Tag: organizational culture

Human Capital Management (HCM) is a strategic approach to optimizing the workforce by treating employees as valuable assets whose development enhances organizational performance. It encompasses processes like talent acquisition, training, performance management, and employee engagement, aimed at fostering skills, motivation, and retention. HCM focuses on aligning workforce capabilities with business objectives, leveraging technology and data analytics to make informed decisions. Unlike traditional HR, HCM emphasizes a holistic view of employees’ value, addressing their career growth, well-being, and potential contributions. This approach ensures organizations maintain a competitive edge by cultivating a skilled, satisfied, and productive workforce while achieving long-term goals.

Goals of Human Capital Management:

1. Attracting and Retaining Talent

A core goal of HCM is to attract skilled professionals and ensure their retention. This involves creating competitive compensation packages, offering career growth opportunities, and maintaining a positive workplace culture. By aligning recruitment strategies with organizational goals, HCM ensures a steady influx of capable individuals.

2. Enhancing Employee Engagement

Engaged employees are more motivated, productive, and committed to organizational goals. HCM aims to foster engagement by promoting open communication, recognizing achievements, and providing opportunities for personal and professional development. This not only boosts morale but also reduces turnover.

3. Aligning Workforce with Organizational Goals

HCM ensures that the workforce is aligned with the organization’s mission and strategic objectives. By conducting workforce planning, skills mapping, and performance evaluations, HCM ensures that employees are working on tasks that drive business outcomes.

4. Developing Employee Skills and Competencies

Investing in employee development is crucial for staying competitive. HCM focuses on identifying skill gaps and offering targeted training programs, mentoring, and upskilling opportunities. This enables employees to adapt to changing business environments and technological advancements.

5. Promoting Diversity, Equity, and Inclusion (DEI)

HCM strives to create an inclusive workplace that values diverse perspectives. By fostering equity and inclusion, organizations can harness the full potential of their workforce, drive innovation, and improve decision-making.

6. Leveraging Technology and Analytics

HCM integrates technology to automate processes, enhance decision-making, and track employee performance. Analytics tools are used to predict workforce trends, optimize talent management, and measure the impact of HR initiatives.

Categories of Human Capital Management:

1. Leadership Practices

• Communication: Employees must be treated well for them to develop a feeling of attachment and loyalty towards the organization. Managers must understand that their role is not just to sit in closed cabins and impose ideas on others. They ought to communicate well with their subordinates. Employees must have an easy access to the senior management. Communication from management to employees also known as Top down communication is essential for the employees to be aware of their goals and objectives and for them to know what is expected out of them.
• Inclusiveness: Management ought to sit with employees on a common platform to invite suggestions and feedbacks from them.
• Supervision: Senior executives and management must reduce the various levels of hierarchy between them and employees’. Management must interact and motivate the employees from time to time for them to give their level best.
• Leadership: Senior executives should support, lead and influence the workforce so that they contribute effectively towards the organization.

2. Employee Engagement

• Key Responsibility Areas: Key responsibility areas of an individual should be designed in line with his education, skills, expertise, experience and also area of interest. This way, work never becomes a burden for him.
• Commitment: Outstanding efforts of employees must be acknowledged for them to feel motivated and work harder even next time. Employees performing well ought to be suitably rewarded and appreciated in front of others.
• Time: Time management ensures that no employee is overburdened. Responsibilities must be equally shared among employees.
• Evaluation: Employee engagement must be evaluated from time to time by the top management.

3. Knowledge Accessibility

• Information Availability: Employees must have an easy access to all relevant information required to perform their duties. Organizations must organize various training programs (In house Trainings or Out sourced trainings) to constantly upgrade the existing skills of employees and acquaint them with new learnings.
• Team Work: Employees must be motivated to work in teams rather than working alone.
• Information Sharing: Encourage employees to share information with each other.

4. Workforce Optimization

• Work processes: Senior management must define work processes of employees well for maximum productivity.
• Working Conditions: An organization needs to provide excellent working conditions to the employees to expect the best out of them.
• Accountability: Individuals must be held accountable for their work. Get a commitment from employees and nothing like it, if everything is in writing.
• Hiring: Individuals responsible for talent acquisition must ensure that they hire the right candidate for the right role. Design a strong induction program for all the newly joined employees.
• Performance Management: Employee’s performance needs to be strongly monitored and managed.

