Dave Ulrich - A New Mandate for HR


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Dave Ulrich - A New Mandate for HR

  1. 1. A New Mandate forHuman Resourcesby Dave UlrichHarvard Business ReviewReprint 98111
  2. 2. S hould we do away with HR? In recent years, achieve such excellence – through a focus on learn- a number of people who study and write about ing, quality, teamwork, and reengineering – are business – along with many who run busi- driven by the way organizations get things done andnesses – have been debating that question. The de- how they treat their people. Those are fundamentalbate arises out of serious and widespread doubts HR issues. To state it plainly: achieving organiza-about HR’s contribution to organizational perfor- tional excellence must be the work of HR.mance. And as much as I like HR people – I have The question for senior managers, then, is notbeen working in the field as a researcher, professor, Should we do away with HR? but What should weand consultant for 20 years – I must agree that there do with HR? The answer is: create an entirely newis good reason for HR’s beleaguered reputation. It role and agenda for the field that focuses it not onis often ineffective, incompetent, and costly; in a traditional HR activities, such as staffing and com-phrase, it is value sapping. Indeed, if HR were to pensation, but on outcomes. HR should not be de-remain configured as it is today in many companies, fined by what it does but by what it delivers –I would have to answer the question above with a results that enrich the organization’s value to cus-resounding “Yes – abolish the thing!” tomers, investors, and employees. But the truth is, HR has never been more neces- More specifically, HR can help deliver organiza-sary. The competitive forces that managers face tional excellence in the following four ways:today and will continue to confront in the future ! First, HR should become a partner with seniordemand organizational excellence. The efforts to and line managers in strategy execution, helping to124 ARTWORK BY MICHAEL WOLOSCHINOW
  3. 3. HR should be defined not by what it does but by what it delivers. A New Mandate for Human Resources by Dave Ulrichmove planning from the conference room to the policy police and regulatory watchdog. It handlesmarketplace. the paperwork involved in hiring and firing, man-! Second, it should become an expert in the way ages the bureaucratic aspects of benefits, and ad-work is organized and executed, delivering admin- ministers compensation decisions made by others.istrative efficiency to ensure that costs are reduced When it is more empowered by senior manage-while quality is maintained. ment, it might oversee recruiting, manage training! Third, it should become a champion for employ- and development programs, or design initiatives toees, vigorously representing their concerns to senior increase workplace diversity. But the fact remains:management and at the same time working to in- the activities of HR appear to be – and often are –crease employee contribution; that is, employees’ disconnected from the real work of the organiza-commitment to the organization and their ability tion. The new agenda, however, would mean thatto deliver results. every one of HR’s activities would in some concrete! And finally, HR should become an agent of con- way help the company better serve its customerstinuous transformation, shaping processes and a or otherwise increase shareholder value.culture that together improve an organization’s Can HR transform itself alone? Absolutely not.capacity for change. In fact, the primary responsibility for transforming Make no mistake: this new agenda for HR is a the role of HR belongs to the CEO and to every lineradical departure from the status quo. In most com- manager who must achieve business goals. The rea-panies today, HR is sanctioned mainly to play son? Line managers have ultimate responsibilityCopyright © 1997 by the President and Fellows of Harvard College. All rights reserved. 125
  4. 4. a n ew m a n dat e f o r h u m a n r e s o u r c e sfor both the processes and the outcomes of the com- Profitability Through Growth. During the pastpany. They are answerable to shareholders for cre- decade, most Western companies have been clear-ating economic value, to customers for creating ing debris, using downsizing, reengineering, de-product or service value, and to employees for cre- layering, and consolidation to increase efficiencyating workplace value. It follows that they should and cut costs. The gains of such yard work, how-lead the way in fully integrating HR into the com- ever, have largely been realized, and executives willpany’s real work. Indeed, to do so, they must become now have to pay attention to the other part of theHR champions themselves. They must acknowl- profitability equation: revenue growth.edge that competitive success is a function of orga- The drive for revenue growth, needless to say,nizational excellence. More important, they must puts unique demands on an organization. Compa-hold HR accountable for delivering it. nies seeking to acquire new customers and develop Of course, the line should not impose the new new products must be creative and innovative, andagenda on the HR staff. Rather, operating managers must encourage the free flow of information andand HR managers