Work is changing faster than ever before. HR professionals know and live this every day. The head-on collision of digitization, disruptive business models, technology advances and powerful socio-economic forces are transforming every company in every market. Here's how to adapt and thrive.

1. Thenew
HRandthe
consumerization
ofwork
Six imperatives for engaging
your changing workforce

2. Work is changing faster
than ever before. As an HR
leader, no one understands
this better than you.

3. The head-on collision of
digitization, disruptive business
models, technology advances and
powerful socio-economic forces
are transforming every company
in every market.

4. The winners of tomorrow will be diverse –
but they’ll have one thing in common:
The companies that will thrive in the next
decade will be the companies with the most
engagedworkforces.

5. Where everyone is on board,
working for the same things
and sharing the same values.
We’ve seen it over and over again,
from the companies overturning
whole industries.

6. An engaged workforce
is an insurmountable
competitive advantage.
With it, there’s very little
you can’t accomplish.

7. But without it, any
initiative can be dragged
back to earth.

8. This all adds up to one conclusion:
In times of enormous change that
demand an aligned, motivated workforce,
theroleofHRhasnever
beenmoreimportant.

9. The choices you make as
an HR leader will be critical
determinants of your
company’s success.

10. But to rise to these challenges,
HRhastochangetoo
We can’t do what we’ve always done and
expect today’s employees to respond.

11. In our HR transformation work, we’ve seen
emerging patterns and themes that we believe
every HR leader should be acting on right now.
These six imperatives – six actions
– are shaping a completely
newkindofHR
for a new world of work.

12. Thesiximperatives

13. 1. Align
2. Integrate
3. Analyze
4. Engage
5. Personalize
6. Streamline
Let’s take each in turn…

14. Align

15. The first job of HR
is to align the goals of
the employee with the
goals of the business.
That hasn’t changed.
Em
ployee
Business

16. What has changed is the set of
expectations
that people bring to work today.

17. There’s a lot of talk in HR
about the ‘consumerization
of benefits’, but that’s just one
manifestation of a deeper shift:
the consumerization
of work itself.
HR

18. More and more people see
their employers as they see
any other supplier – as a vendor
competing for their loyalty.
At the same time, other people
expect a more traditional,
even paternalistic relationship
with their employer.
Parental figure
Supplier

19. Aligning such a diverse workforce with the goals
and strategies of the business is a far more
dynamicchallenge
thaneverbefore.

20. Your employees come first.
And if you treat your employees right,
guess what? Your customers come back,
and that makes your shareholders happy.
Start with employees and the rest
follows from that.
Herb Kelleher
Former CEO of
Southwest Airlines

21. Listen to employees in new ways.
Understand their needs more deeply.
Be flexible enough to respond to
those needs.
Hire for the company’s goals and culture.
Communicate clearly and often about
everything from the company’s mission
to the ways you support employee health,
wealth and career goals.
Use data to look for – and correct
– signs of misalignment.
Alignment
Actions

22. Integrate

23. People think of their lives holistically.
But HR departments are
splitintosilos.

24. Today’s HR takes an integrated
approach, bringing health,
wealth and career together
into one single view of (and for)
the employee’s wellbeing.

25. It makes sense: a decision about
retirement savings, for example,
may well depend on short-term
healthcare needs.

26. Pension Savings Health Plan Career Progress Fitness tracker data Insurance Personal banking
Making connections
HR departments are helping employees integrate
their work lives with their lives outside of work, with open
employee portals that allow people to bring their
own data into their workplace information hub.

27. Employees these days expect less
of a separation of work and personal life.
That doesn’t mean that work tasks should
encroach upon our personal time,
but it does mean that employees today
expect more from the companies
they work for.
Marc Benioff
Founder and CEO
of Salesforce

28. Unite data sources as a service to
the employee.
Create a holistic view of their health,
wealth and career goals and status. Ensure
it can be accessed via multiple channels.
Open up your employee portal to outside data
sources, so your people can see everything that
matters most in one place.
Reach out to social media and expert sources
to help guide employee decisions (and reduce
the stresses that erode engagement).
Integration
Actions

29. Analyze

30. Today’smostprogressive HR departments are
usingdata-drivendecisions to guide everything
frombenefits options andself-funded strategies
tocommunicationchannels, employee
engagement,trainingprogression, retirement
planningguidance and wellness incentives.

31. Analytics also helps
optimize provider discounts
and simplify compliance.%

32. It’satrend mirrored across
every discipline, not just HR:
collect data from allsources,
then analyze it for insights
intoimproved performance,
participationand outcomes.

