Beyond Hi-Tech: Taking A “Deeper Dive” Into HR Issues
Even with the right workforce plan, the right talent
and the right programs, effective communication
is still critical. Technology, of course, plays a
significant role and digital channels have been
critical to keeping workforces connected, especially
with many employees working from remote
locations. In the last year, we saw remote work
supported efficiently by IT and webcast technology,
allowing employees stay productive and connected.
Microsites and employee feedback mechanisms have
also ensured that communication flows in all the
Regardless of the channel, though, communication
must be relevant to be impactful. The pandemic has
reinforced that people cope with stress in different
ways. The physical, financial, and emotional toll
of Covid has required employers to get tools and
resources quickly into the hands of employees and
their family members that need them. Effective
communication requires analyzing the wealth of data
on how employees consume the various wellness,
benefits, and rewards programs offered. Similar to
the marketing analogy above, HR can then create
individually-targeted notifications to guide people to
the programs that can help.
Deeper dive: Human-centered design, the process
of building out the full user (in this case, employee)
experience based on the people you’re designing for,
and ending with interactions that are tailor-made
to suit their needs, helps to achieve an audience
of-one focus that can increase employee
engagement. A generic approach can be valuable
for top-down communication, but not much else.
Even persona-driven models that help narrow the
ideal experience still run the risk of being overly
stereotyped. Personalized models assure individual
data, including past interactions, is used to create
a meaningful employee experience with the right
messaging and tone, delivered via the right channel.
Analytics, AI, and other technologies remove much
of the uncertainty of decision-making when HR
tackles key management and operational issues. The
key – the deeper dive – in all this is to realize what
technology can do, and where human insight still
needs to play a lead role.
Scot Marcotte, is Chief Technology Officer at Buck. For 30 years he has helped organizations solve
HR issues through the strategic use of data, communication and technology. He has co-authored a
book on employee engagement, was named Xerox’s innovator of the year, serves as the press box
announcer for the Chicago Bears, and is a regular presenter at global conferences.
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