enterprise 2.0 - using social media to address hr priorities
DESCRIPTION
This presentation explores the ways that strategic use of social media tools — and solid, related change management — can help your organization.TRANSCRIPT
© 2009 Towers Perrin
April 21, 2009
Rob Lamson, Evan Metter
Welcome to Enterprise 2.0
Using social media to address organizational priorities
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Today’s presenters
Rob Lamson is a Principal in our Boston office. He
is a member of Towers Perrin‘s Change
Implementation practice.
Much of Rob‘s work has focused on improving HR
service delivery by aligning HR strategy with
business goals, assessing the cost structure of
providing HR services, measuring the effectiveness
of the HR function and identifying opportunities to
leverage technology.
He has worked in a variety of industries managing
large-scale global HR transformation projects and
developing detailed business cases to support
these efforts.
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Today’s presenters
Evan Metter is a Change Implementation
Consultant in Towers Perrin‘s Boston office.
His area of focus is enhancing the effectiveness of
organizations through improved organizational and
process design as well as leveraging technology.
Evan is also one of the firm‘s leading thinkers in the
area of Enterprise 2.0 (social media).
Through his client implementations he has gained
an appreciation for the benefits these tools confer
as well as the strategies companies pursue to
ensure successful adoption.
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Today’s economy presents unique challenges for HR
1. Lightening the Load -
Reducing HR spend by
delivering cost effective and
innovative HR service
delivery solutions
2. Talking with the Team –
Communicating with
employees in a time of
uncertainty (and crisis)
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The technological environment is also different now
Your employees are using Web 2.0 tools already…
…they are wondering why the same types of tools don’t exist at work
70 million + blogs growing 1.4 blogs / second.
As of May 1st, there were 2.4 million articles on Wikipedia in English, 684 million visitors every year and 75,000 active contributors.
30 million + users The average user has more education and a higher salary than the average reader of the Wall Street Journal.
Over 50% of Americans aged 20-30 years old use Facebook. More than half of Facebook users are outside of college. It is the sixth-most trafficked site in the United States.
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The confluence of recent changes calls for new,
more flexible tools in the workplace
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Enterprise 2.0
Enterprise 2.0 is the adoption of enterprise-grade Web 2.0 tools to address a
variety of organizational needs: employee engagement, communication,
collaboration, learning and development
Organizational Priorities
Enterprise RequirementsClosed Community
Integrated Workflow ProcessesEnterprise Grade Tools
Web 2.0
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Demystifying the technology and linking it to people
Enterprise 2.0
Communication Collaboration
Social
InteractionsCategorization
Tagging
Ratings
Social bookmarking
Blogs
Podcasts
Videocasts
Wikis
Shared
workspaces
Social networking
Network mapping
Employee Experience
Engagement
Cost Effective and Innovative HR Service
Delivery Solutions
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Enabling a shared services center through wikis
The Issues Company looking to create a usable knowledge base to support their Employee Service Center
Needed to assimilate an acquisition into the existing Center (which already served 4 distinct
business units)
Wanted to reduce costs in the Service Center which improving quality (e.g., consistency of
answer) and efficiency (e.g., speed of answer)
Had no consistent documentation for Customer Service Representatives (CSRs)
Information was in the current CSR‘s heads and scattered in binders
Had a short timeframe to complete the project
Overview of Our
Solution
Towers Perrin introduced a wiki platform
Used as the backbone for the knowledge base
Used as a project management tool to complete the project
Results In 8 weeks the team created:
A functioning knowledge base built on a robust wiki tool
An efficient process for writing knowledge articles
Nearly 500 knowledge articles
Company drastically improved orientation for new CSR‘s
And we did it without e-mail!
