What does the concept of loyalty to the employer mean? Loyalty of staff is a correct, sincere and respectful attitude towards management and employees. Formation, assessment and methods of increasing loyalty. Accepting external attributes

The backbone of any company is competent and reliable employees. Almost every employer dreams of an employee who, even in difficult times, is able to understand wages arrears and, if necessary, work on weekends without additional payment. But if this is included in the system, it becomes unbearable to work on such conditions. How to remain a loyal employee without allowing yourself to ride? And do you even need to be a loyal paladin of your employer?

According to a 2010 survey by an international recruiting agency Kelly Services, the crisis had a significant impact on the loyalty of our compatriots to employers. Thus, 21% of respondents admitted that during the period of economic decline, they became more loyal to their company. However, as before, in terms of the level of employee involvement in the work process, Russia occupies one of the last places. Moreover, unlike representatives of other countries, our fellow citizens are most motivated by the patch and career growth. The personality of the manager has practically no effect on the loyalty of the employee (only 8% of the respondents found it important, while in the world this indicator is from 40 to 50%). So it is quite natural that the attitude to the issue of the importance of having loyal employees in the company, the need to implement programs for their retention, etc. rather ambiguous. Moreover, the very concept loyalty employers sometimes interpret it in a very specific way.

Loyal employee - who is he?

If we conduct a survey among executives on the topic “Which employees do you think are loyal?”, Then we are likely to get very different answers. For most executives loyal employee- those who stay to work overtime readily take on any social burden and always on the side of management. Some people understand this term as ordinary decency. Or they consider a person who has been working for the company from the day of its foundation as a loyal employee, although the reason for his persistence may be inertia or difficult personal circumstances. Nevertheless, the loyalty of the staff has a very specific meaning.

Loyalty is synonymous with “ loyalty»With its inherent attributes. First of all, such an employee:

• complies with the established rules of conduct in the company,
• is the bearer of accepted corporate values ​​and traditions,
• satisfied with the current working conditions (at least partially), for example, the level of wages, schedule, office location, etc., and is ready to work here for a long time,
• speaks positively of the company in which he works, and is satisfied with the quality of its products,
• feels a sense of pride in being a member of the firm,
• honestly fulfills the duties assigned to him,
• tries to work as best as possible to achieve the best possible result,
• worries about the success of the business,
• tends to make sacrifices when necessary
• ready to warn about a hazard or problem.

At the same time, specialists in the field of personnel management clarify that the level of employee loyalty directly depends on the current motivation system. Ideally, there should be such components as:

• worthy compensation package,
• the opportunity for career or professional growth,
• good atmosphere in the team,
• positive image of the company,
• adequate guidance.

Do employers need loyal employees?

There is no single answer to this question. Today at business environment There are two fundamentally different approaches to staff loyalty. Some business owners deny the need to find and nurture loyalty in ordinary employees. The focus is on retaining top managers and key employees interested in increasing profits, whose departure will weaken the company's position.

This point of view is consonant with the current stage of market maturity: every year competition intensifies, and the market dictates the need for constant cost reduction. In such a situation, high salaries and providing an impressive social package is too heavy a burden on the organization's budget. Therefore, it is not surprising that a significant number of employers, instead of providing good conditions It is more profitable for qualified specialists to hire yesterday's graduates, who are ready to work almost around the clock for a small fee. Such a business model exists and is even quite effective, although such an attitude towards personnel provokes a constant turnover of personnel. Once in a company in which the leader adheres to the point of view described above, you should be prepared for the fact that you will have to spend a significant part of your working time on intrigue. In addition, according to the observation of Tatyana Novikova, overtime is the norm in such companies, and various punishments and fines are actively used in the incentive system.

Conversely, other employers believe that there are loyal employees in the organization. necessary condition for the successful functioning of the company. According to the expert, in this case, employees do not waste time and energy on empty talk and resistance. The most risky and complex tasks are solved by the most loyal employees.

In organizations that value loyal employees, a close-knit team awaits you, where one for all and all for one. And during the interview, the HR manager will try to find out your willingness to serve for the benefit of the company he represents. To find out your potential level of loyalty, the main focus will be on what you say about your previous jobs, your team, your employer, and your reasons for leaving. According to Tatyana Novikova, if a candidate speaks negatively about the last three jobs and managers, then one can hardly expect loyalty from him. At the same time, you should not create a false impression about yourself in front of the employer's representative. “As a recruiter, I have a very negative attitude to various advice about not scolding a former employer, etc. The candidate will prepare, look very loyal, like it, and make a job offer. So what is next? The employer will not receive what he expected, and the employee will leave for probationary period with a ruined resume and a bad feeling. You will say that disloyal employees are not needed by anyone? No, they also work, but in other companies where the management does not consider loyalty to be a necessary factor in the company's success, ”warns Tatiana.

Thus, the labor market allows for the successful employment of both potentially dedicated workers and flyers who put their own interests above corporate ones. For the applicant, this means the opportunity to be himself in the interview.

Should you be a loyal employee?

The answer to this question entirely depends on the current strategy of your behavior in the labor market.

If your goal is to gain experience or understand what you would like to do in life, working in one place is not the best choice. For a number of professions where stagnation in professional development is critical, changing jobs every 1.5-2 years may be generally a necessity. In this case loyalty is determined only by your life principles and the regulation on non-disclosure of commercial secrets. The latter is regulated by the Civil Code of the Russian Federation (Part IV), which entered into force on January 1, 2008, and Federal law dated July 29, 2004 No. 98-FZ "On commercial secrets". In this regard, it should be borne in mind that now the concept trade secrets directly related to production secrets. So if you sign such a document, then you are only obliged not to disclose information about the know-how of the company (their list must be strictly defined).

