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Treat Your Employees Like Customers: The 7Es Framework To Build An Effective Employer Positioning Strategy

By : Islam Yousry

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Let me tell you something: The employee isn’t just a pawn on a chessboard; they’re the player who can win or lose you the game. Do you treat them like you treat your customers? If the answer is no, you risk losing them to more enticing competitors.

The Gap: Between What You Wish and What Happens

Companies strive to create fantastic employee experiences, yet they often find themselves caught in the trap of nice-sounding rhetoric. They promise an “innovative” environment while their policies resemble chains of iron. When employees are invited to be creative but are barred from making simple decisions, it highlights the gaping chasm between expectations and reality.

The Consequences: When Neglect Takes Its Toll

Diminished Performance: Disengaged employees are like ghosts — physically present but mentally absent.
Increased Turnover: Dissatisfied employees are on the hunt for an exit, not caring if it leads them to hell, just to escape yours.
Brand Erosion: Negative employee experiences become gossip, affecting your ability to attract talent like a broken magnet.

The Solution: The 7Es Strategy The approach of GoldinKollar Middle east, to build an employer positioning strategy

Employer Positioning Strategy isn’t just buzzwords; it’s a holistic framework to make employees feel like more than just a number in a payroll sheet. Let’s explore the 7Es model:

Employee
Who are they?
Understanding your workforce through detailed persona development, recognizing both general workforce needs and function-specific requirements. This dual-level approach ensures targeted and effective strategies.
Expectations
What do you want?
Defining clear objectives across the employee lifecycle, focusing on four key areas: attraction, engagement, performance, and retention. This creates a clear roadmap for both employers and employees.
Exposure
How do you inform them?
Implementing strategic communication through EVP-driven internal communications and employer branding initiatives. This ensures consistent message delivery across all channels and touchpoints.
Earnings
What do you offer in return?
Developing a compelling Employee Value Proposition (EVP) that addresses key human needs, focusing on the most impactful elements that differentiate your organization.
Experience
What will their experience be like?
Managing the complete employee journey through 28+ touchpoints, ensuring each interaction reinforces your EVP and contributes to a positive employee experience.
Ecosystem
Do you support them or control them?
Creating an aligned organizational environment where culture, policies, systems, and strategies work together to support your employer positioning goals.
Edge
Why should they choose you?
Establishing and maintaining a distinctive position in the employment market, clearly differentiating your organization from competitors in ways that matter to your target talent.

Implementation: Practical Steps

Assessment of current state through data collection and analysis
Development of targeted EVP based on research findings
Strategic alignment of all touchpoints with the EVP
Regular measurement and optimization of outcomes

Expected Outcomes: When the Magic Happens

Increased Loyalty: Employees who feel valued are like champions fighting for your kingdom.
Higher Productivity: Engaged employees deliver better performance, as if they’re in a competition you can’t afford to lose.
Enhanced Brand: Satisfied employees become ambassadors for your organization, sharing positive news as if they’ve discovered treasure.

Conclusion: Employees Are the New Customers

The 7Es Framework provides organizations with a structured approach to employer positioning strategy. By treating employees with the same strategic consideration as customers, organizations can build sustainable competitive advantage through their people practices. Success in today’s competitive talent market requires more than good intentions — it demands a systematic approach to creating and delivering compelling employee experiences.