Digital technology and the Future of Human Resources

Web Technology and Human ResourcesA Corporate Strategy

James Moffat, Organic Development

About Organic Development

Four years

Wide range of clients directly and through partners

Team of ten experts across the range of digital strategy

Experts in Social Media

Help you use online technology to improve you business

Help you communicate within your business and with customers

Help you utilise the power of informal communities in your business

Provide insight, expertise, intelligence and control

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Help provide you with the right mix of skills within your team5

Web Techology and Human Resources

The Behavioural Revolution

Seven Game Changing trends in Technology

A Strategy for Success

Practical Examples

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Communities and complex adaptive networks

Q&A6




Practical Examples

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What is the behavioural revolution?

The Behavioural RevolutionPeople are changing their behaviour. Technology is allowing people to behave in different ways

The Behavioural revolution

So whats changed?

1. Access

Everyone has a little Rupert Murdoch lurking inside them…

2. Control

The internet is unregulated… you can publish ANYTHING


An example of people power & new technology VS big business

The Behavioural revolution

IMPORTANT: Its about people, not about technology

People are the at the heart of your organisation….

…the technology is easy to implement


Who are the people?

‘Is there a difference with different age groups in how they engage with the new technology?’

Jane Watkinson

…Generation Y is coming

New behaviours are here to stay and your organisation will have to adapt.


Generation Y is coming

• Only know rising prosperity

• An only child

• Doesn't understand 'wait your turn’

• The world is small - travel and communications are at their fingertips

• Spends more time on Facebook than with their families

• The average 21 yr old has`:

• Exchanged 250,000 emails

• Spent 5000 hours playing games,

• Spent 10,000 hours on their mobile

• Change their mind at will

• They think for themselves


Who is Generation Y?

• Work isn’t their life

• They get bored after 4 years in a job

• 30% leave a job in the first year 1

• They live technology…

…but avoid commitment


Who is Generation Y?

Your organisation needs to adapt

• Generation Y won’t accept old working practices…

… they don’t need to

• The current generation wont understand the need to adapt


What does this mean for your organisation?

A quesiton I was asked recently: On the behavioural point, I would be interested in any learning to date about 'good' and 'bad' behaviours have arisen (employees;customers etc) so that some of the

opportunities/challenges can become clearer in our minds.

The Behavioural Revolution: Good and bad behaviours

The answer…

There aren’t good and bad types of behaviours, there are just a NEW, DIFFERENT set of behaviours.

The Behavioural Revolution: Good and bad behaviours

The challenges

You don’t control the agenda

The conversations are already happening

You don’t control the space

You arent listening

You arent engaging

The opportunities

You can enable responsible use of these channels

You can create spaces to monitor and measure

You can listen to what is being said

You can engage with customers and employees

You can be more customer centric

What does this mean for your organisation?

Yammer: A collaboration and micro blogging platform

Google Videos

A video channel for your businessVideo sharing makes important communications like internal trainings and

corporate announcements more engaging and effective.

Keep videos secure and privateEmployees can securely share videos with colleagues without exposing

confidential information.

Anytime, anywhere accessGoogle Video is securely powered by the web, so you can access company videos from your desk, on the road, and at home.

Works across operating systemsGoogle Video works in the browser on PC, Mac and Linux computers.





Practical Examples

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Q&A6

...people only made money out of records for a very, very small time. When we started out, we didn’t make any money out of records because record companies wouldn’t pay you! They didn’t pay anyone.

Then, there was a small period from 1970 to 1997, where people did get paid, and they got paid very handsomely and everyone made money. But now that period has gone.

So if you look at the history of recorded music from 1900 to now, there was a 25 year period where artists did very well, but the rest of the time they didn’t.

Mick Jagger, Rolling Stone FrontmanGraduate of Economics, LSE


Your business is network of communities and always has been

Your organisation is a collection of dynamic, changing communities that come together in different forms to undertake

specific tasks.

• Around the water cooler

• In meeting and board rooms

• Down the pub

• In online spaces

…These communities are spontaneous and appear at will



Complex adaptive systems

Your organisation is a network of individuals who can change and adapt to deal with problems or tasks

This exisits IN SPITE OF traditional organisational structures

These communities have always been there

Technology is making them visible

Technology allows you to tap into these communities

Understanding these communities

1. Emergence: Rather than being planned or controlled the agents in the system interact in apparently random ways. Yet there is no grand plan.