Lessons Learned The wiki was an ideal knowledge base with a powerful search function (by keyword or by tag)
and useful cross-linking of answers
The wiki tool was more than a knowledge base – we used it as a project management tool to
enhance coordination, increase transparency and create efficiencies among the team
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Using a wiki as a project management solution
Streamline action items
Measure projects in real time
Collaborate on
agenda creation
Access meeting
minutes
Enabling intra-HR collaboration
through SharePoint
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Enabling intra-HR collaboration through SharePoint
The Issues &
Goals
To enable an aggressive shift in global staffing and product development capabilities, a Fortune 500 global
technology company adopted knowledge sharing and collaboration as key strategic business priorities. In
support, the HR function undertook a far-reaching effort to enable intra-HR collaboration and knowledge
sharing with the goals of:
Creating transparency throughout the HR function
Enabling team-based collaboration and knowledge management
Facilitating the sharing of information between Centers of Excellence (COE)
Equipping HR Business Partners for more effective service delivery by creating a channel of
communication between COEs and Business Partners to share tools, feedback and best practices
Bridging the gap with international teams by enabling local maintenance of local content and
international access to global and regional specific content
Motivating timely maintenance of policies, web content, call center & communications
Overview of
Our Solution
HR leveraged several existing technology platforms to meet its goals – Sharepoint, a web portal, and
Lotus Notes
A collaborative environment was built with two parts with different objectives:
Team Rooms (“Workroom”): Within COEs and project teams, enable team level collaboration,
document management and project management, with the ability to easily ―publish‖ tools and resources
for HR-wide consumption
HR Work Center (“Showroom”): Serving as the intra-HR portal, the site enables COEs to share the
most commonly requested tools and resources, best practices, contacts, and other valuable information
with the entire HR organization
Lessons
Learned
Active participation in a system which is something ―extra‖ is near impossible to achieve
Design for the basic user – complex functionality that most do not use is not a good investment
Do not be scared of collaboration and information sharing, they will ultimately enhance your HR service
delivery capabilities
Over-invest in communications and change management
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System Overview
Dashboard Modules
Simple and consolidated user access to
HR Work Center and Team Rooms
Receive HR Work Center feedback via email
HR Work Center
Up to date tools and resources from
COE Team Rooms - organized by local,
regional, and global content, ability to
find HR contacts by expertise, provide
content feedback, review and submit
global best practices
Enables COEs and project teams to:
collaborate in teams, manage
documents, projects and
“publish” tools and resources directly
to the HR Work Center
HR Collaboration
and Knowledge
Sharing System
Intra-HR Information SharingSharePoint + Portal
Team RoomsTeam-Based Collaboration
SharePoint
Workflow IntegrationLotus Notes
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Enabling intra-HR collaboration through SharePoint
XY
XY
Communicating in Tough Times
Using Enterprise 2.0 Tools to Connect the Workforce
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Connecting with employees is more important
than ever during this economic downturn
The current work environment is rife with anxiety and distraction for employees
Worry over their job security — and that of family members
Concern about the fundamentals
Risks of SilencePotential Rewards of
Proactive CommunicationsStrategies to Consider
Employer appears uncaring
Leadership seems aloof and weak
Rumors emerge and spread to fill the
void
Employees make uninformed decisions
— e.g., over-insuring for health care
and/or stopping their 401(k) savings
When productivity and efficiency have
never been more vital to a company‘s
success, employees become distracted,
morale is damaged and engagement
suffers
Valuable talent ‗checks out‘ and may be
lost
Demonstrate leadership‘s commitment to
and concern for employees
Reassure employees and squelch the
rumors
Be viewed as a good and fair employer
who provides helpful information and
tools as well as direction and context
Sow the seeds for the benefits of trust
and transparency — set the company
up for long-term success, ensuring
employee loyalty and dedication
Avoid turnover, litigation and other
negative backlash
Lead with top-line, strategic messages to
reinforce the foundation and the value
proposition
Craft messages carefully to ensure
honesty and clarity — don‘t over-
promise or ‗sugar coat‘ and do admit
uncertainty about some issues
Communicate personally — enable
managers to dialogue with employees
— and reinforce through a mix of media
Reiterate the value of high-potentials
Promote resources such as wellness
programs, financial counseling and self-
service tools
Leverage expert talent to plan and
implement effective communication,
despite current resource constraints
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Employees are watching their organizations for signs that their organizations care about employee well-being and treat people fair, even during difficult times.
Leaders who maintain open lines of communication during tough times can:
Reap the benefits long-term benefits of a more engaged workforce
Stay on track to compete effectively when the economy revives
Relationships are fundamental to the current and future
success of the organization
Creating a more transparent
communication style can help to
personalize leadership and
engender trust
Just-in-time media solutions give
employees the information they
need quickly and convey a sense
of inclusion (we are all in this
together)
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Enterprise 2.0 tools are all about relationships
Enterprise 2.0 tools are familiar to employees, available to organizations and can
be a rich channel through which organizations can reach employees.
