Why Marketing Skills Are Essential for Modern HR Professionals

Nov 28, 2023

With the evolution of modern business, the role of Human Resources has undergone a dazzling transformation.


Modern HR professionals are no longer mere custodians of paperwork and staff. They have become talented orchestrators, using marketing skills as their secret weapon. The fusion of marketing and HR has become a vital element in attracting top talent. However, we don’t need to feel pity for HR professionals who still lack essential marketing skills. Perhaps, they need to know the importance of learning marketing skills first.


Keeping that in mind, I will discuss why modern HR professionals need to learn marketing skills. I will also share the most crucial marketing skills that HR professionals should acquire.


So, if you are ready, then light, camera, and action… 


Why Do HR Managers Need To Acquire Marketing Skills?

HR specialists now play a more varied role than just traditional personnel management. Today, they are not just recruiters and administrators; they are brand ambassadors. They need to acquire marketing skills because the business is always dynamic and ever-evolving.


Let’s take a look at the tech giants, like Google and Hubspot. Google focuses on data-driven recruitment strategies to make informed hiring decisions. Their HR team analyzes applicant data, tracks recruitment metrics, and measures the effectiveness of recruitment channels. By using data insights, Google optimizes its recruitment process.


Hubspot, on the other hand, gains good ratings and positive reviews on Glassdoor. In addition, the company’s HR team showcases strong marketing skills. This is how HubSpot became a strong employer brand that emphasizes its vibrant work culture. According to LinkedIn Global Talent Trends, effective employer branding can lead to a 50% reduction in cost per hire and a 28% increase in retention rates.


Airbnb is a global online marketplace for lodging and travel experiences. The company relies strongly on social media marketing to engage potential candidates and promote its employer brand. Their HR team shares authentic stories from employees, showcases company events, and highlights diversity and inclusion initiatives. 79% of job seekers use social media during their job search, reported by CareerArc. So, it is a powerful platform for HR professionals to connect with candidates.


Marketing skills like these allow HR managers to engage candidates throughout the recruitment process. They can tap into passive candidates and create a talent pipeline. This encourages top talent to choose their company over competitors. HR managers can make informed decisions by analyzing market trends and insights. Hence, they can develop internal marketing campaigns that promote employee advocacy.


5 Essential Marketing Skills That Modern HR Professionals Should Acquire

I guess you have understood the fascinating interplay between marketing and HR. The good thing is that HR professionals don’t need to turn themselves into full-time marketers. They just need to acquire the following marketing skills to make them extraordinary.


1. Creating and Upholding a Clear Brand Voice

72% of HR professionals believe that a strong employer brand is crucial for attracting top talent, as reported by LinkedIn’s Global Talent Trends 2021. HR professionals need to develop and maintain a clear and consistent brand voice in order to keep up with a world where employer branding and company reputation are crucial. They must promote the value, culture, and objectives of the organization to potential clients. So, throughout the recruitment process, they should craft compelling job descriptions.


A leading tech company, Tech Innovators Inc., adopted a unique and playful brand voice in their job postings They attracted a higher number of applicants as a result of this. Furthermore, it led to a 20% increase in candidate quality and a 15% reduction in employee turnover. Companies with a strong employer brand see a 43% decrease in cost per hire and a 28% reduction in employee turnover.


2. Learning The Basics Of PPC Campaigns May Add Benefits

As recruitment becomes more digitized, understanding the basics of Pay-Per-Click (PPC) campaigns becomes essential for HR professionals. They can reach a broader audience by running targeted ads on platforms like Google or social media. A study by SHRM revealed that 40% of global job seekers use online search engines when looking for job opportunities. Therefore, HR professionals should leverage PPC campaigns for talent acquisition.


Philip Pasma, an expert in digital marketing at Asterisk Marketing, commented that, “Understanding how PPC advertising works, HR professionals can create targeted and effective job ads that reach the right audience. With PPC advertising, HR professionals can target their ads to specific demographics, locations, and job titles, ensuring that their job ads are seen by the most qualified candidates. This can help HR professionals attract top talent and fill open positions more quickly and efficiently.”


3. Improving Onboarding with UX Knowledge

User experience (UX) is not limited to customer interactions; it also plays a significant role in employee onboarding. HR professionals who understand UX principles can design seamless and engaging onboarding processes. As a result, employee retention rates may rise, increasing employee satisfaction. A Glassdoor study found that companies with effective onboarding procedures increase new hire retention by 82%.


