NEXT GENERATION HR - CIPD

NEXT GENE
3 Purpose
‘Caretaking dreams‘
‘Always my motto is that we are a caretaker of your dreams. Share any dream with us and
then I see whether I can take care of your dreams.’ (Pan-Asia HR Director)
The talent market for Asia is never static. Organisations we spoke to describe it as
‘ferocious’, ‘intense’ and ‘highly competitive’. The impact of this varies, but at its extreme we
met organisations (for example within certain sectors in China) suffering extreme levels of
staff turnover (40–90%).
Aspirations are moving fast and expectations are shifting with them. Not only that, but in
many countries there is an intense sense of national pride and of increasing self-expression.
The best organisations are rapidly trying to differentiate. And to differentiate in a way that
taps into these trends.
Case study: Samsung Tesco (Korea) differentiates for younger employees
Traditionally in Korea employees work long hours – this has led to high productivity but
poor work–life balance. The younger generation do not have the same values as older
employees and are not prepared to work long hours, nor do they value overtime. The
Samsung Tesco CEO has led a number of initiatives to help people to work more efficiently
with family support, such as flexible working. There is a general desire for organisations
in Korea to become great workplaces and work–life balance issues are key to that and to
retaining people.
And the best kinds of differentiation are whole-business solutions. Next Generation HR
leaders have, in these cases, taken the idea of aligning the employer brand and market
brand to a new level, one that creates a whole-business personality that is appealing to
customers and staff alike. Thus the alliance between marketing and HR becomes the
backbone of the business’s identity.
Case study: New World Telecom
New World Telecom mirrors its customer and employee offering. ‘As a customer what
I want is innovation, I want quality and I want service. What I want as a team member
is warmth, community and learning, which creates the innovation, and I want honesty,
which creates the quality. So you are talking about just directly mirroring the two.’
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NEXT GENERATION HR