must form a partnership to shared learning among employees. They must alsoquickly and completely reconceive and reconfigure become more market focused – more in touch withthe function – to overhaul it from one devoted to ac- the fast changing and disparate needs of their cus-tivities to one committed to outcomes. The process tomers. And companies seeking growth throughwill be different in every organization, but the re- mergers, acquisitions, or joint ventures require oth-sult will be the same: a business er capabilities, such as the finelyera in which the question Should honed skills needed to integratewe do away with HR? will beconsidered utterly ridiculous. HR’s activities different organizations’ work processes and cultures.Why HR Matters Now appear to be– Technology. From videocon- ferencing to the Internet, tech-More Than Ever and often are– nology has made our world smaller and faster. Ideas andRegardless of their industry, size,or location, companies today disconnected massive amounts of information are in constant movement. Theface five critical business chal-lenges. Collectively, these chal- from the real challenge for managers is to make sense and good use of whatlenges require organizations tobuild new capabilities. Who is work of an technology offers. Not all tech- nology adds value. But technol-currently responsible for devel-oping those capabilities? Every- organization. ogy can and will affect how and where work gets done. In theone – and no one. That vacuum coming years, managers willis HR’s opportunity to play a leadership role in en- need to figure out how to make technology a viable,abling organizations to meet the following compet- productive part of the work setting. They will needitive challenges: to stay ahead of the information curve and learn to Globalization. Gone are the days when compa- leverage information for business results. Other-nies created products at home and shipped them wise, they risk being swallowed by a tidal wave ofabroad “as is.” With the rapid expansion of global data – not ideas.markets, managers are struggling to balance the Intellectual Capital. Knowledge has become aparadoxical demand to think globally and act direct competitive advantage for companies sellinglocally. That imperative requires them to move ideas and relationships (think of professional ser-people, ideas, products, and information around the vice, software, and technology-driven companies)world to meet local needs. They must add new and and an indirect competitive advantage for all com-important ingredients to the mix when making panies attempting to differentiate themselves bystrategy: volatile political situations, contentious how they serve customers. From now on, success-global trade issues, fluctuating exchange rates, and ful companies will be the ones that are the mostunfamiliar cultures. They must be more literate inthe ways of international customers, commerce, Dave Ulrich is a professor at the University of Michi-and competition than ever before. In short, global- gan’s School of Business in Ann Arbor. He is the authorization requires that organizations increase their of Human Resource Champions: The Next Agenda forability to learn and collaborate and to manage di- Adding Value and Delivering Results (Harvard Businessversity, complexity, and ambiguity. School Press, 1997).126 harvard business review January – February 1998
  5. 5. a n ew m a n dat e f o r h u m a n r e s o u r c e sadept at attracting, developing, and retaining indi- tive team – of which HR is a member. To be full-viduals who can drive a global organization that is fledged strategic partners with senior management,responsive to both its customers and the burgeon- however, HR executives should impel and guideing opportunities of technology. Thus the challenge serious discussion of how the company should befor organizations is making sure they have the capa- organized to carry out its strategy. Creating thebility to find, assimilate, develop, compensate, and conditions for this discussion involves four steps.retain such talented individuals. First, HR should be held responsible for defining Change, Change, and More Change. Perhaps the an organizational architecture. In other words, itgreatest competitive challenge companies face is should identify the underlying model of the com-adjusting to – indeed, embracing – nonstop change. pany’s way of doing business. Several well-estab-They must be able to learn rapidly and continu- lished frameworks can be used in this process. Jayously, innovate ceaselessly, and takeon new strategic imperatives fasterand more comfortably. Constantchange means organizations mustcreate a healthy discomfort with thestatus quo, an ability to detect emerg-ing trends quicker than the competi-tion, an ability to make rapid deci-sions, and the agility to seek newways of doing business. To thrive, inother words, companies will need tobe in a never-ending state of transfor-mation, perpetually creating funda-mental, enduring change.HR’s New RoleThe five challenges described abovehave one overarching implication forbusiness: the only competitiveweapon left is organization. Sooner orlater, traditional forms of competi-tiveness – cost, technology, distribu-tion, manufacturing, and productfeatures – can be copied. They havebecome table stakes. You must havethem to be a