To prove this statement, let me give a real incident from Tech Solutions Co. The company revamped its onboarding process by creating an interactive online portal. It added clear instructions, virtual tours of the office, and a comprehensive knowledge base to the portal. You will be surprised to know that this approach reduced the time taken by new employees of Tech Solutions Co. to reach full productivity by 30%.


4. Making Talent Acquisition More Like Customer Acquisition

As a modern HR professional, you must recognize the similarities between talent acquisition and customer acquisition. You should be familiar with the latest marketing strategies. These can include personalized communication, nurturing a talent pipeline, building smart relationships, and so on. If you treat candidates like valued customers, this can have a positive impact on your brand as an employer.


Innovate Now Inc. has become a popular brand for talent acquisition. They do things differently by implementing a candidate relationship management (CRM) system to engage with passive candidates. They send personalized newsletters, career development resources, and invitations to company events. As a result of this strategy, the company’s talent pipeline saw a 50% increase in qualified candidates. It is as Avature puts it, Mondelez was able to cut costs by $5.7 million on recruiting in a year using a CRM.


5. Get Used To The HR Technologies

To streamline HR processes, technologies are continuously evolving. There are various HR technologies, such as applicant tracking systems, AI-powered recruitment tools, and HR analytics software. Many companies rely on AI hiring processes and machine learning-based recruitment. Recently, TIDIO ran some online surveys and polls regarding AI hiring, and the results were shocking. Here is what they have found:


In one of their surveys, they found that 77% of HR personnel believe real people won’t be needed for the recruitment process in the future. Global Solutions Corp. implemented an AI-driven resume screening tool that automatically shortlisted candidates based on predetermined criteria. This reduced the time spent on screening by 70%. So, if you want to keep your HR job and overcome AI, you should gain insights from HR technologies. Plus, HR tools will help you make data-driven decisions for talent management.



So, I guess you have realized that marketing skills have become a powerful tool for modern HR. This is the new way to attract top talent, shape compelling employer brands, and drive employee engagement. With the above marketing skills, HR professionals can turn their organizations into thriving, innovative, and magnetic workplaces.




Source: https://gethppy.com/hrtrends/acquire-marketing-skills-for-modern-hr-professionals