5. Learning Capacity

• Innovation: New ideas should be welcome. Employees must be encouraged to come out with new and innovative ideas which might benefit the organization.
• Training: Trainings must be practical/relevant and designed to sharpen the skills of employees. Do not design training programs just for the sake of it. They must benefit the employees.
• Career Development: Employees must be aware of their growth plan in the organization.
• Learnings: New learnings should be valued by all in the organization.

Benefits of Human Capital Management:

1. Enhanced Productivity

HCM ensures employees are well-trained, motivated, and equipped with the right tools, leading to increased efficiency and productivity. By aligning tasks with employees’ skills and strengths, organizations can achieve higher output and quality.

2. Improved Talent Acquisition and Retention

Effective HCM strategies attract top talent and reduce turnover by fostering a supportive and engaging work environment. Competitive compensation, clear career paths, and personal development opportunities make employees more likely to stay with the organization.

3. Better Decision-Making through Analytics

HCM leverages data and analytics to provide insights into workforce trends, performance metrics, and future talent needs. This data-driven approach helps organizations make informed decisions about hiring, training, and succession planning.

4. Strengthened Employee Engagement and Satisfaction

HCM focuses on employee well-being, open communication, and recognition, creating a workplace where employees feel valued and motivated. Higher engagement levels lead to improved performance and loyalty.

5. Agility and Adaptability

By identifying skill gaps and providing upskilling opportunities, HCM enables employees to adapt to changing market demands and technological advancements. This agility helps organizations stay competitive in a dynamic business environment.

6. Promotes Diversity and Inclusion

HCM emphasizes building a diverse and inclusive workforce, which drives creativity, innovation, and a positive organizational reputation. Inclusive workplaces also enhance collaboration and decision-making.

A policy is somewhat a permanent feature of an organization. It being a standing plan, provides guidelines to managerial decisions. Therefore, policies should be developed on a sound basis. If this is not done, managers have to make decisions again and again. However, what features constitute a sound policy cannot be prescribed universally because situations vary so greatly and an organization may differ in respect of policy formulation and implementation from others.

A sound policy must Have

(i) specify more precisely how the decision will come what is to be done, who is to do it, how it is to be done, and when it is to be finished

(ii) establish a follow-up mechanism to make sure that the decision intended will take place

(iii) lead to new strengths which can be used for decisions in future.

Characteristics of Sound HR Policy

1. Relationship to Organizational Objectives:

A policy is formulated in the context of organizational objectives. It tries to contribute towards the achievement of these objectives. Therefore, in formulation of a policy, those functions or activities which do not contribute to the achievement of objectives should be eliminated.

For example, if a policy of filling higher positions from within produces hindrance in attracting talents at higher level but the organization needs them, the policy can be changed because in the absence of suitable manpower, the organization may not be able to achieve its objectives.

2. Planned Formulation:

A policy must be the result of careful and planned formulation process rather than the result of opportunistic decisions made on the spur of the moment. Since policies are relatively permanent features of the organization, ad hocism should be avoided because it is likely to create more confusion.

It is true that it is not possible to solve every problem in the organization on the basis of policies because new situations may arise, however, for matters of recurring nature, there should be well-established policies.

3. Fair Amount of Clarity:

As far as possible, policy should be clear and must not leave any scope for ambiguity. If there is a problem of misinterpretation, the organization should provide the method for overcoming the ambiguity. Further, policy provides some discretion for managerial decisions but it should minimize the number of cases where decisions are based on personal judgement. If this happens frequently, there should be close scrutiny of the policy and suitable amendments should be made.

4. Consistency:

The policy should provide consistency in the operation of organizational functions. Often the organization formulates policies in various functional areas and each function is related to other functions of the organization. If the policy in one area is inconsistent with another area, there may be conflict resulting in inefficiency.

This happens very frequently in functions having close relations such as production and marketing or finance and other functions. Therefore, the formulation of policies should be taken in an integrated way so that policies in each area contribute to other areas also.

5. Balanced:

A sound policy maintains balance between stability and flexibility. On the one hand, a policy is a long-term proposition and it must provide stability so that members are well aware about what they are required to do in certain matters. On the other hand, the policy should not be so inflexible that it cannot be changed when the need arises.

In a changed situation, the old policy becomes obsolete. Therefore, there should be a periodic review of policies and suitable changes should be incorporated from time to time. The changes may be in the form of addition, deletion, or substitution of the existing policy.