player, but they do notguarantee you will be a winner. In the new economy, winning will Many HR processes can be done better, faster, and cheaper.spring from organizational capabil- Finding and fixing them is part of the new HR’s work.ities such as speed, responsiveness,agility, learning capacity, and employee compe- Galbraith’s star model, for example, identifies fivetence. Successful organizations will be those that essential organizational components: strategy,are able to quickly turn strategy into action; to man- structure, rewards, processes, and people. The well-age processes intelligently and efficiently; to maxi- known 7-S framework created by McKinsey &mize employee contribution and commitment; and Company distinguishes seven components in ato create the conditions for seamless change. The company’s architecture: strategy, structure, sys-need to develop those capabilities brings us back to tems, staff, style, skills, and shared values.the mandate for HR set forth at the beginning of It’s relatively unimportant which framework thethis article. Let’s take a closer look at each HR im- HR staff uses to define the company’s architecture,perative in turn. as long as it’s robust. What matters more is that an Becoming a Partner in Strategy Execution. I’m architecture be articulated explicitly. Without suchnot going to argue that HR should make strategy. clarity, managers can become myopic about howStrategy is the responsibility of a company’s execu- the company runs – and thus about what drivesharvard business review January – February 1998 127
  6. 6. a n ew m a n dat e f o r h u m a n r e s o u r c e sstrategy implementation and what stands in its places in a house that require immediate improve-way. They might think only of structure as the dri- ment; organizational-architecture plans can beving force behind actions and decisions, and neglect similarly useful. They are critical in helping man-systems or skills. Or they might understand the agers identify which components of the companycompany primarily in terms of its values and pay must change in order to facilitate strategy execu-inadequate attention to the influence of systems on tion. Again, HR’s role is to shepherd the dialoguehow work – that is, strategy execution – actually about the company’s blueprints.gets accomplished. Consider a company in which HR defined the Senior management should ask HR to play the organization’s architecture in terms of its culture,role of an architect called into an already-con- competencies, rewards, governance, work pro-structed building to draw up its plans. The architect cesses, and leadership. The HR staff was able to usemakes measurements; calculates dimensions; that model to guide management through a rigor-notes windows, doors, and staircases; and examines ous discussion of “fit” – did the company’s culturethe plumbing and heating infrastructures. The re- fit its strategic goals, did its competencies, and sosult is a comprehensive set of blueprints that con- forth. When the answer was no, HR was able totains all the building’s parts and shows how they guide a discussion of how to obtain or develop whatwork together. was missing. (For an example of the questions Next, HR must be accountable for conducting an asked in this discussion, see the chart “From Archi-organizational audit. Blueprints can illuminate the tecture to Audit.”) From Architecture to Audit After HR has determined the company’s underlying architecture, it can use a framework like the one below to guide the organiza- tion through the discussion and debate of the audit process. Question Rating Description Gap between (1-10) of best practice company’s current practice and best practice Shared mind-set To what extent does our company have the right culture to reach its goals? Competence To what extent does our company have the required knowledge, skills, and abilities? Consequence To what extent does our company have the appropriate measures, rewards, and incentives? Governance To what extent does our company have the right organizational structure, communications systems, and policies? Capacity To what extent does our company have for change the ability to improve work processes, to change, and to learn? Leadership To what extent does our company have the leadership to achieve its goals?128 harvard business review January – February 1998
  7. 7. a n ew m a n dat e f o r h u m a n r e s o u r c e s The third role for HR as a strategic partner is to benefits program that employees can manage with-identify methods for renovating the parts of the or- out paperwork; another has used technology toganizational architecture that need it. In other screen résumés and reduce the cycle time for hiringwords, HR managers should be assigned to take the new candidates; and a third has created an elec-lead in proposing, creating, and debating best prac- tronic bulletin board that allows employees totices in culture change programs, for example, or in communicate with senior executives. In all threeappraisal and reward systems. Similarly, if strategy cases, the quality of HR work improved and costsimplementation requires, say, a team-based organi- were lowered, generally by removing steps or lever-zational structure, HR would be responsible for aging technology.bringing state-of-the-art approaches for creating But decreased costs aren’t