Who Are You?

Posted by: in Corporate and Strategy, gary grates, Thought Leadership, twist, W2O Group on April 29, 2014

How Employee View™ best describes which archetype you are and how that’s disrupting the status quo on employee engagement 

The Holy Grail for organizational engagement lies in the ability to discern how and why your workforce thinks the way it does.  Rather than lump people into groups such as Baby Boomers or Millennials, companies need to comprehend whether employees see themselves as drivers of new thinking and change or comfortable with the status quo.

Such insight and knowledge can become a game changer in terms of effectively communicating and engaging people in the business.  It can also eliminate wasted effort and resources with regard to internal communications.

Time to disrupt the status quo.

Enter Analytics.  First question:   Are you communicating to a workforce that doesn’t exist?

Many organizations do. As a result, they waste time and resources communicating to a non-existent workforce. Worse, there is a misalignment between what firms say to their employees, customers, and themselves. And that results in customer loss, employee disengagement, and so company underperformance. Much of this wasted effort can be attributed to not recognizing just how much your workforce has moved on in terms of perspective, behavior, and external environment.

Fast forward to now.

W2O Group has developed a predictive analytical model to identify the behaviors, influencers, and archetypes/personas shaping your workforce, and therefore your firm. Equipped with this data and insight, leaders and communicators can effectively create a line of sight from job to marketplace, communicate with those in the workforce most apt to exhibit the behaviors necessary for success.   The Employee View™ characterizes an organization’s workforce via personas or archetypes in order to calibrate a more effective communications approach that leads to stronger and sustained employee engagement. Research consistently shows that greater engagement is a top driver of business success.

We use archetypes or personas as an outcome, rather than input into the model. Archetypes constitute a standard, pragmatic way of drilling into large numbers of employees. Therefore, we will define the archetypes or personas per each organization on a custom basis; they are not predefined.  The complete analysis is followed by a working session to enact the insights from the effort and recalibrate internal communications to gain engagement.  This includes content, cadence, tonality, frequency, channel, and measurement.  The Employee View ™ provides firms with fresh data-driven insights about employee attitudes, conversations and behaviors.  The outcome is new content development and creation, outreach and engagement, leading to improved employee engagement and ultimately, productivity.  For organizations looking to recalibrate their internal or organizational communications specifically around content, context, cadence, frequency, visuals, feedback, and collaboration, the Employee View™ is the right choice to make smarter decisions

Below is a sample set of organizational archetypes.  As you peruse each persona how might you define yourself?  The answer may unlock just how engaged you might be?  And what type of communications approach best captures your interest?

  1. Passionate Preservationist

Career oriented/strong company pride – respectful of status quo

This group tends to be long-time employees who have had successful careers in the company. They are highly engaged but often blind about the opportunities and gaps inherent in the culture and business. They are also more often than not the ones who state in meetings that “we tried that before and it failed” or “good idea but won’t work here.”

  1. High-energy Catalyst

High potential/high achievement – catalyst for change

The most powerful group in any organization. High potential, talented and committed to winning. Can be frustrated by inertia and perceived lack of discipline and commitment to change. This is the key target for any leadership and internal communications effort!

  1. Productive Minimalist


A large population of the workforce sits here—come to work every day, do their jobs, and are generally satisfied with the way thing are.

  1. Denigrator

Marginally effective/highly critical – “Victim” mentality

Typically the smallest group within a workforce but also the most dangerous in terms of culture deterioration. These folks tend to gossip the most, work the least and trash every company decision inside and outside the company.

In the end, we no longer communicate to an internal audience.  We engage employee communities – active, vibrant, interested and interconnected.

So, who are you?



Pre-Commerce Check out W2O Group President Bob Pearson's new book, Pre-Commerce, in which he shares ideas for leaders to engage directly with customers to shape their brand and marketplace success. Now available for order on Amazon.com! http://amzn.to/bAmvFN. Join the conversation #precommerce.

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