6. Written:

A policy may be in the form of a statement or it may be interpreted by the behaviour of the people at the top level. However, clearly-specified policy works better than the one which has to be interpreted by the organization’s members. When the policy is in writing, it becomes more specific and clearer. It creates an atmosphere in which individuals can take actions with confidence knowing fully the impact of a particular action.

A written policy is easier to communicate through the organizational manuals. However, written policy has certain disadvantages in the form of being inflexible, too much emphasis on written words and their interpretation, and leakage of confidential policy. However, if the policy has been formulated carefully, many of the dangers will be overcome. Of course, confidential policies cannot be made part of organizational manuals.

7. Communication:

It is not just sufficient to formulate policies. Unless these are communicated properly to the persons concerned, no meaningful purpose will be served. Therefore, a system should be developed to communicate the policies to those who are to make decisions in the light of those policies.

While written policies can be communicated easily, problems exist for communicating unwritten ones. In such cases, there should be more interaction between policy framers and policy implementers.

HR Policies

1. Recruitment and selection policy: To procure suitably educated and efficient personnel by offering those tempting wages, good working conditions, safety and security, and better future prospects.
2. Training and development policy: To make available all possible facilities for the training and development of employees to enable them to do their job efficiently and to prepare them­selves for future promotions; to take effective steps including training and development pro­grammes to equip the employees in the latest techniques of production, management and so on; to get the performance appraisal done; and to provide adequate opportunities and facilities for the development of employees.
3. Job evaluation, wage and incentive policies: To determine reasonably good wage rates and dearness allowance, and to work out incentive plans for workers after undertaking job evalu­ation and other necessary steps and also keeping in view the prevalent wage rates for similar jobs in other industries.
4. Labour welfare policy: To improve industrial relations by evolving a suitable machinery for the settlement of disputes; to encourage mutual negotiations; to prepare and execute labour welfare programmes; and to arrange all possible facilities for the health, education and other welfare programmes.
5. Retrenchment: All progressive companies keep good exit policies, so that feedback can be obtained and improvement can be brought about.

High-commitment management emphasizes personal responsibility, independence, and empowerment of employees across all levels instead of focusing on one higher power; it always intended to keep commitment at high level “calling all the shots”.

A high commitment system is unusual in its job design and cultural structure. These practices emphasize getting the tasks complete, but do it in a way that their employees enjoy doing it. According to Harvard Business School Professor Michael Beer, “leaders develop an organizational design, business processes, goals and measures, and capabilities that are aligned with a focused, winning strategy.” This kind of environment allows employees to approach tasks at ease, wearing jeans instead of suits and staying home to watch their children get on the bus for school before coming to work. Technology also plays a role in this system. Recently, technology has slaughtered barriers of communication, which makes this high-commitment model fit that much better. That father waiting for the bus can still answer phone calls and check emails for work, so is he working or is he spending time with his daughter? He can be doing both. As long as the job gets done, this system is casual on how it gets done, relieving employees of constant stress.

A flat organizational structure is one of the biggest success factors. Individuals are responsible for their own decision-making and these decisions, their skill, and their performance is how they get paid. Instead of putting too much weight on the individual, “people are likely to see the locus of the control coming from ‘within’ through the adoption of self-created demands and pressures as opposed to external and making them feel subordinate.” While these companies allow each employee to be a manager in their own way and try not to distinguish its structure by higher levels of employment, it doesn’t mean that they lack these higher powers entirely. It’s that under this system people aren’t relying on the general managers, CEOs, or other employees to do their work for them. This personal discipline is what drives the employees to help the company be successful. and eliminates the chance at a thought like, “Why would I want to help my company become better if I know I’m just going to get yelled at?”

Another focus of high commitment practices is their employee relationships. They only hire people who are flexible, determined, and are willing to handle challenges. Because this system relies on individual performance, there is a big emphasis on hiring the right people for the job. The detailed recruitment process can consist of many interviews with different members of the company, an induction course, and in some cases, team-building exercises. Once found, the right employees help create a strong bond and high trust throughout the entire company.

High commitment workplaces are successful through their importance on an individual’s responsibility in order to help the team prosper. By creating a culture that motivates individuals to want to succeed while sustaining high commitment, “these firms stand out by having achieved long periods of excellence.”

These models of best practice can take many forms; while some have advocated a universal set of HR practices that would enhance the performance of all organisations to which they were applied (Pfeffer, 1994, 1998), others have focused on high-commitment models (Walton, 1985; Guest 2001) and high-involvement practices (Wood, 1999) which reflect an underlying assumption that a strong commitment to the organisational goals and values will provide competitive advantage.

