Relevance of
“ENTERPRISE 2.0”
for Human Resources
Volker Seubert
January 2008
Volker Seubert
http://blogs.sun.com/vsehr 2010
HR Roundtable, Februar
http://blogs.sun.com/vsehr
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Agenda
• Web 2.0
• Enterprise 2.0
• Culture
• Organization
• HR Strategy
• HR Enabler of E20
• E20 Enabler of HR
• Example: Sunprise 2.0
2

Web 2.0
• Tag
• Social Networks
• Vote
• Blogs
• Link
• Wikis
• RSS: Subscribe
• Microblogging
• Search
• Podcasts, Videos
• Mash-Up
• (Virtual Worlds)
• Semantic Technolgies
User Content Generation Content Organization
PARTICIPATION TECHNOLOGY
3

Social Software
• Wikipedia
• Facebook, MySpace
• LinkedIn, Xing
• YouTube
• Twitter
• del.icio.us
• Flickr
4

Enterprise 2.0
• Social Software • Knowledge Managemt
• Open Culture • Skill Management
• New Organization • Project Management
Forms • Collaboration
• Communication
• Learning
ELEMENTS AREAS Of IMPACT
5

Enterprise 2.0
• Open Culture
• New Organization
Forms
ELEMENTS AREAS Of IMPACT
6

What's relevant today?
• Know How?
• Know Who?
• KNOW WHO KNOWS HOW!
7

Its all about people !!
People are relevant!
8

Cultural Paradigm Shifts
Know-How Know Who knows how
Knowledge is Power Sharing is Power
Control Facilitate
Old World New World
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Communities of Practice
• Groups of employees informally bound together by
shared expertise and passion for a joint enterprise
• Meeting regularly face to face or being connected via
email networks or social networks
• May have an explicit agenda or not
• Primary output: knowledge
• Need to be brought together, provided with infrastructure
by Managers
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Organization
Impact
• Communities help build
Social Capital
> Relationships of trust
• Social Capital increases
Organizational Perfor-
mance
11
Taken from: Lesser/Strock 2001, see Slide “Resources 1”

st
21 Century Organization*
• “a formal network with specific areas of economic
accountability can undertake many of the activities that
have inspired companies to use matrix management
structures”
> self interest vs hierachy in a matrix
> collaborate with relatively little ambiguity about decision
making authority
• workers become more self directed!
• requires different form of leadership: "inspired leadership"
to motivate collaborative behavior
• companies must create metrics that hold employees
individually accountable tor their contribution to collective
success 12

Collaboration
Effectiveness
Engagement Employees Behavior
Skills
HR Strategy
Performance
Information
Flow
People
HR Practices
Work
HR Strategy
Collaboration
Business
Innovation
Learning
Speed
Strategy
Prioritize trends Organizational Capabilities
Identify key sources
of competitive advantage
Competition Customers Geography Trends
Business Environment
Economy Employees 13
Investors Technology Market

Capability building with E20
• Learning
• Speed
• Innovation
• Collaboration
➔ CHANGE AGILITY
➔ Increase intangible value of company
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HR as Enabler of E20
• Change Agent
• Organization Consultant
> Support implementation of Communities
> Put rewards and compensation practices in
place to motivate for collaboration
> Revise performance measurement
> Implement new people development
practices, substitute former “career paths”
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Community Development
MMFI WIIFM
Make Me Feel Important What Is In it For Me ?
MMFV
Make Me Feel Valued ?
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E20 as Enabler for HR
• People
> Recruitment: alumni networks
> Employee Engagement
> Skill management
• Performance
> Measure contribution & participation
• Information
> Employee Communication: blogs, forums
• Work
> Enhance team/distance collaboration
> Attractive work environment for young generations
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Sunprise 2.0
• Sun Space • Knowledge Managemt
• blogs.sun.com • Project Management
• wikis.sun.com • Collaboration
• “Sweet” • Communication
• SLX Learning Platform (external/internal
• (Second Life) • Skill Building
ENTERPRISE 2.0 Benefits of
Social Software ENTERPRISE 2.0 18

Resources
• Enterprise 2.0 Slideshare Presentation:
http://www.slideshare.net/TSystemsMMS/enterprise-20-knowledge-management-getting-started
• John Chambers, Cisco “Building the Next Generation
Company” http://mitworld.mit.edu/video/619
• *The 21st Century Organization by Lowell L. Bryan and
Claudia Joyce, The McKinsey Quarterly 2005, No. 3.
• Concept of Social Capital: Communities of practice and
organizational performance by E. L. Lesser and J. Storck,
IBM Systems Journal, Vol. 40, No. 4, 2001.
• Concept of communities of practice: Communities of
Practice: The Organizational Frontier by Etienne C.
Wenger and William M. Snyder, Harvard Business
Review, Jan-Feb 2000.
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