As a leader and talent expert, Tarek identifies relevancy as the key factor enabling brands like Netflix, Amazon, Hulu, and Spotify to engage their audiences effectively. These brands analyze user actions to deliver precisely what their audience needs. Tarek sought to apply this principle within the employee spectrum, aiming to communicate with employees in a personalized and relevant manner. This vision inspired him to create Cerkl Broadcast, an internal communication platform designed to facilitate effective and tailored employee communications. 

Having experienced both engaged and disengaged workplace environments, Tarek Kamil leverages data to uncover what drives profitability, retention rates, and customer satisfaction in successful organizations. He observes that companies prioritizing their employees alongside their primary products or services achieve the most significant results, enjoying better retention and overall progress. According to Tarek, the most successful leaders globally rank employees among their top three priorities, which emphasizes the role of employee experience in organizational success. 

According to Tarek, engagement is effortless in one-on-one conversations but scaling it to a large number of employees—say 1,000 or 10,000—a solid technology layer is indispensable. AI and Machine Learning technologies have come a long way in helping organizations achieve this goal. The advanced versions of AI, Generative AI are taking automation and communication to the next level. Bringing a synergy of these technologies to the internal workplace environment will revolutionize employee engagement and communication.  

In his nine-year journey, Tarek recalls the significant challenge of convincing people of AI’s benefits, as it was initially a foreign concept to many. But now that everyone is aware of AI’s time-saving benefits, people are gravitating towards it even if they’re not fully aware of the underlying workflows. Brands like Amazon, Netflix, and Uber are prioritized for their scalable AI technologies that streamline processes and save time. When it comes to the employee-HR spectrum, a blend of human-led AI approaches is adopted, ensuring that communications are not only efficient but also relevant and impactful for employees. 

Ensuring that AI technologies enhance rather than overwhelm employee experience is crucial. These technologies should not only inform and engage but also cater to individuals’ personal interests by delivering tailored content. Understanding employee demographics plays a key role in this approach. For example, Gen Z employees, who have grown up with smartphones and AI, expect highly personalized interactions. By meeting these expectations, companies can significantly improve engagement, productivity, and retention, making employee experience a powerful strategy for both talent acquisition and retention.