If you are not committed to change and your specialty does not imply the need for versatile experience and professional growth, working in one place can be quite attractive. Moreover, in companies interested in the loyalty of employees, attention is paid to team-building events: trainings, corporate events, the introduction of traditions that unite the team. Moreover, there are often pleasant bonuses, such as the 13th salary (the amount of which may depend on the length of service), referral to training at the expense of the company, voluntary medical insurance and other benefits. And even in terms of promotion, usually in such organizations, the priority is given to long-working employees. “We have employees who have been working in the company for 8, 10, 15 and 20 years! They are very successful members of our large team. They have already become gurus, and you can always communicate with them in an interesting and partnership-like manner. In our company, such employees are appreciated and promoted, they are given the opportunity to grow up the career ladder, ”confirms Tatiana Novikova.

When loyalty is bad

When business relationships smoothly turn into friendly ones, various kinds of manipulations become an unpleasant surprise.

1. First, when business relationships smoothly turn into friendly ones, various kinds of manipulations become an unpleasant surprise. It can be very difficult to refuse a request to a manager if he has given you relief more than once and has shown understanding in personal situations. And the employer can use your kindness for their own selfish purposes.
2. Secondly, if you work in one place for 5-10 years without promotion, then in the future you will guarantee yourself serious difficulties when changing jobs.

Unfortunately, it is impossible to completely avoid the problems listed above, but it is necessary to try to reduce their influence. To do this, try adhering to the following career development guidelines:

• do not immediately agree to do what you are asked to do if fulfilling the request is unpleasant, inconvenient, or may lead to any problems. Ask for some time to think. Think about how you can solve the problem without sacrificing your interests. And offer your option to the manager. In any case, give yourself the right to sometimes say "no", be sure to back up your refusal with serious reasons;
• review job offers regularly. Analyze the development trend of your professional field;
• try to constantly develop professionally. This can be reading professional literature, and participation in specialized conferences, and obtaining additional education;
• expand your social network. Communicate not only with colleagues, but also with potential employers. Sources can be: a list of friends of your acquaintances and interest groups in social networks, professional forums, contacts from events in which your employer's company participates, etc .;
• try to take on additional responsibilities at your current job to expand your area of ​​expertise;
• find a side job adjacent to your main job professional activities... And when you still have to look for work, not only Additional income will allow you to hold out for some time, but the experience gained will also allow you to consider a wider list of proposals.

Earning the full trust and support of employees is sometimes harder than introducing new system work or reorganize the staff. Loyalty of personnel, as unconditional support of the management, principles and policies of the company, is achieved through the joint work of the top management and the personnel department of the company.

In this article, you will read:

• What is staff loyalty and what it gives to companies
• What are the factors and parameters of staff loyalty?
• How does the formation and development of staff loyalty take place?
• How to assess staff loyalty

What is staff loyalty

Loyalty of staff- the level of motivation of the employee, at which he shows loyalty to the company, interest in its success and readiness to efficiently and efficiently fulfill his job duties... An important component of employee loyalty is confidentiality, which guarantees economic security company and a healthy psychological atmosphere in the team. Loyal professionals are satisfied with their work, are interested in achieving common goals, and not just their personal results. A team of loyal employees works as a single mechanism, achieves the set goals, follows the procedures and laws established within the company.

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Loyalty of the company's personnel means the unity of the organization and the employee, where the second is the unit common system... Loyalty - trust, a positive attitude of a person to any person or object.

Loyal staff is distinguished by a creative approach to tasks, high efficiency, engagement in the work process and sympathy towards colleagues and bosses. These employees try to contribute to the common cause and avoid mistakes and failures that can harm the success of the company. Loyal attitude to the superiors includes respect, acknowledgment of high professionalism and authority of the leader, there may also be a human disposition, participation.

Main parameters of staff loyalty

The main characteristics of employee loyalty to the organization: unconditional, voluntary adherence to informal laws aimed at achieving results.

The secondary characteristics are:

• demonstration of loyalty;
• friendly atmosphere in the team;
• similar principles and goals of the employee and the company;
• the determination to sacrifice personal interests in favor of the interests of the organization;
• the desire to give all the best, to work out your part with high quality;
• conscientiousness, sincerity in relation to the subject of loyalty;
• genuine joy from the opportunity to work in this company;
• interest in the result.

What affects the loyalty of the company's employees:

• organization of working conditions;
• the attitude of superiors to subordinates;
• personal characteristics of employees.

What are the components of the loyalty of the organization's personnel?

People are interested in working in an organization because of its popularity, big name, good wages, a guarantee social security, good relationship within the team. The attitude of the bosses to the employees is also important. Loyalty is also influenced by the personality of the employee, his character, life principles and goals, personal experience... Working time in an organization directly affects employee loyalty: the longer a person is a part of the company, the more loyal he is to it.

The loyalty of the company's personnel consists of three factors:

1) Emotional - positive emotions associated with the company, its team, relationships with colleagues, and the internal atmosphere. It manifests itself depending on a person's desire for communication, interaction with the team, participation in the life of the organization.

2) Pragmatic - based on the awareness of the advantages of working in this company, the desire to preserve your workplace... Loyalty is dictated by personal interests.

3) Regulatory - associated with the fulfillment of these obligations or compliance with the clauses of the employment agreement.

What is the essence of staff disloyalty

A manifestation of staff disloyalty can be considered:

• dishonest attitude, fraud ;
• disregard for the basic principles of the company, disrespect for them;
• priority of their benefits over general goals;
• rudeness in communication;
• non-compliance with obligations, etc.

Approximately 30% of employees admit that they embezzled their employer's money or property. Almost 60% admit to other misconduct against the company. The figures are given by the American Institute of Justice, 9 thousand employees of various organizations took part in the study. The organizers of the survey claim that the size of employee theft in small businesses alone exceeds thirty billion dollars annually.

In our country, such studies have not been carried out, but, most likely, the scale of theft would be astounding, and they would never have been made public.

