In an exclusive interview with CanadianSME Small Business Magazine, Heather Haslam, VP of Marketing at ADP Canada, shares her approach to leading ADP’s marketing strategy to support Canadian businesses. With over 20 years of experience in technology, Heather drives product marketing, demand generation, and branding, fostering alignment across teams to boost productivity and embrace change. Since joining ADP in 2016, her expertise has spanned various roles, including her impactful tenure at BCE. Beyond work, Heather serves on the Board for the Institute for Advancements in Mental Health, leading key initiatives in marketing and strategic planning.
Heather leads the Marketing mandate to support businesses across all segments in Canada. In her role, Heather provides strategic direction for Marketing planning including product marketing, campaign management, demand generation and branding.
Heather has more than 20 years experience in the Canadian technology Market. She is a proven, accomplished and dynamic leader specializing in motivating people for change and increased productivity with successes across Marketing, Sales Channel Development, Product Management, and Mergers & Acquisitions.
She is a passionate and intuitive leader who leverages persuasive reasoning to drive change, engage and build alignment with leaders/teams across functional areas. Prior to joining ADP in early 2016, she held various roles at BCE, primarily in Bell Business Markets, across Sales, Marketing and M&A.
Heather holds an undergraduate degree in Psychology, a Masters of Business Admin from the Ivey School of Business, and has dedicated her free time to volunteering with a variety of mental health-related organizations and causes. Heather is serving her second term on the Institute for Advancements in Mental Health Board of Directors and leads the Marketing and Branding Task Force and is a member of the Strategic Planning Task Force.
The ADP Canada Happiness at Work Index highlights factors that impact employee happiness. What do you see as the most critical areas employers should focus on to improve overall workforce satisfaction?
Insights collected through the ADP Canada Happiness@Work Index illustrate that work-life balance and flexibility, compensation (salary and benefits), recognition from both management and peers, career development support, along with current role and responsibilities satisfaction are all key components when it comes to employees’ happiness.
For employers, some actionable steps they can take to improve workforce satisfaction include organizing regular virtual or in-person meetings with their employees, consistently reviewing job satisfaction by collecting anonymous survey feedback, providing employees with the right support structure to manage their work and career goals, recognizing hard work, and communication transparency. People leaders who allocate time and energy to really know their team members are in a better position to support them and drive happiness at work.
What insights has ADP Canada gained about generational differences in work happiness, and how can organizations better address the diverse needs of a multi-generational workforce?
Our findings reveal that Baby Boomers maintain the highest Happiness Score (7.2/10), while Gen-Z follows closely at 6.9/10. Millennials recorded a 6.7 Happiness Score, while Gen-X came in with a 6.4 Happiness Score. To effectively address the diverse needs of a multi-generational workforce, organizations should tailor their talent management strategies rather than rely on a “one-size-fits-all” policy. Each generation is different, each will have their own priorities. For example, a Gen Z employee might really desire a clear career development pathway, while a Baby Boomer might keep job-security or salary at the top of their list.
Employers can develop a full understanding of what each generation wants at work through regular check-ins and job satisfaction surveys. Once that data is collected, more tailormade generational engagement strategies can be developed to increase across-the-board engagement and happiness of a multi-generational workforce.
Employee stress can significantly affect productivity and happiness. What steps can employers take to address workplace stress effectively and create a more supportive environment?
To mitigate workplace stress, employers can implement wellness programs that focus on mental health, provide resources for financial wellness, and promote “open-door” communication. Regular check-ins and surveys can help identify stressors, allowing for timely interventions. Creating a supportive environment where employees feel safe to discuss their challenges is essential. Creating psychologically safe environments that include trust between employees and their managers help to reduce stress.
With the monthly insights from the Happiness @ Work Index, what are some actionable strategies organizations can implement to foster work-life balance, recognition, and career development?
Organizations should foster work-life balance by promoting flexible work arrangements whenever possible. Recognizing employee achievements through regular feedback and celebrating the wins at work can enhance feelings of support. Additionally, establishing clear pathways for career advancement—such as training programs and mentorship opportunities—will encourage employees to grow within the company.
Looking ahead, what advice would you give to Canadian SMBs seeking to create a happier, more engaged workforce?
For SMBs aiming to cultivate a happier and more engaged workforce, I recommend prioritizing open communication and feedback. This involves actively listening to employee needs and considering how to implement their suggestions into organizational policy. Small businesses may have a bit more of an opportunity to do this efficiently due the size of their organizations. At a small business, it can sometimes be easier for a leader to sit down with an individual contributor and then turn that conversation into actionable policy. Customizing the environment to the smaller teams is less of a challenge for business owners.
Additionally, investing in employee wellness programs and creating a positive company culture where recognition and career development are part of the norm will greatly contribute to overall employee satisfaction. Small business owners who are aware of the culture that they want, and focus on constantly nurturing that culture help to drive engagement with their teams.
