Advocacy is the new employee loyalty
The average job tenure has dropped .
Perceptions about unconditional employee loyalty and what it means to stay with one company over an entire career are changing, according to SAP SuccessFactors Global HR Advisor Michael Esau in a recent conversation with 91心頭利s JD Dillon, and it’s time for a fresh perspective on how to approach and drive employee loyalty.
Is it realistic to expect loyalty from employees?
With announced seemingly every other day, workplace stress at and planning to replace employees with AI in 2024, is it reasonable to expect employees to stay loyal?
Esau believes theres still a case for employee loyalty in the current world of work, but its state is much more conditional and brittle.
The problem at the moment is we’re in a vortex of change and so much disruption. There’s no getting away from it, he says. Youre going to impinge on how somebody’s feeling about your organization when it comes under stress; thats human nature. How individuals determine what they do will vary depending on their circumstances.
Esau also pointed to the mass exodus during the pandemic.
We saw people leaving organizations through the pandemic without another job to go to. So they were making a determination: Is this the organization I wish to be part of, that I feel loyal to, yay or nay? And in many cases, it was, No, I don’t. And I think that is going to continue now.
“[Employee loyalty] is really brittle. It’s soft, and it’s easily going to break. But is it realistic? Yeah, you should aspire towards it.”
Michael Esau, Global HR Advisor, SAP SuccessFactors
The difference between loyal employees and employee advocates
Employees can be hardworking and reliable, but that doesnt automatically mean they feel an emotional connection to their work or organization that will keep them working there until retirement. At least, not without knowing the business is committed to their growth and success and will follow through on promises made.
Typical employee tenure sits around only around 4.1 years, according to . And turnover rates can be even higher in frontline-heavy industries like retail, hospitality and manufacturing.
Esau affirms that loyalty isnt just given. It needs to be a two-way street in the workplacethats how to start building up advocates who love what their team stands for, even after moving on to the next role or company.
It’s part of our role to enable people to follow their dreams. At some point, they will leave us, and that’s okay as long as we’ve contributed. But hopefully, when they leave, they’ll look back and go, Were they good for me? And was I happy? When that happens, you have the opportunity for that person to become an advocate.
That’s where the difference for me is between advocacy and loyalty. With loyalty, you support. But am I a proactive, vocal, animated champion? No, not necessarily. It’s different when you start to get into the world of advocacy. It’s the sentiment, the feeling that you have.
We’re regularly asked two questions at SAP: Are you proud to work here? Is this a place that you would recommend to somebody else?
Michael Esau, Global HR Advisor, SAP SuccessFactors
Make it easy for employees to advocate for your companyeven after they’ve left
Having North Star value propositions communicated clearly and proactively to employeesespecially regarding approaches to change management or how the company plans to navigate disruptors like the ones covered aboveshows employees that their leaders are committed to them and their success.
The organizations that don’t have a proposition and aren’t clear on their purpose are not winning. What’s happening is that they’re losing great people. Then, they can’t replace them, says Esau. Now thats when you have a real problem.
When that proposition doesn’t materialize, guess what happens? I don’t believe you. I don’t feel connected to you. You’ve lost my loyalty now.
Esau also suggests keeping a pulse on organizational health indicators that focus on how your people are feeling and performing, including:
- Retention
- Absenteeism
- Employee engagement
Wouldn’t it be great if, when somebody leaves an organization, theyre an advocate for life? They’re going to champion you, talk positively about you, be part of your alums, become part of your PR machine. Why would you not want that?
Michael Esau, Global HR Advisor, SAP SuccessFactors
Most people want to enjoy and be invested in their work; these are core aspects of a fulfilling career. However, employee advocacy wont happen on its own; it happens by design. Harnessing the power of advocacy in your organization, especially if they’re doing great work for the organization and acting in ways that benefit the company, starts with making sure the investment is mutual.
Want to learn more about fostering employee advocates? Watch the full interview below: