – whether that be via a job ad, wider marketing or even social networks. It continues through to that employee leaving the company and beyond in some cases.

LaunchPad Recruits teamed up with Casual Films and 27partners at a Wimbledon-themed event last week to demonstrate this lifecycle; from brand exposure, to recruitment, through to pre-joining employee engagement.

Casual Films demonstrated interesting ways of attracting candidates to become future employees through video, Launchpad Recruits showed how its video interviewing platform works to view and vet candidates, while 27partners showed how companies can engage those employees and make sure they hit the ground running, integrating video into its employee engagement platform.

Engaging Pre-Joiners

“27partners looks at how to actively engage employees through digital technology and from a pre-employee perspective the same principles apply and how companies shouldn’t actually differentiate between current employees and prospective employees,” Rob Dumbleton, consulting partner at 27partners said.

“We wanted to test our product on the day to give us a gauge on how well it would be received. We thought it would be brilliant for us because many companies have issues when employees join that... haven’t done training, they don’t know what to expect when they join on day one, they ask about job roles and on the ground support and that kind of thing,” he continued.

Dumbleton said he thinks the market for such a product is there, but the company wanted to find out whether HR executives think it’s a good idea and if it's worth pursuing as a take-to-market offering to expand that employee engagement.

How The Portal Works

For the occasion, 27partners built an example pre-joiner portal to effectively show how easy it is to engage with pre-joiners in interesting and compelling ways.

After getting an invitation link to the portal, a new employee can click on the link that opens to a welcome video congratulating them with a message from the CEO or HR director explaining the purpose of the platform.

The employee can then click through to an e-contract rather than a paper contract and sign it. This action then opens up the entire portal for the new starter to interact with.

For example, it could include a checklist of what you need to know and what the company expects the pre-joiner to do on day one, such as compliance and health and safety, in a video-learning format.

Other aspects could include a competencies checklist, such as Excel skills or research skills to ensure employees meet the criteria before they start the job.

The portal could also include a who’s who in the company so they know their team before they start and a virtual tour of the office, including the fire exits.

Dumbleton described the portal as a “one stop shop for everything you need to know before you join, so on day one you can arrive at 9 ‘o’ clock, your badge is ready and you can walk onsite and start your job.”

Who Could the Portal Benefit?

He said the idea is more interesting for a company who owns the process of onboarding people rather than recruiters who aren’t as involved in the interim process. However, it could have a lot of value in the contract recruitment market where one contractor returns to the same recruiter after each project.

Dumbleton explained, “If I’ve got a group of 25 contractors who are doing 2-3 week projects, I can go to the company I’ve placed them in and load in the information so before they start each job, they have the knowledge about the company they’re joining. Then, for the next project they can go back to the same portal and find everything out about the next company before they start on day one.”

Why Recruitment Doesn’t End When You Appoint an Employee

Although having someone accept a job offer may seem like the end of the road for the recruitment process, the process of engagement and the channels of communication should be established early and grow through their time at the company.

Whether you’re a recruiter or work in an HR department, it’s important to continually assess the engagement of employees throughout their lifetime with your company.

Clare Hopping

Clare Hopping has been involved in the recruitment of both full-time employees and freelance staff for ten years. She specialises in recruiting staff via social media and digital platforms.