Ever since the COVID-19 scenario has come around, our home has become the new workplace. We’re in front of the screen all the time. The video call meetings are never ending, mails are going out by the dozen, instant messenger is the new discussion forum, and Social Media is equivalent to socialising
Amidst this time of crisis, it has not just been difficult for the employees but also the employers. In a recent web conference of DigitalHR, eminent HR professionals came together to discuss about the Future of HR and Employer Branding post COVID-era. The pandemic has affected employers globally and with the change in conditions, some changes are in order to ensure smooth workflow. The Human Resource department is the backbone of every organisation. Hence, it is essential to understand what awaits in the future for better management of the work force.
Post- COVID era, potential employees will evaluate their desirable companies based not just on their performance but also on their resilience during Corona. The companies that have been calmly and patiently handling the crisis have boosted their employees’ trust in them. It is essential to ensure that the workplace is a safe zone. Future employees will look for more safety and would likely join an employer that has its hygiene, safety, and health care measures in place. It is essential for employers to cautiously combat the COVID threat not just for the sake of their current employees but also for the prospective employees. Employers must emphasise on supporting the employees’ well-being and draft policies to portray as a key differentiator in building the workforce again.
Currently, over 2 million employees are working from home in the Indian I.T sector alone. Over the next few years, workplaces will undergo changes and will transition from physical to virtual platforms. There will also be a shift in mindset from ‘Can we do this in person?’ to ‘Do we need to do this in person?’. According to Mr. Amit Das, Director-HR & CHRO of Bennett Coleman & Co. Ltd, safety and prevention will become a major priority and will transform workplaces into ‘Myspace’. The concept suggests that employees will work from any place with access to an internet connection. Mr. Das said that in the times to come it could be possible that people use an app to locate the nearest workplace and will walk-in, plug-in and work. Dr. Deepak Deshpande, CHRO & Senior VP of NTT Netmagic, believes that even though employers will have to shift base, core values like competence, connectivity and collaboration will gain more importance. As the work-force stays away from the workplace, these values will need to be reinforced to maintain the connect and ensure smooth workflow.
In the present day scenario, about 130 million jobs are at a risk in India. Due to COVID-19, many employers have had to lay-off their personnels. Dr. Deshpande predicts that after a technological overhaul there could be more job creations than ever before. Technology will also create endless possibilities for the Millennials due to increased digital connectivity worldwide.
It has become necessary to rapidly implement Digital HR technology for the efficient management of the ongoing & upcoming challenges. The digital domain opens a wide array of solutions that are the need of the hour. HR processes and functions will need to be metamorphosed digitally for seamless workflow. It has been brought to light by Mr Swapnil Jain, CEO of ORAI Robotics, that voice-based robotic assistants powered by Artificial Intelligence will prove to be beneficial for the HR fraternity in the long run.
There is a rising need to adopt tools and technology such as Proofhub for project management, Zoom for video conferences, Hub Staff for productivity tracking and many others to ensure connectivity. Geo-agnostic technology can be utilised to track the attendance of employees. It will take over the current biometric system at the physical workspace and will enable employers to track the punctuality of their employees as well. Mr. Swapnil also foresees that robotic virtual assistants will empower businesses to be functional 24×7 and will contribute to the growth and revenue.
Employer Branding plays a critical role in shaping the expectations of the employees. An engaged workforce is driven by factors like alignment of purpose, role clarity, and trust in the employer’s leadership. Post the pandemic, these expectations will continue along with some new expectations pertaining to safety. It is imperative that employers continue people practices during the crisis in order to recuperate quickly
At the time of crisis, the attractiveness of an employer usually declines. But, with the right communication and employee engagement, employers can maintain their brand reputation amid COVID. To pass the acid test for leadership agility, employers must emphasise on bold, authentic, and clear communication with the workforce According to Mr. Das, employers must keep communication transparent with the employees. Not only does consistent communication ensure continued connection but also, a sense of security as well as unity. Ms Poonam Yadav, Group Head of Talent Staffing at Aditya Birla Group, suggests that in the coming times, employees will define employer branding. Companies that offer a good employee experience are highly likely to have great employee advocacy. Employer branding will experience a boost because when current employees speak highly about their employers, it will gravitate more prospects towards the employer.
It’s the time to rise and be empowered with strategies to overcome the current and potential challenges. Starting from adoption of technology and implementation of digitisation to rethinking business models and emphasising on safety and wellness. Employers must diligently focus on bringing in the new changes as soon as possible so that the functioning remains unscathed.