Others have focused on ‘high-performance work systems/ practices (Berg, 1999; Applebaum et al., 2000). This work has been accompanied by a growing body of research exploring the relationship between these ‘sets of HR practices’ and organisational performance (Pfeffer, 1994; Huselid, 1995; Huselid and Becker, 1996; Patterson et al., 1997; Guest, 2001). Although there is a wealth of literature advocating the best-practice approach, with supporting empirical evidence, it is still difficult to reach generalised conclusions from these studies.

This is mainly as a result of conflicting views about what constitutes an ideal set of HR best practices, whether or not they should be horizontally integrated into ‘bundles’ that fit the organisational context and the contribution that these sets of HR practices can make to organizational performance.

• Universalism and high commitment

One of the models most commonly cited is Pfeffer’s (1994) 16 HR practices for ‘competitive advantage through people’ which he revised to seven practices for ‘building profits by putting people first’ in 1998. These have been adapted for the UK audience by Marchington and Wilkinson (2002).

Pfeffer (1994) explains how changes in the external environment have reduced the impact of traditional sources of competitive advantage, and increased the significance of new sources of competitive advantage, namely human resources that enable an organization to adapt and innovate. Pfeffer’s relevance in a European context has been questioned owing to his lack of commitment to independent worker representation and joint regulation (Boxall and Purcell, 2003), hence Marchington and Wilkinson’s adaptation, highlighted in Table.

HR practices for ‘competitive advantage through people’

With the universalist approach or ‘ideal set of practices’ (Guest, 1997), the concern is with how close organisations can get to the ideal set of practices, the hypothesis being that the closer an organisation gets, the better the organization will perform, in terms of higher productivity, service levels and profitability. The role of Human Resources, therefore, becomes one of identifying and gaining senior management commitment to a set of HR best practices, and ensuring that they are implemented and that reward is distributed accordingly.

The first difficulty with the best-practice approach is the variation in what constitutes best practice. Agreement on the underlying principles of the best-practice approach is reflected in Youndt et al.’s (1996: 839) summary below: Lists of best practices, however, vary intensely in their constitution and in their relationship to organisational performance. A sample of these variations is provided in Table. This results in confusion about which particular HR practices constitute high commitment, and a lack of empirical evidence and ‘theoretical rigour’ (Guest 1987: 267) to support their universal application. Capelli and Crocker-Hefter (1996: 7) note:

• Integrated bundles of HRM: horizontal integration

A key theme that emerges in relation to best-practice HRM is that individual practices cannot be implemented effectively in isolation (Storey, 1992) but rather combining them into integrated and complementary bundles is crucial (MacDuffie, 1995). Thus the notion of achieving horizontal integration within and between HR practices gains significance in the best-practice debate.

HR practices for ‘competitive advantage through people’

The need for horizontal integration in the application of SHRM principles is one element that is found in the configurational school of thought, the resource-based view approach and in certain best-practice models. It emphasises the coordination and congruence between HR practices, through ‘a pattern of planned action’ (Wright and McMahan, 1999). In the configurational school, cohesion is thought likely to create synergistic benefits, which in turn enable the organisation’s strategic goals to be met.

Roche (1999: 669), in his study on Irish organisations, noted that ‘organisations with a relatively high degree of integration of human resource strategy into business strategy are much more likely to adopt commitment-oriented bundles of HRM practices’. Where some of the best-practice models differ is in those that advocate the ‘universal’ application of SHRM, notably Pfeffer (1994, 1998). Pfeffer’s argument is that best practice may be used in any organisation, irrespective of product life cycle, market situation or workforce characteristics, and improved performance will ensue.

This approach ignores potentially significant differences between organisations, industries, sectors and countries however. The work of Delery and Doty (1996) has highlighted the complex relationship between the management of human resources and organisational performance, and their research supports the contingency approach (Schuler and Jackson, 1987) in indicating that there are some key HR practices, specifically internal career opportunities, results-oriented appraisals and participation/ voice, that must be aligned with the business strategy or, in other words, be context-specific.

The ‘bundles’ approach, however, is additive, and accepts that as long as there is a core of integrated high-commitment practices, other practices can be added or ignored, and still produce enhanced performance. Guest et al.’s analysis of the WERS data (2000a: 15), however, found that the ‘only combination of practices that made any sense was a straightforward count of all the practices’. As with many high-commitment-based models, there is an underlying assumption of unitarism, which ignores the inherent pluralist values and tensions present in many organisations. Coupled with further criticisms of context avoidance and assumed rationality between implementation and performance, the best-practice advocates, particularly the universalists, are not without their critics.

