This week I spoke at the Recruitment Technology Evaluation Convention in Sydney. The topic was navigating the hyperconnected world from a recruitment and human resources perspective.
The key issues facing businesses now include:
- Hyperconnectivity and the digital revolution
- New rules for engagement and recruitment
- Why community matters more than ever
The proliferation of social computing and huge growth in smart phones means that the communication landscape is changing. No longer are people tied to desk to access applications and the internet. And the high usage of social networks is driving different expectations in our user communities.
Further, there is an increase in social recommendations as an engine of business. The workplace is changing. We are changing both the physical experience of the workplace, with creation of collaborative spaces for people to gather in as well as traditional work stations. Along side the changes in the physical work spaces we are seeing a rapid evolution in social business practices and platforms that mirror the experience of public social networks.
The challenge for businesses today is how to engage and retain staff, and to build a culture that supports the creation of value for all stakeholders. Maintaining relationships with current and former staff members (through alumni communities) and other stakeholders is becoming critical. This is where community management becomes increasingly important.
Also, for many years, employers have taken it as their right to undertake surveillance of various kinds in respect of their current and potential employees. Now we are seeing the rise of sousveillance or ‘inverse surveillance’, where the watchers become the watched.
This phenomenon of sousveillance is merging with the trend towards social recommendations to create reputation networks that not only encompass the personal brands of individuals, but also include corporate brands. This is changing the rules of engagement for all parties. Employees are increasingly likely to bring with them a fully fleshed personal brand and a propensity to use social media as part of their daily lives.
Companies are increasingly demanding that their employees participate in social media on behalf of their brands. This means that the boundaries between personal and corporate brands are likely to blur, and we can expect to see skirmishes along those boundaries. Questions such as who really owns the contacts made via social media that an individual has made during their employment will need to be resolved. We are already seeing legal cases testing this question.
The big challenges that I see (from a company perspective) within the new hyperconnected landscape include:
- the need to master complexity;
- finding ways to deal with shifting or blurred boundaries between the public and private or between business and personal;
- the need to remove friction in processes across silos and boundaries;
- continued demands to deliver value to all stakeholders; and
- the increased need to build and maintain relationships and the growing visibility of those relationships via social channels.