02 May, 2024
We have all seen or witnessed fantastic examples of teamwork at some point in our life. Whether it’s a sports team, people coming together during a crisis, or even in the office, it’s a beautiful thing to behold! Not that we're overlooking solo efforts – they're the unsung heroes too – but there's just something magical when a diverse bunch of talents come together. As a manager, creating that perfect team really should be your number one aim. Teamwork brings in different perspectives, shakes things up, and sparks creativity in ways solo acts can only dream of. It's the inspiration that makes the workplace groove. If you’re in a managerial role, one of your main aims is to crank up the volume on this collective awesomeness. Encouraging productivity is a must while recognizing each player's strengths and making sure everyone's hitting their respective goals is also key. In today’s article, we’re going to jump straight into 11 tips on how you can boost that productivity in your workplace! 1. Consider ‘standing meetings’ No, we don’t mean a meeting where everyone stands up (but you can if you want to!) these meetings are ones that take place regularly. They aren't just for corporate show either; they've got a purpose. Maybe you're hashing out project updates, getting the team coordinated, or just shooting the breeze with some status reports. Unlike those quick stand-up meetings that happen every day, these standing meetings can be more chill, like once a week or maybe even once a month. The whole idea behind these standing meetings is to create a steady space for your team to chat, collaborate, and make decisions. It's like your reliable weekly hangout spot, but with fewer casual conversations about weekend plans and more focus on getting things done. Why is this great for team productivity? These regular get-togethers keep everyone on the same page, making sure no one's left in the dark about projects and team goals . While chit-chat is encouraged, it's more about having a routine that boosts teamwork. With these predictable meet-ups, you can plan your tasks better, dodge those unexpected curveballs, and get things done without breaking a sweat. Overall, standing meetings should be your go to for a smooth, organized, and super-productive team vibe. 2. Try to create a healthy working environment Imagine a workplace where the coffee is strong, the collaboration is even stronger, and everyone is enjoying working as a team . That's the magic of a healthy work environment. It goes a little further than modern office designs or free snacks, you should be striving for a vibe where people want to high-five each other in the hallway. Now, creating this cool work atmosphere isn't just a touchy-feely thing—it's a game-changer for productivity. When your team feels the love and support, they may feel like they’re gearing up for a top-secret mission. Engaged, motivated team members bring their A-game, sparking creativity and turning problem-solving into a team sport. A healthy work environment is your main factor when you want a results-driven team. Tips for a healthy working environment So, how are you meant to achieve this healthy working environment? Don’t fret! We’re here to give you an insight into the best ways to achieve this; Open Communication Channels Think of it as creating a chatty ecosystem. Encourage team members to speak their minds, whether it's in a Zoom meeting or a good old water cooler chat . Open lines of communication? Check! Promote Work-Life Balance Break time isn't just for Kit-Kats. Encourage breaks, set reasonable working hours, and banish the idea that burning the midnight oil is a badge of honor. A well-rested team is a happy, productive team. Team-building Activities Spice things up beyond the usual grind with team-building activities. Virtual game night, anyone? Team-building activities are all about bonding and having a blast together. Invest in Professional Development Fuel your team's growth by tossing in some opportunities for skill-building. Personal and professional growth that leaves everyone feeling like rockstars. 3. Organize a team retreat Ever felt like your office could use a breather? Team retreats are a chance to escape the daily grind and dive into a space custom-made for rejuvenation and team bonding. This is a purposeful gathering that turns colleagues into comrades, fostering collaboration, creativity, and connections that last. Team retreats are the perfect opportunity to inject a much-needed shot of inspiration and creativity into the team dynamic. By breaking away from routine, team members connect on a personal level, sharing stories, laughter, and maybe even a few challenges. Examples of the best types of team retreats Did you know there are many types of team retreats? Take a look at a few of them below! Hackathon retreat Transform your team retreat into a hackathon extravaganza. Set up an inspiring location, equip your team with creative challenges, and let the innovative sparks fly. It's not just about coding; it's about collaborative problem-solving and ideation that can reignite the team's passion for their projects. Team workation (work and vacation combined) Combine work and leisure in a picturesque setting. Whether it's a beachfront brainstorming session or a mountain retreat with laptops and hiking boots, a team workation retreat allows the team to unwind while still achieving goals. The informal setting encourages open communication and the blending of professional and personal connections. Adventure and leadership retreat Challenge your team with an adventure-packed retreat that includes team-building activities like ropes courses or wilderness survival challenges. Such experiences not only build trust and resilience but also reveal leadership qualities within the team, fostering a sense of responsibility and accountability. Like these ideas but don’t know how to make it happen? Enter: Surf Office! Elevate productivity amidst 130+ stunning retreat locations across APAC, Europe, and North America. From serene beaches to majestic mountains, vibrant cities to tranquil nature spots, we've got your team's vibe covered. Can't deal with the mass amount of logistics? No problem, we take care of the following; 🚗 Stress-Free Transfers 🏨 Quality-Assured Accommodations 🎯 Engaging Team-Building Activities 🍽️ Restaurant Reservations 🗺️ Expert Retreat Planning Assistance 🔧 Onsite Support, Tailored to You. Book now for a transformative team retreat, where collaboration meets inspiration! Your journey to heightened productivity starts with Surf Office, contact us today to get the ball rolling ! 