09 Personalising


The personalization of HR in managing the change

Yolanda Portolés

The economic process of recent years has demonstrated that single, standardized solutions are no longer valid for the smooth operation of most businesses. Most organizations require a general change of orientation towards “made-to-measure” solutions and, on the one hand, the company’s HR department needs to adapt its policies to this process and, on the other, the department needs to lead the implementation of these solutions. Because we cannot forget that change is in the hands of the people. The tendency is, therefore, to move more towards managing people, rather than the “staff”.

And we’re talking about all the different areas in which the HR department acts, from recruiting the employee to what may possibly be their last interaction, their possible relocation when they leave the company.

For example, in the first stage it is necessary to ascertain the level of involvement the employee wishes to have and shows towards the company, as well as the skills they bring to the organization. In this respect, it is already being seen that this employee “involvement” can lead them, for example, to propose persons from their milieu as possible candidates in the selection process when new positions open up.

And this involvement, which should lead to personalized case-to-case handling, therefore involves all the stages in which the HR department is implicated: training, remuneration (à la carte), development, work-family-life reconciliation, etc. and all their individual improvement processes.

For example, in the field of training, things are moving from traditional classroom courses for groups to more personalized training itinerary options, a process in which the new technologies play a fundamental role. In terms of free time, flexible hours should be offered, and in terms of leisure within the workplace and in working hours, moments and spaces for relaxation need to be sought for those fellow workers, according on their preferences.

In short, each individual requires their specific “target” treatment to consolidate their commitment to the company and their experience in and with it needs to be valued positively and shared (www.glassdoor.com is an example). The result: a good brand image, a company people want to work for. We have a challenge ahead; let’s get started on the changes.

Yolanda Portolés

Yolanda Portolés

Professor of the Master in Human Resources Management, UPF Barcelona School of Management

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