JULY-AUGUST 2017HR TECH OUTLOOK8CHRO's: Place Your Bets-What to Expect in HR Come 2020It is important for business to keep looking towards the future, and investing in business practices that will gear them up for the "Future of Work." Here are some big bets that are added to every CHRO's bottom line.1. Get clear on organizational purpose and brand promise, to keep building trust.After a tumultuous 2016 on this front, we're seeing stronger interest from CEOs and CHROs in clearly expressing their company's brand purpose and values, especially to establish a stronger connection with talent and customers. When evaluating a potential employer, job candidates cite "culture and values" as their most important consideration, according to the latest LinkedIn Recruiting Trends Report. Given the CHRO's role as the top HR leader, he or she plays a crucial part in articulating what it means to work for your organization, and why talented people should commit to it over other organizations. And this applies not just to employees, but to all workers who impact your customers' experience in any way.According to the latest PwC CEO survey, 93 percent of CEOs agree that articulating the company purpose and building a high level of trust are even more important in our newly digitized world, where handling data the right way can make a big difference. More specifically, 64 percent of CEOs believe that the way their firms manage data will be a differentiator in the future. On this front, CHROs have a bigger role to play as the stewards for all "people data" in the firm. CHROs will want to take steps to avoid the reputational damage from large-scale employee-data breaches and highly visible breakdowns in expected employee behavior.Cyber attacks (#1) and data fraud/theft (#4) are two of the five biggest risks to doing business in North America, according to the 2017 World Economic Forum Global Risk Report. Moving aging, disparate systems to the right cloud vendors will not only reduce costs and increase speed of innovation, but it will also simplify data management and improve security.So there are elements that focus on data stewardship, some that focus on clarity of purpose and culture, and some that ensure that the organization has transparent incentives correctly aligned to support the desired culture. CHROs should also be thinking about data they have that could be used to check the health of the organization's culture, to help determine if it's living up to its commitments and anticipate problem hotspots before they break down customer or employee trust.2. Continuously improve the "digital relationship" with your talent.UX aligns the right content to the right devices, screen sizes, and likely priorities an employee faces at various times during the day. It's the stuff of design thinking and persona journey mapping: Are a recruiter's alerts delivered to his/her wearable device in the most helpful and non-intrusive way? Are just the right insights and analytics embedded in process steps to help the employee make better decisions?In My OpinionBertrand Dussert, VP, HCM Transformation & Thought Leadership, Oracle [NYSE:ORCL]ByBertrand Dussert"Mission and vision'' is the third most important consideration. On this front, CHROs have a bigger role to play as the stewards for all "people data" in the firm
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