The British Columbia Lottery Corporation knew that to attract and retain employees, they had to balance competing needs and requirements: what are employees looking for? What does the organization require? And what do talent competitors offer? But not all employees have the same needs and building traditional, role-based personas risk generalizations and stereotypes. Instead, working with Korn Ferry, BCLC used advanced analytic techniques to identify clusters of employees with similar motivation profiles, and built employee value propositions designed for each.

Takeaway

• Build a stakeholder engagement and management strategy for a company with a strong culture of listening.
• Understand how to avoid the risks of traditional persona work, such as generalizations and stereotypes, by using motivation profiles as an alternative.
• See examples of how BCLC is communicating their enhanced Employee Value Proposition.