Employees form the beating heart of an organization, acting as more than mere resources; they represent and embody the company’s values, brand, and service quality, all while driving innovation. Their active participation provides indispensable insights into customer needs, thereby fostering a superior brand experience. This paper proposes a novel approach to empower employees at all levels, enhancing business performance and customer experience simultaneously. It offers an innovative conceptualization of employees’ experiential needs, integrating cognitive, emotional, social, sensorial, and practical dimensions. Consequently, employee experience is defined as a range of psycho-cognitive responses to experiential benefits garnered from various job facets, including job descriptions, physical and digital workspaces, and work interactions. In response to this redefined understanding, we introduce Employee Experience Management (EXM)—a ground-breaking theoretical framework that encourages organizations to invest in their most critical customer group: their employees. The proposed EXM model amalgamates four key practices: Internal Branding Management, Workspace Management (physical and digital), Interpersonal Relationship Management, and Participatory Innovation Management. Foundational systems of Training and Mentorship, Reward and Recognition, Empowerment, and Career Crafting support these practices. Implementing this approach results in one primary outcome: a superior brand experience that maintains competitive advantage. Therefore, this paper’s central contribution is the introduction of this comprehensive theoretical model for EXM, thereby opening new horizons for future research and practical applications in the field
