In the face of persistent workforce challenges, Sally Bibb, Leader of the Strengths Practice at PA Consulting and author of three books on strengths, advocates for a strengths-based approach to employee upskilling and retention. This method, while scientifically proven to work, is often overlooked in HR practices.
The Current State of Employee Engagement
According to Gallup‘s research in 2023, over half of employees globally expressed some intent to leave their job, a clear majority admitted to ‘quiet quitting’, and employee stress reached record highs. While the Great Resignation may be over, HR and business leaders continue to grapple with serious challenges in creating and retaining a skilled workforce.
The Need for Innovation in HR Processes
Bibb points out that humans are notorious for continuing to do the same thing while hoping for a different result. In HR, this tendency to stick to well-tried methods, even when they’re not working, can seriously hinder employee engagement, upskilling, retention, and satisfaction. She argues that shifting the focus to a strengths-based approach can be a game-changer where other methods have failed.
Case Study: Tackling Attrition and Improving Customer Service
Bibb shares an example of a financial services firm’s contact center that was struggling with high staff turnover and declining customer service scores. After trying various methods without success, they decided to adopt a strengths-based approach, inspired by the success of Starbucks UK and top NHS teaching hospitals.
Understanding ‘Great’ Performance
The company started by analyzing their toughest contact center – the outbound one, where staff turnover exceeded 50%. They discovered that the root cause of their problem was a lack of understanding of what ‘great’ performance looked like in their context. By researching the strengths of their top employees, they were able to better define the characteristics of successful performers.
Implementing the Strengths-Based Approach
The company used these insights to:
- Revise job advertisements to attract candidates with the right strengths
- Adapt their selection process to identify candidates with the desired strengths
- Align training and development to leverage employees’ strengths
The results were significant:
- New recruits were a better fit for the job
- Induction training was completed more quickly
- New hires showed more confidence and outperformed colleagues hired using traditional methods
The Power of Strengths-Based Approaches
Bibb cites several studies highlighting the benefits of strengths-based approaches:
- People who use their strengths daily are 15% less likely to resign and 8% more productive
- They are three times more likely to be successful and six times more likely to be engaged, happier, and less stressed
- Choosing people based on strengths can lead to a 12% increase in customer satisfaction and 80% fewer complaints
Implementing a Strengths-Based Approach
Bibb offers several recommendations for HR leaders looking to implement a strengths-based approach:
- Clarify objectives: Be clear about what needs to change and why.
- Start with a pilot: Begin in a specific area to demonstrate the benefits before broader implementation.
- Focus on metrics: Decide on the metrics to improve and track progress.
- Implement thoroughly: Don’t just add a few strengths questions to interviews; develop a comprehensive strengths profile for each role.
- Compare results: Evaluate the results of the strengths-based approach against previous methods.
- Maintain consistency: Stick with the approach to embed it in the organizational culture.
The Future of HR: Embracing Strengths
Bibb concludes by emphasising that the strengths-based approach, long understood in the consumer sector, is finally being applied to employment practices. She encourages HR leaders to embrace this evidence-based method to create and maintain a skilled, engaged workforce. By understanding and leveraging employees’ natural strengths, organisations can significantly improve engagement, performance, and retention.
Vadim Kouznetsov is a distinguished entrepreneur and the visionary founder and CEO of JobXDubai.com, the UAE’s rapidly expanding job board. Renowned for his expertise in bridging the gap between job seekers and employment opportunities, Vadim has become a leading authority in the recruitment and job market of Dubai.