Think back to a time, not so long ago, before on-demand TV and streaming music - a time before we could listen to or watch whatever we want, whenever we want.
As archaic as it may already seem, prior to streaming movie services and digital media players (DMP), TV stations broadcasted programs on free-to-air TV at specific times and ultimately decided what we could watch and when. Radio stations played select artists and songs and listeners needed to “tune in” at specific times to listen to particular programs. There was no customisation, no freedom of choice outside of choosing which radio station or programs to listen to, and no personalisation.
Today, whether we’re streaming music or watching a film or series via an app or online, not only do we have an endless content library to choose from, we can listen or watch whenever we like, wherever we like. After watching or listening to something just once, we immediately have recommendations waiting for us based on our preferences. “Did you like that? Try this!”. Or, “Since you liked that song, we think you’ll like this artist”.
Making It Personal
The algorithms that streaming services use to curate our preferences mean that each time we log in, we’re shown content that resonates with us personally. In fact, no two people will see the same interface with the same recommendations, history or preferences. The experience is personalised. And personalisation is key to our satisfaction.
In a recent blog post, HubSpot likened personalisation to: “Someone giving you a fitted baseball cap with your favourite team’s logo on the front and your initials stitched in on the side. In contrast, non-personalisation is like someone giving you a one-size-fits-all baseball cap with some team you hate’s logo on the front. No initials. No consideration for your preferences whatsoever.”
Personalisation Equals Relevancy
So, why is personalisation so important to us? A study from the University of Texas, found that one of the reasons is because it helps reduce information overload. Every day we’re bombarded with information; be it emails, text messages, or social media – everything is competing for our attention. However, through personalisation, we have better control of what we see and what is shown to us; we’re able to filter information to match our preferences.
Interestingly, however, like the earlier mentioned HubSpot post suggests, even with personalisation and filtering, the actual volume of incoming information may actually be the same. However, our perception is that it seems less. Why? Because the information is relevant to us. And relevancy is crucial to personalisation.
While we may still receive and take in a ton of information, relevancy makes the volume of information less overwhelming.
The workplace is no different.
How To Personalise Employee Experience
When it comes to work, every employee has their own preferences and needs depending on where they are in their life and whether they’re a baby boomer, a millennial, or part of Generation X or Generation Z.
To attract and retain talent, employers need to provide both existing and potential employees with a personalised and engaging experience. So, how do you personalise employee experience? By tailoring your offer to the individual. How do you tailor your offer? By making it relevant to the individual by providing employees with the flexibility to choose things that are meaningful to them.
From flexible spending accounts, mobility discounts, subsidies, health and wellness benefits and extended family benefits, employers can offer something for everyone on a personalised, individual level.
Want to know which are the most desired employee benefits? Download the Top 10 Employee Benefits here. Alternatively, if you want to learn more about the new employee experience, download our free e-book now!