These tools boast built-in benefits, unique to these tools (in comparison to other
communication media):
Sets an informal tone
Provides an open, flexible platform with less structure and fewer rules about
content
Messages seem less sanitized, yet more spontaneous
Offers means for all-way communication though employer created messages
and employee generated content and comments
When used appropriately (right message, right time, etc), these tools can:
Lend credibility to messages
Foster trust between leaders and employees
Add a candid tone to communications
Give a sense of transparency
Enterprise 2.0 communication tools address a key element that traditional, static, one-way communications miss – relationships – through the engaging, dynamic and flexible presentation of information and messages.
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Implementation and outcomes
Drive engagement and retain key
talent during tough economic times
Understand link between
relationships and org success
Foster sense of honesty, trust and
candor between org and employees
Adopt Enterprise 2.0 as a
communication solution
The model below shows the link between relationships and effective communication, and how adopting a communication media well-suited to manage relationships can drive desired outcomes.
How to Get Started
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Towers Perrin’s GATES method
Goals – What do you want to
accomplish with Enterprise 2.0
tools? What problems are you
trying to solve?
Audience – What group of
people are you targeting? What
are they ready for? What do they
need to do to help you reach your
goal?
Technology – What tools best
enable your goals and your
audience?
Engagement Strategy – How
will you make the new tools stick
and deliver the value you‘ve
planned?
Notice we don‘t start with
technology
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Towers Perrin’s experience: “Seeing Eye to Eye”
Goals: Communicate
innovatively before an after our
annual practice meeting and
creating an experiential Enterprise
2.0 learning opportunity
Audience: Business leaders and
senior consultants
Technology: Social network,
forums, blogs, video-casting,
podcasting
Engagement Strategy
Phase I: Establishing Familiarity
Phase II: Retraining Behaviors
Phase III: Achieving Community
Phase IV: Sustaining Growth
“I really like that the site allows us to feel
more connected with colleagues and put a
face with a name. I think it helps build a
more cohesive "team" feeling across the
entire business.”
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Some thoughts in closing…
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Closing advice: Strategy
Understand how this fits in to what you are currently doing.
What does it replace?
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Closing advice: Vendors
Decide if you need a stand-alone solution
or a suite of tools?
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Closing advice: Vendors
Consider setting up a true-to-life pilot before buying
(but make sure you do it right to ensure an accurate evaluation)
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Closing advice: Vendors
Make sure whatever you choose “plays well” in your
technology environment…
…and take the time to set it up properly
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Closing advice: Implementation
Don’t invite people to an empty site.
You need to seed some content.
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Closing advice: Community Management
Gardening is a good metaphor
Questions & Discussion…
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Who can we contact for help?
Rob Lamson
Towers Perrin – Boston
Office – 617-638-3635
Evan Metter
Towers Perrin – Boston
Office – 617-638-3785
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Towers Perrin’s 12th
Annual HR Service Delivery Forum
Please join us for Towers Perrin's 12th Annual HR Service Delivery Forum
When: May 31 - June 2, 2009
Where: Sheraton Society Hill, Philadelphia, Pennsylvania
Towers Perrin's 2009 HR Service Delivery Forum will highlight leading-edge HR service delivery
practices and real-world client experiences to help you manage change in your company....and
includes:
A highly interactive experience, with total attendance capped at 200 persons to ensure you're
a participant, not a spectator
Presentations that focus on information exchange with peers who have actually "been there"
Almost exclusively case studies, profiling some of the past year's most innovative -- and
successful -- HR service delivery projects
A focus on the practical nuts and bolts of "getting it done," with blueprints, road maps and an
emphasis on the change implications, as opposed to heavy theoretical discussions
A wide selection of breakouts, across a range of tracks and topics, to ensure that
conversations are directly relevant to you (and your team, should you desire to bring others
from your organization)
The first public release of Towers Perrin's 2009 HR Service Delivery Survey research results
Dozens of opportunities to schedule one-on-one sessions with Towers Perrin consultants
and industry specialists in your area of interest
To register visit: https://www.my-hronline.com/hrservicedelivery/default.asp