What Is Humanization In Companies?
Humanization in companies is a concept based on measures that increase satisfaction and happiness at work , contributing to collaborative and harmonious environments.
This idea is based on the premise that human capital is the most precious resource of any company, therefore, investing in its motivation adds benefits to investors, leaders , customers and the employees themselves.
To better explain, we bring the concise definition cited in the article “Humanized Company: the necessary and possible organization”, written by management specialists Sylvia Constant Vergara and Paulo Durval Branco:
“We understand a humanized company to be one that, focused on its employees and/or the environment, adds values other than just maximizing returns for shareholders.”
To promote this appreciation of employees , organizations often adopt initiatives that contribute to:
- Improve the quality of life and work
- Build more democratic and fair relationships
- Mitigate inequalities and differences of race, sex or creed
- Foster the development and growth of people.
Therefore, it is necessary to know the points of convergence between the company’s values and mission and the desires of the internal customer , investing in practices that align these points.
What Is The Concept Of Humanization?
The concept of humanization is linked to the appreciation of people and teams , exalting characteristics such as compassion, benevolence and empathy.
It is also linked to autonomy, as described in this Fiocruz word :
“’Humanization’, thus, in its genesis, indicates the potentialization of the human capacity to be autonomous in connection with the collective plane that is adjacent to it.”
This dynamic is opposed to the principle of seeking profit above the needs of individuals, whether employees or external customers.
Humanization is a trend and has been established in several areas, with emphasis on technology – the field of most startups – and health.
When managers bet on this concept, it is present in the corporate culture , with effects on values, relationships and interactions.
Instead of prioritizing only profitability and financial results, topics such as quality of life, health and safety at work, mental health, self –knowledge , continuing education and other issues are on the agenda.
The goal is to build relationships where everyone wins .
The employee gains professional improvement and growth.
The company gains a more dedicated, committed and accomplished employee.
The customer gains greater attention in service , agility and focus on problem solving.
Finally, society gains from more productive organizations , which collaborate with the formation of healthy and satisfied citizens .
What Is Humanization In The Work Environment?
Humanization in the work environment is the application of this concept in the daily life of organizations, in a way that includes priorities and interactions.
It means, in short, investing in actions and tools that increase well-being at work, making employees feel welcomed during their routine.
A humanized work environment brings together decent, comfortable and, as far as possible, fun conditions to relieve stress and pressure for results.
In the physical aspect, this place meets the basic requirements of organization , being kept clean, airy, in pleasant temperature and lighting.
Another important factor is compliance with occupational safety and health rules , keeping employees safe from accidents, contamination and diseases triggered by exposure to physical and biological chemical agents.
There is also a commitment to prevention, through the use of Personal Protective Equipment (PPE, when necessary), collective protection measures and ergonomic adaptations to make the workstations comfortable , avoiding back pain, for example.
Well-being extends to the psychic field, in order to prevent illness due to stress, overload, moral harassment , unattainable goals, excessive demands and a heavy organizational climate .
To this end, employees from all sectors must have the space to express themselves , suggest improvements, and give and receive feedback .
Work organization and award formats must also be adjusted to encourage team spirit and reduce over-competitiveness.
What Is The Importance Of Humanization?
In a society characterized by individualism and sometimes selfish choices, there is an urgent need for a return to collective thinking to reverse the chaotic situation on several levels.
In the environmental sphere, degradation has been increasing exponentially to generate wealth for a privileged group, leaving the scarcity of resources, misery and negative health impacts to others .
Within companies, the predatory climate also affects people’s health, culminating in ailments such as burnout syndrome , depression and anxiety.
Employees who value emotional health end up taking new directions, which increases turnover and costs with layoffs, new hires and training.
All these effects can be mitigated or even eliminated if more attention is paid to employees, and one of the ways to do that is humanization.
Despite encouraging everyone to “wear the company’s shirt“, this dynamic respects people’s limits , focusing on advantageous actions for them.
After all, satisfied employees are the engine that drives the sustainable development of any organization, as they perform the activities that keep the company running and represent the company to external customers.
To get an idea of the importance of happiness at work, a study carried out by Warwick University in the United Kingdom showed that happy employees are 20% more productive than those who do not feel fulfilled at work.
In other words, providing the right motivation can yield excellent results, taking advantage of productivity to multiply revenues, customers and business opportunities.
And humanization will indicate the most assertive actions in this context.
What Are The Main Benefits Of A Humanized Company?
Humanization can add several benefits, depending on the strategy, the level of alignment with employees’ aspirations and their inclusion.
Published in 2019, the Humanized Companies survey showed that these organizations generate 225% more engagement among employees, and 240% greater customer loyalty .
Below, we detail some of the advantages that lie behind these numbers.
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Collaborative Environment
Nobody likes to work in a place where they are oppressed and constantly charged , do you agree?
Of course, there are profiles that feel engaged in the face of challenges and a little pressure, but everyone has a limit that, when exceeded, causes demotivation.
The humanization process reverses this scenario, valuing collaboration as one of the pillars to achieve goals.
Improvement Of The Organizational Climate
If there is collaboration, the tendency is for the corporate climate to improve, as colleagues begin to see themselves as companions , not competitors.
They will know that they can count on those around them to streamline routine activities, start new projects and correct failures.
Reduction In Turnover
Turnover is the term that describes the turnover rate within the organization.
As we mentioned in the topics above, when this rate is high, it has a great impact on the company’s finances, which often have to bear the expenses of recruiting , selecting, laying off and integrating new employees.
