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Why Is the Digital Revolution Essential for HR?

Pourquoi les DRH doivent-elles se saisir du digital ?
Published on
26 March 2018

According to a study carried out by Markess*, 88% of HR managers believe that digital tools improve employee engagement. What is the impact of digital technology on HR? Why do companies have to digitize HR? In response to these new challenges, Grenoble Ecole de Management recently redesigned its MSc International Human Resource Management (IHRM) to bring attention to HR management in the digital age.

Two factors are changing the current paradigm: the digital revolution and changes in employee behavior and characteristics (generational changes, cultural changes and non-linear careers). The digital revolution is creating a major change in how we work and interact in organizations. “It’s clear that digital technology is fostering a leveling out of hierarchical structures and boosting horizontal management, collaborative work, agility, and autonomy. It’s now much easier for any employee to access information through tools such as company social networks, which have become the primary information tool for many employees. If an HR department isn’t ready to adopt digital tools others will do so whether they like it or not!” explains Sabine Lauria, director of the MSc IHRM program and head of social intrapreneurship.

HR operations: evolving to match employee expectations

The fourth industrial revolution is being propelled by digital technology. "The digital revolution started impacting companies through customer service as it created new connections between product culture and customer experience culture. But employees were forgotten! Yet the stakes are the same for HR. More than even, HR has to adapt its approach to match the expectations and diversity of its employees," highlights Sabine. HR has to adapt to internal clients, namely employees. It's not just about meeting a company's expectations. You have to understand employee expectations if you don't want to risk losing high-profile talent.

Defining new technology

The paradigm is changing. Sabine cites for example: “It’s not unusual to see a manager recruit his or her future team members through social networks (LinkedIn, Viadeo,...). You also have to know how to keep key employees at the company.” HR has to reorganize its approach to valorize the experiences of employees and keep them with the company. The first step is of course to analyze what each employee has done in the company. But that’s not all: “To focus attention on the employee experience, you have to identify groups or types of employees in order to meet their demands. Employees categories used to be very simple: worker & manager. Currently there are many other criteria to take into account due to emerging expectations. You can consider factors such as: Are employees graduates of the same school? Do they take MOOCs? Are they part of an internet community? The answers to these questions will help guide how you offer training, manage careers and implement salary packages. Thinking in terms of the ‘employee experience’ will help HR rethink their policies and practices.”

Adopting new HR tools

“The evolution of tools is creating this new working methodology. We should build on it!” exclaims Sabine. The first recommendation is to carefully adapt new digital tools to HR needs. Data analysis and management has become very precise and essential to recruitment as is the evaluation of skills and performance. “It’s for this reason we redesigned the MSc IHRM. Now called ‘MSc IHRM in the Digital Age’, the program aims to improve how we can meet employee demands, improve recruitment and retention, and finally meet the needs of companies. It’s also about learning how to convince various departments of decisions made by HR.”

The digital revolution will call into question the legitimacy of HR departments. “The more HR departments are on the forefront of new types of organizations and tools (recruitment, talent management, serious games for training, etc.), the more they will be appreciated,” concludes Sabine.

The MSc IHRM in the Digital Age program was recently updated to meet these evolving needs.

*Company specialized in expert studies of digital markets and strategies for digital transformation

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  • Hôtellerie Internationale : un double diplôme MBA-MSc avec Glion Institute of Higher Education
    Published on 20 November 2017

    International Hospitality: a new double-degree MBA-MSc with Glion Institute of Higher Education

    Grenoble Ecole de Management is partnering with Glion Institute of Higher Education, one of the leading hotel management institutions in Switzerland, to offer a new, unique double degree; an MBA combined with an MSc in International Hospitality in...

  • Bénédicte Tilloy, artiste et ex-DRH à la SNCF, a posté ses aquarelles sur Twitter, entrainant l’initiative Art Wagon, portée par un conducteur de trains
    Published on 13 September 2017

    Art: Bringing Emotion Back into Company Life

    Art is a gateway to emotions and offers an interesting approach to foster more humane relationships at work.

