Web 2.0 – The HR Opportunity

1. Web 2.0 – The HR Opportunity David Elton and Dr. Carsten Sorensen October 2010

2. For many years IT was focused on automation… Standardise Relationship Adaptive Collaborative Standardised I/O/Enq Standardised objective Streamline Interaction Computing Networking Standardised process Standardised connection Transactional Extend Data Knowledge Information (Sørensen & PA Consulting) PPT presentation template V1-10.ppt

3. Web 2.0 has changed the direction of travel Engage Relationship Adaptive Collaborative Adapting to user demands Opengroups Listen Extend Interaction Computing Networking Simple process Open connectivity Transactional Data Knowledge Information (Sørensen & PA Consulting) PPT presentation template V1-10.ppt

4. What happened to Web 1.0? Web 1.0 was essentially a broadcast medium: • Mainly computational • Code and content highly distinct • Significant barriers to entry PPT presentation template V1-10.ppt

5. Â ¬ Web 2.0 – putting the people back at the centre… Blogging, Wikis, mashups, social bookmarking, recommendationsystems, collaborative filtering Create Collaborate Personalised Information Management Open standards, RSS, microformats, APIs, creative commons, web services Information Sharing Social search, trustand reputation systems, folksonomies, social news, social networks Tagging, content aggregators, personalised search Enablers RSS = Really Simple Syndication API = Application Programming Interface PPT presentation template V1-10.ppt

6. With a new way of working… Amplify Broadcast to social group Categorisation and filtering Emergence UserGeneratedContent The Network Effect Organisation Popularity Increased accessibility and visibility Respond, re-use, mashup, remix PPT presentation template V1-10.ppt

7. Amazon.com – Web 2.0 giant Mutual recommendation Trust andreputation Trust andreputation Opencatalogue Openinfrastructure • Amazon in Web 2.0 is a community • Anyone can sell – Amazon is open to competing with itself • Customers can share their views • You can even share their fulfilment and logistics infrastructure • You can rent Amazon’s IT Amazon in Web 1.0 wassimply an online catalogue PPT presentation template V1-10.ppt

8. The way that people live and work is changing Web 2.0 is happening now and is happening all around. It cannot be ignored. Here are some examples of how new opportunities for dialogue are created: The ultimate flat organisation? The customers are the employees inan ongoing community, based around timesharing of real-world objects Streetcar Creating an engaged community which strengthens brandand makes money Nike Combining social networking with location-based services and gaming. Get to know your people while they’re on the premises Foursquare Twitter Creating a global dialogue and providing barometer of what’s hot PPT presentation template V1-10.ppt

9. From encounters to relationships…who takes the lead? …ICT is creating new opportunities and channels for dialogue both inside and outside the organisation… Hell Computing; United breaks Guitar A powerful new voice for customers and employees Nike Plus Pacemaker.net From individual products to engaged communities Netflix P&G Crowd-sourced innovation Foursquare Gowalla Geo-networking – who you are + where you are Balfour Beatty PA Consulting Internal communications and collaboration PPT presentation template V1-10.ppt

10. Why this matters for HR directors The crowd has arrived and employees are increasingly empowered to work in new ways, broaden their networks and transform the shape of organisations: • ‘Amateurisation’ of professional work: Web 2.0 breaks down the barriers to entry eg citizen journalism • Command and Control plus drift: In a highly networked world organisations must get used to the idea of ‘drift’ as well control, and the tensions between them • Organisation boundaries are challenged: what were once walls are now membranes. Who is inside and who is outside the organisation? • Relationships require a new approach: Web 2.0 is all about relationships whereas many organisations are more comfortable with discrete encounters • It’s a learning process: Crowds and Web 2.0 are here to stay. Remember life before Projects and Internal Markets? It will soon be the same for life before Crowds • No reward without risk • Dynamic roles require business changes PPT presentation template V1-10.ppt

11. Next steps for HR Directors • Follow the money: Get behind any initiative that saves or makes money • Reset your ambition: Web 2.0 will challenge orthodox views. Can a business be flat? • Copy others – look and listen: Technologies and business models are still immature. Experiment and innovate to find what works for you • Go talk to the IT team: The chances are that Web 2.0 is already happening in your organisation. Work with the IT team to ensure that HR can get involved. • IP Implications: Drawing on networks and crowds creates new challenges for IP management which you must consider and risk manage • Prepare for dynamic roles and configurations: Continuously shifting skill setswill be the norm PPT presentation template V1-10.ppt