4. Be regular with your ‘regular feedback’ Alright, so regular feedback isn't just a once-in-a-blue-moon pep talk; it's a consistent dialogue between managers and team members. When we say 'regular,' we mean more than the occasional "good job" or "try harder." It's about setting up a feedback loop that happens often enough to keep everyone on the same wavelength. Think weekly or bi-weekly check-ins—enough to be helpful, not so often it feels like overkill. Now, why bother with this whole regular feedback shebang? Simple. Regular feedback keeps everyone headed in the right direction. When you know what's working and what needs a tweak, you're not just avoiding detours; you're paving the way for a super-smooth, ultra-efficient productivity highway, perfect for increasing the overall team productivity. Tips for keeping the feedback flowing Perhaps you, as a manager, are not exactly excelling in the feedback department. It’s ok, we get it! Here are some tips you can follow to ensure you’re nailing regular feedback! Scheduled Check-ins Make it a ritual. Set up regular one-on-ones, whether it's weekly or bi-weekly. Having these scheduled check-ins makes feedback feel like a natural part of the work routine, not a surprise pop quiz. Mix the Feedback Brew It's not all about the "you're doing great" or "here's what needs improvement." Sprinkle in some positive reinforcement along with constructive criticism. Mix the feedback brew, so it's a balanced, motivating concoction. Create an Open Door Policy Let your team know that feedback isn't confined to structured meetings. Keep the door (or the virtual chat window) open for impromptu check-ins. This flexibility ensures that feedback isn't limited to a strict schedule—it can flow when needed. 5. Make sure everyone knows their roles and responsibilities So, what exactly are clear roles and responsibilities? Think of it as the team's roadmap—every member knows their lane, and the collective effort moves forward smoothly. Clear roles mean each team player understands their part in the grand scheme of things, minimizing confusion and boosting efficiency. Imagine a basketball team without assigned positions—chaos on the court, right? Similarly, in the workplace, clear roles and responsibilities act as the playbook for success. It's not about confining people to boxes but ensuring everyone knows where they fit, fostering accountability, and creating a seamless workflow. When everyone knows their role, tasks are completed with purpose and precision, leading to an unmistakable surge in team productivity. Tips for ensure clear roles and responsibilities So, how can you ensure everyone’s on the same page and understand their roles? Transparent Communication Be the transparent captain of the ship. Clearly communicate individual roles and expectations. Use team meetings, project kick-offs, or even a dedicated document to lay out the game plan. When everyone is on the same page, collaboration becomes a well-orchestrated symphony. Regular Check-Ins and Adjustments Just as a sports coach adjusts strategies during a game, managers should regularly check in on team dynamics . Are tasks aligning with individual strengths? Are there any hurdles? Be flexible—adjust roles as necessary. A dynamic approach ensures that everyone is working at their peak potential. Encourage Role Ownership It's not a one-size-fits-all deal. Encourage team members to take ownership of their roles. When people feel a sense of ownership, they're more likely to excel in their responsibilities, fostering a proactive and productive atmosphere. 6. Don’t sleep on employee recognition programs! Employee recognition programs are the perfect chance to sprinkle some appreciation in the workplace. Examples? Picture ‘Employee of the Month’ awards, shout-outs in team meetings , or even a simple ‘Kudos’ board where wins are celebrated publicly. It doesn’t need to be extravagant, although, if you want it to be, go right ahead! Ever notice how a heartfelt compliment can turn a gloomy day around? Well, the same magic works wonders in the workplace. When employees feel recognized and valued, they're motivated to put in that extra effort. Recognition isn't just a feel-good strategy; it's a turbocharger for productivity. It fosters a positive work environment, boosts morale, and creates a ripple effect of increased engagement and commitment. Tips to ace employee recognition Not sure how to encourage the best kind of employee recognition? No problem! Personalized praise Generic compliments are great, but everyone enjoys praise on a personal level. When recognizing your team, get personal. Acknowledge specific achievements, highlight individual strengths, and let them know exactly why their contribution matters. Personalization adds sincerity, making the recognition more meaningful. Frequent and timely recognition Don't save the applause for the annual company gala. Recognize achievements as they happen, and do it often. Whether it's a quick shout-out in a team meeting or a Friday afternoon email roundup of wins, timely recognition keeps the motivation flowing. Include peer-to-peer recognition While managerial praise is essential, don't underestimate the power of peer-to-peer recognition. Encourage team members to acknowledge and appreciate each other's efforts. This creates a positive team culture where everyone plays a part in recognizing and celebrating success. 