What Is a Destination Workplace? Here’s What You Need to Know

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Most people understand that when you put the word “destination” in front of another word, it does something special. A new level is needed. It indicates a completely different class, quality and/or experience. It sets it apart as unique and special, and often infers a degree of excellence.

A destination wedding allows couples to host their wedding in a unique location of their choosing, usually one that feels more luxurious, unusual or luxurious than the alternatives they might have otherwise been considering. A destination hotel or resort is not just a place to stay, but the reason for visiting a country or area, because it is special or offers many services or activities (according to the Longman Dictionary).

Now let’s talk about a destination workplace: a company or business that is a really desirable place to work. It is a place where people to want work there above most companies because the employee experience is unique and exceptional.

And in the context of the current labor crisis, there has never been a more important time in history to focus on creating a destination workplace.

To become a destination workplace, any organization must cultivate a work environment that:

  1. It supports its staff to meet all their universal needs.
  2. It does not actively compromise its universal needs.

Both are equally important, but for most businesses, #2 is really the priority as it tends to be the most common problem. So let’s dive in.

Related: The labor shortage is only getting worse. What causes this and how can I avoid staff loss?

Employee engagement is key to better business results

When it comes to staffing, many organizations have historically focused simply on the financial side of their needs: are we paying them enough and are the benefits good enough?

But if you want to create a destination workplace, you need to support every aspect of your employee’s universal needs. This includes:

  • What they need to survive (eg, safe pay and working conditions)
  • What they need for their internal well-being (for example, to be recognized, valued, empowered in their role and not have to compromise their personal or professional integrity)
  • What they need to grow and expand (eg training, opportunities and some variety in their work)
  • What they need to have a greater sense of accomplishment/purpose (like feeling like they’re contributing to something bigger than themselves, for example).

When leaders and organizations create initiatives that address all of these aspects of their employees’ well-being, it’s a game-changer for both employee engagement, loyalty and business results.

The way most organizations have been managed until now, the focus has been primarily, if not solely, on the bottom line: seeing employees as a resource to generate financial results. What most companies don’t realize is that if you run your organization in a way that ensures employees’ needs are met well, they will in turn perform better, be more engaged and less likely to leave.

This new approach, which prioritizes the needs of your employees next to the needs of the organization – not only does it create a better culture and environment for your entire team, but it also drives bottom line results.

Employee engagement is the extent to which the organization, team, and work support an employee in meeting his or her needs, which creates the mental and emotional connection between the employee and the organization that leads to commitment

Employee engagement is, in fact, the equivalent of customer service internally: How do the organization, team, and work meet the needs of the employee?

Gallup compared business units with high levels of engagement to those that do not and reported the following findings: Engaged employees increase productivity by 17%, increase customer ratings by 10%, increase sales by 20 %, increase profitability by 21% and reduce absenteeism by 41%. So, by adopting an approach that focuses on employee engagement, your bottom line will also improve. The better your employees’ needs are met, the more engaged your employees are, the better your business will be. The numbers say it all.

Related: Why Everything You Know About Employee Engagement Is Wrong

What do you need to do to create a destination job?

There are five levels of internal customer service, which create five different levels of employee engagement, which also create five different types of workplace:

  • Level 5 (destination workplace): Extraordinary internal customer service, highly engaged staff
    • An organization that supports the satisfaction of the universal needs of its staff beyond expectations and/or supports the satisfaction of universal needs that were not expected as part of the context of the working relationship.
  • Level 4 (Desirable Workplace): Good internal customer service, moderately engaged staff
    • An organization that supports the satisfaction of the universal needs of its staff in the context of the employment relationship.
  • Level 3 (suitable workplace): Basic internal customer service, low commitment staff
    • An organization that is doing the minimum necessary to meet the universal needs of its staff in the context of the employment relationship.
  • Level 2 (Unwanted Workplace): Poor internal customer service, disengaged staff, disruptive in the workplace
    • An organization that is not doing the minimum to meet the universal needs of its staff in the context of the employment relationship.
  • Level 1 (harmful workplace): damaging internal customer service, disengaged staff
    • An organization that is repeatedly compromising, eroding, or adversely affecting the universal needs of its people.

The vast majority of organizations fall between levels one and three on this scale, and it is very rare for a company to be operating at level four or five. This means that if you are the organization that creates an extraordinary internal customer experience, and in doing so you create a level five (or destination workplace), you will differentiate yourself from others in your industry in a big way.

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