What are the levels of staff loyalty

Before outlining the methods of increasing loyalty to the company, let us list the loyalty levels according to the classification of the Russian trainer-consultant Konstantin Harsky :

1. Zero loyalty is not an established opinion about the company associated with the arrival of a new job and with a lack of knowledge about its features;

2. Latent disloyalty formal fulfillment of requirements and compliance with internal laws out of fear or desire to receive a reward;

3. Open disloyalty, hostile, derisive attitude to the priorities and principles of the organization, fraud, regarding the company only as a source of personal gain;

4. Loyalty at the level of external attributes - adherence to the corporate style, emphasizing the belonging of the company, prevents the employee from showing his insufficient loyalty;

5. Loyalty at the level of actions - the employee takes part in all events, traditional meetings, informal meetings, follows the ceremonial established in the company. This level of loyalty is easily achieved by the majority of staff. Even if the employee is a beginner, it is enough to repeat the actions of other employees. Shared rituals increase discipline in the team, but to supervise the work of colleagues, a level of loyalty that is higher than the general one is required;

6. Loyalty at the level of conviction is characteristic of middle and senior managers. These people are interested in the success of the common cause, are involved in the work process, unconditionally recognize the authority of the leadership;

7. Loyalty at the identity level - the highest level of loyalty when an employee associates himself with the company. Such a specialist is the most able-bodied, achieves the best results, devotes himself to work with dedication, sees his future in work in this company.

It is possible to analyze and identify the levels of loyalty of all employees, but the difficulty lies in the fact that this variable is volatile. Loyalty can rise or fall under the influence of various factors, change depending on the behavior of the management or the principles of loyalty assessment adopted in the organization.

Building employee loyalty: 11 ideas to make your employees happier

1. Corporate sports. It is a common practice for a company to rent a gym for its employees, where they can practice yoga, fitness or play team sports outside of working hours. The costs depend on the cost of renting the hall.

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3. Themed dinners. With the help of corporate cuisine, you can organize a thematic lunch (dedicated to the cuisines of the peoples of the world, for example). Employees are warned about the event in advance. In the dining room, an atmosphere corresponding to the theme is created, background music is turned on, it is possible to decorate the hall. It would be appropriate to discuss the impressions of trips around the country, the cuisine of which became the topic of the dinner. Conversation can be initiated by employees personnel department or the head of the department.

4. New Year's video. Video greetings from employees of various departments or branches can be a good New Year's gift for the entire team. If there are foreign representative offices of the company, the video will turn out to be even more interesting, each country can present a congratulation taking into account its national traditions. In order to save Money you can remove and edit the video on your own, since there are plenty of programs that allow beginners to perform high-quality editing. Professional services will cost from seven thousand rubles.

5. Crowdsourcing is an event that has a beneficial effect on the development of company loyalty. Any employee of the company can make his own rationalization proposal by sending it by corporate mail. These can be both ideas for organizing corporate events and proposals for improving working conditions. On a weekly basis, the responsible employee collects these letters, analyzes them and sends them to the relevant departments. Those, in turn, are obliged to consider the initiative, assess its rationality and reality, and propose ways of implementation. It is imperative that an answer be given to each proposal, otherwise the employees will get bored with this undertaking. Prizes can be awarded for the most original or useful ideas.

We organize a corporate theater

Vitalina Levashova, Deputy General Director of the company "Invitro", Moscow

Once I was at a home theater performance and was amazed at how people transform and open up from unknown sides on the stage. I wanted to try to transfer this experience to my work. The head of the personnel department became the project manager. By a happy coincidence, by education, she turned out to be a stage director of concerts and show programs. We hired a theater director to work, and offered our employees to become actors.

The work on the play took 3-6 months. Rehearsals were held every day after work and on weekends. The actors worked on theatrical skills, plasticity, speech. More than once we have hosted master classes from famous artists.

Our debut fairy tale performance was attended by representatives of the back office with their children. We handed over half of the tickets to charitable foundations, and the rest sold in their team only 100 rubles. We donated the proceeds from the sale to charity. The next performance was based on the work of A. Ostrovsky. The entrance to the auditorium was organized by invitation cards. Then we put on a musical about love, dedicated to the work of the ABBA group. The performance took place in the thousand-room hall. We combined the performance with the presentation of the annual award for the best employees of the company for 2014.

Our expenses consisted of paying for the director's work, renting halls, the cost of sound engineer services, buying costumes, scenery, and the necessary equipment. We contacted professional recording studios; we rented costumes from film studios. In the corporate press and on the company's website, materials about the preparation for the performance and announcements of performances were published; third-party funds were also involved in the information campaign. mass media and internet resources. The project participants were awarded with memorable gifts.

Theatrical performances contribute to the disclosure of the inner potential of employees and have a beneficial effect on team building. In total, about two hundred people from the staff of the Moscow and Moscow Region offices were involved in our productions. The first performances attracted more than two thousand spectators. The initiative was picked up by representatives of other regions. Employees from Novosibirsk put on a puppet show for children, invented and made dolls themselves. An interactive show was held in Krasnoyarsk in honor of Children's Day.

6. Expedition. A measure to increase company loyalty through team communication in an informal atmosphere. The expedition increases the level of team cohesion. Expedition members can be selected on a competitive basis by arranging an open vote for all employees.

7. Informal Fridays. The right to choose the topic or format of meetings is given to the team. There are many options for holding such informal meetings: watching new films, board games, literary or musical meetings. The result is a friendly team of like-minded people.

8. Digital library... The whole team is given the opportunity to read and download e-books from the corporate library. It can be professional literature or works of classics and contemporary authors. It is possible to introduce a special resource where employees will be able to discuss the material read or give their assessment of the books.

9. Recreation area. Having a place to stay has a positive effect on the development of company loyalty. Table tennis is very popular among office workers. Representatives of both sexes play it with passion, competitions and championships are organized.

10. Contests. Throughout the year, the company can hold a variety of competitions for its employees. Summarize the results at the New Year's corporate party, where you will hand out prizes and gifts to participants and winners. You can also hold awards in a variety of categories to reward work success and loyalty to the company. Ideally, there should be as many more nominees and awardees.

How is staff loyalty assessed?

