How to Truly Understand Your Employees
Psychographics are widely used in advertising and marketing to identify and categorize consumers and their habits. However, in the workplace, employees are often identified and categorized by age (or generation), department, or seniority level. Now for the bad news: this categorization is contrary to productivity, development, and success. No one likes to feel like they’ve been prejudged, put in a box, or labeled. It’s limiting. All the stereotypes rush to the front of mind.
But wait- it gets worse. These classifications inhibit self-action, happiness, and most importantly, creativity.
There are much more productive and dignified ways to portray our employees and coworkers. We can look at the traits that are the most likely to further business and humanity. These are the traits that will develop innovations and generate powerful work that comes from drive, passion, and skill. These are the traits that support adaptability, alignment, and progress. They are the psychographics of our personal identity.
Our psychographics get to the core of who we are. They are our core values, our interests, our goals, our activities, our values, our mission in life, and our mindset. The Seven Kinds of People in the World says there are the Explorers, the Aspirers, the Succeeders, the Reformers, the Mainstream, the Strugglers, and the Resigned. Psychographics allow us to segment our audience so we can market our products to certain audiences. Managers and HR teams can also use psychographics to align teams for success.
Regardless of how much we try to eliminate bias and equalize opportunity, most companies are more conscious of demographics than psychographics. Yet we’re trying to move towards diversity of mindset as our marker of a well-balanced workforce. To do that, you need to understand psychographics. If a company doesn’t know what’s important to their employees, then it doesn’t matter what demographic the employee is. Managers will lose talent quickly if they don’t understand the values, interests, and opinions of the employees.