the only benefit ofthis structure to senior management’s attention. HR’s becoming the organization’s administrative Fourth and finally, HR must take stock of its own expert. Improving efficiency will build HR’s credi-work and set clear priorities. At any given moment, bility, which, in turn, will open the door for it tothe HR staff might have a dozen initiatives in its become a partner in executing strategy. Considersights, such as pay-for-performance, global team- the case of a CEO who held a very low opinion ofwork, and action-learning development experi- the company’s HR staff after they sent a letter to aences. But to be truly tied to business outcomes, job candidate offering a salary figure with the deci-HR needs to join forces with operating managers to mal point in the wrong place. (The candidate calledsystematically assess the impact the CEO and joked that sheand importance of each one of didn’t realize the job would makethese initiatives. Which ones arereally aligned with strategy im- Decreasing costs her a millionaire.) It was only after the HR staff proved theyplementation? Which onesshould receive attention imme- and improving could streamline the organiza- tion’s systems and proceduresdiately, and which can wait?Which ones, in short, are truly efficiency will and deliver flawless administra- tive service that the CEO finallylinked to business results? Because becoming a strategic help HR become felt comfortable giving HR a seat at the strategy table.partner means an entirely newrole for HR, it may have to ac- a partner in HR executives can also prove their value as administrative ex-quire new skills and capabilities.Its staff may need more educa- executing perts by rethinking how work is done throughout the organiza-tion in order to perform the kindof in-depth analysis an organiza- strategy. tion. For example, they can de- sign and implement a systemtional audit involves, for exam- that allows departments to shareple. Ultimately, such new knowledge will allow administrative services. At Amoco, for instance,HR to add value to the executive team with confi- HR helped create a shared-service organization thatdence. In time, the concept of HR as a strategic part- encompassed 14 business units. HR can also createner will make business sense. centers of expertise that gather, coordinate, and dis- Becoming an Administrative Expert. For decades, seminate vital information about market trends,HR professionals have been tagged as administra- for instance, or organizational processes. Suchtors. In their new role as administrative experts, groups can act as internal consultants, not only sav-however, they will need to shed their traditional ing the company money but also improving itsimage of rule-making policy police, while still competitive situation.making sure that all the required routine work in Becoming an Employee Champion. Work todaycompanies is done well. In order to move from their is more demanding than ever – employees are con-old role as administrators into their new role, HR tinually being asked to do more with less. And asstaff will have to improve the efficiency of both companies withdraw the old employment contract,their own function and the entire organization. which was based on security and predictable pro- Within the HR function are dozens of processes motions, and replace it with faint promises of trust,that can be done better, faster, and cheaper. Finding employees respond in kind. Their relationship withand fixing those processes is part of the work of the the organization becomes transactional. They givenew HR. Some companies have already embraced their time but not much more.these tasks, and the results are impressive. One That kind of curtailed contribution is a recipe forcompany has created a fully automated and flexible organizational failure. Companies cannot thriveharvard business review January – February 1998 129
  8. 8. a n ew m a n dat e f o r h u m a n r e s o u r c e sunless their employees are engaged fully. Engaged schedules. It may mean suggesting that line execu-employees – that is, employees who believe they tives pay attention to the possibility that some em-are valued – share ideas, work harder than the nec- ployees are being asked to do boring or repetitiveessary minimum, and relate better to customers, to work. HR at Baxter Healthcare, for example, identi-name just three benefits. fied boring work as a problem and then helped to In their new role, HR professionals must be held solve it by redesigning work processes to connectaccountable for ensuring that employees are en- employees more directly with customers.gaged – that they feel committed to the organiza- Along with educating operating managers abouttion and contribute fully. In the past, HR sought morale, HR staff must also be an advocate for em-that commitment by attending to the social needs ployees – they must represent the employees toof employees – picnics, parties, United Way cam- management and be their voice in management dis-paigns, and so on. While those activities must still cussions. Employees should have confidence thatbe organized, HR’s new agenda supersedes them. when decisions are made that affect them (such as aHR must now take responsibility for orienting and plant closing), HR’s involvement in the decision-training line management about the importance of