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Accenture Future of HR Digital Radically Disrupts
Accenture Future of HR Digital Radically Disrupts
Digital is fundamentally changing the way In this point of view, we explore five Moreover, companies have found it
businesses and governments operate—from recent digital developments that we difficult to gather clean, consistent and
how they interact with customers, citizens believe will conspire to transform HR: integrated data. But service-oriented
and suppliers, to how they manage their architecture, data analytics, master
employees. New digital technologies • Data and integration will be king. data management (MDM) of HR data
enable not only greater integration and • Digital will give power—and people technology, and industry consolidation
flexibility than ever before, but also the management—to the people. will help companies surmount these
ability for employees to have a greater • Consumer applications will find a home challenges. Such developments can unify
share of voice and ability to participate in the enterprise. talent management applications and
in defining and even creating their • Digital will enable customized talent enable companies to integrate data from
own work experiences. Digital is thus management. transactional systems with business data
poised to radically disrupt HR as usual • Cloud computing will enable new and HR data in a single database. In
and redefine the future of the human flexibility and agility. addition, data on contingent workers can
resources function in the next decade. now also be more easily integrated into
Eventually, HR and talent processes and Data and Integration Will Be King. a single system to give employers
the technology that enables them will no Analytics—the use of data to produce a more complete view of all of the
longer constitute their own domain or business-relevant insights that lead to workers—employees and contingent
even be primarily performed by a central action—has been heralded as the new step workers alike—who are working to create
HR function. Rather, many aspects of change for HR. Yet few HR organizations value for an organization. With these
HR and talent management will become have a robust analytic capability. changes, and as analytic capabilities
fully embedded in how work gets done Collecting data on employees (such increasingly get embedded into software,
throughout an organization, thereby as engagement rates) can be expensive the dream of a data-driven HR function
becoming an everyday part of doing and time consuming; new technologies may finally become a reality—if HR
business. HR departments that ignore this like Cultureamp’s Murmur promise professionals can keep pace.
transformation could face obsolescence. to make this easier by enabling HR
professionals to offer different employees
a ten minute or less online “pulse" survey
every day to provide a real-time view
of engagement that is not possible with
traditional, annual surveys.
People are treated More standardized systems that Systems become more flexible and
differently, but with little treat everyone the same and tailored to meet individual needs and
structure, control or good enhance control and efficiency achieve business value while retaining
business reasons control and structure
Recruitment America's Army® (AA) comprises serious games and was developed as an element of the U.S. Army’s recruiting
program. AA strongly resembles battlefield entertainment games. The simulation-based game conveys the
challenges involved in common Army missions, making the soldier’s role appealing to the Army’s target audience.
Training Stone City is a serious game commissioned by Cold Stone Creamery Inc. The purpose of the game is to help
employees learn correct “portioning behavior” for ice cream and understand its effect on profitability and
customer satisfaction. A viscosity model simulates the way in which various flavors “scoop” differently. Success in
the game requires speed and skill, which makes the simulation fun and effective.
America’s Army® has been extended to include training components in addition to recruiting. Training modules
enable players to try out various types of weapons, vehicles and military procedures. The game environment allows
safe trial-and-error learning of job functions that are dangerous in real life.
Sourcing TopCoder® is a programming community site that, among other things, uses gamification to help companies
identify strong programmers for contract work or permanent hire. Software projects are divided up into small
competitions. Participants can earn royalties for winning results that are licensed for sale. However, the reputation
a programmer earns by doing well in the competitions is often more important to participants. TopCoder®
maintains programmer reputations and makes them accessible to potential employers.
Performance Management Work.comTM, from salesforce.com, Inc., uses gamification mechanisms to provide timely feedback to employees
and to recognize high performers. Employees can recognize colleagues with customized badges that reflect their
company’s culture and values. Any recognition employees receive becomes part of their social profiles, making
their reputation visible throughout the enterprise.
ContestBuilder, by LevelEleven, LLC, enables sales managers to gamify any aspect of the sales metrics tracked in
salesforce.com’s customer relationship management (CRM) system. Managers can design contests to incentivize
creating, responding to or converting leads or closing deals. The contests motivate salespeople to achieve, thus
boosting their productivity. Companies can create customized contests and change the contests to reflect shifts in
their sales pipeline, making this an agile approach to performance management.
