HR 2.0 White paper
Executive Summary
More than milliard internet users in the world… The internet still continues
to propagate and is becoming part of our everyday life. Moreover, it’s
already growing into a worldwide interaction space where the internet user
is an actor and a co-producer.
The You certainly already heard about Wiki, RSS, Tag, Blog, Enterprise 2.0, social
expression
networking... but what exactly does it mean for HR function and for your
Web 2.0 was
company?
used the first
time 2004 by
Tim O’Reilly. Our white paper aim is to help you to answer to all these questions, and this
synthesis will give you an overview.
The new internet generation : the Web 2.0
From the letter to the telegram, then from the fax to the email, and now
from the email to the chat and the virtual worlds so much ground has been
covered in less than hundred years!
It is becoming easier to communicate, to get informed and to share
everything, everywhere, with everyone and at any time. The world may
become unexciting again.
In France for example, 60% of the households own a personal computer
Facebook Users with an internet access and most often a high speed connection.
Most visited websites are web 2.0 sites. In Europe, 49% of the population
use webmail, and 200 millions people have a Facebook profile, while they
where 50 millions in 2007.
Last August, a hundred million blogs have been counted. The Web 2.0 is
concerning everybody.
Further than these 2.0 sites, other new purposes change the common
Generation Y everyday use for millions of web surfer.
People born
between 1978 In the past, a person would have called a friend to ask him about the quality
and 1994, of a product. Today, the same person would search comments of other
This expression consumers in a dedicated notation website.
was invented
1993 by the
magazine
Yesterday, an internet user would have sent his photos by email. Today, he
Advertising Age. shares them using Flickr with his friends or with the casual visitors of his
blog.
Yesterday, he would have consulted the main official websites of mass
Medias to get informed. Today, he is automatically informed by messages or
Talentys © 2009 / 1

Expenses alarms through RSS flows, information’s websites or leading blogs, and he
allocated to the goes on the websites only if the information seams relevant to him.
2.0 technologies
by the
companies Yesterday, he would have sough for a new job sending his resume by email.
Today, he develops his e-reputation and he can have new contact thanks to
9% Peer to Peer social networking.
13% Social
Networking
14% Podcast Yesterday, he could access to the internet only at home. Today, he could
15% RSS have access everywhere using the 3G connection on his mini PC or on his
5% Mashups
Smartphone.
28% Webservices
16% Wiki
The 2.0 web surfer is also a worker. He brings his tools, his accessories and
his new habits on his workplace. Do you think he wouldn’t like to find and
use 2.0 at work?
“Enterprise 2.0 is When the company is impacted by the Web 2.0
the use of
emergent social
software platforms
In opposition of the first internet generation, the Web 2.0 comes from the
within companies, users themselves and not from IT specialist or enterprise. That’s why it is not
or between very surprising that users develop little by litle the 2.0 uses in their
companies and
their partners or companies.
customers.” That is why, it is important to anticipate impacts and that they would not be
Andrew McAfee,
overtaken or miss a new trend.
May 2008
Our work habits are changing: the work 2.0
Working means share information, expressing opinions, discussing and
building documents. New working tools such as Wiki, flows, RSS or
collaborative work platforms enable to facilitate and to push forward the
interaction between the talents.
Being 2.0 at work means collaborating and co-producing : steadily,
multitasking, at any time, from anywhere and with everyone into the
enterprise. Workplaces are becoming mobile, personalized, adapted to the
2.0 workers’ generation.
Our organizations are evolving: the Organization 2.0
The ways to work with the Web 2.0 intensify informal and collaborative
“When the relationships between members of the organization, bearing the wirearchy.
hierarchical
organization from
The standard of management must evolve to come up expectations and
Taylor merges with maintain the organizational efficiency.
today’s wired This redistributing the strengths and supporting the transparency belong to
world, it becomes
wirearchy” the new deal that the managers have to take into consideration.
Jon Husband
At last, the ecosystem of the enterprise changed. This new ecosystem is
based on a network with its customers, suppliers, and partners. Each person
becomes stronger, teams and projects become more nimble, but the
organization also become more confused and complicated.
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Now is the time to embrace the 2.0 use
The Web 2.0 is therefore a colossal exogenous phenomenon that mostly
comes in the enterprise as an imposed must.
