Secrets of a Chief People Officer - Rethinking HR: Why Design Thinking Is the Game Changer You Need

Let's delve into a topic that's stirring up the HR landscape: design thinking. It’s been on my radar to discuss this for some time, and it resurfaced in a recent thread of mine (link at the bottom).

I first encountered Design Thinking during my studies at Stanford University about eight years ago. At that time, we were exploring Employer Branding and the importance of aligning the brand for employees with the brand for customers. This branding lecture was being delivered by a marketing professor. ?It struck me then that techniques used by other functions could be incredibly powerful for HR professionals. During my degree, back in the mid 90s, I covered modules such as accounting, marketing, sales, product design, alongside core HR subjects. A great foundation, but I find myself so often in the HR world, I forget how helpful understanding other functions really is. Reflecting on my time at Stanford, I recall a case study where we mapped the client journey using design thinking techniques. This prompted a revelation – why aren't we utilising design thinking in HR? After all, they are a crucial stakeholder and if businesses spend time mapping the client journey, why not do the same for the employee?

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So, what exactly is design thinking in HR? It's about empathy, creativity, and continuous improvement. Instead of merely ticking boxes, it's about understanding what motivates your employees. From their application for a job to their last day (hopefully not too soon!) and even as an alumnus, every step of their journey matters.

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Consider recruitment: it's not just about matching skills to job descriptions. It's about ensuring candidates feel welcomed from day one; their first introduction to a company culture is the advertisement for the role and the experience they go through in the recruitment process. This means moving away from mundane application forms and adopting a more human-centric approach. Once onboard, it's about providing the necessary tools and support for their growth, whether through personalized onboarding programs or tailored career development plans. How many of you have thoroughly mapped out each stage of onboarding, considering what the person needs to know, feel, and be able to do? Often, onboarding plans are merely a checklist of activities with little integration into the organisational culture.

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But hold on, some may argue, isn't this just another buzzword? Isn't HR already overwhelmed with paperwork and processes? It's a valid point. Integrating design thinking into HR isn't always straightforward. I've encountered HR professionals who initially greeted the concept with blank stares and sighs. It requires a shift in mindset and a willingness to embrace change. However, there are fantastic tools available, such as Mural and Miro, which facilitate the design thinking process. I've witnessed teams not only using design thinking for the employee experience but also for annual strategy planning in HR. It's a brilliant way to collaborate, and in my view allows for a far more engaged HR team to then go on and deliver that strategy with clarity.

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Returning to the main topic, some may be questioning the scalability and ROI of design thinking. However, when executed correctly, the benefits are clear. Companies like Airbnb and IBM have integrated design thinking into their HR strategies, resulting in tangible improvements in employee satisfaction and productivity. Clearly defining expectations for each part of the employee journey enables organizations to tailor engagement and feedback surveys better, measuring the effectiveness of their programs by directly linking back the results to each part of the employee journey and design plan that will have been clearly defined. Without the plan, I do often ask companies, what is the result you are looking to achieve?

So, if you're ready to elevate your HR approach, why not give design thinking a go? It may not be the easiest path, particularly when you first start out using these techniques, but the rewards are undoubtedly worth it and the more you practice it, the easier it becomes.

If you're wondering how to get started then start by empathising with your employees – understand their needs, aspirations, and pain points at every stage of their journey within the organisation. Collaborate cross-functionally to ideate creative solutions tailored to address these insights. Embrace experimentation and iteration, continuously refining HR processes and initiatives based on feedback. Utilise tools such as the journey mapping I've already mentioned, but also use things like persona development to gain deeper insights into employee experiences for different people. Finally, foster a culture of innovation within your HR team, encouraging everyone to think outside the box and challenge the status quo. By adopting a design thinking mindset, HR professionals can truly transform the way we attract, engage, and retain talent in our organisations. Getting this last point right is crucial, in my view, as it helps HR leaders empower their teams to deliver a great service.

In conclusion, by prioritising the employee journey, using HR Design techniques, everyone stands to benefit. I challenge you to think differently and explore new horizons. Your employees will thank you for it!

Link for the thread mentioned above -> (https://www.dhirubhai.net/posts/jenniemead_gartnerhr-transformation-hr-activity-7180516834503217152-YggD?utm_source=share&utm_medium=member_desktop )