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The Business of Social - March 2014
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The Business of Social - March 2014

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Findings from an Amárach survey for Microsoft on the four types of personalities in the workplace when it comes to sharing data and information. More details …

Findings from an Amárach survey for Microsoft on the four types of personalities in the workplace when it comes to sharing data and information. More details here:

http://www.amarach.com/blog/2014/03/broker-trader-hoarder-or-squanderer.html

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  • 1. Four Hidden Work Personalities Conducted by Amarach Research, commissioned by Microsoft Ireland
  • 2. 2 Engaged well respected research firm Amarach A short 10 minute questionnaire was developed to ask employees questions in relation to information sharing and knowledge exchange in their workplace. The survey was conducted online and quotas were set on Gender, Age & Region to be representative of workers in Ireland according to the 2011 census. A total sample of 600 workers was achieved and Interviewing fieldwork dates were January 14th – 17th. Research Methodology
  • 3. 3 7 29 4 18 4 29 39 20 38 48 C. Profile of Sample - II C-Suite/Owner % % % (Base: All Irish Employees - 600) The sample provided a mix of junior to senior level employees, from companies ranging in size and sector. The public sector represented the largest group at 22%. Seniority No of Employees Sector MD/Manager Director Supervisor Junior Other 22 14 11 10 9 7 5 5 5 3 9 Public sector Professional services Retail Engineering/Construction Technology Tourism/Hospitality Financial Services Not for profit Pharma/Life Sciences Marketing/Sales Other 250+ 51-250 6-50 1-5 Don’t know
  • 4. 4 Research Findings
  • 5. Broker Bill • Aged 35-44 • Mid to senior level management • On €60,000+ (ABC1) • Office based • Tech savvy and a heavy Linked In User (up to 4 social network platforms) • Use tech to share information – sees info as valuable for collaboration • Uses more channels to share • Will use a variety of devices to share information • Broker Bill is the ideal candidate for ES Hoarder Harriet • Female • 55+ • ABC1/C2DE • Earns less than €20k • Office (part time) • Laptop prime info tool • LinkedIn user • Believes other hoard info for value • Expect reward for sharing • Will resist change and new technology Dissipating Denise •Male/female (15-24 & 45-54 years •C2DE (some will be part time) •Earns Less than €20k • Uses Facebook heavily to share information. • Will not use other technology to share information • Prefer face to face communications • Does not see much value in collaboration • Not always sure that the information that they have is valuable. • Waster Wills are the least positive knowledge worker profile. Trader Theresa •Male/female (equal split) •15-24 years •C2DE •Most likely to use a smartphone and apps to share information as well as a laptop •Trader Theresa uses knowledge to gain advantage but may not be fully aware of value. •She will work in organisations that encourage trading of information, but not be totally aware of what is being traded. Professional Services/Engineering Tourism/Hospitality Retail/Technology Not for Profit
  • 6. Broker Bill Hoarder Harriet Trader Theresa Dissipating Denise • Aged 35-44 • Mid to senior level management • On €60,000+ (ABC1) • Office based • Tech savvy and a heavy Linked In User (up to 4 social network platforms) • Use tech to share information – sees info as valuable for collaboration • Uses more channels to share • Will use a variety of devices to share information • Broker Bill is the ideal candidate for ES • Female • 55+ • ABC1/C2DE • Earns less than €20k • Office (part time) • Laptop prime info tool • LinkedIn user • Believes other hoard info for value • Expect reward for sharing • Will resist change and new technology •Male/female (15-24 & 45-54 years •C2DE (some will be part time) •Earns Less than €20k • Uses Facebook heavily to share information. • Will not use other technology to share information • Prefer face to face communications • Does not see much value in collaboration • Not always sure that the information that they have is valuable. • Waster Wills are the least positive knowledge worker profile. •Male/female (relatively equal split) •15-24 years •C2DE •Most likely to use a smartphone and apps to share information as well as a laptop •Trader Theresa uses knowledge to gain advantage but may not be fully aware of value. •She will work in organisations that encourage trading of information, but not be totally aware of what is being traded. Common areas/issues across all these personas: • Value Face to Face Communication (but not for all the reasons you would expect) • They seek out companies that best match their sharing style (small business in particular attracts Broker Bills) • Nearly two thirds really value the information/knowledge they have, again higher among older employees (who probably have more valuable information). They believe information should be more freely shared, but fear others hoarding for advantage • Individuals who recognise themselves as traders or wasters are much more likely to say they work in waster companies • Only 27% of companies say they are utilising technology effectively to allow for the transfer of information and knowledge within their organisations. Those in the public (21%) and retail (19%) sectors are least likely to score highly on this question.
  • 7. 7 Internal vs External Perception How the Personae's see their sharing in a company How Personae's colleagues see their sharing Insights • People over rate themselves as brokers • People are attracted to what they know (small business in particular attracts Broker Bills) • Employees of small companies (1-5 employees) are more likely to share competitor info or marketing knowledge while employees of bigger companies (250+) are sharing company info and HR info.
  • 8. 8 Information Sharing Channels Used in the Company % (Q.12b/c) (Base: All Irish Employees - 600) 1-5 6-50 51-250 251+ 60 (82) 50 (82) 45 (81) 44 (82) 19 (54) 26 (63) 33 (72) 40 (84) 6 (14) 3 (23) 5 (38) 6 (49) 3 (59) 6 (62) 6 (57) 2 (66) 2 (21) 5 (42) 4 (39) 1 (47) 2 (10) 4 (16) 3 (38) 3 (42) 3 (11) 3 (13) 3 (15) 1 (14) 3 (8) 2 (7) 1 (12) 1 (14) 2 (36) 1 (34) 2 (35) 1 (39) 81% of employees say that face to face communication is the most used channel to share information in their business additionally 48% of workers believe that this is the most effective method for getting the right information around. 30% also see Email as the most effective way to share information. Most Effective Method Company Size Method Used 48 30 5 4 3 3 3 2 1 81 69 32 60 38 26 14 10 36 Face to Face Email Share via Internal System Telephone Hard Copy (Paper) Shared Company Drive Social Networks Shared Cloud Drive Mobile Phone (Text/Whatsapp) ( ) = Method use score
  • 9. 9 57 43 20 11 Reasons Colleagues Do Not Share Information Total % (Q.18) (Base: All who said some colleagues do not share 534) Trader Broker Waster Hoarder 1-5 6-50 51- 250 251+ 58 56 60 54 47 51 63 67 42 44 39 49 39 46 37 42 16 17 20 24 14 17 22 24 10 9 8 5 10 10 6 6 57% of employees who said that their colleagues don’t share information have the view that they do so because they want to use it for their own personal advantage. Those in 51-250 (63%) and those in 251+ (67%) companies were more likely to have this point of view. They use information for personal advantage Do not have any valuable information They use knowledge to trade with others Don’t Care/Don’t think it’s relevant/Not Interested in job/Other Colleague Profiles Company Size
  • 10. 10 This is about getting the culture and technology correct. Larger companies use more channels to share information. However, the gap in attitudes towards channels is consistent across company size, e.g., phone is recognised as a poor method for sharing information. While tech sharing methods do not score highly on effectiveness, we know that companies who are leading the way on are more likely to be broker companies. 41% say a centralised system for storing information would be effective, with most support coming from large companies, 48% Employees see customer research as a potential channel to mine to gain more information relevant to their job. SM & customer support information represents valuable untapped sources of information. Organisations need to recognise that the broker culture is key to successful sharing and effective use of information across the organisation. Sufficient training is key to effective Enterprise Social tool adoption Summary
  • 11. 11