Assessment of staff loyalty is necessary if employees openly express their dissatisfaction and negative attitude towards the organization. Mass layoffs, conflicts, low KPIs and negligent attitude to work should become a signal for action for a manager. Various innovations and reorganizations can also become a reason for assessing the level of employee loyalty. Some companies try to hold this event periodically. Analysis of the internal climate of the team makes it possible to take measures to eliminate possible problems at their early stage. Sometimes it is possible to identify non-standard and completely unforeseen causes of conflict situations.

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To understand how loyal an employee is to the company, it is most logical to ask him. In order for the results to be as objective as possible, the answers must be sincere, and for this it is necessary to ensure the anonymity of the survey. At the personal request of the employee, the questionnaire can be open. Management can trust the results of such research, and employees can only hope that management will take their comments into account.

To assess the loyalty of personnel, the method of constructing a scale is used, introduced in the late nineties by psychologists Pochebut and Koroleva. This technique was developed on the basis of the scale of "equal-appearing intervals" by the American sociologist Thurstone.

The method for constructing the scale is quite simple and effectively determines the moods prevailing in the team at the moment. The test taker receives a list of statements with a scale of answers. If difficulties arise in the course of work, the employee supervising the survey process should provide explanations in such a way as not to provoke the idea of ​​a specific answer.

The staff loyalty questionnaire may be accompanied by a cover note with the following content:

Dear employee (name of organization)! Here are a few statements related to your company and the scale of compliance. Evaluate your agreement with each of the phrases on the basis of ratings from 1 to 11. Grade 1 means your complete disagreement with this judgment, 11 - its full approval, 6 - neutral assessment. Please match each of the statements to one of the cells on the rating scale. The number of answers for each cell is unlimited.

Reply sheet

Profession ______________ Gender ____ Age ____________

Examples of statements:

1) The goals of the management and the staff do not coincide at all.

2) Usually, the management does not encourage the initiative of the employees in any way.

3) A manager who tells employees about his problems loses his credibility in their eyes.

4) The rapprochement of the manager with subordinates leads to the fact that employees begin to neglect their duties.

5) An effective leader must know how the team lives.

6) The manager must constantly monitor the performance of employees of their official duties.

7) The manager can allow subordinates to violate the rules with which they do not agree.

8) Conflicts between colleagues, not affecting the work side, do not affect the efficiency of the company in any way.

9) The favorable attitude of the superiors for the employee is a priority than professional implementation.

10) Fanatics of work do the company more harm than good.

11) The financial difficulties of the company should not be reflected in the employees.

12) When making a decision, the management must enlist the support of the majority of the team.

13) The remuneration of each employee should be correlated with his marital status and family income.

14) The salary of one of the specialists should not be ten times higher than that of the other employees.

15) The favor of the bosses influences the promotion of the career ladder, and then the professional merits of the employee.

16) Responsible attitude to your work is the main guarantee of career advancement.

17) An effective employee can be allowed to disregard general rules.

18) In a friendly team, it is more difficult to organize effective work.

19) An employee can point out to management errors in his instructions if they negatively affect the work of the company.

20) Salary for an employee is more important than pleasure from work.

21) Career growth can ruin relationships with colleagues.

22) If work is morally satisfying, money doesn't matter.

23) When employees contribute to the management of the company, it acts more effectively.

24) If the boss does not fulfill his duties, the employee may demand his dismissal.

25) Employees who are patronized by management cannot be trusted.

26) The management turns a blind eye to the misdeeds of successful specialists.

27) The time spent on the way to the office affects the attitude to work.

28) I always take seriously how I look at work.

29) Being late for work is not a serious offense.

30) Additional work must be rewarded.

31) Colleagues should not pay attention to negligence in the work of one of the employees.

32) The income of company employees should be open to colleagues.

33) If at a corporate party the boss says that tomorrow he will not pay attention to being late, you can not rush to work.

34) If the work of a specialist suits the boss, then there is no point in trying even more.

35) When issuing a salary, the company should thank the employee, not he her.

36) In the company, the rules are the same for everyone: both for management and for personnel.

Processing of results. The results of the staff loyalty questionnaire are influenced by the statements: 1, 3, 4, 5, 11, 13, 14, 15, 16, 17, 18, 19, 20, 21, 22, 27, 32, 34. All other points are given for rejection eye. Each answer corresponds to a certain number of points in accordance with the table below.

If an employee scored more than 53 points - the level of his loyalty to the company is high, from 54 to 18 points is a sign of average loyalty, the interval between +18 and -18 shows a low degree of loyalty, the result is below -18 points - complete absence loyalty.

There is another example of a staff loyalty questionnaire. It's big, so I put it in a separate file for download.

What else helps to convince employees to work for you with full dedication

Ivan Kuznetsov, general manager plant "Second breath", St. Petersburg

I really like the famous saying: "The most important thing in a manager's job is to surround yourself with smart people and make them work for you." There are several secrets on how to make the environment consist of smart people ready to work for you with dedication.

- Once a week, take time to communicate with employees. On a weekly basis, I try to find time to visit workshops and departments for personal communication with employees. Usually I choose the most free day. I discuss with people both the affairs of the company, working moments, and personal issues. This is really very pleasant for my employees. It is impossible to earn staff loyalty without human communication. You cannot buy it, it is the result of constant work with the team.

- Be curious when communicating with employees. Leaders usually do not touch the work of departments, the specifics of which are not clear to them. A striking example is accounting. My personal experience is this: I asked the chief accountant to explain to me the functionality and area of ​​responsibility of each employee of the department and to help determine the principle of evaluating the success of the department. The leader must understand all the intricacies of the functioning of a single company mechanism.

- All employees must be equal, regardless of gender and age. In the beginning, I had a barrier in communicating with employees of the company much older than me, who had management experience large companies... As a result, the problem was solved, thanks to the fact that I respectfully communicate with all subordinates without exception. Relations with my employees never turn into an informal plane, even during joint business trips. In the case of informal meetings on business matters, the tone of communication remains businesslike and respectful.