2. Co-evolution: They change to fit their environment, and their environment changes to suite them

3. Sub optimal: A complex adaptive systems does not have to be perfect in order for it to thrive within its environment. It only has to be slightly better than its competitors and any energy used on being better than that is wasted energy.

4. Requisite Variety: The greater the variety within the system the stronger it is. Strength comes from diversity


The features of a Complex Adaptive System

5. Simple Rules: Complex adaptive systems are not complicated but have rich variety

6. Iteration: Small changes in the initial conditions of the system can have significant effects

7. Self Organising: There is no hierarchy of command and control in a complex adaptive system. There is no planning or managing, but there is a constant re-organising to find the best fit with the environment.

8 Nested Systems: Most systems are nested within other

systems and many systems are systems of smaller systems.



THE GOLDEN RULE: Connectivity

The ways in which the agents in a system connect and relate to one another is critical to the survival of the system, because it is from these connections that the patterns are formed and the feedback disseminated. The relationships between the agents are generally more important than the agents themselves.



How do you manage and create a culture and environment that helps your CAS of communities flourish?


The answer…

1. Create appropriate containers (technology and environment)

2. Understand significant differences (knowledge)

3. Facilitate transformation exchanges. (Communication and training)

• In CAS, managers set guidelines for workers to interpret, and use to self-organise: EG Google Video

• There are already informal networks... You need to enable them to flourish





Practical Examples

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Q&A6

1. Cloud Computing

Cloud computing is

Rapid development and rollout

Easier to scale

Easier to support

A place for tools and functionality

Software on the internet

Using less hardware

Having less IT support / upgrades

2. The internet as a streaming medium

The internet is a real time environment

Conversaitons are happening all the time

People are talking about your brands right now

You need ways in which to monitor this

3. Mobile Interfacing

The majority of web ready devicies shipped from manufacturers in 2009 were mobiles

More new connecitons to the web in 2009 were from mobile devices than desktop computers

People can access the web from anywhere, at any time, to talk about anything

4. Social Media: A Social Phenomenon

What is Social Media?

Social Media is the spreading of information through social interactions on the internet.

Interactions are typically person to person but can be 1 to many or many to many

A new way in which people communicate in all areas of life

A set of online communication and relationship building tools

Social Media is powerful because it is ‘social’

4. The Social Media Landscape

A dynamic, complex and changing landscape

Lots of tools platforms and communities

Roughly divides into three types of activity

Content is the currency of the social media landscape

Content means text, video, audio, anything you can publish and share

5 & 6 The Power of people: The ON DEMAND organisation

Ask youself this….

How do I manage the message if I do not control it?

How do I manage the culture change in my organisation

Who in my organisation can the the voice of my organisation online?

How to I skill my people effectively?

What does my company sound like online?

Digital as a people focused, ‘bottom up’ channel

7. Augmented reality




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The Current Situation

• You have two groups of people to serve: The technology haves and have nots

• You organisation is made up of informal communities but this isnt recognised by IT or your formal business structures

• Your current IT and policy strucutre is not designed to enable these communities

• You have a new generation of IT tools available that you aren’t using

QUESTION: How can Digital Comms support & enhance key

business functions?

ANSWER:Your business doesn’t plug into Technology,

Technology needs to plug into your business.

Planning for Technology Integration

Marketing CustomerService

PublicRelations

HR IT

Advertising

ReputationMgmt.

BusinessDvlpmt.

Legal

CustomerSupport

Collaboration

Business Functions Business Processes

Measurement

Data Analysis

InternalCommunications

Research

I need to find a technology solution that is right for the job…

Can I find a one size fits all solution?

Slide courtesy of The Brand Builder www.thebrandbuilder.wordpress.com

http://www.thebrandbuilder.wordpress.com/

A Strategy for Success: Implementation

Step 1: Strategy & development

Step 2: Operational Deployment

Step 3: Management & Execution

Identifying goalsIdentifying key departmentsDeveloping strategies and tactics

Setting targets and budgetsClarifying intentProviding direction

Getting departments up to speedTraining staffEnabling technology and toolsCreating the internal infrastructure

Working with Legal, IT, HR, etc.Creating guidelines Developing the organisationContinuous improvement

Community managementOnline reputation managementMonitoring Measurement

Digital customer supportInternal collaborationEtc.