making process clearly represents employees’high employee morale and how to achieve it. In views and supports their rights. Such advocacy can-addition, the new HR should be the employees’ not be invisible. Employees must know that HR isvoice in management discussions; offer employees their voice before they will communicate theiropportunities for personal and opinions to HR managers.professional growth; and provide Becoming a Change Agent. Toresources that help employeesmeet the demands put on them. HR must now adapt a phrase, Change happens. And the pace of change today, Orienting and training linemanagement about how to train line because of globalization, techno- logical innovation, and informa-achieve high employee moralecan be accomplished using sev- management in tion access, is both dizzying and dazzling. That said, the primaryeral tools, such as workshops,written reports, and employee methods of difference between winners and losers in business will be thesurveys. Such tools can helpmanagers understand the achieving high ability to respond to the pace of change. Winners will be able tosources of low morale within theorganization – not just specifi- employee adapt, learn, and act quickly. Losers will spend time trying tocally, but conceptually. For in-stance, HR might inform the morale. control and master change. The new HR has as its fourthline that 82% of employees feel responsibility the job of buildingdemoralized because of a recent downsizing. That’s the organization’s capacity to embrace and capital-useful. But more than that, HR should be responsi- ize on change. It will make sure that change initia-ble for educating the line about the causes of low tives that are focused on creating high-performingemployee morale. For instance, it is generally teams, reducing cycle time for innovation, or im-agreed by organizational behavior experts that em- plementing new technology are defined, developed,ployee morale decreases when people believe the and delivered in a timely way. The new HR can alsodemands put upon them exceed the resources avail- make sure that broad vision statements (such as,able to meet those demands. Morale also drops We will be the global leader in our markets) getwhen goals are unclear, priorities are unfocused, or transformed into specific behaviors by helping em-performance measurement is ambiguous. HR ployees figure out what work they can stop, start,serves an important role in holding a mirror in front and keep doing to make the vision real. At Hewlett-of senior executives. Packard, HR has helped make sure that the com- HR can play a critical role in recommending pany’s value of treating employees with trust, dig-ways to ameliorate morale problems. Recommen- nity, and respect translates into practices that, fordations can be as simple as urging the hiring of addi- example, give employees more control over whentional support staff or as complex as suggesting that and where they work.reengineering be considered for certain tasks. The Change has a way of scaring people – scaringnew role for HR might also involve suggesting that them into inaction. HR’s role as a change agent is tomore teams be used on some projects or that em- replace resistance with resolve, planning with re-ployees be given more control over their own work sults, and fear of change with excitement about its130 harvard business review January – February 1998
  9. 9. a n ew m a n dat e f o r h u m a n r e s o u r c e s Change Begins by A sking Who, Why, What, and How HR staff at GE used this change model to guide a transformation process at the company. Key Success Factors Questions to Assess and Accomplish for Change The Key Success Factors for Change Leading change Do we have a leader… (Who is responsible?) who owns and champions the change? who publicly commits to making it happen? who will garner the resources necessary to sustain it? who will put in the personal time and attention needed to follow through? Creating a shared need Do employees… (Why do it?) see the reason for the change? understand why it is important? see how it will help them and the business in the short term and long term? Shaping a vision Do employees… (What will it look like when we see the outcomes of the change in behavioral terms are done?) (that is, in terms of what they will do differently as a result of the change)? get excited about the results of accomplishing the change? understand how it will benefit customers and other stakeholders? Mobilizing commitment Do the sponsors of the change… (Who else needs to be involved?) recognize who else needs to be committed to the change to make it happen? know how to build a coalition of support for the change? have the ability to enlist support of key individuals in the organization? have the ability to build a responsibility matrix to make the change happen? Modifying systems and structures Do the sponsors of the change… (How will it be institutionalized?) understand how to link it to other HR systems such as staffing,training, appraisal, rewards, structure, and communication? recognize the systems implications of the change? Monitoring progress Do the sponsors of the change… (How will it be measured?) have a means of measuring its success? plan to benchmark progress against both the results of the change and the process of implementing it? Making it last Do the sponsors of the change… (How will it get started and last?) recognize the first steps in getting started? have a short-term and long-term plan to keep attention focused on the change? have a plan to adapt the change over time?harvard business review January – February 1998 131
