Improving mobility is the main purpose of expat partner support. Here we discuss our best spousal support approach practices and the need to provide customised and personalised approaches rather than product-driven support or ‘Gucci money’.
Attracting top talent
Spousal support should contribute to the well-being and mobility of expat partners and consequently to the success of the posting and the mobility of the expats, i.e. talent mobility. Therefore, proper support helps the assigning organisation not only to develop and retain top talent but also to attract more.
Variety of target groups
Target groups can be broken down into a wide variety of categories such as gender, age, nationality/culture, family composition, (expat) experience, location, industry and expat contract. We have seen that the importance of finding a fulfilling occupation is growing fast, especially for the younger age-groups, as evidenced by the continuing rise in non-family related activities. Clearly, a one-size-fits-all approach is not effective.
The basis of an effective support programme requires customisation and personalisation. As Ellen Jansma, VP HR of Philips stated: “Different gender and different cultures will require different kinds of support. This is something that might be added to the à la carte services in the partner support programme.”
Scope of spousal support
Research has shown that making cash payments, so-called ‘Gucci money’, notwithstanding its high costs (100% ‘utilisation’), is not effective at all. We have defined spousal support as demand driven support in all stages, in all areas and in all forms. See also our Triple Seven model. Besides very cost-effective media and network support, a more costly form of support that helps expat partners find a fulfilling occupation is now growing strongly in importance, also due to the diversification of target groups.
Holistic, not product-driven, approach
A holistic personalised approach, covering the full scope of support options, is most effective. Research has shown that career support for employment during the assignment is, for numerous reasons, not the most requested type of support overall. Huge differences also exist between the various target groups. Timely ‘Return to work’ support, ideally starting long before repatriation, further encourages mobility.
The best support can be provided by an independent supplier – a party which has no interest in supporting their other (main) products, such as career/intercultural support and tests.