It would be far comfortable and efficient for the companies to take the
initiative and to supervise the movement, especially because ROI of 2.0 uses
are really important:
The enterprise
• Very high costs killing
2.0 is more a • Development of internal and external collaboration
frame of mind • Increase of innovation and creativity
than product. • Capitalization of competencies and knowledge
Dion Hinchcliffe
More than an
uniform culture, The development of 2.0’s uses in the enterprise is based on a dynamic
the 2.0 is a way progress method. It is possible to profit more from the new technologies
of acting based than the competitors, to carry out successfully integration of the Y
on real values: generation (friendly 2.0 users), and also to get out sooner and not too badly
Confidence
Recognition
placed of the current crisis. For all these reasons, it is not surprising that a
Transparence lot of enterprises are now testing and deploying 2.0’s uses.
The HR Direction as leading role for 2.0 transformation
Goals of a 2.0 transformation are not only based on the diffusion of 2.0
tools, HR leaders have to help the enterprise to reach his targets by
innovating and caring out better and more cheaply strategy and key
processes of the enterprise.
How important these targets may be? They must be completed by two other
objectives to assess properly targeted change:
Entreprise 2.0
and high • Develop the Talent Capital in the organization.
numbers • Develop the enterprise culture
SupportCentral is
the collaborating
environment of In conclusion goals of a 2.0 transformation are very significant for HR
General Electric:
Department. The specificity of 2.0 uses is based on the interactions between
20 languages,
400 000 users Talents. That’s why implicating people in charge of recruitment and
25 millions development is essential for HR leaders.
connections each
day, 50 000
communities
with more than
100 000 experts
abble to answer
and handle
information,
30 000 external
members.
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How to make it happen ?
The HR Direction’s have a very important role to play to define guidelines,
processes, actors, cultures and systems... Moreover, HR Direction can
increase 2.0 organization’s appropriation, to increase the probability of
reaping benefits of it.
To become 2.0, a company needs the whole enterprise to be more dynamic
in terms of change management, with specificities linked to the practices
themselves and to their impacts.
To proceed successfully, Talentys has already identified four main
components, based on the SI2C method.
Firstly, the Sense gives an orientation to the transfer into an enterprise 2.0
and motivates the actors. Secondly, the Interactions put the 2.0 use in
action. Thirdly, the Confidence creates favourable conditions and lastly, the
Contents feed them until they turn into tangible results.
The solution is in the specific way to do in each enterprise, and in the actions
completed - particularly but not only - by the HR Direction to orientate /
stimulate, promote / give values, coordinate/capitalize. The HR Direction
will also have to support the transformation of the management and the
creation of new jobs like the community management.
Finally, managing the transfer into a 2.0 enterprise corresponds to expand
the appropriation of 2.0 uses acting on these four considerations and
producing a Return on Investment for the enterprise and the activists.
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The HR processes mutations
2.0 uses are particularly useful to modernize talent management processes
in the enterprise. The most important is to reach positive impacts on the
Talent capital in order to give to the talent management a new wind,
because a new HR generation is on the market.
HR 2.0 in action: HR processes HR Goals and Benefits 2.0 Tools
Auchan’s virtual - know the public opinion - Social Bookmarking
Global HR - build a positive employer - RSS flows
coaching for
reputation - Forums & external
candidates - Identify and deal with crisis Blogs
situations - External online Survey
Magellan, the - …
internal blog of
««
the Club Med HR
- communicate with potential or - Contents generated by
Direction
future candidates the employees
Recruitment - Find the best talents, including themselves
Inside-Air France, those already working - Groups, job proposals,
a 2.0 for - Maintain the contact with the looking up in external
recruitment and candidates social networks
jobs. - Virtual world
platforms
L’Oreal’s virtual - E-Cooptation
campus for - …
training and its - Decrease the turnover during - Internal community
community portal Integration the first months - Mentoring through
for trainees and - Boost the competencies instant messaging, …
apprentices acquisition - Internal Blogs of
“reference”
employees
MySFR, the
internal social - Reduce the time spent at - communities of
network of the acquiring knowledges and practices
mobile operator. Training reinforcing the competencies - Virtual campus or
- Reduce the time spent at learning communities
“Fed up to be training and the training costs … - …
passive” The
minimovie on - Rate for the best the - Interesting profiles
Mobility by Detection & performance so to identify the from the internal
Arcelor Mittal Evaluation possible improvements communities
- Identify the experts and the key - 360° open
Everyone can employees, … - E-Reputation
participate to the - Thank you Money
360° Evaluations Internal mobility - Better detect the talents in the - Social networks with
by HCL enterprise high profiles
- Facilitate the mobility of the - Entity managers’ blogs
talents - E-Cooptation
Internal - Develop the feeling of belonging - corporate and
communication and the willing to join the executive Blogs …
strategy, - Enterprise social
- Facilitate the possibility to Networking
spread useful information to - Social Bookmarking
and between the employees. - RSS flows
- Internal survey
- Chat (texts, videos…)
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In a 2.0 enterprise employee completes and updates his profile, joins
communities, and builds step by step his own network, working on his e-
reputation and internal employability. He wants to be recognized, to have
flexible working hours and an individual development plan which is
corresponding to him and makes him feel able to come to grips with.
