HR and Technology

Robin Sronce, Ph.D., SPHR

2009

Main Concerns for HR Departments

Questions we will answer in this unit.
> Why should HR professionals be concerned with

new developments in technology?

> What are some of the new technologies associated

with Web 2.0?

> How can HR professionals incorporate these

technologies to improve performance?

> What should HR professionals consider before

adopting or allowing employees access to these

technologies?
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Lesson 1

In this lesson we will:

Identify HR trends that encourage adoption of
these new technologies.
Describe features of the new technologies
associated with the term Web 2.0.
Explain how HR professionals can use these new
technologies to improve information monitoring,
dissemination and collaboration.

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HR Today
HR responsibilities:
> HR provides less transactional support than in the
>
>

>
>

past.
HR is a strategic partner in company planning.
HR monitors current trends and legal developments.
HR disseminates information to the organization.
HR communicates with and supports employees at
different physical locations.

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New Technologies
Web 2.0 technologies focus on collaboration and
community.
Web 2.0 technologies are digital, mobile, personal
and virtual.
Examples of Web 2.0 technologies:
> Social networks.
> Video sharing.
> Blogs.
> Wikis.
> IMs.

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Monitoring Information
HR professionals monitor information:
> Developments in the field.

> Changes in legal requirements.

Sources of information:
> Field-specific:

SHRM - http://www.shrm.org/
> Government sites:

DOL Department of Labor - http://www.dol.gov/

> Blogs:

People Persons: Top 50 HR Blogs

http://www.bschool.com/blog/2008/people-personstop-50-hr-blogs/

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Disseminating Information

HR professionals disseminate information

Traditional methods:
> Email.
> Newsletters.
> Reports.
> Bulletin boards.
> Employee handbooks.

Web 2.0 applications:

> Blogs.
> Wikis.
> Social networks.

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Information Dissemination Comparisons

Traditional
One-directional.
Static.
Difficult to update.

Web 2.0
Interactive.
Dynamic.
Easily modified.

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Discussion Questions

Do you know anyone who writes a blog?

Do you follow any blogs?
How do you keep track of updates on the sites you
want to revisit?
Have you visited Wikipedia?
What rules do professors have about using
Wikipedia? Why?
How do you judge if information is reliable?

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Application Technology Tool

Tool to follow blogs and news web sites.
RSS (Really Simple Syndication).
Aggregated updates from news and blog web
sites.
Symbol:

Register to receive updates from the site.

Information is delivered to the RSS reader.

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Encouraging Collaboration
Document sharing allows for work across time and
distance conflicts.
Multiple contributors encourages collaboration:
> Global offices.
> Telecommuting.
> Use virtual teams.

Examples of tools available include:

> Sharepoint
http://www.microsoft.com/sharepoint/capabilities/collaboration/overview.mspx

> Googledocs https://documents.google.com/

> Wikis http://pbwiki.com/content/viewdemobusiness

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Discussion Questions
Do you think these types of sites would be helpful
for group projects? Why? Why not?
Have you ever used one of these sites?
What would encourage you to try these tools?

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HR and Web 2.0

Web 2.0 can help HR professionals be more
effective and efficient:
> Monitor information updates.
> Disseminate information.
> Encourage collaboration.

HR professionals need to take advantage of the

tools available.

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Team Homework Assignment

Collaborative Internet Tools Assignment

Form the class into groups and distribute activity
instructions.
Activity.
Googledocs: http://documents.google.com.

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Break
Break

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Lesson 2

In this lesson we will:

Explore how Web 2.0 technologies affect the HR
functions of recruiting and selection.
Describe some applications of Web 2.0 to
recruiting.
Discuss cautions when implementing these
technologies.

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HR Functions and Technology

Examples of applications of new technologies in
HR to the functions of recruiting and selection.

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Technology and Recruiting

Recruiting
Sources:
> Current employees.
> Referrals from employees.
> Former employees.
> Career and job sites.
> College recruiting.
> Customers.
> Employment agencies.
> Print and radio ads.
(Gomez-Mejia, Balkin & Cardy, 2004)

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Types of Applicants
Active applicants:
> Present favorable organization image.

> Provide access.

> Job sites and postings.

Passive applicants:
> Best people often are not looking for jobs.
> Recruiter has to actively search for the person.
> Search engines provide information.
> Social networking sites provide access.

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Technology and Recruiting

Job search sites

General sites:
> Monster.com
> Careerbuilder.com
> Snagajob.com

Microsites:
> Boeing http://www.boeing.com/employment/
> McDonalds http://www.mcdonalds.com/usa/work.html
> Proctor and Gamble (P&G)
http://www.pg.com/jobs/sectionmain.shtml

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Using Web 2.0 Technologies in Recruiting

Video technologies
> Examples:

Google Recruitment Video

http://www.youtube.com/watch?v=JcXF1YirPrQ

Recruitment videos
http://www.vault.com/companies/video_companies.jsp

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Discussion Questions
What information did you find helpful in the videos?
Do you think these are realistic job previews?
Why? Why not?
Is there a risk in raising expectations about
working at these organizations?