  • MSc Fashion Challenge Chaumet GEM

    MSc Fashion, Design and Luxury Management: 2 teams selected for the Chaumet Challenge

    2 MSC Fashion Students from Grenoble Ecole de Management were selected to be in the top 10 finalists from over 50 participating teams for the significant luxury brands in LVMH group Challenge.

  • Published on 17 June 2017

    Nanovalor: a Platform to Evaluate the Value of New Tech

    Emerging technology can impact society and the economy in a variety of ways. Nanovalor creates a platform to analyze and learn about the value of new tech.

  • Une quarantaine de collaborateurs Ubisoft en France sont issus de Grenoble Ecole de Management
    Published on 15 May 2017

    Recruitment: How Does Ubisoft Rely on Its Alumni Employees?

    Alumni from various schools can be a precious asset for companies to build connections with potential recruits.

  • Cybersécurité : prévenir les risques spécifiques aux TPE/PME
    Published on 17 May 2017

    Cybersecurity: the Challenge for SMEs

    SMEs are a prime target for cybercriminals. Training remains the best defense against such threats.

  • Renaud Cornu-Emieux, responsable de la Chaire Talents de la transformation digitale, et enseignant-chercheur à GEM
    Published on 10 May 2017

    Digital Advantages for Human Resources

    How do HR departments participate in the digital transformation? What advantages do digital tools offer for HR?

  • Renaud Cornu-Emieux, responsable de la Chaire Talents de la transformation digitale, et enseignant-chercheur à GEM
    Published on 10 May 2017

    Le digital : un frein ou un atout pour les RH ?

    DRH, DSI et direction marketing doivent interagir pour construire un projet de transformation numérique, à partir d’un modèle de management agile, en réseau

  • Published on 03 April 2017

    MSc Fashion, Design and Luxury Management Study Trips

    Students on the MSc Fashion, Design and Luxury Management from the Grenoble campus recently spent their faculty-led study trip in Paris. During a week packed with company visits, lectures and excursions, students were able to build upon the...

  • Luois Vuitton and MSc Fashion, GEM
    Published on 07 June 2018

    Louis Vuitton shares their passion for retail with Grenoble Ecole de Management students

    On March 12th 2018 GEM students had the great pleasure of welcoming Louis Vuitton onto our Paris Campus. Students on the MSc Fashion, Design and Luxury Management program, from both the Grenoble and Paris campus eagerly awaited the representatives...

  • research on Contextual Television Advertising
    Published on 28 February 2017

    Research: Questioning the Effectiveness of Contextual Television Advertising

    As businesses and marketing go digital, companies have to track the effectiveness of their advertising across many channels. The growth of online transactions has made website conversions an essential factor for many businesses. Thanks to detailed...

  • research on Contextual Television Advertising
    Published on 28 February 2017

    Recherche : Quelle efficacité pour la publicité contextuelle à la télévision ?

    Du fait de la digitalisation de leurs activités économiques et marketing, les entreprises se préoccupent de plus en plus de l’efficacité de leurs campagnes publicitaires. Le taux de conversion, mesuré comme le nombre de transactions en ligne par...

  • Comment se prémunir de l’infobésité
    Published on 10 January 2017

    How to Avoid an Information Overload?

    You cannot multi-task. Prioritizing is the key to efficiency.

  • Comment se prémunir de l’infobésité
    Published on 10 January 2017

    Infobésité : comment s'en prémunir ?

    La surcharge d’informations numériques appauvrit notre mental, nous exposant au burnout. La chaire des Talents de la transformation digitale édite un guide de bonnes pratiques

  • Published on 08 December 2016

    Does a Country’s Culture Influence the Use of Lean Production Systems?

    With globalization, companies have been forced to expand across borders. As a result, they have to check the validity of their management theories and tools when applied to various cultural contexts. Laurent Rannaz, president of Caterpillar France,...

  • Published on 08 December 2016

    Systèmes de production et culture locale font-ils bon ménage ?

    Les fondamentaux culturels d'un pays influent-ils sur la performance d’un système de production, et selon quels critères ? Dans le cadre d’une thèse (DBA) soutenue à GEM, Laurent Rannaz, Président de Caterpillar France, dévoile les ressorts du...