7. Don’t underestimate the potential behind wellness programs Wellness programs are like the cool breeze of positivity sweeping through both individuals and teams. These initiatives throw a wellness party, inviting physical, mental, and emotional aspects to join the fun. The goal? To transform the workplace into a thriving hub where professional success and team members' overall health go hand in hand. When your squad is in tip-top shape physically, mentally unshakeable, and emotionally balanced, they bring nothing but their A-game to the office. Picture reduced stress levels, magnified focus, and job satisfaction off the charts—all adding up to a team productivity fiesta. Different ways to implement wellness programs Individual wellness programs Consider offering subscriptions to fitness apps, providing mindfulness resources, or organizing workshops on stress management. Empower individuals to take charge of their well-being, fostering a culture of self-care within the team. Departmental wellness programs Encourage team bonding through activities like departmental fitness challenges or team-building retreats. Implement flexible work hours or remote work options to support a healthy work-life balance within the department. Company-wide wellness programs Launch comprehensive wellness initiatives such as on-site fitness classes, mental health awareness campaigns (especially during May - Mental Health Awareness month ), and wellness fairs. Offer financial wellness workshops or employee assistance programs to address diverse aspects of well-being across the entire company. 8. Keep up to date with the latest technology integration Embracing tech into your business is something you must consider for boosting the team productivity! Now, we're not talking tech for the sake of being cool. Embracing technology gives your team a backup, almost like a virtual Robin to the Batman. It sorts your tasks, enhances team talk, and throws in real-time insights. This is a one-way ticket to a world where work gets done quicker, and everyone's a productivity wizard. Examples of must-have tech in the workplace Sometimes, there's so much tech, it becomes difficult to choose the best one for you and your team! Here are some solid suggestions for the workplace. Project management software Think of it like a virtual control center for your projects. Asana or Trello—pick your flavor. Jumping on board with the likes of these feels as though you have a super-organized assistant, keeping everyone on the same page without drowning in email chains. Collaboration platforms Slack or Microsoft Teams—it's like having a virtual water cooler. Instant chats, file sharing, and virtual meetups make sure your team feels connected, even if they're miles apart. Automation tools Let's talk about working smarter, not harder. Tools like Zapier or Microsoft Power Automate automate the boring stuff. Imagine fewer repetitive tasks and more brainpower for the fun, creative bits of your job. 9. Flexible work schedules With remote and hybrid working schedules being very much a part of the traditional working way these days, it’s no wonder companies are seeing the potential in flexible work schedules! Companies are seeing a chance to give team members the autonomy to craft a workday that suits their natural rhythms and responsibilities. Flexibility is the key to unlocking team productivity. When the team can align their work hours with their most productive times, they bring their A-game. Different types of flexible schedules Compressed workweeks Imagine working four longer days instead of five. Compressed workweeks give employees an extra day off while maintaining the same total work hours, offering a refreshing break without compromising productivity. Flextime With flextime, employees can adjust their start and end times within a certain window. This accommodates different lifestyles and personal preferences, promoting a healthier work-life balance. Remote work options Embrace the power of location independence. Allowing team members to work remotely, even part-time, fosters a sense of trust and provides the flexibility to create an environment conducive to individual productivity. 10. The power of task automation! Task automation is like having a team of digital assistants handling repetitive and time-consuming tasks. It's the boost your team needs to tackle the nitty-gritty without breaking a sweat. Can you imagine a workplace with less manual work, fewer errors, and more time for strategic thinking? A very productive one, indeed! Task automation is the efficiency booster that elevates team productivity by letting technology take care of the mundane, leaving humans to focus on creativity and high-impact tasks. Examples of task automation you can start using today Email marketing automation Set up automated email campaigns for customer engagement, saving time and ensuring consistent communication. Data entry automation Utilize tools to automate data entry tasks, reducing the risk of errors and freeing up valuable time for more complex analyses. Appointment scheduling software Automate appointment bookings, reminders, and follow-ups, streamlining the scheduling process and reducing administrative overhead. 11. Never forget resource allocation! Resource allocation is like playing a strategic game with your team's strengths and tasks. It's the art of wisely distributing time, skills, and tools to ensure optimal productivity. The ultimate dream, as a boss, is to have just the right people with the right skills, working on the right tasks at the right time. Resource allocation is the key that prevents bottlenecks, minimizes downtime, and ensures your team operates like a well-oiled machine. Tips for the best resource allocation Project management tools Use tools like Trello or Asana to allocate tasks efficiently, ensuring each team member knows their role. Skill-based task assignment Leverage individual strengths by assigning tasks based on team members' skills, maximizing output and job satisfaction.  Time-blocking Implement time-blocking techniques to allocate specific periods for focused work, meetings, and collaborative sessions, optimizing daily productivity. Source: https://www.surfoffice.com/blog/amplify-team-productivity
02 May, 2024
