基于激励理论的新生代员工成长服务设计与创新——以制造业操作岗新生代员工为目标人群

SERVICE DESIGN AND INNOVATION FOR THE GROWTH OF NEW GENERATION EMPLOYEES A CASE STUDY OF NEW GENERATION EMPLOYEES ON MANUFACTURING ENTERPRISE OPERATION POSTS

中国制造业的转型升级离不开企业员工的支持。近年来新生代员工入职制造企业,他们在未来将成为企业的中坚力量。然而该群体职场稳定性相对较低,往往出现频繁流动的现象,非常不利于企业的转型升级发展。本文以制造业操作岗新生代员工为研究对象,通过用户研究的方法对该群体离职率率居高不下的原因进行调查分析,并提出改善现状的设计策略。首先以ERG理论为基础,从生存、关系、成长三大激励层面编制员工激励量表;然后综合运用定性、定量研究方法对北京的几家制造企业操作岗员工的激励期望进行调研,分析结果发现,操作岗新生代员工较老一辈员工更为关注成长这一维度;运用价值主张画布模型,将定性访谈中发现的制造业操作岗新生代员工目标人群的痛点、惊喜点进行梳理,并找寻为目标人群提供成长服务的机会点;最后以北京某机床厂为例,针对目标人群在成长这一维度的需求,设计一款帮助新生代员工学习成长的APP。

The transformation from manufacturing to service industries in China can hardly be reached without the help of employees. As the orientation of the new generation employees, they will strongly affect the future of manufacturing enterprises. The threat of the workplace uncertainty, however, makes the frequent movement of the generation, which is terrible for the transformation and upgrading of enterprises＇ development. In this paper, the new generation employees in the manufacturing industry are studied, and the reasons for the high turnover rate are analyzed by user research methods. The design strategy to improve the status quo is put forward. Based on the ERG theory, we firstly construct the employee incentive scale from the three aspects including Existence, Relatedness and Growth. Secondly, by using qualitative and quantitative methods, we get to investigate the incentive expectation of the employees in several manufacturing enterprises in Beijing. And found that the employees of the new generation are more concerned with the stimulation level of growth than the employees of the older generation. By using the value proposition canvas model, the pains and gains of the target group in the qualitative interview are sorted out and the opportunity points of providing growth find services for the target population. Finally, an example is given for a machine tool factory in Beijing, and the specific design scheme of employee incentive service is put forward.