A Strategy for Success: Managing and monitoring

Budget and resource

Establish the appropriate tools, environments and technology

Make changes and measure again

Identify the need Measure and monitor how well it is working

Step 1 Step 2 Step 3 Step 4 Step 5

A methodoligy that works


The Future of Web technology for your business

• The right tool is different for every job: IT shouldn’t try to provide a one size fits all solution

• The groups that come together to undetake jobs are different every time and can be geographically disparate: Cloud hosted systems solve this issue

• Your IT policies and structure need to be flexible: People are accessing and using web media all the time, if not from their computer then from their phone. You cant stop them

• Your IT department needs to become technology consultants, not systm builders: Identifying the right solution for the job and then ensuring it is stable and secure.




Practical Examples

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Practical Examples: Collaboration tools

2. Better Collaboration: Huddle.net

• Be aware of tools that allow you to share resources and information

• Don’t try to identify one tool for all situations

• If a tool doesn’t work, throwm it waya and start again

EG: Boots the Chemist and Huddle.net

“The main change in working practices, and a continual challenge, is to drive the team to continually upload documents and refer users onto Huddle rather than clog up email systems and shared networks. When material is uploaded and shared, there is no question about where the latest, most current version resides, so we don’t waste time looking for it or waiting for our beleaguered email server to download it.”

Practical Examples: Collaboration tools

Practical Examples: Internal Communities

3. Internal communities: A Socially Aware Intranet

• Your people ARE your brand

• Create in house forums, tools and feedback mechanisms to allow you to understand where these communities are and to let them flourish

• The activity is happening anyway… engage with it!

SOLUTION = T&Cs and MODERATION

Practical Examples: Google videos

Practical Examples: Listening tools

4. Listening and engagement

• Find out what is being said

• Monitor your emplyer brand

• Engage with candidates when they arent looking

• Allow your staff to act as ambassadors

SOLUTION = LISTENING TOOLS

Practical Examples: Listening tools

Practical Examples

Use of social media for proactive recruitment and emplyer brand awareness

Build a datababse of candidates

Focus on Candidate Management and talent selection

Equality and diversity reporting

Integrated search strategy

Integrated social media strategy

Minimise costs of software and save time

A pool of talent, the best not just the active seekers

5. Recruiting better talent

Practical Examples: Digital Recruitment Strategy

Planning your digital recruitment strategy

Budget and resource

Establish a funnel of online activity/digital real estate to pull candidates in


Identify where your candidates are online

Measure how well your funnel is working



Planning your digital recruitment strategy

active audience

passive audience(brand aware)

the wider digital audience

Creating a candidate funnel

Your Recruitment Website

Converting potential candidates into real ones

active audience



Your website as the conversion tool for your candidate funnel

£££ ROI AT Website £££

Total search impressions

Search advertising spend

Social media mentions

Total emails sent

Total clicks from emails

Click Thru Rate (CTR)

Total website visitors

Total sales

Revenue per visitor

Total investment Vs Revenue


active audience



Your website as a communication tool talking to your candidate funnel

£££ Your Website £££

Facebook, LinkedIn

Google, Twitter

You Tube

Job alerts and updates

Blog posts / news

Microblog posts

Vacancies

Informaiton about stores

Culture


active audience



Use multiple narrow verticals to reach your audience

Target multiple narrow verticals

to reach allaudiences


The possibility of enciting an action as a

result of your communication

EG: Click, website visit, subscribe

The successful completion of an action

or goal positively contributing to your

online and overall business plan.

EG: Lead generation, sale,

The possibility of gaining a potential customers attention

EG: impressions, views, searches, follow, opens…

Retaining a customer for maximum lifetime value and repeat business

EG: subscription, newsletter, upsale, referral, advocate

Measure Goals throughout the Customer Life Cycle and measure KPIs


Budget and resource

Establish a funnel of online activity/digital real estate to pull candidates in


Identify where your candidates are online

Measure how well your funnel is working




Content is the currency of digital comms…

Organise your content into relevant streams or themes

Publish these streams on your site

These streams of content are the backbone of your digital marketing efforts….

Enable your staff to create content

Content is King…

Web Techology and Human Resources: Summary

Technology allows people to behave the way they want to

Many organisations are doing this already

You can’t ignore this change

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The solution is a combination of culture change and IT

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Your organisaiton is made up of informal communities




Practical Examples

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Thank you for listeningJames Moffat 0845 869 7654www.organic-development.comwww.organicarelikeminds.co.ukwww.twitter.com/growwithorganic

Do You Have Any Questions?

http://www.organic-development.com/

http://www.organicarelikeminds.co.uk/

http://www.twitter.com/growwithorganic

Digital technology and the Future of Human Resources

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