In 2023, organizations continued to face significant challenges, from inflation to geopolitical turmoil to controversy over DEI and return-to-work policies — and 2024 promises more disruption. Gartner researchers have identified nine key trends, from new and creative employee benefits to the collapse of traditional career paths, that will impact work this year. Employers who successfully navigate these will retain top talent and secure a competitive advantage for themselves. In 2023, business leaders and organizations continued to contend with major shifts affecting the workplace, including the pressure of inflation on both employer and employee budgets, the emergence of generative AI (GenAI) , geopolitical turmoil, a series of high-profile labor strikes , increased tension over return-to-office (RTO) mandates , a shifting legal and societal landscape for DEI initiatives, the increased impact of climate change , and more. As we look toward 2024 , we can expect disruption to continue. Gartner research has identified nine trends that will shape work in the next year. Leaders who proactively develop explicit business and talent strategies to navigate these trends will give their organizations a competitive advantage in both talent outcomes and achieving the organizations’ strategic goals. 1. Organizations will offer creative benefits to address the costs of work. Employees who have shifted to working remotely or in a hybrid environment have experienced what it is to work without bearing the costs — financial, time, and energy — associated with going into an office daily. According to our research, 60% of employees say the cost of going to the office outweighs the benefits, 67% feel that going to the office requires more effort than it did pre-pandemic, and 73% say it feels more expensive. Unsurprisingly, 48% of employees say RTO mandates prioritize what leaders want over what employees need to do good work. What was once largely assumed — that employees bear certain costs of work when they agree to take a job — can no longer be taken for granted, particularly given that there isn’t a definitive relationship between location of work and performance. Gartner research has found that in-office requirements do not have a statistically significant impact on employee performance, positively or negatively. Organizations looking to attract and retain talent will not just try to find the perfect hybrid strategy , but will look to tackle the cost of work head on. They can do this by sharing the tangible and intangible costs of returning to the office and finding ways to reduce the total costs. Leading companies are exploring more impactful and creative benefits, including: Housing subsidies: Organizations that want employees to come into the office may seek to help them afford nearby housing. Another option is company-owned apartments near the office that could make the cost of short-term trips to headquarters more manageable. Caregiver benefits: The pandemic left many families with an acute awareness of how critical reliable, flexible childcare, eldercare, and pet care is to a healthy workforce. Leading organizations are beginning to fill these gaps with targeted benefits, such as onsite or shared drop-in childcare for employees, pre-vetted pet care provider recommendations, and on-call access to skilled care providers to address gaps in eldercare support. Financial well-being programs: In 2023, our research found that only 24% of employees rated their financial well-being favorably, down from 27% two years prior. This low level of financial well-being makes the cost of work more acutely felt. More organizations will begin offering personal financial planning and education services to help employees make the most of their finances. Student loan repayment: More than 43 million Americans hold federal student loans , with a total balance of more than $1.7 trillion. The U.S. tax code now allows for organizations to make the same contributions to student loan debt repayment as they can for tuition assistance, giving employers the opportunity to mitigate one of the biggest financial stressors their workforce faces. 2. AI will create, not diminish, workforce opportunity. A 2023 Gartner survey found that 22% of employees expected AI to replace their job in the next five years. Despite this anxiety, in the short- to medium-term, GenAI won’t replace many jobs, but it will lead jobs to be redesigned to include new responsibilities, such as interacting with GenAI tools. Gartner predicts that GenAI will play a role in 70% of text- and data-heavy tasks by 2025, up from less than 10% in 2023. This year, executives should be prepared to iterate and adapt their plans and expectations for GenAI as tools evolve and employee proficiency improves. Business leaders should partner with HR to assess how GenAI investments should change team roles and workflows and to identify potential internal candidates for newly redesigned roles. HR must also evaluate GenAI’s impact on hiring strategies, identifying which technical requirements and assessments are now unnecessary for open and upcoming roles, and determining how to assess talent against any new skill needs. 3. Four-day workweeks will move from radical to routine. Previously considered a radical departure from the traditional schedule, a four-day workweek has been raised in union negotiations and become the preference of many workers. A 2023 Gartner survey revealed 63% of candidates rated “four-day workweek for the same pay” as the top new and innovative benefit that would attract them to a job. Recent pilots of a four-day workweek have suggested benefits for productivity and employee well-being . As a talent shortage puts pressure on attracting and retaining employees, organizations in 2024 will use four-day workweeks to improve both talent outcomes, such as employee engagement , performance, and well-being, and business outcomes, including eliminating inefficiencies, attracting and retaining talent, and driving competitive advantage. Embracing a four-day workweek will require organizations to rethink the cadence of work . This means being more explicit about scheduling focus time or when and where collaboration, brainstorming, and feedback sessions take place. This intentional approach to time not only facilitates a four-day workweek, it also allows organizations to benefit from shared expectations for when different types of tasks might be done, reducing the burden on managers and employees to set these expectations. 