My second take-away from the workforce analytics case-studies and conferences I have heard, attended and experience over the last year is what I call the confusion of cost savings and value creation. While the good news is that we are starting to deliver, my warning would be, that we should be careful not to deliver on the wrong things – or more important; on the least value added things. Let me elaborate.
At most conferences and in most reports by leading consultants, we are being presented with a maturity model, which illustrates activities from the least mature to the most. It goes something like this; first there is some descriptive methods, such as reporting and trend analysis, then maturity increases and the methods goes on to being predictive and prescriptive and finally the maturity goes on to machine learning or something like this. One example of such as maturity model is from IBM shown below (but frankly they all look very similar).
I fully agree with the idea of maturity and that prescriptive analysis is better than descriptive. It is also a good way to illustrate this maturity journey albeit they could be a little more operational in terms of assessing level of maturity and suggested next step depending upon current level. However there is one dimension missing from this picture: the focus of the analysis itself. All good at being mature of the methods but we must also assess maturity on the object of our analysis.
In rough terms: If it the focus is on cost savings elements then the potential shareholder creation will always be limited (it will be the net present value of the cost savings minus the investment). If the focus is directly on creating customer value/business value then the potential shareholder creation will be great.
In fact, I will propose, that there is more value added in doing predictive analysis on a business matters than doing prescriptive analysis on an HR matter.
To be clear, let me come with a few examples. If you are analyzing sickness, employee turnover, recruitment effectiveness or training effectiveness, you are really at the cost savings end of the spectrum. There is no harm (at all) in coming up with evidence based suggestions to reducing employee turnover. Indeed for many companies there are significant money to save in doing that. It is however still cost savings and it won’t get you a seat at the table. So do some of that, but don’t put all your efforts there.
At the other end of the spectrum, you are adding workforce data to customer/profit/sales/other business data. Here the examples are less generic as they are (should be) tailored to each company’s specific strategy and situation. A few I have witnessed/been part of: Finding which service behavior adds the most impact to customer experience/satisfaction, and which training programs are most effective in embedding this behavior. In this example, the workforce data leads straight on to more sales and higher profits. Another example; how does change load (employees’ load of change relative to ability to handle change) impact strategy execution.
These two specific examples had a heavy use of non-workforce data as part of the analysis. In fact, you can test your value maturity on the cost/value axis by testing how much business data you have compared with how much workforce data. If you only work with workforce data, you are probably focusing on cost savings rather than value creation.
Some will sometime argue that “Attracting talent is always business critical and therefore what we do is value creating”. That may be true in some cases but they are missing the point. Indirect value creation is important but less straight forward to prove. In most cases they misunderstand HR processes with business matter.
I therefore suggest that we add a dimension to our maturity models. Perhaps some large consultancy company can show how this may look?