How to Market Your EX to Top Talent

”I think about our employees as our single most important customer. I apply the same basic marketing principles around attracting a customer and sharing that value proposition. And really explaining what does the company do, what does it stand for?”

Francesca Luthi is Executive Vice President and Chief Administrative Officer at Assurant, a global business services company that supports, protects, and connects major consumer purchases. It’s a Fortune 500 company that spans 21 countries, and partners with leading brands to create an enhanced customer experience. At Assurant, Francesca oversees business functions to help execute the company’s overall strategy. This includes global human resources, brand and marketing, communications, corporate social responsibility, and more. She focuses on building up the company’s global brand and reputation among customers, employees and shareholders. And in this episode, she’ll share how to effectively manage employee feedback, deliver a consumer-grade digital employee experience, and market your EX to top talent.

”Very similar to the principles that apply to customer experience, you want human-centered design. And in this case, it’s employee-centered. It starts with the employee and what do they need to achieve? And really thinking about that journey. How can we eliminate friction and continue to make it a generally positive, ideally delightful experience along the way?”

• How to apply marketing principles to your hiring strategy
• Advice on enabling the business through HR processes
• Tips on offering a consumer-grade digital experience

”Our employees make a decision to come to work at Assurant. It’s a lot about what they do and the role that they’re in, but also the connection to the company and vision, mission and values. So it requires us to not just assume a cookie cutter approach. But to be willing to change and adapt to our growing and diverse workforce.”