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How to Engage our Employees: 5 Keys to Inbound Development


“Train people well enough so they can leave. Treat them well enough so they don’t want to.” Richard Branson

Retaining talent within companies is no simple task. We are in times of change, where the labour market offers more facilities to professionals so they can migrate to other companies. About 20% of new employees who are hired do not spend more than three months in their organizations. Lack of motivation or expectations within the company are some of the factors that lead to such talent flight. Therefore, awareness of our employees’ concerns and developing career plans to improve their experience inside the company are some of the main challenges faced by HR professionals.

The new digital age has made HR processes more innovative. In this setting, the concept of Inbound Talent has emerged as a talent management methodology that seeks to actively involve professionals to improve their experience in the organization. When a company has managed to attract a candidate and convert him into their employee via the techniques seen in the Inbound Recruiting and Inbound Conversion phases, the next goal to reach is to engage them. This phase is namely Inbound Development and it is the third one within the Inbound Talent methodology. It is launched and applied when the professional has been working for six months, when he is subject to mobility or shows high potential and little engagement.


The purpose of this method is to roll out actions and personalized development plans for improving the employee experience. Like many of the talent management methodologies, Inbound Talent starts by placing the employee at the centre of all actions, also known as "Employee Centricity". Familiarity with our employees is very important for designing personalized talent plans tailored to the needs of each professional. That’s why to achieve engagement you must go step by step by considering 5 key elements:


  1. Persona. This is about grasping and understanding the concerns, expectations and needs of the employee in their relationship with the organization. In the Inbound Development phase, the persona concept acquires great significance since we will have to segment by employee type, in order to target each development action this way.
  2. Employee journey map. Be familiar with the milestones that the employee has transited through ever since joining the organization.
  3. Personalization. This entails applying the sum of "person" and "journey map" to obtain an individualized experience of the employees. Note that the more personalized an action, the more possibilities we’ll have to positively impact the targeted employee.
  4. Automation. To be able to carry out the inbound methodology properly, it is necessary to have a technology solution that integrates into a single tool all the processes that we need to apply.
  5. After applying the above steps, the results of our strategy must be measured. The data obtained in this measurement is the basis for making readjustments to whom we are targeting and how we do it, all with the aim of improving results.


In a nutshell, if we want to retain talent within our companies, we must roll out an Inbound Development strategy, for which we will have previously chosen our employee segment, detected the milestones and decided on an action plan for the next six months. This strategic plan will have three principal moments of action—evaluate, act and measure—which we use to achieve engagement with our employees so that they soon become ambassadors of our organization.


For more information, do not miss our new ebook: Inbound Development: Engage Your Employees Step by Step.  

Download the new e-Book - Inbound Development



Editorial HR

Meta4, with 1,300 customers in 100 countries, manages more than 18 million people worldwide. The company’s R&D&I center located in Spain (Madrid) develops HR applications capable of meeting local and global needs of all types of organizations. The editorial team is made up of professionals with over 15 years of experience in the HR technology field.

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