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2013 The Year to Keep up or Risk Getting Left Behind

2013 will bring about a lot of changes for my advisory firm, and the HR Technology industry.

But in fairness, it seems every year you can say that. 
This year, things are changing because of access to data (not just “big data.”)  We live in an age where our technology tells us things we didn’t know. We’ve far surpassed calculators solving equations faster, computers allowing us to change graphics or hr technology programs telling us about what trends we have already experienced.

How we consume data has changed.

People consume information in a completely different way than they did  twenty, ten or even two years ago. We expect instant gratification. New mobile sources provide new information, entertainment and facts 24 hours a day.   Have a fact-based disagreement over dinner with someone? Check on your smartphone to see who’s right. Is a friend running late? See if you can locate them with GPS or just send a text.  In a city for vacation?  Send a tweet for dining suggestions.

It’s not just the mobility aspect of information consumption that’s changed. It’s the speed at which we consume information.

Consumer marketing firms quickly jumped on to the data available online to actively find, target and predict who will be interested in particular brands.   Web developers have shifted towards dynamic websites that respond to the needs of the viewer in an intuitive format. With so much information at every person’s fingertips, people are looking for services that provide information faster, more succinctly, and more specifically than other venues.

What this means for HR Technology.

The increase in data accessibility and consumerization of society will impact corporate business and human resources teams like never before.   The prospect of only looking at analytics from past actions will be combined with predictive technologies that will do everything from assess a candidates culture fit before you even talk to them to identify who on your team may be interested in looking for a new job based on their changed social media and online habits.

Corporate HR Teams will need to evaluate how they are identifying, marketing, branding, and engaging with potential candidates as well as their own teams – from both a process and a technology perspective.   End user experience – from consumption of data to usage of technology – will be judged based on the speed, detail and ease of use – much like the demand for data outside of business is today.

Vendors should have not only user experience and adoption high on their list for 2013, but also looking into building or partnering with predictive behavior and analytics tools, mobile and social like never before.   Buyers average ages are holding steady or shifting down, so their experience with data and technology is vastly different than the buyers you were selling to five years ago.

It’s a new game with new rules and there’s a very real danger of getting left behind if keeping up – not even leading – isn’t in your plans.

Sarah Brennan

Sarah Brennan is a recognized HCM industry analyst and advisor focused on improving the impact of technology on people, business and the future of work.  Sarah Brennan has been named a top global influencer in HR Technology by more than 50 publications and shared her insights at speaking engagements around the world. As Chief Advisor at Accelir, she partners with HR Technology vendors and investors as an advisor, interim CxO role and on engagements focused on growth strategies, product roadmap & market education/evangelism. She also works with corporate teams enhancing talent strategies.

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  1. Rajpreet January 21, 2013

    You say “End user experience – from consumption of data to usage of technology – will be judged based on the speed, detail and ease of use – much like the demand for data outside of business is today.” How can companies judge how well their end user experience is? Should they have candidates take surveys? What can companies do to make sure candidates complete their online applications?


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