The document discusses how HR must adapt to new technologies and work styles enabled by Web 2.0. It outlines five focal points for HR 2.0: cultural development, workforce performance, internal communications, knowledge management, and partner networking. HR must lead organizational change to attract new generations by introducing collaboration tools, communities, and a more flexible approach to work.

1. Web 2.0 to HR 2.0
A new way of working (together)
Anita Lettink

2. Web 2.0 quiz
1. Web 2.0 was invented by
a) the creator of web 1.0 b) a publisher
2. Wiki is a
a) Viking in a television show b) way of publishing
3. A weblog is a
a) journal b) file with IT messages
4. Open source is a
a) licensing method b) developer’s network
5. What is grassroot journalism?
a) online gardening site b) online news by amateur journalists
6. Nieuwsfeeds are
a) news messages b) online updates
7. Tag clouds are
a) rain clouds b) key words
8. What is Flex?
a) flash application b) a temp
9. Flickr is
a) a flash light b) a website displaying photographs
10. AJAX is a
a) Javascript with XML b) weblog of a soccer club
11. A mashup is a
a) combination of programs b) special dish
12. Web 3.0 is
a) successor of Web 2.0 b) semantic web
Copyright NorthgateArinso. All rights reserved. 2

3. Web 2.0 quiz answers
1. Web 2.0 was invented by
a) the creator of web 1.0 b) a publisher
2. Wiki is a
a) Viking in a television show b) way of publishing
3. A weblog is a
a) journal b) file with IT messages
4. Open source is a
a) licensing method b) developer’s network
5. What is grassroot journalism?
a) online gardening site b) online news by amateur journalists
6. Nieuwsfeeds are
a) news messages b) online updates
7. Tag clouds are
a) rain clouds b) key words
8. What is Flex?
a) flash application b) a temp
9. Flickr is
a) a flash light b) a website displaying photographs
10. AJAX is a
a) Javascript with XML b) weblog of a soccer club
11. A mashup is a
a) combination of programs b) special dish
12. Web 3.0 is
a) successor of Web 2.0 b) semantic web
Copyright NorthgateArinso. All rights reserved. 3

4. The score
• All answers correct?
• Congratulations, you receive your Master’s in web 2.0. You can start a
conversation with Generation Y in your company and understand what
they are talking about.
• Between 7 and 11 answers right?
• You get your Bachelor’s. You need to study a little more to get your
Master’s. Don’t hesitate to ask GenY for a demonstration.
• Less than 7 answers right?
• You’re off to a promising start, but need to brush up your knowledge.
Until then, better avoid GenY in the coffee corner!
Copyright NorthgateArinso. All rights reserved. 4

5. From Web 1.0 to Web 2.0
Web 1.0 Web 2.0
Collaboration in
Hierarchy
networks and projects
Fixed communication Communication
pattern by everyone
Organic knowledge
Statistic information
development
Knowledge is
Knowledge Islands
everywhere
Personalized
Information overload
information
Centrally lead Innovation by
innovation combination
Software as product Software as a service
Product versions Never ending beta
Copyright NorthgateArinso. All rights reserved. 5

6. From Web 1.0 to Web 2.0
Web 1.0 Web 2.0
Collaboration in
Hierarchy
networks and projects
Fixed communication Communication
pattern by everyone
Organic knowledge
Statistic information
development
COMMERCE PEOPLE
Knowledge is
Knowledge Islands
everywhere
Personalized
Information overload
information
Centrally lead Innovation by
innovation combination
Software as product Software as a service
Product versions Never ending beta
Copyright NorthgateArinso. All rights reserved. 6

7. New way of working (together)
From: To:
• Dominant Multinationals • Explosion of micro businesses
• Stability • Flexibility
• Activities • Results
• Capital intensive • Knowledge intensive (expertise)
• Full time position • Partnerships & Professionals
• Face2Face • Virtual
• Hierarchy • Networks
• 2 generations at work • 4 generations at work
• Career • Employability
• Function • Competencies
• Work vs. Life • Work/Life balance
• Focus • Multi-tasking
• Business cards • Online branding of yourself
• One - many • Many - Many
Copyright NorthgateArinso. All rights reserved. 7

8. What are the trends?
Globalization Outsourcing
Organization development:
The right employee at the right
time at the right place
International alignment
Business Partnerships
War for talent
Compliance
Personal development:
Employees develop
themselves based on their
ambition
Integrated Services
Virtualization
Copyright NorthgateArinso. All rights reserved. 8

9. The lines between companies are fading
Enterprise 2.0
But what does this have to do with HR?
Copyright NorthgateArinso. All rights reserved. 9

10. HR 2.0
• This is not changing:
• Human Capital remains the most strategic ‘asset’ of an organization
• HR must ensure that the organization is “Employer of Choice”
• The employee is changing:
• In the new way of working Web 2.0 tools play a crucial role
And that is why HR must be familiar with HR 2.0!
Copyright NorthgateArinso. All rights reserved. 10