How does staff loyalty develop in other countries?

Day off Friday the 13th... One of the German companies on this day gives its employees a day off. Analysis of complaints from clients showed that on this “unlucky” day, employees made the greatest number of annoying mistakes, and negotiations most often ended in failure.

Theater hour. One of the Ukrainian consulting firms allows staff to leave the workplace earlier so as not to be late for a performance or concert. Mandatory conditions early departure from work is the presence of a ticket for a performance and a report on the event attended in the form of a recall, performance of a concert number or a photo report.

Suite for newlyweds. A hotel chain in France gives its employees such a wedding gift. The room is decorated with bouquets of flowers, balloons, wine and fruits are left in it. Due to the influx of people wishing to get married, the company had to introduce a limit. Now every employee is entitled to a wedding suite no more than once a year.

Paid day off September 1st- a gift from the Ukrainian transport company to its employees. In addition, the children of the employees receive school supplies and toys from the company.

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Prize for healthy image life. This is how Norwegian companies encourage non-smoking employees and those who prefer to travel around the city by bike. Management believes that employees with healthy habits are more efficient, bring more value to the company and, accordingly, increase its income.

Sick leave without documents. Swedish companies care about the health of their employees. Employees are paid up to 80% of their salaries when they are sick, and in order to go on sick leave, you can simply notify your superiors. Nobody requires any documentary evidence.

To work with a child... Swedish companies allow children to be taken to work if they are left at home unattended.

Vacation without explanation. In Australia, you can relax for one day without any explanations and sick leaves. Due to the fact that many people began to abuse this opportunity for outdoor recreation in good weather, some companies are forced to tighten measures and require documents explaining the absence from the workplace.

Information about the author and company

Vitalina Levashova, Deputy General Director of the company "Invitro", Moscow. LLC "Invitro". Field of activity: provision of laboratory services (over 1500). Territory: over 700 medical offices and eight laboratory complexes in Russia, Belarus, Kazakhstan and Ukraine. Number of personnel: 5000. Achievements in the field of personnel management: one of the winners of the “HR-Brand Award 2014” in the category “Federation”, winner of the second place in the category “Corporate culture” of the “Crystal Pyramid” award (2014).

Ivan Kuznetsov, General Director of the Second Wind plant, St. Petersburg. LLC "Second breath". Business profile: production of bakery, pasta, sausages, dairy products. Number of personnel: 70. Production volume: milk - 8 tons, sausages - 3 tons (per day).

An employee's loyalty to the employer is expressed in a positive and trusting attitude of the employee to the company, a sincere desire to work and sometimes perform even more than indicated in the job description. It's no secret that often people do not trust employers, they work exclusively within the framework of their duties and to receive the agreed salary. Such employees are uninitiated and it is not surprising that every employer dreams of other - “loyal” employees. But not all employers understand that employee loyalty begins with significant efforts by the employer to gain self-confidence. In this article I will tell you about the typical situations in which employers find themselves seeking the loyalty of their employees.

I help companies in the selection of qualified IT specialists, the search for which is always difficult. In recent years, I have deeply studied the problems of recruiting and adapting new employees, the reasons for unsuccessful recruiting and dismissals, the processes of work within companies, and assisted in the adaptation of new employees. She worked with both Russian and international companies. My experience allows me to compare and understand the problems of employers.

Situation # 1 - Employee expectations do not match reality

This usually takes no more than one month. During this time, the employee checks their expectations, formed during the hiring process, with real work experience. If the company meets the expectations of the employee, then he comes to work with pleasure and feels like a part of the company. Then he is ready to be not just a part of the company's business mechanism, but also ready to take on more than he is obliged under the employment contract. The employee believes that the company will respond to his loyalty, be grateful, give out a bonus, and increase his position over time.
Generally speaking, labor contract does not oblige the employee to be loyal. The contract prescribes to work within the agreed responsibilities and receive the agreed salary for this. Therefore, any loyal actions of the employee should be rewarded. This is how employees feel about their relationship with the employer.

But, unfortunately, it often happens that expectations do not coincide with reality. For example, in cases where the company initially misled the future employee. At the interview and during employment, they told and promised one thing, but in fact it turned out to be another. The employee gets the feeling that he was deceived, and then he usually makes one of two decisions. Or he quits right away. Or, if life circumstances require, he is delayed for some time. However, as soon as the opportunity arises to change jobs, he does just that - suddenly for the employer and irrevocably. You cannot build a healthy relationship with an employee based on deception. Loyalty is built on trust.

1. Do not mislead or deceive candidates about job conditions and career prospects.
2. Take an interest in the impressions of employees, especially during the adaptation period.
3. Demonstrate care and trust in employees in the little things.
4. Encourage displays of initiative and loyalty.

Situation # 2 - Poorly structured and opaque workflows

This does not mean that the employee comes to work "to relax", but he is not at all interested in exerting himself unnecessarily. The employee expects to be shown and explained, given instructions and tools for work, and shown who to contact for advice or in case of problems. All this means that the company has established adequate work processes. An employee can work effectively, showing his potential to fulfill his professional tasks, and not to solve quests - who to turn to in what situation.

A typical problem that we inherited from the “Soviet” management is that the leadership positions are often appointed by professionals who know their specialty well, but are poorly competent in management issues. This leads to opaque workflows, " manual control"And the responsibility of absolutely everything on the person of the head. If the manager is busy, sick or absent, then none of the employees knows what to do. As a rule, such a leader is forced to show authoritarian habits, and many situations are solved by "personal example."

Another common variant is when the leader withdraws himself from the life of the team and does not participate in the settlement of disputes and conflicts in the team. His position is "figure it out for yourself, the main thing is to give me a result." Then there is usually an informal leader who begins to establish work processes according to his own "concepts". V difficult situations employees do not know how to behave - either according to official instructions, or according to the rules of an informal leader. And there are many more such examples of poorly organized workflows.

