How to Market Your EX to Top Talent with Francesca Luthi, EVP and Chief Administrative Officer at Assurant

This episode features an interview with Francesca Luthi, Executive Vice President and Chief Administrative Officer at Assurant, a global business services company that supports, protects, and connects major consumer purchases. It’s a Fortune 500 company that spans 21 countries, and partners with leading brands to create an enhanced customer experience. At Assurant, Francesca oversees business functions to help execute the company’s overall strategy. This includes global human resources, brand and marketing, communications, corporate social responsibility, and more. She focuses on building up the company’s global brand and reputation among customers, employees and shareholders. And in this episode, she’ll share how to effectively manage employee feedback, deliver a consumer-grade digital employee experience, and market your EX to top talent.

Quotes

*”Our employees make a decision to come to work at Assurant. It's a lot about what they do and the role that they're in, but also the connection to the company and vision, mission and values. So it requires us to not just assume a cookie cutter approach. But to be willing to change and adapt to our growing and diverse workforce.”

*”I think about our employees as our single most important customer. Because they are the key to delivering for our customers each and every day. I think about the basic marketing principles around attracting a customer and sharing that value proposition. And really explaining what does the company do, what does it stand for?”

*”Very similar to the principles that apply to customer experience, you want human-centered design. And in this case, it's employee-centered. It starts with the employee and what do they need to achieve? And really thinking about that journey. How can we eliminate friction and continue to make it a generally positive, ideally delightful experience along the way?”

*”Empathetic leadership is critical. Transparency and humility in terms of what we're all feeling, what we know, what we don't know. I think that's one of the golden rules in terms of leadership. Because the reality is for as much as we may be in leadership positions, it doesn't mean that we are somehow all-knowing. We are taking feedback and input and trying to make the best decisions we can.”

Time Stamps

*[5:04] The Flight Plan: Get to know Assurant

*[6:45] First Class: Best EX practices at Assurant

*[30:11] Turbulence: EX lessons learned

*[34:50] How does Francesca lead in stressful situations?

Links

Connect with Francesca on Linkedin

Learn more about Assurant

Thanks to our friends

This episode is brought to you by Firstup, the company that is redefining the digital employee experience to put people first and lift companies up by connecting every worker, everywhere with the information that helps them do their best work. Firstup has helped over 40% of the Fortune 100 companies like Amazon, AB InBev, Ford and Pfizer stay agile and keep transforming. Learn more at firstup.io