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By any measure, on a global, regional and local basis, the world of business is in a state of flux. We are rapidly moving away from the Industrial Age with its rigid structures, stable business models, formal processes and functionally siloed organisations into a fluid and flexible environment that fundamentally changes the way value is created, the meaning of work, and the structures for our institutions. 1 This has huge implications not only for how HR fulfils its purpose but indeed whether HR will survive as a function without undergoing an appropriate transformation to meet these new realities.
Welcome to the Social Revolution, where everything is changing, where there are seismic shifts in how and more importantly why people work, and where businesses with a clear social purpose and a community aligned to that purpose will be, and are, outperforming those without one.
Its Not What You Know, or Even Who You Know; Its Who They Know.
If industrialisation, as Karl Marx put it, rescued a considerable part of the population from the idiocy of rural life., then the Social Era has connected the intelligence of the individual with the power of community. Connected individuals can now do what once only large centralized organisations could do, which changes organisational structures and individual power. 7 The key to business success in the Social Era will therefore be the ability to proactively create deep social capital through the development of, and interaction with, a strong and diverse Community of Interest that leverages both the strong and weak ties of its members networks for the success of the Community as a whole.
Whilst we could equally call them Communities of Purpose, I define a Community of Interest network as the product of shared interests that may converge within a shared geographical region or be independent of spatial boundaries and is where individuals are linked through a social network by one or more activities or factors covering a range of business, environmental and cultural elements; and where all members and actions are aligned with a common purpose and shared identity. When we talk about community, we shouldnt misinterpret it as a nostalgic metaphor for some rural idyll where everybody knows your name. It should instead be welcomed as a concept that embraces diversity, creativity, engagement, conflict and dynamism. And for that to be realised, information must flow through the networks that connect individuals both within those communities as well as to other communities. A network is a set of interconnected people or things that can communicate with each other, share information and achieve results that would not be possible if the network did not exist. Every part (or member) of the network is connected to all the other parts8. As Koch and Lockwood suggested, it helps to visualise the network by thinking of something like the map of the London Underground; with each station or node being the individual member and the lines in between each being the links. Some stations or members may have very few links whilst others have many. These links may be created by communications technology, such as Facebook, LinkedIn or Weibo, or by true social connections such as face to face meetings. The links within a network were first categorised as either Strong Ties (close friends and family) or Weak Ties (acquaintances) by Mark Granovetter, in his seminal 1973 work; The Strength of Weak Ties. Whilst strong ties are useful at a local network level, the strength of weak ties is that they provide people with access to information and resources beyond those available in their own social circle.9 However weak ties for all their value are most important to the success of a community when they connect at least two networks; each with strong ties along which ideas, innovations, information and artefacts can flow10. The links between people in a network vary in strength and what matters is not the number but the nature of the connections. For example, a community network with many strong ties and few or no weak ties will have limited access to new ideas, reducing the chance for innovation in the business, creating a stronger tendency for potentially damaging groupthink to become prevalent and limiting mobility for workers to change roles. For the damage that groupthink can cause, we need look no further than the Global Financial Crisis. According to David Putnam, a strong community contains high levels of coordination and cooperation for reciprocal and mutual benefit11. So by adopting a formal focus on Community and the networks and ties between them, businesses and HR in the Social Era can take advantage of both the hidden wealth, namely the non-financial resources comprised of local skills, trust and knowhow, useful contacts and care-based exchanges12 as well as leveraging the positive effects of social contagion13, the spreading of behaviours and values, to create success.
As more and more individuals see the benefits of leveraging the power of their communities and the portability of their skills, knowledge and experience, we will see a rise in the number of portfolio workers. These are those people who will work across a variety of communities (Action, Practice and Interest) at the same time, using their skills, knowledge and experience in the way that interests them most. One of Granovetters key findings was that weak ties were more likely than strong ties to result in a new role being obtained; therefore the ability of portfolio workers to leverage the strong links within, and particularly the weak links outside, their networks will be critical to their personal and continuing success in a portfolio career.
That if they decide that they should be doing something different, theres no manager to convince to let them go; they just move their desk to the new group (the desks are on wheels, with computers attached) and start in on the new thing. (Obviously they should choose a good point at which to do this, and coordinate with both groups, but thats common sense, not a rule, and isnt enforced in any way.) That everyone on a project team is an individual contributor, doing coding, artwork, level design, music, and so on, including the leads; there is no such thing as a pure management or architect or designer role. That any part of the company can change direction instantly at any time, because there are no managers to cling to their people and their territory, no reorgs to plan, no budgets to work around. While Valve is an almost utopian example of a self-determining set of COANs in a business, it is likely that such examples will be on one end of a spectrum of Social Era businesses with the majority looking to adopt a model that leverages and links the power of community with the intelligence of individuals whilst maintaining more structured governance mechanisms.