The main thing is that in such unhealthy teams, employees experience daily stress. Even the most loyal employee eventually begins to hate his job and looks for an opportunity to leave the team. This often happens due to a change in employer. A sudden dismissal may look unexpected for top management, but it is quite natural, given the current situation.

What an employer can do:

1. Considerable attention should be paid to the professional training of managers.
2. Leadership positions should be held by people with both managerial experience and good communication skills and emotional intelligence.
3. Workflows should be clear and documented. Job description is not just a formality, but effective tool helping in the work.
4. Collect and analyze employee feedback on the organization of work processes.

Situation # 3 - Rejection of employee criticism

In the process of work, the employee not only notices the good, but also the bad. Of course, he may be wrong or he may not fully understand the situation. However, by listening to criticism, you relieve tension in the relationship. You can also explain the situation, point out the factors that the employee did not take into account. By giving the opportunity to speak up and listening to criticism, you will definitely increase employee loyalty. Criticism is not always constructive, but after listening to it, you can find opportunities to improve the atmosphere in the team. Unanswered questions and wishes are always bad. If an employee criticizes, then he is rooting for the common cause, he is not indifferent to the company and he wants it to get better.

A common mistake many companies make is to think of criticism as a "toxic influence."

Ignoring criticism usually leads to its escalation. Criticism will not be toxic if you have a channel for receiving complaints and wishes. A disgruntled employee will not bother colleagues with his complaints if you have a “box for complaints and suggestions,” and if so, any of the colleagues will point a whiner to this feedback channel.

It is often convenient for an authoritarian leader to “survive” a disgruntled employee and get him fired. This is how an illiterate manager solves his problem, but for the company as a whole, staff turnover is hardly a profitable undertaking.

What an employer can do:

1. Create a channel for collecting criticism and suggestions - a box of complaints and wishes.
2. Regularly analyze incoming complaints and wishes, publicly respond to them, taking into account some (or all) of them.
3. Analyze the real reasons for voluntary layoffs.
4. Train managers on how to deal with criticism.

I will also be interested to learn about how your company increases employee loyalty.

Measurement and evaluation are the foundations of any business. Evaluation shows what the company is thinking and doing. And the choice of indicators for measuring the level of loyalty predetermines the thinking of employees and further actions of managers.

The study of personnel loyalty is dictated by the need to resist the negative trends of recent years, associated with, which entails loss of profit and competitiveness of the enterprise. It is extremely important to understand this especially for Russian companies.

Since a competitive environment has not yet been formed in the Russian economy, encouraging owners and employers to make the necessary efforts to assess and strengthen staff loyalty.

However, world experience shows that in conditions of unstable market economy, it is precisely those enterprises that survive that constantly take care of the loyalty of their personnel. Devotion understood as higher staff to the company in which they work, and the willingness to support it in difficult moments is an integral and main result of the work of the entire management and especially the personnel department.

The main tools for researching staff loyalty.

Three methods have become the main tools for researching personnel loyalty:

1. The scale for measuring the loyalty of the organization's personnel L.G. Pochebut and O.E. The Queen.

2. The scale of "organizational loyalty" D. Meyer - N. Alain.
The methodology "Scale of organizational loyalty" was proposed by John Meyer and Natalie Allen (Meyer J. P. and Allen N. J.) in 1990 in a version consisting of three subscales in accordance with the author's three-component model of eight questions each.

In accordance with the model, the authors distinguish three approaches to loyalty that explain the nature of the relationship between the employee and the organization, which reduces the likelihood of voluntary employee leaving the organization: emotional attachment to the organization, awareness of the costs associated with leaving the organization, and a sense of commitment to the organization.

ENPS Employee Net Loyalty Index

The eNPS or employee Net Promoter Score is an index of net employee loyalty, allowing to assess their satisfaction with the company.

In other words, are employees satisfied with their work in your company and are committed to joint development, or are they disappointed with cooperation and are ready to switch to another employer as soon as a better offer appears on the market.

Reference:
The Net Promoter Score is a relatively young methodology for assessing business success. In 2003, it was presented as a very simple and quick way to identify customer loyalty... Frederick Reicheld, an American marketer who has published many works on customer loyalty, proposed measuring customer loyalty by asking them about their willingness to recommend a product, service or brand to their friends and relatives. An innovation in this technique is that the client is asked to rate how confident he is in the product in order to "put on the line" his reputation in the eyes of those whose opinion is important to him.

Over the past ten years this method gained worldwide fame, it was adopted by such international companies as American Express, Procter & Gamble, Amazon, Apple, Philips, Sony.

Among Russian companies, NPS is measured by telecommunications companies (MTS, Beeline, MegaFon, Dom.ru), Insurance companies(Ingosstrakh, Rosgosstrakh), banks (Alfa-Bank, Home-Credit), many restaurant and hotel businesses.

More and more companies are implementing this index as key indicator the effectiveness of their activities and also in assessing the loyalty of the company's employees to the company.

How is the eNPS Index calculated?

Employee satisfaction is assessed by questioning employees on two issues.

The second is "What is the main reason for this assessment?"

After the survey, the results are analyzed.

For the analysis of an employee, companies are conditionally divided into three groups:

Promoters - employees who gave a rating of 9 or 10. That is, employees who are loyal to the company, act in its interests and are ready to recommend it to their friends.

Neutrals are employees who gave a score of 7 or 8. That is, those who are not in the mood to recommend it to their friends or acquaintances. The neutrals are most often passive employees, who are, in principle, ready to change the company.

Critics are employees who rated it in the range from 1 to 6. That is, those who are disappointed with the work in the company are more likely to be actively looking for an alternative and will never recommend it to their friends.

ENPS score is the difference between the percentage of Promoters and Critics. Accordingly, the more your employees are Promoters, the stronger the “foundation” of your company and the more prerequisites it has for active growth and development.

Simply put, the formula for calculating eNPS is as follows:
(number of promoters - number of critics) divided by (number of respondents) and everything multiplied by 100.

