Future prospects for EDF’s human resources in nuclear Manchester University 26 March 2008
Digital technology and the Future of Human Resources
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Transcript of Digital technology and the Future of Human Resources
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Web Technology and Human ResourcesA Corporate Strategy
James Moffat, Organic Development
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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
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Web Techology and Human Resources
The Behavioural Revolution
Seven Game Changing trends in Technology
A Strategy for Success
Practical Examples
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2
3
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5
Communities and complex adaptive networks
Q&A6
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Web Techology and Human Resources
The Behavioural Revolution
A Strategy for Success
Practical Examples
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4
5
Q&A6
Seven Game Changing trends in Technology
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3
Communities and complex adaptive networks
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The Behavioural Revolution
What is the behavioural revolution?
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The Behavioural RevolutionPeople are changing their behaviour. Technology is allowing people to behave in different ways
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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
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The Behavioural Revolution
An example of people power & new technology VS big business
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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
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The Behavioural Revolution
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.
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The Behavioural Revolution
Generation Y is coming
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• 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
The Behavioural Revolution
Who is Generation Y?
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• 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
The Behavioural Revolution
Who is Generation Y?
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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
The Behavioural Revolution
What does this mean for your organisation?
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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.
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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?
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Yammer: A collaboration and micro blogging platform
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Google Videos
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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.
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Web Techology and Human Resources
The Behavioural Revolution
Communities and complex adaptive networks
A Strategy for Success
Practical Examples
1
2
3
4
5
Seven Game Changing trends in Technology
Q&A6
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...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
Communities and complex adaptive networks
Your business is network of communities and always has been
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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
Communities and complex adaptive networks
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Communities and complex adaptive networks
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
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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
Communities and complex adaptive networks
The features of a Complex Adaptive System
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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.
Communities and complex adaptive networks
The features of a Complex Adaptive System
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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.
Communities and complex adaptive networks
The features of a Complex Adaptive System
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How do you manage and create a culture and environment that helps your CAS of communities flourish?
Communities and complex adaptive networks
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
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Web Techology and Human Resources
The Behavioural Revolution
Communities and complex adaptive networks
A Strategy for Success
Practical Examples
1
2
3
4
5
Seven Game Changing trends in Technology
Q&A6
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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
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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
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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
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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’
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4. The Social Media Landscape
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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
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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
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7. Augmented reality
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Web Techology and Human Resources
The Behavioural Revolution
A Strategy for Success
Practical Examples
1
4
5
Q&A6
Seven Game Changing trends in Technology
2
3
Communities and complex adaptive networks
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A Strategy for Success
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
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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.
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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
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Slide courtesy of The Brand Builder www.thebrandbuilder.wordpress.com
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A Strategy for Success: Implementation
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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.
Slide courtesy of The Brand Builder www.thebrandbuilder.wordpress.com
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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
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A Strategy for Success
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.
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Web Techology and Human Resources
The Behavioural Revolution
A Strategy for Success
Practical Examples
1
4
5
Q&A6
Seven Game Changing trends in Technology
2
3
Communities and complex adaptive networks
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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.”
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Practical Examples: Collaboration tools
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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
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Practical Examples: Google videos
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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
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Practical Examples: Listening tools
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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
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Practical Examples: Digital Recruitment Strategy
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Planning your digital recruitment strategy
Budget and resource
Establish a funnel of online activity/digital real estate to pull candidates in
Make changes and measure again
Identify where your candidates are online
Measure how well your funnel is working
Step 1 Step 2 Step 3 Step 4 Step 5
A methodoligy that works
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Planning your digital recruitment strategy
active audience
passive audience(brand aware)
the wider digital audience
Creating a candidate funnel
Your Recruitment Website
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Converting potential candidates into real ones
active audience
passive audience(brand aware)
the wider digital 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
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Converting potential candidates into real ones
active audience
passive audience(brand aware)
the wider digital 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
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Converting potential candidates into real ones
active audience
passive audience(brand aware)
the wider digital audience
Use multiple narrow verticals to reach your audience
Target multiple narrow verticals
to reach allaudiences
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Converting potential candidates into real ones
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
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Converting potential candidates into real ones
Budget and resource
Establish a funnel of online activity/digital real estate to pull candidates in
Make changes and measure again
Identify where your candidates are online
Measure how well your funnel is working
Step 1 Step 2 Step 3 Step 4 Step 5
A methodoligy that works
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Converting potential candidates into real ones
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…
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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
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Web Techology and Human Resources
The Behavioural Revolution
A Strategy for Success
Practical Examples
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Q&A6
Seven Game Changing trends in Technology
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Communities and complex adaptive networks
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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?