11. 5 focal points for HR
1. Cultural Development
2. Workforce Performance
3. Internal Communications
4. Knowledge Management
5. Partner Networking
Copyright NorthgateArinso. All rights reserved. 11

12. 1. Cultural Development
• Trends demand a different mindset within
the organization
• New way of working
• Labor flexibility
• Working in virtual teams
• Extern = intern and vice versa
• Communities
• HR facilitates:
• Recruitment
• New generations
• Contractors for projects
• Profiles
• Productivity increase
• Attitude
• Learning
• Personalized Contracts
Copyright NorthgateArinso. All rights reserved. 12

13. 2. Workforce Performance
• Employee Engagement
• Knowledge Workers/Virtual teams
• Personal network
• Entrepreneurial attitude
• “Innovation Creators”
• Skills management
• Rewarding
• Project blogs and wiki posts lead to
collaboration and performance evaluation
• Leadership Development
• Breakthrough Performance
• Do the right things
• Management by Intention
• Intellectual Property
• Who owns the result of knowledge?
Copyright NorthgateArinso. All rights reserved. 13

14. 3. Internal Communications
• Open Communication
• Share internal information
• Attitude towards communication
• Open culture
• Blogs by executives and employees
• Recruitment
• Chat with new hires
• Video interviews
• Online networks for alumni and new
hires
Copyright NorthgateArinso. All rights reserved. 14

15. 4. Knowledge Management
SDN
• Use the collective intelligence inside
and outside the organization
• ‘Open’ knowledge management
• Communities of practice
• User adds content: “contribute as
Clients
much as you consume”
Employees
• On the fly, dynamic changes
Projects
• Free exchange of ideas
• Innovation platform
• Stimulate contribution through formal
evaluation
Themes Teams
• Write once, link many times
• Seamless incorporation of external
sites
• Focus on usage and output
Copyright NorthgateArinso. All rights reserved. 15

16. 5. Partner Networking
• Share information fast and simple with a
large audience
• Create communities of interest and tie
people to the organization
• Build social networks
• Outside the regular network
• Extent network with suitable candidates
• Employees:
• Alumni network
• Actively identify and contact new hires
• Integrate contractors and temps
• Suppliers, customers & partners:
• Information and applications
• Education, seminars online
• Projects
Copyright NorthgateArinso. All rights reserved. 16

17. Why is this HR’s responsibility?
• The introduction of Enterprise 2.0 requires a different “state-of-mind”
from employees and management, a change in attitude and culture
• HR, as “strategic partner” and “change agent”, is in a unique position
to initiate and lead this change within the organization
• It is an unavoidable change in order to attract and retain the new
generations
• The technical features of Web 2.0 offer the opportunity to introduce
and stimulate a new way of working and innovation
A few examples…
Copyright NorthgateArinso. All rights reserved. 17

18. Enterprise Blogs
• blogs.sun.com/
jonathan
• www.blogs.
marriott.com/
• www.jetblue.co
m/about/ourco
mpany/flightlog/
Copyright NorthgateArinso. All rights reserved. 18

19. Mashup
• GoogleEarth
+
• Platial.com
Copyright NorthgateArinso. All rights reserved. 19

20. RSS
• PWNET.nl
• Gidsonline.nl
• SHRM.org
Copyright NorthgateArinso. All rights reserved. 20

21. Wiki
• Wikipedia
Copyright NorthgateArinso. All rights reserved. 21

22. Social networking
• Facebook
• Linkedin
• Hyves
• YouTube
• MySpace
Copyright NorthgateArinso. All rights reserved. 22

23. Role of HR 2.0
• The role of HR will be:
• Introduce the new way of working and be an advocate
• Create and activate networks
• Formalize the role of the network within the organization
• Facilitate virtual teams and communities
• Adopt reward policy based on participation
• Establish frameworks
• Introduce standards (of behavior) and protocols
• Stimulate innovation
Copyright NorthgateArinso. All rights reserved. 23

24. Copyright NorthgateArinso. All rights reserved. 24

25. Innovation as living HR Ecosystem
•
Copyright NorthgateArinso. All rights reserved. 25

26. Thank you for your attention
And remember:
It’s not what you know or how much you know…
…it’s how many people you can reach who know
Questions?
anita.lettink@northgatearinso.com
Tel: +31 (0)30-605 88 88
Copyright NorthgateArinso. All rights reserved. 26

27. Copyright notice
This presentation and its content is copyright of NorthgateArinso © 2008. All rights reserved.
Any redistribution or of part or all of the contents in any form is prohibited other than the following:
• you may print or download to a local hard disk for your personal and non-commercial use only
• you may copy the content to individual third parties for their personal use, but only if you acknowledge
NorthgateArinso as the source of the material
You may not, except with our express written permission, distribute or commercially exploit the content. Nor may you
transmit it or store it in any other presentation or other form of electronic retrieval system.
Copyright NorthgateArinso. All rights reserved. 27