Self-directed work teams

In a study of illumination in the workplace of Hawthorne and the Western Electric Company, a sociologist from Harvard Business School, Elton Mayo, concluded that when the organization established experimental work groups, “the individuals became a team and the team gave itself wholeheartedly and spontaneously to cooperation.” Through a natural system of collaboration, the teams are not only responsible for the work but also the management of their group. Mayo’s research uncovered that teams under their own direction established a capacity for self-motivated learning and change. This concept of designing the work system with the full participation of the people proved to be a breakthrough for organizations during the 1990s. During that time, employees closest to the product and customer began to have increasing decision making capacities and capabilities.

Interview programs

The Hawthorne Experiments sought to determine a correlation between light levels and productivity. Researchers had divided the employees into teams of six and interviewed the individuals to determine the effect of the lighting. Mayo discovered that the interview program set up by the study inherently gave the employees a sense of higher purpose.[9] Exposure of employee thoughts and concerns to managers appeared to be a fundamental aspect of the relation between managers and employees. Evidently, by having the ability to speak to their managers, the employees at Western Electric exhibited a dramatic improvement in their attitudes towards work. Essential to a highly committed work force, the interview program formally developed and sustained cooperation with management.

Problem-solving teams

The Hawthorne experiment further highlighted that teams working without coercion from above or limitation from below could astonish even their own expectations of themselves. Sociologist Fritz Roethlisberger argued that this informal organization left the team responsible for addressing the myriad of problems that continuously arose. Roethlisberger noted by studying the chemistry of informal groups that human interactions and collaboration have the potential to set when teams have to face problems on their own. Together the individuals of the team strive to improve the processes of the team by adapting to different demands and learning from each other.

Cross training

Cross training began to be heavily examined through the scope of modern Japanese management in the automobile industry in the 1970s. Sociologists examined the way in which the Japanese automobile firms cross-trained its employees through a company wide orientation and training program. As Japanese firms trained their employees in a multitude of aspects in the production process, sociologists discovered that the training brought the employees together and formed a connection in which all the employees were dedicated to the company’s mission. These established connections appeared to solicit cooperation among the work force. The Japanese auto plants revealed that flexibility within the production teams allowed employees to work on their own tasks while keeping others efficient.

A resourcing strategy and a recruitment policy helps you understand future staffing needs and work out how to ensure those needs are met. The policy should be consistent and transparent, reflect the organisation’s mission and values, and comply with employment law regulations.

The resourcing strategy broadly states the goals that the organisation aims to achieve through recruitment. This could be by external recruitment or developing existing employees; working with the whole organisation to understand its current and future needs; and ways of addressing resourcing (both by filling vacancies and also through the wider needs and expectations of candidates).

The policy should clearly set out the recruitment process; demonstrate consistency across the organisation’s sectors; extend information about the organisation’s recruitment strategy; and integrate with strategic and operational objectives. Finally, check that your resourcing policy chimes with your employer brand, and that your organisation is fulfilling those ambitions and values.

Components of a resourcing strategy include knowing the talents and skills you need to meet your business requirements; where and how to fill gaps; and how to fulfil your future talent needs:

• Workforce planning: The number and type of employees required
• Employee value proposition: The ‘give’ and the ‘get’
• Resourcing plans: Where to find your people; learning and development offer
• Retention: Being ‘an employer of choice’
• Flexibility: Addressing hard-to-fill roles; offering different hours and work locations
• Talent management and succession planning: What future talent does the business require and where will these managers come from?

Successful resourcing strategy include:

• Ensure you have a ‘resourcing champion’ overseeing your strategy, whatever the size of your organisation
• Refine the employer brand and employee value proposition (evp) to determine how you stand out against the competition
• Build talent internally by adjusting existing roles, providing training, flexible working, or creating career paths to build loyalty and enhance your employer brand
• Develop an internal pool of candidates by using internal referral schemes and contacting previous applicants
• Consider establishing relationships with graduates, past employees and other contacts to provide a talent pool
• Keep a schedule of hiring practices and expenditure to monitor the most successful and cost-effective channels and inform future strategy
• When selecting a recruitment agency, look for one key expert in your industry that offers a genuine partnership, based on longer-term resourcing needs.