  10. 10. a n ew m a n dat e f o r h u m a n r e s o u r c e s Profile of a Cha nge Initiative in Distress One company’s HR professionals used this chart to help senior management understand why a high-profile diversity initiative was going nowhere. 100 quality of the process 50 0 leading creating shaping mobilizing changing monitoring making change need vision commitment systems and progress change structures lastpossibilities. How? The answer lies in the creation supportive and involved to make the initiativeand use of a change model. (For an example of a very come to life?effective change model, developed with and used HR leaders spent several more hours with theextensively by GE, see the chart “Change Begins by management team guiding a conversation that an-Asking Who, Why, What, and How.”) HR profes- swered those questions. Shortly afterward, theysionals must introduce such a model to their orga- were able to present the team with an action plannizations and guide executive teams through it – for moving the diversity initiative forward. Thusthat is, steer the conversation and debate that an- HR did not decide what changes the organizationswers the multitude of questions it raises. The was going to embrace, but it did lead the process tomodel, in short, must be a managerial tool champi- make them explicit.oned by HR. It helps an organization identify the Perhaps the hardest and most important chal-key success factors for change and assess the orga- lenge facing many companies in this era of flux isnization’s strengths and weaknesses regarding each changing their culture. In helping to bring about afactor. The process can be arduous, but it is one of new culture, HR must follow a four-step process:the most valuable roles HR can play. As change ! First, it must define and clarify the concept of cul-agents, HR professionals do not themselves execute ture change.change – but they make sure that it is carried out. ! Second, it must articulate why culture change is Consider the case of a company whose senior central to business success.management team announced that “valuing diver- ! Third, it must define a process for assessing thesity” was a top priority in 1996. Six months into the current culture and the desired new culture, as wellyear, the team acknowledged that the diversity ini- as for measuring the gap between the two.tiative had received more rhetoric than action. The ! And fourth, it must identify alternative approach-company’s HR professionals asked the team to es to creating culture change.spend several hours profiling the diversity initia- HR played an important part in changing the cul-tive using a change model. (See the graph “Profile of ture at Sears, which underwent a transformation ofa Change Initiative in Distress.”) The resulting its business beginning in 1994. In facilitating thatanalysis revealed that the diversity initiative would change, HR first took on the task of getting the or-fail unless the senior management team explored ganization to define and clarify the concept of cul-several critical questions, among them: Why are we ture. It helped lead the top 100 managers throughseeking diversity? What will be the benefit to the discussions and debates of the questions, What arebusiness and its customers? What is the ideal form the top three things we want to be known for by ourof diversity for this organization? Who needs to be customers? and What do we do that is world class in132 harvard business review January – February 1998
  11. 11. a n ew m a n dat e f o r h u m a n r e s o u r c e sthose things? Ultimately, those conversations led HR professionals in strategy discussions and stateto a consensus that Sears would define its culture as explicitly that without the collaboration of HR,“the identity of the company in the minds of the strategies are more hopes than realities, promisesbest customers.” In addition, HR at Sears took on than acts, and concepts than results.the responsibility of making the business case for a Explicitly define the deliverables from HR, andtransformation of the company’s culture. It com- hold HR accountable for results. It is one thing topiled data showing that even a small increase in tell HR that it is responsible for employee contribu-employee commitment led to a measurable in- tion and quite another to set a specific goal – say, acrease in customer commitment and store prof- 10% increase in employee morale as measured byitability. The data illustrate conclusively that a survey. And once such specific goals are set, con-Sears’s transformation affected employees, cus- sequences must follow if they are missed.tomers, and investors. The new mandate for HR is like any other busi- HR at Sears guided the company’s culture change ness initiative in this way. A company has a muchin numerous other ways.1 The specific details, how- better chance of achieving its goals if senior man-ever, are not nearly as important as their implica- agers state specifically what they expect from HRtions. HR can be the architect of new cultures, but and then track, measure, and