Human Resources: Key to the Organization’s Digital Success



People engage in social, people are mobile, people want the flexibility of cloud, and people generate the terabytes of unstructured data that stress our traditional analytics systems. Every “moment of truth” in a digital customer experience involves people. To execute on a digital strategy, you need a digital organization and culture, and HR is key in transforming the enterprise. HR has explosive potential to bring digital capabilities in house and drive business improvements—far beyond using LinkedIn for recruiting. If HR applies and masters game and crowd mechanics for enterprise performance, HR, not marketing, will become the enterprises new digital innovators.

Improving Employee Experience Makes a Better Customer Experience

Digital will remake employee-enterprise connectedness in the same way that it is revolutionizing customer-enterprise relationships. Just as we see in consumer scenarios, digital enables more collaborative and comprehensive employee engagement, which in turn drives higher levels of employee performance. If social and mobile are the best ways to reach customers, logically, they’re also the best way to reach employees. Making social networking and collaboration available internally allows all employees to learn from one another and collectively problem solve.

Human Resources Organizations Need to Hone Their Mobile Employee Strategies 

Figure 9. Impact of Typical Mobility Trends 5-Year Horizon

Figure 9. Impact of Typical Mobility Trends 5-Year Horizon

Gaming the Digital Enterprise

Just as game and crowd mechanics can be used to drive customer engagement, they can also be used to boost employee performance and loyalty. Employees aren’t simply interested in earning a paycheck. Humans engage, participate and are loyal because of deeper motivation – because it’s interesting, because it’s engaging, because it’s the right thing to do, and because they want to contribute.

Managing employees the old way involved:

  • Financial incentives (carrots and sticks)
  • Siloed organizations
  • Management hierarchies
  • Annual or quarterly reviews
  • Clock-in/clock-out (or an implied mandate that you should be at work during certain hours)

Contrast this with the crowd-, game-, and analytics- driven approaches we can leverage going forward:

  • Outcome-based performance measurement
  • Continuous and real-time feedback
  • Social collaboration
  • Real-time coaching and mentoring
  • Engagement using crowd mechanics
  • Performance via multimotivational game mechanics

As HR learns and applies the multiple motivational approaches of gamification, tapping into people’s desire for status, achievement, and rewards to drive enterprise performance, HR will become the go-to gurus for behavioral insight and game mechanics.

Mining Big Data for Talent and Expertise

The new digital enterprise helps you find out more about the people who work for you, or who want to work for you. Where is expertise hidden in your organization? Employees may have deep interest or expertise in areas that are not evident on their CV. The digital enterprise lets you see who knows what and helps you to take advantage of talents you may not realize you have on board (the mailroom worker who is in film school and could help you with video production; the salesperson who does voiceovers for commercials; the person who answers all the questions about SharePoint on the message boards even though it is not her job to do so). You can then bridge the gap between the subject matter experts and the teams who need their expertise across the organization.

How HR Is Transformed

Digital helps HR to become proactive instead of reactive. For instane, social listening and analytics can help you track employee satisfaction and intervene when problems are still small.

Digital also helps identify underappreciated resources. In the past, leaders and extroverts got the attention. It’s important to nurture them but also to identify the quiet achievers whose knowledge, skills, and abilities may go unsung.

Table 2 shows how the four pillars of digital transformation can drive change for each important area in HR. This scorecard is more detailed than those for other functional areas because HR is of prime importance in driving digital transformation across the enterprise.

Table 2. How Digital Impacts HR Needs across All Dimensions

Table 2. How Digital Impacts HR Needs across All Dimensions

 


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About the Authors



Tonya McKinney leads TCS’ Digital Strategy Consulting and Solutions capability. She has spent more than a decade innovating and executing integrated, digital marketing practices and programs. More »


Bill Quinn leads TCS’ Digital Strategy Consulting and Solutions capability. He has spent more than a decade innovating and executing integrated, digital marketing practices and programs. More »

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