Achievers provides companies with a stand-alone, branded social recognition portal, through which employees can
recognize each other with endorsements and virtual currency points. Recognition is broadcast in a social newsfeed
and on the platform’s dashboard, fostering a sense of accomplishment and friendly competition. Recognition
points can become a source of pride for employees and can be redeemed for merchandise.
The road ahead Work.comTM’s use of gamification to replace and gamification—along with insights into
occasional, private top-down feedback with how they can help organizations generate
Gamification of HR is still in its early days. real-time, public 360-degree feedback. valuable business outcomes—continue to
Still, games and gamification have begun improve, this trend will likely become more
to alter the way HR professionals and We’re just beginning to understand which important. We may never get to the point
employees experience various HR processes. game-related transformations are most where the experience of going to work is
Some of the changes are incremental. beneficial to organizations and how to as exciting and engaging as a great game.
Others could prove disruptive, such as estimate the degree to which workers But high-performance enterprises will likely
may embrace these changes. As games push the boundaries to see just how close
they can get.
9 | Accenture Strategy | Copyright © 2015 Accenture. All rights reserved.
As we explain in our book Workforce of executing the business strategy as well as well-defined options regarding possible
One: Revolutionizing Talent Management model the impact of losing specific people next positions—both lateral and vertical—
through Customization (Harvard Business in a network in order to target tailored that each employee may consider based
Press, 2010), such tailoring need not be retention practices. on competencies and experience, and
a hodgepodge of one-off deals between compute the person’s readiness for each
managers and employees. That’s not Consider also how technology can opportunity.6
scalable, controllable or fair. Rather, enable organizations to break down
customization can be built on standards information on things like learning content, To support such a customized model,
that exist on top of a common process and performance appraisal criteria, benefits, HR may need to evolve to look more like
information system platform—standards or even job activities into smaller chunks, the marketing department next door.
that allow for flexibility rather than keep track of it, and modularly configure That is, it may have to become “employee-
sameness. For example, companies can it to create a custom offering. For example, centric” just as marketing organizations
simply offer a greater variety of standard some companies use internal temporary have become “customer-centric.” HR might
practices—such as different compensation, staffing agencies to allow employees to also need to create altogether new roles
development or performance appraisal mass configure their jobs by choosing (such as those focused on understanding
processes tailored to different employee specific assignments best suited to them. and supporting specific segments of
segments. Or, they could let employees Such internal agencies can draw on the workforce), new activities (including
choose from a menu of predefined, skills databases that send only relevant collecting and mining data to determine
standard options. assignment choices to employees based employee segments or preferences) and
on their skill and interest profiles. Or take new organizational models (for example,
It is only due to advances in technology learning. Learners at the news service integration of talent solutions that work
in the past few years that customization Reuters can custom configure learning on together to suit specific employees’ needs).
of people practices in such ways is now the fly, based on their individual needs (See: Trends Reshaping the Future of HR:
even possible. Consider, for example, how and preferences, by choosing among a vast Managing Your People as a Workforce
technology can now help an organization array of ten- to twenty-minute bite-size of One).
better know individual employees learning components.5 Companies today
through data that is captured and mined can create small components like short Cloud Computing Will Enable New
on everything from demographics and videos, simulations, games, traditional Flexibility and Agility. Increasingly,
behaviors to communication or e-mail e-learning, podcasts, virtual classrooms, organizations are accessing shared
patterns to determine customized offerings. and more to be delivered on an employee’s resources, software and information over
For example, by mining employees’ e-mail platform of choice. the Internet on a pay-as-you-go basis.
and other electronic communications, Whereas the traditional big, siloed,
companies can now segment employees Digital can also now be used to push industrial HR application that spanned
into networking types—central connectors, out customized offerings, including
peripheral players, boundary spanners, learning and job opportunities, targeted,
and information brokers. Companies can personalized messages, or personalized
identify who is critical to collaboration and information based on an analysis of an
individual’s social media digital trail and
artificial intelligence that predict what an
individual needs and values based on their
unique employee segment. For example,
to help people forge customized career
paths, technology can now provide a few
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