Employee journey mapping: The foundation to getting the customer journey right.

It may or may not seem obvious but Employee Journey mapping is just as important as Customer Journey Mapping. ​​In fact, to be successful you need to have a strong focus on employee journey mapping before you can actually get the customer journey right.

In today’s business environment, it is highly important for employers to create great experiences for employees as well as customers. In fact, if you fail to strengthen the employee experience, from day one, it is likely that you will never create a great customer experience. This theory is applicable to both direct and indirect forms of customer service.

According to MyCustomer – Employee journey mapping is a discipline that can help you ensure that your employees have positive experiences with your organisation from their first impression onwards”

We all know that customer journey map is the backbone of good customer experience management but employee journey mapping is also an essential “backbone” of the employee experience. Therefore, how can you improve upon something if you have no idea what it is?

An employee journey map will:

  • Clearly outline the employee experience for you from end-to-end.
  • Help to identify areas for improvement. 
  • Bring awareness to the good and the bad parts of the employee experience, and 
  • Facilitate a culture transformation.

Employee journey mapping will also encourage you, as a business owner or leader, to ask yourself – and investigate some very important questions, such as:

  • What are the people who work for you saying about your company to their friends?
  • How often do your employees introduce their friends to come and work for you?
  • What are they saying (or not saying) on social media? 
  • What are you doing to attract the right people?
  • Who are the right people?
  • What is your employer brand?
  • What sort of recognition do you have as a workplace?

So where does your employee journey map begin?

Before someone ever applies for a job with you, they will typically do some background research as they want to know what it’s like to work for you. Consider whether you are transparent about what sort of workplace you have.

For Example, Easyjet used to have a dedicated page on their careers website where members of the cabin crew express their personal experiences working on the job. This included the downsides to working on the front line, but also highlighted the true atmosphere within the company, which we were told was, vibrant and supportive, and there were lots of opportunities for career progression. 

Positive first impressions:

Think about what you want that experience to be like for the prospective employee and ask yourself a few questions: 

  • Do you have a recruitment website?
  • How easy is it to navigate?
  • Is it up-to-date?
  • Does it tell prospective employees what it is really like to work for you?
  • Are there stories on the website about people who have joined your business and been successful in their career?
  • Does it outline a roadmap of how they achieved each step in their career?

What about your application process? 

  • If there is an online application form, how long does it take to complete? 
  • Is it realistic to expect people to spend an hour on an application form? 
  • When was the last time someone ‘mystery shopped’ your recruitment process?
  • If you use an external provider as part of your recruitment process, are they clear about your expectations of them in terms of behaviour towards prospective employees?
  • How often do you ask your candidates for feedback on your recruitment process?

You cannot underestimate the importance of a positive first impression, especially in a time where staff retention is becoming increasingly difficult for businesses.

The application and interview process”

It’s now time to examine what the experience is like for a candidate when applying for a position in your organisation. Here are a few things to consider:

  • What happens when someone applies for a job with you?
  • How quickly are the applications acknowledged?
  • Do you have a ‘standard’ for dealing with prospective new members of your team? If so, who monitors the standard?

Hiring new people is one of the most important jobs that anyone in an organisation does, especially when those people are going to be serving your customers!

If you want to know what this part of your employee journey is like, why not simply ask your employees what they individually enjoyed about their selection experience and what they would improve, and then utilise their suggestions to your advantage.


This is possibly the most critical part of an employee’s journey with your company! No matter what the position or level withing the organisation, EVERYONE should attend an induction on their first day with a company.

The purpose of induction is to make your new people feel welcomed and valued. If you want your new people to make their customers, internal or external, feel welcome and valued, you have to make sure your people feel that way too. There are no short cuts here.

So what does a great induction process look like?

Induction should consist of a welcome from someone senior in the company and in general making sure that there is a lot of interaction involved, as no-one wants to spend their induction looking at an endless stream of PowerPoint presentations.

During an induction, all new employees must be given a clear indication of what is expected of them, and what will happen if they deliver for you (E.g. career growth, potential to win prizes at a company awards event etc.) As well as any necessary training that will help to equip your employees with all the right tools and knowledge for success!

For long term business success, organisations should always be looking out for ways of make your new people feel special, especially if you want them to make your customers feel special!

Here at HOED Research we have a breadth of experience, from employee training and coaching, onboarding reviews, exit interviews, online visibility, customer journey mapping and more! Contact out team today and lets discuss how we can help your Customer Experience thrive.