The document discusses the role of HR in driving digital transformation by focusing on relationships and aligning leadership with a shared vision. It outlines the need for HR to change its internal culture, recruit disruptive talent, and develop a digital strategy that integrates with the overall business strategy. Examples, such as Telstra's transformation under CEO David Thodey, illustrate the impact of engaged leadership on employee relationships and digital initiatives.

1. Leading Digital Transformation
Putting People First
Charlene Li
Principal Analyst
Altimeter, a Prophet company
@charleneli

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IT’S ABOUT
RELATIONSHIPS

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Few HR Professionals play a key role in digital transformation

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Six HR archetypes driving digital transformation
Source: ”HR as a Force for Digital Change”,Prophet2016

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68% of HR professionals fall on the tactical end of of the continuum

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How HR must change

8. HR should focus on
three areas to
strategically drive
digital transformation

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Prescription for HR’s actions in digital transformation
If Leadership is lodged in
Conventionalist &
Experimenter space:
• Ensure HR leadership
alignment around a shared
vision
• HR leaders step forward with
Marketing and IT peers to build
a coherent digital strategy
across the firm
If Culture is less advanced,
with laggardly digital behavior:
• Shift internal culture within HR
to reward innovative thinking
• Recruit disruptive non-
traditional talent
• HR leaders build a vision of the
culture needed to support
digital change
• Initiate digital culture program
that ingrains digital thinking,
not bright shiny objects
If Strategy isn’t clear on how
HR will support digital change:
• Articulate the role of digital in
all HR specialties
• Create an HR specific digital
strategy that rolls up to and
supports the overall business’
digital strategy
• Ensure that HR is contributing
fully to business strategy,
especially the role of people in
digital transformation

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DISRUPTIVE LEADERS
CREATE A GROUNDSWELL

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LISTEN
AT
SCALE
SHARE
TO
SHAPE
ENGAGE
TO
TRANSFORM
THE ENGAGED LEADER FRAMEWORK

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FORMER CEO DAVID THODEY
TOOK OVER IN 2009
THE NETWORK NEEDED
COMPLETE OVERHAUL, WHICH
WOULD TAKE FOUR YEARS
EMPLOYEES WERE SO
EMBARRASSED, THEY
WOULDN’T ADMIT THEY
WORKED AT TELSTRA
An illustrative example of an Engaged Leader

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Executive engagement transformed
the employee relationship

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EMPLOYEES DOWNLOAD AN APP TO
THEIR PHONE AND CAN LOG SERVICE
REQUEST FOR FRIEND OR FAMILY
MEMBER
• ESCALATE ISSUES
• CLOSES THE LOOP WITH BOTH
EMPLOYEE AND CUSTOMER
• ALSO PROVIDES UPDATES ON
STRATEGY, NEWS UPDATES,
ETC.
• ALMOST HALF OF EMPLOYEES
HAVE DOWNLOADED THE APP
Telstra’s “BBQ app created a groundswell

16. COURAGE
YOU ARE DOING
IT RIGHT IF YOUR
PALMS ARE
SWEATY AND
YOUR STOMACH
IS CHURNING

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IT’S ABOUT
RELATIONSHIPS

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THANK YOU!
Charlene Li
@charleneli
charlene@altimetergroup.com