Showcase review 2017-07-13T15:36:30+00:00

Employee Journey

A People and Performance award entry from TURKCELL for the The Employee Experience category

Employee Journey

The Turkcell Employee Journey Program is shaped by all employees’ suggestions. It is a personalized, surprizing & fun package which makes employees feel engaged and taken care of. This journey includes milestones from “My First Day at Turkcell”, “My First 3 Months” to “My Daily Life”, “My Career Life”, and “My Last Day”. This program is not only related to employees but also to their families and even their social environments. Creating a perfect customer experience depends on perfect employee experiences and is the reason why we created a happy and positive working environment.

The Turkcell Employee Journey Program is shaped by all employees’ suggestions. It is a personalized, surprizing & fun package which makes employees feel engaged and taken care of. This journey includes milestones from “My First Day at Turkcell”, “My First 3 Months” to “My Daily Life”, “My Career Life”, and “My Last Day”. This program is not only related to employees but also to their families and even their social environments. Creating a perfect customer experience depends on perfect employee experiences and is the reason why we created a happy and positive working environment.

We identified moments that matter the most to the employees and aimed to redesign and improve the employee experience.Surveys and employee evaluations give us important insights into future developments. Last year over 90% of employees stated that they are highly satisfied with the overall program. They also suggested innovations in the packages like changing the contents of ‘Childbirth Gift’ and ‘Marriage Gift’.

To conclude, these improvements prove that we can influence the attitudes that will ultimately drive the outcomes we desire by designing a great hiring, onboarding process, employee engagement, employee separation and off-boarding experience.

One of our services is the “My first 3 Months at Turkcell” bundle where we provide new employees with a variety of support systems to help them integrate into the Turkcell community with ease. The “Welcome Package” they receive has all of equipment needed prior to their first day with Turkcell including a lunch ticket card, GSM Card, mobile phone, laptop, a photo taken while signing the agreement, welcome cookies, and other office related stationary. We appoint a ‘buddy’ to make the first day a seamless experience. A welcoming moment is created by taking photos on the first day with all of their team members and these photos are published on ‘Inside’; an intranet platform accessible by the entire Turkcell team. Our orientation program starts with a virtual tour of the company by VR Head Set and ends with a theatre show in which new employees are invited on stage. We conduct a survey to estimate the experience they had during the orientation so that we can focus on areas of improvement.

We were able to improve the new employee orientation experience by adding subtitles to various introductory services that we offer. An example of this is the “My first moments” service which includes a formal introduction between the new employee and the Turkcell team, Hr Business Partner, and manager. There is also a ”First Dinner” organized with the director.

Our engagement surveys imply that an employee’s first career move is also one of the most significant moments in the professional work life. With this in mind, we decided to take a more appreciative approach to promotion announcements. Instead of sending a formal letter to the employee receiving the promotion, we now meet with the to-be-promoted employee and pitch the promotion to them through a creatively crafted proposal. We also prepared a “New Manager Package” gift pack that includes treats and an educational guide titled “New Manager from A to Z” which has all of the HR Policies and implementation strategies.

Under the ”Daily Life’ service, we focus on recognizing personal milestones in our employees’ lives. Turkcell employees have the opportunity to take a “Birthday Leave” within a 6 month period of their birthday. Gift baskets are often sent to employees who have recently gotten married or had a child. We also make sure to attend more solemn events such as funerals in order to show support to our employees during challenging times and also offer counselling to employees through these adversities. We even prepare a “Military Package” including items to support them during their time at military service. Our ”Daily Life” package also includes Dietician Service at the office, support to help our employees quit smoking and we also have a small studio space for those interested in practicing Yoga or working out. We provide parents with discounted health packages, kindergarten and School Support in addition to ‘First & Last School Day Leave’ so that parents can be present in their children’s lives for these important events.

By acknowledging that our daily lives are easily affected by our working hours, we have arranged new working models with more flexibility in accordance to our employees personal lifestyles. Mobile working, working from different office locations, less working hours and part-time working hours for new moms are just some of the options employees can choose from in order to optimize their work and life balance.

Although “The Last Day” is the recognition of a bittersweet departure of the employee’s journey with Turkcell, we try to make this a positive and reflective period for everyone. We conduct an exit interview after an online leave survey which ensures that our employees have “conversations” with their second managers as well as the first managers with the support of HR. We create an environment where our employees can feel supported by Turkcell through their transition to a new chapter in their professional work lives.

The project’s main financial results prove that we obtained a 10% revenue growth at the end of the year by increasing employee commitment. We also reached our targets in “First Year” Turnover figures: While in 2015, the regretted turnover resulted in 19.1%, in 2016 the regretted turnover is 11.7%. The total turnover rate also dropped from 19.7% to 14.4%. We observed the efficiency of all actions periodically by analyzing surveys which include Onboarding Experience, Promotion Experience, Special Days Experience and the Turnover KPI results on a monthly basis. Results show that satisfaction levels had risen to 4.0 points out of 5.
On these surveys employess share their feelings in free format as we share some examples below:
“After the birth of my child, we were all surprized by the gifts arrived from company as a family. All the guidance shared by HR Business Partner, support from private health insurance was incredible”.
“I remembered my company everyday as I opened my closet during the military service. Little gifts has an unforgetable impact when you are alone”.
“When I say I am on Birthday Leave, friends are surprized all around”

The “Employee Journey”, is not only an HR project but also a company vision that distinguishes us from standard journey programs. We held one-on-one and group meetings at the beginning of the stage.
New packages are designed in four categories:

‘Well-being package’ (Dietician Service, Quitting Cigarette Program, Yoga on site, Sabbatical)

‘Special Days Package’ (Birthday Leave, Marriage Gift, Condolatory, Childbirth Gift, Military Service Gift)

‘Family Package’ (Kindergarten Support, School Support, First & Last School Day Leave for Parents)

‘Different Working Models’ (flexible working hours, mobile working, working from different office locations and part-time work)

We are currently working on improving the ‘Well-being package’ to improve mental health awareness by offering mental health counseling services, physiotherapist services and even esthetic service for our employees. By having input from our employees regarding the projects design, we succeeded in creating a positive working environment in which employees feel valued and are able to express their needs and expectations.

Surveys and employee evaluations give us important insights into future developments. Last year over 90% of employees stated that they are highly satisfied with the overall program. They also suggested innovations in the packages like changing the contents of ‘Childbirth Gift’ and ‘Marriage Gift’. One challenge we faced while designing new packages was staying within the project budget and planning to meet their new demands. Keeping the program sustainable was another challenge as different departments throughout the company had different expectations. We see this program as one that will benefit each party in the company and lined ourselves within this measurements to custom design these programs.

Every one of us has important milestones in our lives such as our wedding day, the birth of our child and our first job. It is these acknowledgements that make us remember those days with such joy and appreciation.

The Turkcell Employee Journey Program enables our employees to have an improved experience by recognizing their structure of their daily life, family life and personal well-being. This program is company’s way of saying “our employees are precious to us”.

As the Turkcell Team, we came to an understanding that in order to create great customer satisfaction, we first needed to create an improved employee experience.

By creating various programs for our employees, which includes but is not limited to; flexible working hours, family packages, recognition on important personal milestones, be it birthdays or work successes, we are able to establish a respective bond and help our employees build rapport with one another in order for them to establish strong professional relationships with their Turkcell team.

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