33. If the statistics
are boring, you’ve got
the wrong numbers.
Edward Tufte
Professor Emeritus Statistics,
Yale University

34. Collect data from everywhere
employees interact.
Connect disparate data sources to generate
insight that drives better decisions.
Introduce smart systems that learn from the
data to improve engagement and start to be
predictive and prescriptive.
Analytics
Actions

35. Engage

36. Old HR had a duty to inform.
New HR must fully engage
employees to be active
participants in their own health,
wealth and career choices.

37. The stakes are higher but
the old resistance is still
high (thinking about things
like wellness, finances and
retirement can be stressful).

38. That’s why employee
communications today
looks a lot less like back-office
administration and a lot more
like (internal) marketing.

39. Today, no leader can afford
to be indifferent to the challenge
of engaging employees in the work
of creating the future. Engagement
may have been optional in the past,
but it’s pretty much the whole
game today.
Gary Hamel
Author and
management expert

40. Engagement
Actions
Communicate through multiple channels
– email, text, social media, mobile apps…
whatever your employees prefer.
Be creative – try new ways to get employees
involved in programs, benefits and offers.
Explore gamification – reward interaction
and ‘nudge’ people towards the right things.
Track key metrics.
Take data snapshots of the engagement
levels of a given program or your entire
health, wealth, and career landscape.

41. Personalize

42. At a time when everyone is bombarded with
communications, the only thing that earns attention is
relevance.

43. One-size-fits-all programs
or communications will,
by definition, only be
relevant to a subset of
your entire workforce.
So new HR leaders develop
personalized programs and
‘narrowcast’ messages only
to the people who will care.

44. It’s a hugely
powerfulway
to make HR more relevant
to every employee.

45. Everyone talks about
building a relationship with
your customer. I think
you build one with your
employees first.
Angela Ahrendts
SVP Apple Retail

46. Personalization
Actions
Design custom portfolios that reflect the
specific needs of each individual.
Target and generate dynamic communications
that combine all relevant content into one,
unique message for each person.
Create personalized portals that combine
health, wealth and career information in a
single wellbeing dashboard for each employee
(we’ve got some great examples to show you).
Send fewer messages but with far
higher relevance.

47. Streamline

48. HR has always carried an
enormous workload. But with
the pace of change, the pressure
of regulation and the complexity
of today’s benefits, your entire
department is in danger of
drowning in administrivia.

49. That would be a huge loss
to the business – a business that needs
active,strategic,
proactiveHR
more than ever before.

50. It’s not just a good idea to
streamline, automate and
accelerate every HR process
you possibly can – it’s your duty.
It’s the only way you’ll ever get
to the more important parts
of your job.

51. If you don’t
optimizeyour
HRprocesses,
you won’t have the time or resources
to attack the other 5 imperatives.
(But if you do… you will).

52. I view my role more as
trying to set up an environment
where the personalities, creativity
and individuality of all the
different employees come
out and can shine.
Tony Hsieh
Zappos CEO

53. Streamline
Actions
Outsource your benefits administration
to a partner to serve employees better,
save money, improve compliance and
keep your HR cutting edge.
Identify non-core HR functions that
can be spun out into ‘HR-as-a-Service’
style delivery.
Focus your internal HR teams on the
strategic imperatives listed above.

54. Puttingthe
siximperatives
towork

55. As an HR leader, your company desperately
needs the kind of strategic mission outlined here.
A mission to align the goals of the employees
with the goals of the company
more closely than ever before.

56. A mission to fully engage
your people in the new era
of self-guided wellbeing
across their health,
wealth and career goals.

57. And a mission to release the
fullpotential
of your amazing workforce.

58. We’re convinced that such
a mission will be dramatically
more likely to succeed if
it’s driven by the six
imperatives we just outlined.
And we’re here to help.
Get in touch

59. Digdeeper
Here are some things
you’ll want to check out
at some point:
Useful Ideas and Insights for HR
A whole library full of case studies,
articles and new approaches.
The HR Insights Blog
New ideas to help your programs succeed.
Employee Engagement
How we design employee engagement programs
for companies like yours.
Celebrating 100 Years of HR Consulting
Take a look at the past, present and future of HR.

60. Furtherreading
Interested in finding out more
about how the new HR works?
Check out our ebook 7 ways
HR can learn from marketing.
Engage your employees
with these smart marketing
techniques
Seven ways
HRteams
can learn from
today’s savvy
marketers
Download

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are trademarks of Conduent Business Services, LLC in the United States and/or other countries.
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