Example: You have received 100 responses to your survey.
10 responses ranged from 0 to 6 (“critics”);
20 responses ranged from 7 to 8 (“neutrals”);
70 responses ranged from 9 to 10 (“promoters”).

Calculating the percentages for each of the groups gives you 10%, 20% and 70%, respectively.

Subtract 10% ("critics") from 70% ("promoters") and you get 60%. Since the eNPS is always displayed as a whole number and not as a percentage, your NPS is just 60.

What information does the NPS index provide?

An index with a plus sign indicates the prevalence of loyal employees over critics.

Consequently, the higher the index, the less staff turnover you will have and the likelihood that "strong" personnel will come to the company, based on the recommendations of existing employees.

If the index is 0 or takes a negative value, the situation becomes critical. Active and valuable employees may leave soon, and then there will be problems with hiring new staff, based on possible negative reviews about your company.

Please note that often problems in the company arise due to the low loyalty of employees, whom the company has instructed to maintain direct contact with the Clients.

The eNPS index will allow you to objectively assess how ready your company is for active development and growth at one time or another of its existence.

Analyzing the trends in responses to the second question allows you to respond quickly to issues of corporate culture, motivation tools, job satisfaction, etc.

Regular measurement of the eNPS level will give you an idea of ​​the mood within the team, allows you to assess the stability of the company and employees, employee satisfaction with your company's policy, the level of remuneration, social benefits, etc.

Analysis of the eNPS index contributes to the high-quality construction of a culture of relationships within the company, the organization of a clear team structure and the development of a strategy in the field of personnel development.

A low loyalty score for the participation of company employees in decision-making indicates a high probability of resistance to changes that the company's management will try to carry out;

With a low loyalty index, employees are not so loyal to the company as to share with it the risks associated with choosing an active competitive position for business growth / expansion in the near future;

The personnel development program must be consistent with the strategic goals of the enterprise.

Conclusions:

Regular measurement of the eNPS level will allow you to objectively assess the loyalty and satisfaction of your company's employees and, as a result, the willingness of the team to go along with you to long-term goals.

Which is directly related to the increase in profits and the increase in business efficiency!

1. Employee loyalty is not an abstract indicator, but a powerful driving force!

2. Staff loyalty must be measured and monitored!

Reference:
According to the research results of the NAFI Analytical Center, conducted in 2016, only 15% of employees of Russian companies are ready to recommend their employer to friends, and 62% are not satisfied with their place of work. The average NPS is -47 points.

Practical recommendations for the formation of employer attractiveness in the labor market.

1. Formation of an internal image with the help of corporate values, rituals, mission and the formation of a single community "We".

2. Development of measures to improve the in-house communication system, constant monitoring of the level of conflict.

3. Development of measures to promote the company's services, building up long-term consumer preferences, developing marketing campaigns and campaigns aimed at generating demand.

4. Using the potential of the mission, values ​​and norms of the company in creating the image as a resource capable of creating the individuality of the organization, increasing the efficiency of the image in order to form the loyalty of both company employees and external target groups.

The mention of such a quality as loyalty is not found in every resume. However, it is precisely this property that employers value so much, and HR specialists pay attention to it when meeting a candidate in person. We can say that loyalty is one of the most important components of the "candidate minimum", that is, the minimum set of skills, abilities and qualities that a job seeker needs for successful employment.

Loyalty for sarplatu?

Millions of interviews are conducted around the world every year. A large number of specialists want to gain material stability, prospects for professional and career growth, the possibility of self-realization (all at once or separately) in exchange for your time, professional skill and trustworthiness. At the same time, many companies are looking to recruit dedicated professionals. However, it happens very often that companies and candidates pass by each other. HR professionals are forced to reject candidates, while job seekers are forced to reject proposals. And one of the most important reasons for this discrepancy is the lack of loyalty among candidates. What is hidden behind this word?

What does loyalty give?

In the face of a shortage of jobs in some professional areas, companies realized that they could afford to be selective, not rush to make decisions, thoroughly test candidates and, at the same time, pay more attention to the goals that the specialist sets for himself, his willingness to work in a certain position in this particular organization. Indeed, for every self-respecting company, it is important not only to recruit employees, but to invite specialists into its ranks who will be in their place and will not run away at the first offer of competitors.

Elena Tafintseva, Deputy Director for Human Resources of the company Sellwin “Employee loyalty is, first of all, attitude towards the company, sincere acceptance of all established and unspoken rules of interaction and relationships that have developed in the company, as well as an attitude to work in the company not only as an opportunity to secure a source of income. A loyal employee is not exclusively in business relationship, but also shows feelings of affection for her, based on respect for the founders of the company, empathy for the style of doing business and, as a result, latently becomes loyal to the company, and connects his future with it.

This feeling occurs whenever a company offers more than just a business relationship. Everything here is aimed at creating feelings in these relationships ”.

A loyal employee will rationally approach his own needs and opportunities that the employer can provide, will understand the difficulties of the company, will be ready to invest in a common cause, and not just pretend from 9 to 18 that he is performing his duties. Ideally, for such a specialist, their own success will be inextricably linked to the success of the company. And one more very important point in the employer's view of loyalty: a loyal employee should not to put the material issue at the center of his relationship with the employer, since the awareness of his importance in achieving overall success and good relations in the team is no less important for him than the amount of compensation.

Who and how assesses the reliability of the candidate?

Loyalty assessment primarily falls on HR professionals. It is the task of HR managers to weed out insufficiently motivated employees so as not to waste management time on them. And for this you don't even need to use any special techniques or tricks.