If there is more than one person in your organisation who can hire new recruits, make sure any changes to hiring processes are communicated effectively. It is important to have a clear understanding of the current marketplace and what your business may need in terms of talent for the short and long term. The same goes for your organisation’s targets, projects and relevant timescales, and how these link to future vacancies.

Process

1. Have a Workforce Plan

Imagine if you never had a vacancy again. This may seem far-fetched but you can get pretty close by having a thorough Workforce Plan which considers the type of workforce you need for the future, the volume of people you need and where they are based, what skills they’ll have and where you can get them from. If you build in a proactive approach to recruitment where you plan for the future and know what roles you needed and when, you would be able to build pro-active talent pools and reduce the need for in the moment, requisition-led recruitment, which would in turn limit the number of vacancies you have.

A key part of the Workforce Plan is to have a detailed view of Succession. You can also use the succession process to scenario plan (who’s likely to leave), future-proof your business, plan development, keep an eye on talented individuals and identify internal and external replacements succession doesn’t just have to be internal, you can keep external talent warm too. In my view part one of a resourcing strategy is to minimise vacancies. Workforce Planning is the best way to do this.

2. Know and communicate what you’re about.

I’m not a fan of HR jargon but in the trade, this would be referred to as a strong Employer Value Proposition. In essence this means being really clear on what you stand for as an employer and what the prospective employee will get in return for working from you, for example fast career progression, high pay, long hours or strong values, flexibility, a great environment. It is important that this is reflected in all your recruitment literature and job adverts. A strong and accurate proposition will help you attract the right people to your business.

3. Be clear on the type of person you’re looking for.

In order to attract the right people, you’ve first got to be clear on the type of person you’re looking for. This means knowing the skills, qualifications, experience you need to be a success in the role and combine this with the values the person needs to work effectively in your business.

4. Advertise your roles in the right place.

It seems pretty simple when you think about it. I’ve done a lot of work with some great marketing people recently who have helped me to identify the right channels and right places to advertise based on where the people I’m trying to attract look for jobs. For example, if I’m trying to attract people out of the city then I’ll advertise on the London tube, if I’m trying to attract rural people, I’ll look at Farmer’s Weekly, if it’s HR people then the CIPD etc.

If you’re using a recruitment partner/agent, then it’s critical that you pick the right one. One that shares your values and can represent your role and brand as well as you can. The partner you choose says a lot about you to your prospective future employee. It’s about more than just price.

5. Stay in touch with second place.

It is about making sure you keep in touch with the good quality, unsuccessful applicants for roles in your business. This is a great way to keep a warm pool of high-quality people interested in your business who want to work for you. They might not have been successful this time but they could be great for future positions. Staying in touch could also help you build an external talent pool so you’re not always starting your recruitment search from a standing start.

6. Have robust selection methods.

Build a selection process and method for assessing candidates that reflects and effectively tests the skills applicants will need to be a success in the role. Don’t just rely on an interview which can be subjective build a recruitment assessment process that tests on the job aptitude through practical assessments, numerical, verbal and psychometric assessments and use referencing from previous roles. If you’re relying on interviews then use competency-based interviewing to draw out real examples of when they’ve had success before.

Resourcing Types

Internal Recruiting: internal recruiting involves filling vacancies with existing employees from within an organization.

Retained Recruiting: When organization hire a recruiting firm, there are several ways to do so; retained recruiting is a common one. When an organization retains a recruiting firm to fill a vacancy, they pay an upfront fee to fill the position. The firm is responsible for finding candidates until the position is filled. The organization also agrees to work exclusively with the firm. Companies cannot, in other words, hire multiple recruiting firms to fill the same position.

Contingency Recruiting: like retained recruiting, contingency recruiting requires an outside firm. Unlike retained recruiting, there is no upfront fee with contingency. Instead, the recruitment company receives payment only when the clients they represent are hired by an organization.

Staffing Recruiting: staffing recruiters work for staffing agencies. Staffing recruiting matches qualified applicants with qualified job openings. Moreover, staffing agencies typically focus on short-term or temporary employment positions.

Outplacement Recruiting: outplacement is typically an employer-sponsored benefit which helps former employees transition into new jobs. Outplacement recruiting is designed to provide displaced employees with the resources to find new positions or careers.

Reverse Recruiting: refers to the process whereby an employee is encouraged to seek employment with a different organization that offers a better fit for their skill set.

