On November 26th, 2019, more than 600 HR experts participated to the first edition of Human Capital Europe, and more specifically to the HR Summit. Several local and international speakers shared their knowledge and best practices during the afternoon session, before attending the traditional HR One Gala and its Luxembourg HR Awards.
Programmatic ad, the first link between candidates and companies
Master of Ceremony Christian Scharff (Partner, People & Organization, PwC Luxembourg) first welcomed Daniel Morais (VP of Sales, Golden Bees) on stage. "Our solutions provide HR experts with a new way to communicate with candidates, through programmatic ads. This technique has been used in the field of HR for about 4-5 years," he started. He then explained that our lives are now punctuated by digital interactions as we all use many apps and websites, and most of us actually are giving away data through consent. "Moreover, there are ads on all the platforms we use. Therefore, what can be done in the field of sourcing and recruiting? Programmatic consists in the bidding and selling of online ads, in real time. It allows HR professionals to target automatically on any device and website, based on data. We are shifting from buying media and hoping that the audience responds to it, to letting an algorithm finding the correct answer and pushing the content," explained Daniel Morais. The goal is therefore to build a strong scenario to touch candidates and track everything: it can be done with specific banners, videos our employees, articles, etc.
How can HR adapt to new societal challenges?
A round table brought Eric Oyevaar (Head of HR Europe, Fidelity International) and Karin Scholtes (Global Head of People, Culture and Communication, BIL) together. It was moderated by Dr. Jakob Mainert (Cognitive Scientist, author about human intelligence). Karin Scholtes first stated that "even if digital is key, the Human aspect remains and we sometimes tend to forget it. HR is still about people and trust. Yet, people need to accept that change is needed". To do so, BIL actually changed the name of its HR department to "People, Culture and Communication" and is putting the employees at the center. On the topic of culture, Karin Scholtes highlighted to need to accommodate the different generations currently working at the bank: "defining a culture that suits different generations is on top of the agenda". The HR expert said that, with the BIL Academy, the bank is now giving a different color to training, with new and more friendly ways to develop: "we notably offer diversity and soft skills programs". According to Eric Oyevaar, the human side of the digital transformation is the key: "there are many cool tech to use, but you need to be careful when it comes to their integration. They absolutely need to simplify the digital journey". When it comes to values, he explained that leaders need to drive the behavior. As a family business, his company builds on integrity. He added: "sure, it is important to evolve as a company and having a multigenerational approach is crucial. How do we cater for the different needs? Moreover, diversity is a huge topic for us and we have notably appointed a Global Head of Diversity".
Reinventing hiring practices
David Bernard (CEO & Data Shaman at AssessFirst) then took the stage and focused how psychometric and the science of dating (applied to the office) can help you foster performance and diversity in the workplace, using 100% non-biased A.I. "We can predict how well candidates are going to perform and even how happy they are going to be at work, based on their potential…with a reliability of 85%," he first stated. He then explained that nowadays, all employees have one thing in common: their quest for happiness. With AssessFirst, he was able to develop the magic formula: health, love and a job that is fulfilling and where people can express their talent. "Yet, we observe too many failures but nothing has to do with tech skills, it's most of the time because of behavioral related problems," added David Bernard, who continued: "we need to reinvent hiring practices and help people express their full potential. To do so, we need to look beyond the CVs, which are just about the past. We need to look at who candidates are and at who they could be". He concluded his presentation by showcasing his app which gives a complete assessment of natural talent, with AI comparing it to a predictive model. Lately, a feature has been added to the app and tells HR if colleagues can actually work together and are "a match". "Human beings are at the center of the hiring process," he concluded.
Why scalable learning is replacing scalable efficiency
The second part of the afternoon session was moderated by Laurent Chapelle (CEO, RH Expert) who first welcomed Sylvain Cottong (Co-founder of The HOW Institute). "The economy has changed: it used to be driven by scalable efficiency but we have entered a period of exponential business transformation," started the expert who notably shared the example of the automotive industry. According to him, in the current VUCA (Volatile, Uncertain, Complex and Ambiguous) environment, companies need to jump between experience curves. For instance, in less than 10 years, Netflix went from DVD, to online, to content producer. "In this respect, traditional organizational hierarchies can only react slowly and have limited decision-making bandwidth, and scalable learning is replacing scalable efficiency as the single most important parameter for organizational performance and resilience," added Sylvain Cottong, who advocated agile learning. He described it as "as colorful as a rainbow", with its various methods and formats, its holistic approach, etc. He concluded: "agile learning is blended, social and experimental. It is significantly more efficient than formal learning. Moreover, it increases employee engagement, satisfaction, motivation, experience and performance. Therefore, it will be the most strategic activity within HR departments and cross-functional HR value-streams".
Think locally, hire globally
"At 40 years old, I travelled the world and met people with a different education, culture and who spoke different languages. It brought those skills back and I am now working in the field of cross-border recruitment. And all companies are currently facing such challenges as they need to speak the language of the job seekers," stated Rob Williams (Director, Employer Insights, Indeed). He then listed some of the benefits of hiring globally: more creative problem solving, higher productivity and performance and saving time and resources. Rob Williams then shared significant figures showing that "global talent is already looking for you". For instance, in Q3 of 2019, there were more than 6,000,000 searches for French jobs by seekers in Europe and outside of France. The expert also shared his best practices on how to engage with global talent: optimize for mobile, focus on job content, work on quality job descriptions, and insist on local knowledge. The latter element is key as people almost always search for jobs in their local language. "Finally, ask for help: lean on colleagues, on the marketing department and also on expert companies like Indeed, to better understand local knowledge," concluded Rob Williams.
The digital transformation of Human Resources
Laurent Chapelle and Patrizia Fratini (Head of Human Resources, Banque Havilland) then shared the stage for a joint presentation focusing on HR Digital Transformation. Laurent Chapelle first shared figures concerning the current workforce in Luxembourg, with 9 contracts signed every hour. He also said that people spend an average of 3 hours and 10 minutes in their car each day of the week, highlighting the fact that the landscape evolved. According to Patrizia Fratini, "the role of HR has changed in the past two years, as HR is much more involved in the overall company strategy. Also, we are dealing with more demands concerning flexibility". The two experts then discussed the use of digital in Luxembourg and especially within Banque Havilland. "Tech does not mean the end of HR. On the contrary, it will allow us to spend more time on added-value tasks such as talent management and training," added the Head of HR. According to her, the current digital workplace permits more collaboration. To conclude, she highlighted the fact that the future of HR was made of people, culture and digital.
The Cognitive Lens: how to unlock hidden human capital in the changing nature of Work?
The final presentation was given by Dr. Jakob Mainert (Cognitive Scientist, author about human intelligence) who first stated: "digital technology irreversibly shifted the value of labor towards complex and collaborative tasks: A Competitive Advantage aims at releasing energy and time for this development. In such an environment, key cognitive skills are required: focus, collaboration, empathy and agility". According to him, the Cognitive Lens 2020 enables us to articulate the need for human cognition in work tasks, use our cognitive capacity (time and energy) most effectively on high value tasks: to strategize, trouble-shoot, influence, solve complex problems, collaborate, convince, negotiate etc., and forecast, match, train and practice 21st Century Skills for these high value tasks. His internal benchmark also confirmed that such a method frees up time and energy from routine tasks to more complex and collaborative tasks.
Later in the day, several hundreds of HR experts participated to the 17th edition of the HR One Gala. To find out who the winners of Luxembourg HR Awards are, click HERE. Want to know more about the morning session entitled "Converge"? Click HERE.
Photos: Aurélie Gasser
Publié le 27 novembre 2019