Most talk of big data and communication has to do with how marketers can use data to better connect with customers. But big data also ramifications for employee communication.
Rahaf Harfoush is a co-author (along with Leerom Segal, Aaron Goldstein and Jay Goldman) of The Decoded Company: Know Your Talent Better Than You Know Your Customers. CW Senior Editor Jessica Burnette-Lemon asked Harfoush about how companies can use internal data to improve performance and keep top talent.
Jessica Burnette-Lemon: Could you explain the concept of a “decoded company”?
Rahaf Harfoush: What we call a “decoded company” is a data-driven, talent-centric organization that can execute and evolve faster. Much like how Amazon, Facebook, Google and other companies have decoded consumers’ preferences to personalize our experiences. Decoded companies use the same big data techniques to understand their people in an ethical and transparent way (more on that later). In doing so, they are able to personalize their processes, policies and tools to suit individual preferences. The benefits of doing this include decreased bureaucracy and increased autonomy, which is empowering for employees who in turn are happier and more productive.
JBL: What kind of internal data is available about the workforce for analysis?
RH: There are all sorts of inputs you can track to better understand your organization. Everything from the number of meetings that are held every week and their average length to projects, tasks, clients, budgets, and anything else that sheds light on the true nature of what’s happening inside your business. With this information, you can begin to apply what we call your “informed intuition” to make choices that can positively affect your company’s culture, work habits and strategy....
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