Defusing the ticking time bomb of corporate values

We’ve all seen plenty of commentary regarding changing workforce demographics and the impact on workplace dynamics. But these developments have even deeper significance for an organisation’s values, which could spark conflict rather than cohesion if they do not keep pace.

Researchers are telling us that generational demarcations within the workplace are now more pronounced than ever. Many organisations have several generations within the same workforce, from ‘baby boomers’ to so-called ‘millennials’, each of whom have different expectations, priorities and desired working practices. Blending such groups into a cohesive team is a major challenge for organisations of many types and sizes.

Yet there has been little discussion of the impact these developments might have on the core values that an organisation espouses.

Values can be powerful for any employer. I am not talking about synthetic sets of words or bullet points on websites or in corporate Receptions, but about clear and compelling summaries of the beliefs that guide an organisation and its people. When these are drawn from within, and developed into practical behaviours that people engage with and live by, they become strong and self-policing tools. But what happens when a workforce changes so much that current values seem archaic?

That is a real risk emerging from the shifts we are seeing. Distilling common values has never been an easy task, but the issue – and its importance – are now even more acute. Different generations sharing the same workplace may believe and feel contrasting things about their company. They may have very different perceptions of what values are or should be, and respond to them in different ways. The upshot is that a set of values that was articulated, say, ten years ago may no longer be fit for purpose. It may have little meaning to people that make up an increasing proportion of the workforce (particularly if those people have been recruited on technical prowess or potential alone). And so those values become an irrelevance to some, or even a trigger for clashes with other employees, rather than the powerful and unifying force they could and should be.

Organisations have to recognise and respond to this risk. The simplest way of doing so is to review the current values, and their associated behaviours, by gaining input from colleagues across the demographic spectrum. Ask them what they think and feel about the company. How they would articulate the beliefs that guide the way it does business. What resonates with them and what seems unrealistic.

Involve employees in a review; it’s good practice from time-to-time in any event, but it is particularly important now.  It could help renew and revitalise the role that values play for a changing workforce, rather than leaving them to become a spark for cultural conflict.  

Is technology really that new?

Amid the usual torrent of articles trumpeting some new technology within the workplace, a couple of surveys caught my eye. The first, from PwC and covered by HR Magazine, says more than half of employees believe technology will significantly change the world of work in the next 5-10 years. The second, from Hay, highlights technological convergence as one of the megatrends shaping the future of employee engagement.

Once I had got past the use of the word ‘megatrend’ by Hay (ugh!), I was bowled over by the complete lack of news here. Technology changing the way we work? And offering new opportunities for engagement? Surely not?!

It does not take Sherlock Holmes to see that technology has been re-shaping things for many years. The way we work, the hours we keep, the locations we work from have all become much more varied as a result. The tools we use to engage employees now are, in some cases, very different to those used five or ten years ago. And those tools will evolve again in the next five-ten years. That’s life.

Organisations have coped with this to date, responding to trends (note to Hay: not ‘megatrends’) and harnessing – or at least recognising – how evolving technology can help.  Some cope better than others, and some use technology more effectively than others. All will continue to be courted by new tools purporting to be the answer to their engagement dreams (or nightmares) in the years ahead.

But we must remember the purpose such tools exist to serve. Because however dazzling the range of current options, and the new opportunities that will arise, the principles of engagement remain the same. Every organisation must analyse the role engagement should play within business goals, and then develop a framework to inspire, challenge and support diverse employees to play their part. New technology will have a role. But the framework should harness such tools, rather than being built around them.

The flexibility challenge

The increasing popularity of flexible working across Great Britain has been highlighted this week in a report from the Recruitment and Employment Confederation (REC).  The study – Flex appeal: Why freelancers, contractors and agency workers choose to work this way – says that more than one in three people has worked as a contractor, freelancer or agency worker at some point, and 41% of people are considering working that way in the future.

Increasing flexibility can offer benefits to people on both sides of the working equation. It can help employers introduce more fluidity to their staffing plans as they seek to get the right people, in the right places, at the right time – and can increase their ability to change plans rapidly where needed. It can also give workers, many of whom are now meshing rather than balancing work and home lives, the chance to exercise more control over their short- and long-term assignments.  There is a potential ‘win win’ for everyone involved.

From an employer’s point of view, however, this does bring its challenges.  After all, workers might want flexibility – but customers want cohesion. They neither know nor care whether the people they deal with are temps or ‘lifers’. They just want consistent, top-quality service and will judge the company – and decide the future of their custom – on their experience. So it’s essential that all the workers concerned are engaged and equipped to deliver brand values day in, day out.

The growing array of employment arrangements, patterns and/or locations makes this more difficult. Organisations must connect and communicate with an ever-broader range of people to ensure they understand and can deliver the behaviour needed from them. And this means a more sophisticated approach to engagement may be required: from greater understanding of each group to tailored programmes of activity that inspire spark and sustain the response desired from them. 

As ever, this is not just about sharing information, but also about building dialogue; whether someone is with you for a week or 20+ years, they need the same opportunities to ask questions or raise concerns. They may even bring fresh ideas that long-standing employees would never have thought of.

Flexibility in, cohesion out. It’s a process of increasing importance to employers of all types and sizes. And a more sophisticated approach to engagement holds the key.

It's not just about Generation Y...

I can’t help thinking that the recent LBS/Deloitte study on Gen Y is a case of the emperor’s new clothes.

The study “reveals” that 80% of those being classified under the Gen Y banner don’t intend to stay with any one company for more than five years. The report’s authors go on to suggest that employers must re-orientate their ‘employer value proposition’ (got to love that phrase…) and component practices to appeal more to the priorities of this particular group.

Is any of this really news? There has been plenty of research into Gen Y in recent years, and extensive debate over how to inspire, motivate and challenge these employees to play their part. There has been general acknowledgement that employers need to engage Gen Y in different ways. So it’s a fairly well-worn path that LBS and Deloitte have sought to follow, without having an awful lot new to say about the situation or the opportunities/imperatives involved.

I think the bigger question, on which it really would be interesting to have more in-depth research, is how employers can best balance the requirements of different demographic groups such as Gen Y and ‘baby boomers’ to forge a well-oiled, well-integrated workforce. In my view, there’s not enough analysis or insight on this, but it’s an issue that is only going to increase in importance as the balance between different groups within the workplace (however loosely they are defined) continues to shift. 

Creating a single employment proposition that can turn its face and to, and remain credible for, each group is going to be increasingly difficult, perhaps stretching the whole idea to breaking point. Instead, I can see employers articulating an increasing number of audience-specific employment offers, far more than they do today. We may be moving into an era when the employer ‘proposition’ becomes the employer ‘framework’, with a shift from cohesion (inherent in the current EVP concept) to co-ordination.

That’s the area in which employers of all types could benefit from more guidance and research. Focusing on Gen Y alone only tells part of the story. There’s a bigger issue on the road ahead.