But the bet on humanization is capable of changing that, as it offers reasons for professionals to stay and make a career in the company.
Retaining Talent
When he feels he is aligned with the company’s purpose , the employee will hardly think about leaving.
Therefore, humanization strategies usually result in talent retention , responding to one of the biggest challenges for Human Resources and management professionals.
Increased Productivity And Efficiency
We have already explained that satisfied workers are more productive, but we have not yet talked about the impact on their efficiency.
Being efficient means being able to do more with fewer resources .
A motivated team has the potential to innovate, finding different solutions that increase efficiency.
In other words, they produce better results with less expense , whether financial, time, raw material or otherwise.
Decreased Absenteeism And Presenteeism
Absenteeism and presenteeism are phenomena that impair the quality of work and employee productivity, with effects for teams and companies.
In absenteeism, the employee is physically absent from the workplace due to illness, degrading conditions, relationship problems, excessive pressure, among other factors.
In order to protect themselves, the employee resorts to constant delays and absences , which end up compromising their deliveries even more, initiating a cycle of drops in productivity.
In presenteeism, the employee does not miss work, however, he appears sick and exhausted at work , which prevents him from performing his tasks satisfactorily.
These evils can be fought with humanization, as this dynamic helps to correct practices with an adverse impact on the physical and mental health of employees.
Humanization Process: How To Humanize An Organization?
A humanization process requires, in the first place, establishing clear mission, vision and values .
Then, it is worth studying the internal public to know their desires and needs, in order to know which of them are aligned with the organizational culture.
With this information in hand, it becomes simpler to think about the actions that will be part of the humanization process.
Another good option to select these activities is to do research regarding the organizational climate , level of engagement and improvements that can be made, in the view of employees.
Note that these measures are related to communication, as it is through communication that a real approximation with employees begins .
Basically, offering a space where they can speak, listen and be heard is a promising start for any humanization strategy in companies.
Combining effective and transparent communication with humanized management, results will be boosted.
Thus, it makes sense to first raise awareness among leaders to practice and disseminate good practices, applying empathy , kindness and flexibility when dealing with their peers, superiors and subordinates.
Considering these questions, we set up a roadmap with the first 11 steps towards humanization:
- Be clear about your values and organizational culture
- Select points converging with employee interests
- Provide training and awareness to leaders
- Extend training to HR, so that they are multipliers of the humanization process
- Make feedback a habit within teams
- Build communication channels according to employee preferences
- Insert playful activities and fun in the work environment
- Give more importance to results than standards or processes
- If possible, flexible schedules and breaks
- Create reward programs and productivity benefits
- Collect impressions from employees and make adaptations , if necessary.
What Is The Role Of People Management In Humanizing The Work Environment?
People management is vital to build a humanized work environment, as it is through it that many actions are carried out .
It is worth noting here that people management is not restricted to the activities of the Human Resources department, but to the entire set of actions used to coordinate teams.
In other words, leaders are important actors for the success of humanization and people management.
That said, we can consider this area as the flagship for humanization within companies, since it is responsible for a series of interactions between employee and company .
If there is no attention and acceptance when addressing issues such as hiring, productivity, health, tasks, benefits and results achieved by the employee, it is difficult to humanize day-to-day interactions.
Hence the need for transparency on the part of the organization, keeping teams aware of the successes and adversities faced, as well as how they can assist in the necessary changes.
Once treated with empathy and respect, the employee is likely to act in the same way with his colleagues, spreading a humane treatment.
Applied Examples Of Humanization In Companies
Now that you know the first steps towards humanization, check out examples and get inspired!
Humanized Environment
One of the greatest examples of a humanized environment through relaxation is Google.
The tech giant ‘s offices stimulate creativity and well-being by inserting plants, colors and leisure spaces for employees, such as foosball tables and even slides.
In addition, the company focuses on the autonomy of employees , who can choose where they will work to increase productivity.
If they need concentration, they can go to small closed rooms.
If they are developing new ideas, they can work on beanbags, armchairs or on the porch, for example.
Humanized Service
Humanized service is a powerful tool to go beyond loyalty, achieving customer delight – which can be internal or external.
And, if the subject is to enchant, one of the biggest references in the world is Disney, famous for promoting remarkable experiences in its interactions with the consumer.
These results are the result of a very well-designed organizational culture , based on 7 lessons mentioned in this matter , which must be applied by all Disney employees.
See what they are:
- Be a customer-oriented company
- focus on the details
- Make emotional connections
- Invest in integration between people, processes and location
- Separate stage from backstage
- Have in-depth customer knowledge
- Value people.
Humanization In The Health Area
Normally, hospitals are places of great stress and anxiety, as their clients are fragile people, either because they are sick or because they accompany patients.
Thus, much is said about the need for humanization, starting with the attention to employees and encompassing patients.
An interesting model is the one adopted by entities such as the Albert Einstein Hospital, called Planetree (Patient Centered Care).
Based on 10 premises, it includes practices such as the open medical record for the patient, support from family , friends and social group, home-like environments, areas dedicated to artistic and fun activities.
Humanization In Call Centers
Improving the quality of interactions with call center users is an urgent demand, as it impacts their view of organizations.
A recent case in this area earned the ABT award from the Brazilian Teleservice Association for the company Qualirede, which developed a dynamic of humanized care for patients and their families during the transfer process between hospitals.
While specialized teams provide greater agility to find vacancies , employees keep in touch with patients and companions, giving feedback on the situation and informing what has already been done.
One year after it was implemented, the system had answered more than 1 million calls, with 92% user satisfaction .