“It is possible to predict whether the candidate will be loyal to the company in the future, and it is necessary to do this at the stage of acquaintance and before an employee gets a job in your company, - says Elena Tafintseva... - The resume itself, which indicates the periods of work in the companies, as well as the motives of the transitions, can tell a lot. During the interview, the questions from the Motivation block will be able to tell how he assesses his work in the previous company, what motivates a person when looking for a new job, and what is true values ​​for a person in life. I think that the emotional component should not be neglected. At the level of sensations, an experienced recruiter is quite capable of feeling “his own person” or not, even if the person fully meets the requirements in terms of professional competence. This will be a hint for you to distinguish a healthy interest of a candidate in a company with a good image for a long, fruitful and mutually beneficial relationship from the desire to "skim the cream" in the form of a competitive salary and an attractive social package and this is the only motive for such an employee to work in your company. "

Of course, many applicants have become literate enough to come up with some convincing "legend" in case everything is not going smoothly in their experience. And also rehearse your speech in order to remove negative connotations from it and describe your transitions in a neutral style. Such specialists give out previously memorized phrases to HR managers. But very few are able to get used to the role so much as to believe in their own fantasy.

Often employers mention “ sparkle in the eyes», Which they expect from applicants, that is, the candidate's interest in work, his motivation for successful work, for development that benefits both the company and him personally. Of course, every particular employer wants to see such interest in a potential employee. However, some of the candidates who are not too picky in their search are ready to tell the employer anything in order not to stay at home, but to get a job in the first place they come across. Having settled down, they, without too straining, receive a guaranteed salary, and actively look around. This is especially true for the so-called jumpers, who often change jobs.

It will be a waste of time for the employer to hire such employees. Therefore, it is so important for experienced HR-specialists to distinguish the true "sparkle in the eyes" from the monetary interest or the desire to settle in a "warm place" so as "not to strain too much."

Loyalty does not exist as a quality in itself, it important in relation to this particular company... It is precisely the candidate's non-compliance with the requirements of this particular company, his unwillingness or inability to put up with its rules, that become the reasons for refusal in cases when professional qualities the candidate fully meets the requirements of the vacancy. After all, such a person may not work well with the leader, not enter the team, which will make both colleagues and himself uncomfortable. However, the same candidate may be eagerly accepted by another company with a different corporate culture and values.

What do applicants think?

Loyalty in the understanding of candidates is somewhat different from its understanding by employers. Many employees are ready to work conscientiously and honestly in the organization, spend their energy and Creative skills to implement the company's plans and be loyal to the corporate ideology, but only with a reasonable return on the part of the company. Moreover, this "reasonable return" in the perception of different people varies. For some, it is enough that the company will comply with the material agreements reached and pay salaries on time. At the same time, employees may be ready to work overtime without requiring additional payment for this, not to go on vacation for years and not qualify for a significant promotion. But let's be honest: the number of such patient employees is rapidly dwindling, and the list of actions that a company must take in order for staff to be loyal to it is lengthening. Here are examples of requirements: career advancement, the opportunity to study at the expense of the company, payment of voluntary medical insurance, provision of additional leave ... Each employee has his own list. If the company meets the requirements, then the employee works in good faith. If a company violates obligations, loyalty to it may disappear, and it cannot be said that this was not justified, because no one will like to work for half the salary and / or receive their hard-earned money once every six months.

Elena Tafintseva: “Each company has an individual approach to implementing loyalty programs among its employees. After all, this concept is closely intertwined with the corporate culture in the company. In any case, care for a person to one degree or another can be traced as a red thread. Companies that do not build employee loyalty put themselves at greater risk. After all, a disloyal employee does not feel any special attachments to the company, and it is much faster and easier to leave the company without unnecessary regrets and remorse.

The areas of loyalty formation can be roughly divided into two: material benefits and employee capabilities.

In the first case, the employee feels that he has a stable salary, the availability of compensation packages, health insurance, payment for fitness, and more. But if there is no second component of loyalty formation, then this will work until a higher supply is received from the labor market. The second nuance sometimes keeps the employee more - these are opportunities. This can include anything you want: from functionality that is much more interesting than in other companies, wider powers in this position, the competence of the immediate supervisor, the speed of decision-making on all issues in the company, participation in various projects, opportunities to study at the expense of the company to real career opportunities and providing a stake in the business.

Ideally, it is necessary to maintain a balance and provide a complex of these two areas for the formation of employee loyalty, as is happening at the moment in our company.

Why do you need this at all? From $ 3.5k up to $ 50 thousand can be saved by the company by increasing the level of employee loyalty. In this range, it costs the business to fire, and then recruit and train a new team member. "

Generally speaking, from the point of view of candidates, everything is simple: loyalty is a product that a company receives in exchange for certain guarantees, primarily cash. It makes no sense to indicate such quality as loyalty in the resume for posting on the site. Indeed, as indicated above, this word has a meaning only in relation to a specific company. If you are thinking of emphasizing your interest with this word by sending your resume to a certain position, then again Art O It should be done not in the resume, but in the cover letter. Better yet, declare it at the interview.

Reasons for disloyalty

It must be admitted that in the context of the economic recession (and the protracted crisis of jobs in the labor market), the problem of loyalty has become even more acute. And the reason in many cases is the same - the unfair attitude of employers towards applicants: they switch from the official salary to "envelopes", pay the promised percentage incorrectly, do not give a deserved promotion, refuse to draw up an employment contract, pay the full salary, etc. etc.

“An employee will be loyal if he understands that he can trust the company, feel protection, dignity and confidence, feel real advantages, as well as privileges in his relationship with the company compared to other employees working in other companies, - sure Elena Tafintseva, Deputy Director for Human Resources of the company Sellwin . - He will feel like a part of one big system in which he occupies an important place. And employees, in turn, in such a situation will be ready to lend their shoulder to the company in case of temporary difficulties. "

Conscious choice

Reputable employers prefer to see loyal and honest employees in their workplaces. Those, in turn, giving their strength and skills, their experience and ideas to this or that company, expect that all their efforts will be appreciated. That is why it is so important for both parties not to make a mistake with the choice: for the employer to find his employee, and for the employee - his company.

Even if you have had a not entirely pleasant experience, do not despair and believe that you will definitely find your dream company, where your professionalism and your dedication will find a reward. And in order to achieve this, accepting a job offer, the decision to move to another company or to create your own business that would allow you to become the one and only ideal employer, do not allow yourself to rely on the will of circumstances. Always make an informed choice.