4. Employee conflict resolution will be a must-have skill for managers. This year, conflicts between employees are poised to be at an all-time high due to various crises, including geopolitical issues, labor strikes, climate change, pushback to DEI efforts, and upcoming elections for half of the globe. Conflict between employees at all levels pulls down both individual and team performance; for many, work is not a safe space. A 2023 Gartner survey found that 57% of managers say they are fully responsible for managing and resolving team conflicts. Managers who can effectively navigate and manage interpersonal conflict among employees will have an outsize positive impact on their organizations — the question is how many really feel trained and prepared to do so? Organizations that have tried to keep contentious topics out of the workplace may start this process behind the curve, particularly as conflict resolution is not an intuitive skill. Organizations should upskill managers and managerial candidates in conflict resolution through dedicated trainings and shadowing or coaching opportunities for new managers . Leading employers are also finding ways to recognize and reward effective conflict resolution at all levels of the organization, including considering conflict-management skills during performance-review cycles and promotion decisions. 5. GenAI experiments will yield hard lessons and painful costs. Enthusiasm, hype, and a strong fear of missing out are driving executives to encourage the implementation of GenAI within their teams and organizations. Yet, the Gartner 2023 Hype Cycle for Emerging Technologies found that GenAI has already reached the peak of inflated expectations and will next enter the “trough of disillusionment” — a two-to-five-year period during which it won’t live up to overinflated expectations. This doesn’t mean that GenAI won’t provide significant benefits or solve business challenges; it means that companies will need to actively manage expectations, as well as the risks associated with implementation. GenAI tools are being deployed with promises of incredible productivity returns if organizations apply them to their internal data and documents. However, access and file classification policies have long been minimally observed, if not neglected, at most organizations. For example, when GenAI-enabled assistants are deployed against an organization’s internal files that lack proper access controls, an employee can ask: “Who filed harassment complaints in the last year?” or “What are the salaries and bonuses for everyone VP and above?” and get an answer. In addition to governance, the output of GenAI is not infallible, creating a strong need for quality control and good employee judgment. These risks don’t outweigh the potential benefits of GenAI, but they require organizations to actively train employees to develop judgment around information validity and how and when to use this new technology. 6. Skills requirements will overtake degree requirements as the “paper ceiling” crumbles. College degrees are the top requirement of yesterday’s job descriptions, not tomorrow’s. Organizations today are increasingly shredding the paper ceiling — the invisible barrier workers without degrees face — and embracing skills-based hiring, even for some corporate jobs long considered degree-dependent. Major companies, including Google, Delta Airlines, Accenture, and Zoho, have already removed many of their degree requirements from job postings to attract qualified talent without arbitrarily limiting themselves. State and local governments around the world are also embracing this approach. This allows organizations to hire from a much broader talent pool that includes both internally developed talent and workers Skilled Through Alternative Routes (STARs). These STARs — veterans, underrepresented talent, and other skilled workers without college degrees — represent a major portion of the global workforce, including more than 70 million workers in the U.S. alone . This shift enables employers to consider new avenues to find — or develop — the talent they need. In fact, leading organizations like Target, Amazon, and EY are increasingly touting their in-house universities and business schools — and expanding apprenticeship programs — as tailored credential programs that prepare talent with the specific skills they’ll need to advance. 7. Climate change protection becomes a new employee benefit. From severe storms to extreme heat to massive wildfires with far-reaching impacts on air quality , the past year brought new visibility to how climate change is impacting workforces worldwide. As these events shift from localized and episodic to widespread and persistent, organizations are making climate change disaster response plans a more explicit and transparent part of their employee value proposition . In 2024 and beyond, organizations will begin to highlight and promote direct climate change protections as a key part of their benefit offerings. These could include: Explicit commitments to physical safety: Organizations may develop proactive plans to offer shelter, energy, and provisions when natural disasters arrive and actively communicate their response capabilities to their workforce. Compensation to impacted employees: Organizations may offer designated PTO or monetary benefits to those who experience hardship due to a climate-related event. Subsidies for short-term housing, relocation assistance, disaster-related leave, or stipends for specialized safety equipment could become more explicit components of organizations’ benefits packages. Mental health support: Many organizations have already expanded emotional well-being offerings over the past few years, but some may begin to offer access to grief counselors to help their employees globally cope with the impacts of these events. These benefits will be particularly impactful for organizations with localized operations or a limited number of locations, where most, if not all, of their operations will stall in the event of disaster. 