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Benefits of Video Technology

Demonstrates a commitment to community.
Reinforces company brand.
Emphasizes a commitment to diversity.
Attracts new, younger employees.
Provides a realistic job preview.

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Technology and Recruiting

Video recruiting decisions

Involve IT department:
> To help decide where and how videos will be posted.
> YouTube.

Options for video production:

> Check for resources in the organization.
> Marketing department.
> Employee involvement:

Employee contests.
> Outsource.

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Discussion Questions
Do you watch videos on YouTube?
Have you made a video and posted it on
YouTube?
What types of videos have you watched on
YouTube?

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Recruiting Passive Applicants

Networking is an important source of leads about
passive applicants.
Social networks:
LinkedIn.
Facebook.
MySpace.

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Technology and Selection

Selection
Using technology for screening.
Video resumes:
> CBS video resume clip
http://www.youtube.com/watch?v=kz9AODQkmiM&NR=1

Social networking:
> Reasons HR does not use these sites for selection.
> Verifiability of web site profile information.
> Respect for applicants privacy.
> No relevance to work performance.

> Questions about legality (Bates, 2008).

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Selection and Social Networking Sites

Information that contradicts information provided to
employer.
Information that would affect hiring
recommendations.
Involvement in volunteer or civic groups.
Involvement in professional societies or
organizations.
Pictures related to romantic exploits.
(Bates, 2008)

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Discussion Questions
Should organizations use social networking sites
for recruiting and selection?
Is there anything on your site you wouldnt want a
future employer to see?
Will you change your site based on the information
you just heard?

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Guidelines for Recruiting and Selection

Remember that nondiscrimination rules apply.
Documentation and support for decisions.
Privacy protections need to be in place.
Time and access requirements.
Consider the job.

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Homework Assignment
Homework activity: Interview people on technology
use.

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Break
Break

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Lesson 3

In this lesson we will:

Discuss employee expectations about Web 2.0
technology.
Explore how Web 2.0 can enhance employee
connections.
Identify guidelines and policies for Web 2.0
technology use.

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Discussion of Generational Differences

In your small group, discuss the following:

What kinds of technology are the people you

interviewed using?
Are there differences among the types of
technology based on generations?
Did the different generations report different
comfort levels with technology?
Your group should come up with three
observations about technology use.
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Networked Workers

According to Pew Internet and American Life Report:

62 percent of working Americans use the Internet
or e-mail at work, making them networked
workers.
These workers also use technology at home:
> 93 percent own a cell phone.
> 85 percent own a desktop computer.
> 61 percent own a laptop computer.
> 27 percent own a Blackberry, Palm or other personal

digital assistant.

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Networked Workers
How these workers use the Internet:
> 76 percent shop.

> 53 percent watch videos.

> 41 percent send instant messages.
> 33 percent read blogs.
> 35 percent use online social networks:

75 percent of online adults ages18-24.

57 percent of online adults ages 25 -34.
30 percent of online adults ages 35-44.
19 percent of online adults ages 45-54.
10 percent of online adults ages 55-64.
7 percent of online adults 65 years and older
(Lenhart, 2009).
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Employee Expectations
Employees want to use these technologies at
work.
Employees will use these technologies with or
without employer support.
Recruiting and retaining employees will require
providing access.
HR needs to communicate employee expectations
to decision makers in organization.
HR needs to be involved in setting policies for use.

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Reasons to Adopt Web 2.0 Technologies

Application in work setting:
> Emergency contact.

> Instant messaging and communication services.

Twitter https://twitter.com/
Yammer http://www.yammer.com/

> Collaboration in a 24/7 world.

> Building community within the organization.

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Resistance to Adoption of Web 2.0 Technologies

Employees will spend all their time on these sites.
Employees will release private information.
Security concerns.
Harassment.

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Discussion Questions
Do mobile technologies and social networks
enhance or detract productivity?
Have you ever sent or received a text message
during a lecture or at work?

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Employee Relations

Employee Relations
> Social networks:

Access to information and knowledge.

Social connections.
Communication about who you are.
Recommendations.
(Bandel, 2008)

> Company examples:

Deloitte D Street.
IBM Beehive.
Best Buy Blue Shirt Nation.

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Policies and Guidelines

Issues to address:
> Purpose for using technology.

> How will it be monitored.

> What behavior is allowed.
> What behavior is not allowed.
> How these policies fit with existing computer use

policies.
> Ethical constraints.
(Kaupins, Burwell, Spitzer, 2007)

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Technology and Work/life Boundaries

Personal mobile devices increase employee
availability.
Concerns that they add pressure on employees:
> Blurring line between work and personal life.

Of the networked workers.

> 45 percent do some work at home.
> 18 percent work at home daily.

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Overall Conclusions
HR professionals need to stay current on
developments in technology.
Information monitoring, disseminating and
collaborating.
HR professionals need to adapt technologies to
enhance functions such as recruiting.
HR professionals need to acknowledge employees
expectations about technology availability.
HR professionals need to be aware of effect of
technology on employees lives.

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