Can Web 2.0 Enhance HR Service Delivery?

One of the most exciting developments in HR service delivery is the growing use of Web 2.0 tools. Leading organizations are finding that Web 2.0 does more than improve interactive communication by speeding and expanding the flow of information. It can support HR program delivery and, perhaps most important, help step up employee engagement levels.

The New Model for HR Service Delivery

By definition, Web 2.0 tools enable companies to foster greater information sharing and teamwork within the organization. More specifically, these tools are used to:

• enable knowledge management and collaboration within teams and departments
• enable knowledge management and collaboration between departments and functions
• increase individual and group productivity with fewer resources
• increase engagement among all employees.

According to our 2009 HR Service Delivery Survey, Web 2.0 tools are quickly taking their place in the mainstream — both in and out of the workplace. In fact, over 85% of survey respondents are familiar with Web 2.0, with roughly half using social networking (61%), forums (51%), podcasts (47%) and blogs (44%).

As for HR, leading organizations are already applying these tools as part of the function's day-to-day business — everything from HR communication and knowledge management to training and career development (see exhibit).

At a time when organizations are undergoing strains from difficult business conditions that make it harder to achieve long-term growth objectives, these tools offer an interactive, personal and immediate means of communication and engagement. They are a two-way channel between leadership and employees, helping to provide not only information, but a context for business decisions. As with most HR tools, however, they require an approach that accounts for business needs, organizational culture and expected results.

Currently, the HR function has a broad role in setting up and deploying Web 2.0 tools for its own purposes. It is responsible for content generation (68%), initial implementation (67%), content maintenance (62%), and involvement in related change management and communications (61%). Unfortunately, HR's role drops off somewhat when it comes to oversight; less than half of respondents are responsible for creation of policies, ongoing governance, and risk identification and mitigation.

As use of these tools grows, HR will need to balance an informed steering of the use of Web 2.0 with an ability to relinquish control, where appropriate — a tough mandate considering that Web 2.0 tools by their very nature are nearly impossible to fully control.

Are Organizations Ready for Web 2.0?

To gain true acceptance in the organization, Web 2.0 tools must ultimately face the same rigor that other business processes face. These tools are currently lacking some important measures to evaluate their success, although this will come with time and with greater adoption throughout the organization. In our survey, 44% of Web 2.0 users report that it's too soon to tell whether the various applications have met expectations for HR's goals, and 63% report that no formal measurement of their impact on HR goals is in place at all.

Still, organizations are actively seeking to encourage employee adoption and participation for HR purposes. Fifty-six percent of organizations find direct leadership participation (e.g., leadership blogs) to be effective in encouraging employee use of the tools, followed by contests and incentives (52%) and Web-based training (41%). We expect that the use of Web 2.0 tools will continue to grow, and will have a near-term impact in areas like recruiting, communication and training.

For more information on how your organization can use Web 2.0 to improve efficiency and workforce engagement, contact us via e-mail or contact your local Towers Perrin office.