To develop a communication strategy, employers should begin by linking communication to the strategic plan, including the organization’s mission, vision and values; its strategic goals and objectives; and its employment brand.

Effective communication strategies:

• Safeguard credibility to establish loyalty and build trust.
• Maintain consistency to establish a strong employment brand.
• Listen to employees and to members of the leadership team.
• Seek input from all constituencies.
• Provide feedback.
• Prepare managers in their roles as organizational leaders.

A communication strategy includes the following elements:

• Highly effective strategies that are often top-down, with senior management setting the tone for a cascading series of messages.
• A budget that allows for the use of various types of communication vehicles depending on the message to be delivered and any unique issues associated with it.
• A process by which leaders evaluate any particular situation driving the need to communicate and from which key messages will emerge.
• A method for generating feedback and using it to shape follow-up messages.
• A customized delivery approach with communication materials that are easy to understand.

Constituencies

Everyone in the organization has a role to play in communication:

• The CEO and senior managers are ultimately responsible for setting the tone and establishing organizational culture. Key leaders should be coached on their role in ensuring effective companywide communication.
• The HR professional and communication leader also have critical roles, especially in challenging economic environments.
• Managers are responsible for daily communication with their employees and for relating to their peers and colleagues.
• All employees have a responsibility to voice concerns and issues, provide feedback, and listen effectively.

Training

Communication training may encompass any number of topics, including:

• Company communication policies.
• Effective writing and presentation skills.
• Train-the-trainer initiatives.

A strong training component will not only equip leaders to communicate effectively with their teams and other organizational leaders, it will also help them understand the appropriate communication channels and protocols.

Responding to employee issues

There is no better way to cause resentment among employees than to ask them for feedback and then fail to act in response to their concerns. Honest, constructive feedback from employees starts with trust and the understanding that employees can voice their concerns without fear of retaliation.

Dealing with external media

External communications including public and community relations may also be a part of an organization’s communication strategy. HR professionals, in conjunction with public relations professionals and top management, should develop formal policies and procedures for dealing with external media.

Measuring results

While organizations generally agree that measuring and quantifying results of communication plans are beneficial, this goal is difficult to accomplish. Given the elusive nature of communication data, determining a cost-benefit ratio, for example, may be challenging. Did the organization fare better because of the manner in which it communicated crucial information about a merger or acquisition? Was the impact of a reduction in force on morale mitigated by the way in which employees were told?

Despite the difficulty of doing so, organizations should strive to collect qualitative and quantitative information to evaluate their efforts:

• Qualitative data may include anecdotal evidence that employees’ attitudes were improved after the handling of an emergency situation or that focus group information supported the strategy for communicating benefits changes to employees.
• Quantitative data may include measures such as turnover rates, productivity rates and employee satisfaction benchmarks, as well as use of employee service center options.

Audience

Identifying audience issues is a key task in ensuring effectiveness in any communication strategy. What is the ideal audience for a particular communication? The audience may include everyone who influences or is influenced by the information being shared. For the most effective communication, audience size must also be appropriate given the information being shared and whether interaction will be permitted. If organizations anticipate that employees will have a number of questions regarding a new and unique benefit offering or a new procedure, for example, audience size should be limited so that questions can be adequately addressed.

Communicating “up”

While much of a communication strategy is focused on imparting information to employees, another central component is permitting employees to have a voice with members of senior management. Having a voice is a critical employee relations issue that affects satisfaction and engagement. 

Geographically dispersed audience

Organizations may have multi-unit operations with a variety of worksites within a city, state or country, or even globally. The more geographically dispersed and the more interdependent these groups are in their need to work together to solve problems, the greater the challenges are to the communication strategy.

Diversity and global issues

Audiences for organizational communication may embody many dimensions of diversity: age, disability, ethnicity/national origin, gender and race, for example. Diverse audiences may have different perceptions and expectations when giving or receiving information, and these differences should be considered when developing messages to a broad audience. See Cross-Cultural Sensitivity and Communication.

Vehicles and Approaches

One of the major challenges in developing and executing communication plans is to select the best vehicles for delivering any given message to and from employees. With so many choices, such as face-to-face communication, electronic media, meetings, printed materials and webinars, the decision becomes quite complex. Is the communication best suited for an electronic message via e-mail or for a face-to-face meeting? Should communication be mailed to the home address of the employee if family members are affected by the news, such as in a benefits update, or is it best communicated in a meeting conducted on work time?