  • MSc Fashion students selected for exclusive "Inside LVMH" event
    Published on 29 November 2016

    MSc Fashion students selected for exclusive "Inside LVMH" event

    3 MSc Fashion, Design and Luxury Management students successfully competed with participants from other top French Business School to secure their place at the exclusive “Inside LVMH” event. (Moët Hennessy Louis Vuitton)

  • Published on 13 September 2016

    Dans les entrailles de Pokémon Go

    De l’utilisation abusive des datas collectées à la constitution d’un algorithme capable de prédire le comportement des utilisateurs, Nathalie Devillier met en lumière l’opacité de l’application Pokémon Go. Une technologie qui attise les...

  • Federico Pigni, Professor at Grenoble Ecole de Management
    Published on 01 July 2016

    Research: Creating Value from Digital Data Streams

    The big data era is upon us. Startups, major companies, organizations and governments are all rushing to extract essential insights from big data. Yet in doing so, many have overlooked the potential value of the digital data streams (DDS) that make...

  • Federico Pigni, Professor at Grenoble Ecole de Management
    Published on 01 July 2016

    Recherche : Le big data temps réel, une nouvelle source de création de valeur

    Enregistrés et analysés en quasi temps réel grâce aux progrès de la technologie, les flux de données du big data donnent naissance à de nouveaux services créateurs de valeur. Une étude portant sur 171 initiatives du monde entier décrypte la logique...

  • Published on 30 June 2016

    Joining the UN’s International Telecommunication Union (ITU)

    Grenoble Ecole de Management becomes the first Business School in the world, and the first higher education institution in France to join the prestigious International Telecommunication Union (ITU), the United Nations specialized agency based in...

  • Financial Times logo
    Published on 20 June 2016

    Le MSc Finance se maintient dans le top 12 mondial des meilleurs masters en finance

    Pour la troisième année consécutive, le Financial Times a classé le MSc Finance de Grenoble Ecole de Management à la 12ème place du classement des meilleures formations en finance dans le monde.

  • Published on 04 May 2017

    Study Trip Report

    2017 was a great success for the entrepreneurs of the MSc Innovation, Strategy and Entrepreneurship at Grenoble Ecole de Management. Students had the opportunity to travel to Silicon Valley (USA) and discover the world’s leading hub for innovation...

  • websites such as TripAdvisor have given consumers the power to impact a company's image.
    Published on 22 March 2016

    TripAdvisor: How Companies React to Negative Ratings

    The world wide web has revolutionized the hotel, restaurant and other travel-related industries. From online bookings to customer ratings, companies have to learn how to operate in this new environment. While an organization's market identity used...

  • websites such as TripAdvisor have given consumers the power to impact a company's image.
    Published on 22 March 2016

    Recherche : TripAdvisor ou l’irrépressible montée du pouvoir des consommateurs

    A travers TripAdvisor, les clients ont une influence croissante sur la réputation des hôtels et ces derniers répondent de plus en plus aux avis défavorables. C'est ce que montre une étude menée entre 2002 et 2012 sur les avis des clients de 600...

  • Research: Creating Visitor Engagement Through Music
    Published on 29 February 2016

    Research: Creating Visitor Engagement Through Music

    Digital communications have created an information overload for customers. To stand out on the world wide web, companies have to offer clients a high-impact experience. When used properly, music provides a simple yet effective means of creating a...

  • -	Projet CHESS – Connected Health Early Stage Researcher Support System
    Published on 08 September 2015

    Connected Health: the New Health Management Models

    Save lives and improve quality of living during and after treatment in the most cost-effective way: the promises of connected health are opening encouraging horizons for the future of healthcare systems. Connected health will contribute to creating...

  • -	Projet CHESS – Connected Health Early Stage Researcher Support System
    Published on 08 September 2015

    Santé connectée : les nouveaux modèles de management de la santé

    Sauver des vies, améliorer la qualité de vie pendant et après le traitement, le tout au meilleur prix : les promesses de la santé connectée ouvrent des horizons encourageants pour l’avenir des systèmes de santé. Elle contribuera à créer un...