Name of Organization/Company: Zer Central Services and Trade A.Ş., İstanbul, Turkey
Category: Best Employee Value Proposition (EVP)
Before 2019, ZER carried out many practices and processes that touched employee loyalty, and carried out activities that touched employees. When all HR practices were analyzed, it was determined that all these initiatives were not fully noticed by the employees, and there were deficiencies in employee communication and incorporating their voices into the processes.
When the importance of the need and strategic goals are reviewed, it will be insufficient to individually improve the HR processes or add new applications to achieve the purpose; A more holistic approach seemed to be needed. Therefore, instead of developing a few new applications or improving existing ones, ZER HR preferred to review all HR processes with a brand-new vision, by focusing on the employee, and to create a new perspective by putting the employee at the center of the applications.
This approach, which came to life with the slogan "We Are In The Work", was designed as the main framework of the entire project as an Employee Value Proposition that emphasizes the "we" awareness, as well as emphasizing that nothing can be achieved without the employee.
All HR processes were reviewed with this focus, and new practices were positioned under this main roof.
ZER reviewed all HR processes in 2019, revised all existing practices and implemented a new employee engagement approach that directly responds to employee needs, re-designing it within the framework of a common Employee Value Proposition, in 2020.
A comprehensive employee satisfaction survey was conducted to include the employee's voice to the process.
Focus group interviews, one-on-one interviews and measurements were applied in order to better hear the voice of the employee and to bring the employee into focus.
An "Employee Experience Team" (EX Team) was formed in order to include the employee in all of the needs analysis, design and implementation processes. In this way, in the project, which came to the fore with the motto “We Are In The Work”, it was ensured that the employees were really involved in every stage and the process was structured with their voices.
The concept emerged as an overarching general Employee Value Proposition that gathers initiatives in 6 main focus areas under one roof.
Under this main roof,
-Communication (There Is Communication In The Work)
-Socialization and Wellbeing (There is Wellness/Sociability in the Work)
-Family (There is Family in the Work)
-Health (There is Health in the Work)
-Success and Development (There is Talent in the Work)
-Practices that touched all HR processes, including Flexibility (There is Flexibility in the Work)
All these initiatives were designed together with the employees and announced to the employees with the same concept of "We Are In The Work".
(Practices on 6 main focus are given as attachments to this submission.)
The most important goal of Zer HR team is to ensure that the workplace is defined as a happy place where people meet around a common purpose and meaning, rather than a place where they work and have to-do lists.
With the negative effects of the pandemic affecting the whole world in 2020, the importance of an inclusive HR approach has been understood once again; The studies started before the pandemic were revised with current needs and the application was continued without any interruption.
In this way, despite the effect of the pandemic and the decrease in employee satisfaction and loyalty in the sector in the post-pandemic period, Zer HR has achieved its initial goals.
In the Employee Loyalty measurement for 2020, the level of loyalty of employees increased by 10.7% compared to the previous year and reached 82.8%.
In the GPTW (Great Place to Work), a certification awarded internationally to top employers, an increase was observed in all 69 items in the questions asked to employees in 2020. With an increase of 14 points, the overall score increases from 63 to 77. Thus, ZER has become one of the Best Employers with the highest score in Turkey.
Positive results were also obtained in many different metrics such as employee seniority, employee performance, and turnover rates. It has been observed that the "We Are In The Work" approach and the subsequent practices are successful in reaching the employee.
Apx1- Document-ZER HR "We are in the Work" Concept and Practices: https://vo-general.s3.amazonaws.com/a1ab4161-9c30-4e28-88fc-d6ad384e3fe2/55568718-3d35-4f30-9e4c-d30460336bf2?AWSAccessKeyId=AKIAJ4PRWO26HAX3IOCA&Expires=1720309707&response-content-disposition=inline%3B%20filename%3D%22Apx1-%20ZER%20HR%20-We%20are%20in%20the%20Work-%20Concept%20and%20Practices.pdf%22&response-content-type=application%2Fpdf&Signature=fPbHI6GiMtnRnFRqlLDAaJ%2BTwd8%3D