If we accept that purpose, then the responsibilities of the HR community must align with it, and evolve to include the following: The Community Curator acting as a superconnector to bring together disparate networks to enhance the flow of information, both internal and external, to benefit the core business while leveraging the bonding, bridging and linking capital existing within those networks to manage the flow of people in the communities; from resources in through attraction and recruitment, to COANs and COPs delivering solutions to develop and enhance efficiency and effectiveness and, finally, resources out through separation and alumni management. The Co-Creator influencing the development of the corporate strategy through their knowledge of, exposure to, and experience with the commercial operations of the business, then developing HR solutions aligned with the agreed strategy and purpose to develop and transform the people, process, tools and technology to achieve success. The Expert Guide providing a flexible framework of policies and procedures related to employment and engagement of all types of staff and implementing the tools to do this effectively providing guidance, support and advice as required. The framework must be crafted in such a way that it allows for global consistency and alignment with the social purpose, but local autonomy in application by multiple and diverse community groups. The Communicator connecting people by creating and maintaining relationships of trust and value through open, honest, transparent and timely communication focused at targeting the creation of bonding, bridging and linking social capital. The Guardian of the Social Purpose; using community visioning to articulate why we do what we do and embodying the concept through the development and implementation of the employee value proposition. The skills currently valued and promoted by HR practitioners will also undergo a change in emphasis with additional skills coming to the fore to support these new responsibilities in the Social Era. They will include: 1. Community Curation - The ability to design and implement a community management strategy that enhances connectivity, reflexivity and redundancy across the networks. 2. Network Weaving - The intentional practice of helping people to build and connect to more relationships of trust and value, by virtue of being genuinely interested in building and connecting oneself to more relationships of trust and value.23 3. Solution Design and Integration - The ability to design and integrate holistic HR solutions based on input from all communities as well as through insight fed by big data analysis.
4. Transformation Management - The ability to effect transformation through a synthesis of Project Management, Change Management, Business Consulting and Data Analysis skills. 5. Strategic Thinking - The ability to perceive issues at micro and meso levels and create solutions at the macro level to address. 6. Business Acumen the ability to define and deal with a business situation by employing a thorough understanding of what drives profitability and cash flow, a market focused approach to the business, and an overall big picture understanding of the business and its interrelationships. 7. Data Analysis/Interpretation The ability to use disparate data sets to generate insights about the business and provide data based inputs for refining HR and corporate strategies. Treating itself as a Community of Interest, with an agreed social purpose, evolved responsibilities and skills, HR will eventually find that it no longer needs to sustain a large and permanent organisational structure. Using a fluid community model, it will maintain a small core team with two main groups; generalist business partners for strategic co-creation with business leaders and management of HR Communities of Action, and individual subject matter experts to act as relationship managers with the various Communities of Practice such as Recruitment. Surrounding the core, interacting and engaging with each other will be outsourced HR Communities of Practice and Action, populated by Portfolio Workers providing subject matter expertise, forming and dissolving as required. HR can finally become the business enabler that it has aspired to be for so long. However, if we dont adapt to the new realities of the Social Era, we may well see the extinction of HR as we know it, perhaps through the merging of Corporate Strategy, Marketing Communications and core HR generalists into one function that will have the necessary capabilities to deliver the required services by leveraging current skillsets and supported by outsourced HR Communities of Practice. In the Social Era, the power of community coupled with the intelligence of the individual fundamentally changes the way value is created, the meaning of work, and the structures for our institutions.24 It is an exciting time to be in business and HR has a great opportunity to be the agent of change to a new way of working across all industries but, to do that, we need to seize the moment and choose to transform. We can be the Phoenix or we can be the Dodo. We cant be both. Which will you be?
Author Jim Lefever Managing Director HR2BE +61 417 652 936 jim.lefever@hr2be.com.au About HR2BE
HR2BE work with businesses to put in place really simple, really effective and pragmatic Human Resource strategies and actions that will save you money, minimise your risk and increase productivity. Our fully qualified and experienced team can be engaged to deliver a simple policy or single project, such as a new performance management system, through to acting as your strategic HR partner. Whatever your industry, HR2BE will add true value to your business as a trusted partner. We pride ourselves on providing open and impartial advice, as well as tested solutions, based on a shared understanding of the unique commercial needs of our clients.
This publication contains general information only and is based on the experiences and research of employees of HR2BE. HR2BE is not, by means of this publication, rendering business or other professional advice or services. This publication is not a substitute for such professional advice or services, nor should it be used as a basis for any decision or action that may affect your business. Before making any decision or taking any action that may affect your business, you should consult a qualified professional advisor. HR2BE shall not be responsible for any loss sustained by any person who relies on this publication. As used in this document, HR2BE means HR2BE Pty Ltd. Copyright 2013 HR2BE Pty Ltd. All rights reserved.
References
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