8. DEI won’t disappear; it will become more embedded in the way we work. After a flood of corporate attention in 2020, there has been a growing disillusionment with DEI — and even direct pushback in some quarters. For too many organizations, DEI still operates in a silo and suffers from a lack of accountability and ownership from business leaders, limited decision-making power to drive outcomes, and ineffective, uncoordinated cross-enterprise DEI efforts. When companies expect enterprise-wide results without enterprise-wide ownership and accountability, it results in unfair expectations for DEI programs and disappointment in DEI outcomes. But the critical need for diverse, equitable, and inclusive workforces remains, leaving organizations uncertain about what to do next. In 2024, companies will begin to pivot to embedding DEI throughout the organization . This approach will change how business leaders interact with DEI, positioning it not as “what” they do, but “how” they achieve high performance in their key objectives. Ultimately, this new model will see DEI shift to a shared way of working as organizations fully integrate DEI values into business objectives, daily operations, and culture . 9. Traditional stereotypes of career paths will collapse in face of workforce change. Traditional career paths, where employees rise up the ranks and retire at the peak of their career, are going away. Some employees don’t retire at all or do so after a career shift or break, including performing different or less-lucrative work. For example, Pew research found that 19% of Americans aged 65 and older worked in 2023, which is nearly twice as many as 35 years ago. More employees are stepping out of the workforce mid-career, shifting across industries or embracing contingent work and other nontraditional employment models at some point in their careers. A 2022 LinkedIn survey of 23,000 workers found that 62% had already taken a career break and 35% would potentially take one in the future. Workers are also contending with involuntary disruption to their careers due to economic cycles, caregiving responsibilities, displacement during conflict and natural disasters, and shifting responsibilities as technology and business models evolve. As atypical career paths become mainstream, the well-entrenched stereotypes that underpin most talent management strategies will prove a growing barrier to talent acquisition and retention . Organizations must adapt to these changes in three key ways: Make it easier for talent to stay at or return to the organization. Employers are breaking with the stereotype of career continuity by offering job sharing, gig work, or reduced hours to provide greater flexibility. Bringing retired employees back as gig workers or mentors or facilitating temporary departures from the workforce with mid-career leave programs and returnships enables employees to more effectively fit work into their lives. Organizations such as United Technologies, Goldman Sachs, and Johnson & Johnson provide returnships or rotational programs for caregivers reentering the workforce. Take advantage of expertise where it exists, regardless of tenure. Organizations are breaking the mold of a step-by-step progressive career trajectory by enabling younger employees to take on roles because of their expertise or aptitude in niche terrains. C-suite executives in their 20s aren’t just for startups — we’re seeing companies hire executives from a pool of early career workers whose limited experience includes successfully navigating emerging priorities for their industry, such as mitigating third-party cybersecurity vulnerabilities in financial services, piloting ambient digital scribes in health care, deploying smart checkout systems in retail, and optimizing production processes with digital twins in manufacturing. Prepare for the imminent retirement of many experienced workers. Organizations are redesigning work to facilitate internal rotation programs, removing age limits for apprenticeships so that anyone can train in a new subject, and creating shadowing opportunities so that more experienced workers have the opportunity — and the expectation — to help early and mid-career colleagues develop expertise. For example, Tetra Pak employs a rotation program where nearly half of each product team is reshuffled every 18 months. Staff are encouraged to select their top three preferences for rotations based on new areas or skills they wish to learn but may have little or no experience in. Cross-training employees in various domains has a long-term benefit, as employees with dexterity across multiple domains are more likely to be successful in the future as roles evolve with new technologies and business models. This will be particularly appealing for organizations facing the threat of losing decades of institutional knowledge and specialized expertise. These nine trends will shape the future of work across 2024 and beyond. Executives must evaluate which of these trends to prioritize and pilot based on criteria including: Which trends will disproportionately impact your organization? Which trends might give you a strong comparative advantage in the labor market if your organization acted on them? Which trends pose a threat to your strategic goals if you don’t act on them? While most organizations cannot act on all of these trends, those that don’t prioritize and take action on some will find themselves at a disadvantage — both in terms of talent retention and attraction, as well as their ability to meet strategic goals. Benjamin Ashley, Bing Chen, Ben Cook, Amrita Puniani, and CV Viverito also contributed to this research. Source: https://hbr.org/2024/01/9-trends-that-will-shape-work-in-2024-and-beyond
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