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In formulating staff retention plans, HR professionals must look not only at factors and trends within the company’s business sector but must particularly examine trends in society as a whole. If we assume that most knowledge-intensive companies consider their workforce as critical assets, then, in order to support the company strategy, it is essential that HR pro-actively provides senior management with reliable and well structured information about population trends, about future expectations regarding talent and skills, about developments in productivity standards and about skills availability.
In its work in the HR industry across the world, NorthgateArinso has concluded that the average company often has little or no idea of the impact that a loss of talent, combined with staff retirement, will have on its overall company strategic objectives. Just like all business managers, HR must be able to translate external trends into future scenarios and determine the consequences for the company workforce.
A good example of a current trend that can have a significant effect on this type of analysis is that of Social Innovation.
The fluctuating labour market, combined with a multitude of technical innovations, forces companies to define ‘work’ in a different way. Social Innovation is about renewing the labour process, with the goal of increasing productivity and participation - working more intelligently and organising work differently. The day when all employees came to the office to spend their time together is becoming less the norm but only a relatively small number of organisations are actively promoting this change. The way work is now being assigned is becoming more flexible and more project-based. In doing so, a company can more easily access the knowledge they need at a particular moment.
Because knowledge resides with the individual and the individual can exercise choice, he or she may be less tempted to opt for a traditional manner of work and can be more likely only to seek association with a company for the duration of a project while all the time connecting with networks and participating in projects that are offered through these networks.
FLEXIBLE TIME AND PLACE
As employees collaborate remotely with each other from different parts of the world, the usability and reliability of tools and infrastructure becomes very important. Employees are increasingly ready to perform all their transactional work via the web. Great adoption, however, requires a great user interface and minimal hurdles or clicks to perform transactions. Therefore provision of a spotless user interface is a key requirement, especially with users who are now used to rich internet applications that deliver a full-fledged application platform, combining video, sound, images, animations and full interactivity as standard – the likes of Google-simplicity and iPhone-like interfaces immediately spring to mind. Some more experienced people are switching to freelance work or are working on assignments linked to a final result where employees can determine themselves (within reason) the time and place of work, as long as results are produced at a certain time.
RESPONSIBILITY OF HR
Social Innovation demands changes in the way both management and the employee work and emphasises the need for a new form of coaching, rather than daily guidance, of employees during the process of working towards an end result. HR has to take a leading role in organising this change and establishing this new way of working, helping to guide managers as well as staff.
More than ever before, HR must be aligned with the strategy of the company and turn these choices into viable policies. HR must initiate the discussion on how such policies change relationships within the company and how this affects contractual terms and conditions.
It is the responsibility of HR not to implement Social Innovation as a solution to a problem but as a new way of working where both the employee and the employer can be challenged to innovate as part of a mature working relationship in an attempt to increase productivity.
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