New forms of electronic media raise additional questions. With social media opportunities available to any individual, HR professionals may need to consider not only strategies to tap into this medium but also policies for employees using this medium to communicate among themselves. See Texts and E-Mails vs. Oral Communication at Work: Which Is Best? and Study: Tech Miscommunications May Erode Employee Engagement.

When selecting the best communication vehicle, organizational leaders should consider:

Timing. The timing of the information may be imperative, such as in emergency situations.

Location. Employees’ location may affect this selection. Are all employees in one building, at multiple sites or situated globally? Do they work virtually?

Message. Another issue that affects the decision is the sensitivity of the information. For layoff or termination information, most professionals agree that face-to-face meetings trump any other means of communication, but some issues may make these meetings impossible due to the geographic location of the employees, the number of employees affected and other factors.

Organizational leaders have many options, including the following, when selecting a communication vehicle.

Handbook

The employee handbook is used to communicate standard operating procedures, guidelines and policies. The handbook is also used to communicate the organization’s mission, vision and values, helping to establish an organizational culture and employment brand. While most employee handbooks traditionally have been produced in print format, more organizations are moving toward an electronic format, allowing for easy updating, documentation and review, especially when all employees have access to computers. See SHRM Employee Handbook Builder.

Newsletters

Newsletters are used to communicate new information about the organization, its products and services, and its employees. Newsletters may be in print or electronic format and may be sent to the employee as well as to his or her family, especially when the news directly affects family members. Newsletters may be published on a regular basis (weekly, monthly, quarterly) or whenever the organization has news to report.

Town hall meetings

Town hall meetings are an option to gather employees together to share news, celebrate successes or communicate companywide information that affects all employees. These meetings are most effective when employees are physically located in one geographic area, but for some critical meetings, employees may be brought to one central location. Alternatively, town hall meetings may be held in various locations when employees are widely dispersed geographically or may be held electronically via webinars or teleconferences.

E-mail

Electronic communication is a fast and easy way to reach many employees at once. It may be best used when information is urgent, such as in emergencies. E-mail communication presents some difficulties because tone of voice and inflection are absent, making an ironic or sarcastic remark appear rude or harsh, which may not be the intended message.

Face-to-face meetings

Face-to-face meetings with employees are one of the best ways to relay sensitive information. During layoffs or restructurings or when handling employee performance issues, face-to-face communication is generally preferred.

Telephone

The telephone is another way to communicate information to employees. Whether it is used in the traditional sense when face-to-face communication is not physically possible or in more state-of-the-art communication via webinars or voice mail blasts, the telephone is a staple in communication vehicles.

Surveys/polls

Two-way communication is vital to any effective communication strategy, and developing formal tactics to listen to employees is essential. Employers can elicit fast feedback through surveys and polls about specific issues (like a new benefit or policy) or general concerns.

Stories

Storytelling creates a picture through words so that the message becomes memorable. Organizational leaders are beginning to understand how storytelling can be used as a powerful business tool to impart company culture, to create an employment brand, and to build trust and loyalty among employees.

Social media

Many individuals regularly use social media sites like Twitter, LinkedIn and Facebook, not only for recreational purposes but as a business communication tool. Social media can help recruiters’ source top talent, help salespeople identify potential contacts and allow employees to keep in touch with their leaders. HR professionals should ensure that company policies are updated so that social media is used appropriately in the workplace.

Messaging apps

Messaging applications such as Jabber and Slack and chatbots that interact with applicants and employees through automation may be the future of workplace communication. The next generation of workers prefer chat and messaging apps over traditional e-mail. See Messaging, Collaboration Apps May Surpass E-Mail in Workplace Eventually and What HR Professionals Should Know About Chatbots.

Virtual team meetings

Organizations may have employees located across the city or across the globe and may need to rely on virtual team meetings to get work done. Setting expectations and establishing protocols are vital steps in ensuring that communication will be effective. Since written communication, whether in print or in electronic format, can hide tone of voice, inflection and other nuances of communication, many work teams rely on videoconferences and Internet-based technologies to make virtual meetings more productive.

The “grapevine”

One of the most used and undermanaged tools for employee communication is the proverbial grapevine. Watercooler discussions are still a mechanism for employees to hear the latest news unfiltered by management, and they continue to be a source for employees in learning the inside story. Employers must be mindful that whatever formal communication strategy is used, the grapevine still exists and will be tapped by employees at all levels. The grapevine should not be discounted when considering the best tool to listen to and learn about employee issues.