“The enterprise
2.0 is a talented
organization. It
reveals, mobilizes,
develops and
recognizes its
talents, thanks
and through the
2.0 tools and
practices, making
it possible to
innovate more, By this way, personal experiences of the Talents with HR function are
carry out better changing and it is a really good deal for both of them. HR processes change,
the processes and
the strategy... and work change, the organization is growing up. The relationship between the
to increase the employee and the employer is changing. It is an opportunity to fulfil the
willing to work expectation of talents belonging to the Generation Y.
together.”
David Guillocheau
Growing up to a HR Direction 2.0
The HR processes won’t be adaptable to the Web 2.0 without any action,
and people in charge of the HR management are very important in this
transformation. It is essential for the HR function to consider with attention
its own future, all the more so as the Web 2.0 is a unique opportunity to
improve its position and its values’ scheme in the enterprise.
Appropriating the 2.0 use
In this organizational transformation, HR Directors and their teams play an
important and “risky” role. Even if it is not mandatory to be an expert at
using the Web 2.0, it is a must to discover its use and to discuss about the
linked consequences, in order to give an orientation and to steer the
deployment of the 2.0 use. Collective and individual workshops will help to
give a sense, to promote the interactions and confidence and to stimulate
the content’s production within the HR Direction.
Initialize HR practice communities
A HR community is an excellent way to deploy the 2.0 use within a bigger
round of HR actors. And there are many subjects: recruitment, diversity, HR
2.0, annual appraisal, high potential management… Many themes will
enable to associate other HR processes’ actors, as the managers for
example.
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Put some 2.0 in the HR processes
We mapped out a lot of HR processes that can be improved through the 2.0
use. You can identify the most interesting progress’ opportunities and go
quickly ahead to a test phase bringing together a team of internal HRIS
clients. In a first step, it is possible to make a dummy run of HR processes
2.0 that meet the needs and the scope defined. In a second step, the
attempt can be tested in well-chosen pilot projects and finally applied
globally.
Evolve the HRIS
The HRIS will evolve with Wikis, Blogs, social networks and other
technologies 2.0, so to meet the requirement of the HR services. By
establishing a unique and customized HR portal, the HRIS will become
perceptively more efficient and user-friendly. There are a lot of possible
technological solutions. In fact, further than the solutions created for the
enterprise 2.0 (E.g. BlueKiwi, Confluence …), the solutions adapted to the
talent management are evolving through new 2.0 functionalities like Taleo
and the coming Oracle PeopleSoft 9.1.
To begin, we advise to realize a participative 2.0 HR diagnostic. A workshop
with all key actors will enable to improve the existing knowledge level of the
2.0 use. During this workshop, the goals and appropriated 2.0 processes will
be defined, and an action plan will be built, based on the SI2C method. In
brief, everything will be done to make it possible as it should be, and to
begin quickly in good conditions.
You are waiting for the White Book and want to be aware in the
meantime?
Taking part to the Talentys HR 2.0 web-seminars is free (time slot:
11.00 -12.00 in French, Paris Time)
st
April 21 : 7 Web 2.0 innovations to transform the enterprise
th
May 5 : 7 ways to make an organization more talented
th
May 19 : 7 candidates’ strengths that change the recruitment
nd
To meet us, and to June 2 : 7 HR 2.0 processes that change the HR usual practices
share about your
th
projects, contact June 16 : 7 proposals to enrich your HRIS
th
David Guillocheau, June 30 : 7 best practices to make the HR service to the lead of the
Managing Director Enterprise 2.0 transformation
dguillocheau@talentys.com th
July 7 : 7 examples of the HR 2.0 use in companies
www.talentys.com To subscribe to the web-seminars, send an email to
e.carbone@talentys.com
Share your experiences with other HR managers and HRIS within the
HR 2.0 group on www.linkedin.com
Talentys © 2009 / 7