reward performance.to do so, its purpose must be redefined. Virtually Invest in innovative HR practices. Like everyevery imperative of the new mandate for HR re- other area of business, HR gets its share of newquires such a redefinition. And technologies and practices, andfor it to happen, senior managers senior line executives should bemust lead the way. When more is always on the lookout for such practices. Conferences and man-Four Changes for expected of the agement literature are always good places to hear of new waysthe LineThe new mandate for HR re- HR function, of approaching HR, but senior managers should also be awarequires dramatic changes in howHR professionals think and be- a higher quality of innovative HR practices going on at other companies and ofhave. But perhaps more impor-tant, it also requires that senior of HR new practices that are being ad- vocated by respected consultants.executives change what they ex-pect from HR and how they be- professional Investing in new HR practices is another way to signal to thehave toward the HR staff. Thefollowing are four ways senior must be found. organization that HR is worthy of the company’s money andoperating managers can create attention. It is also a way toan era in which HR is focused on outcomes instead make sure that HR has the tools, information, andof activities: processes that it needs to execute its new mandate. Communicate to the organization that the “soft As new practices are identified, line managersstuff” matters. At Hewlett-Packard, managing peo- should expect HR to adapt to them, not adopt them.ple was one of the two hoshin (major objectives) of Too often, after learning about an innovative idea,the CEO for 1997. At General Electric, CEO Jack HR immediately tries to copy it wholesale. SuchWelch claims he spends 40% of this time on people efforts often fail, and at a high emotional cost.issues. At Southern Company, senior managers are Instead, investment in new HR practices shouldworking to create an empowered organization to focus on learning not only what works elsewhereensure faster and better decision making. The but also how a new practice should work in thepoint? For HR to be taken seriously, senior man- company’s unique competitive situation.agers must demonstrate that they believe typical Upgrade HR professionals. Finally, the hardestHR issues – the soft stuff like culture change and in- but perhaps most important thing senior managerstellectual capital – are critical to business success. can do to drive forward the new mandate for HR is Operating managers can signal this belief in sev- to improve the quality of the HR staff itself. Tooeral ways. They can talk seriously about how orga- often, HR departments are like computers made upnizational capabilities create value for investors, of used parts. While the individual parts may work,customers, and employees. They can invest the they don’t work well together. When more is ex-time needed to make sure organizational changes pected of HR, a higher quality of HR professionalare debated and implemented. They can include must be found. Companies need people who knowharvard business review January – February 1998 133
  12. 12. a n ew m a n dat e f o r h u m a n r e s o u r c e sthe business, understand the theory and practice of of their work and less on just getting their workHR, can manage culture and make change happen, done. They must articulate their role in terms ofand have personal credibility. Sometimes, such in- the value they create. They must create mecha-dividuals already exist within the HR function but nisms so that business results quickly follow. Theyneed additional training. Other times, they have to must measure their effectiveness in terms of busi-be brought in from other parts of the company. In ness competitiveness rather than employee com-still other cases, they must be hired from outside. fort and lead cultural transformation rather than Regardless, HR cannot expand its role in an orga- consolidate, reengineer, or downsize in order tonization without the requisite expertise. Becoming turn a company around.a strategic partner demands a degree of knowledge Senior executives who recognize the economicabout strategy, markets, and the economy. Becom- value and the benefit to their customers of intellec-ing an administrative expert demands some knowl- tual capital and organizational capability need toedge of reengineering, as well as the intricacies of demand more of the HR function. They need to in-what the line actually does. If HR is to effect real vest in HR as if it were a business. And they mustchange, it must be made up of people who have the get beyond the stereotype of HR professionals asskills they need to work from a base of confidence incompetent value-sapping support staff. It’s timeand earn what too often it lacks – respect. to destroy that stereotype and unleash HR’s full potential.Hard Work Ahead 1. For more on the transformation of Sears, see The Employee-Customer- Profit Chain at Sears, by Anthony J. Rucci, Steven P. Kirn, and Richard T.To meet the increased expectations of their organi- Quinn, in this issue of HBR.zations, HR professionals must begin to act profes-sionally. They must focus more on the deliverables Reprint 98111 To place an order, call 800-988-0886.134 harvard business review January – February 1998