The top managers of Spanish companies are not fully involved in the processes of digitization of companies. In fact, only 51% of them address this challenge with the leadership of their steering committee. Thus, HR managers participate in the process but with a secondary role. These are the main conclusions of the Talent and Digital Culture Barometer launched today by the Higher Institute for Internet Development ISDI.
The study was presented during a digital conference that brought together more than a hundred HR managers today in Madrid to discuss "The role of the Director of Human Resources in digital transformation". During the meeting, issues such as talent management in the growing digitization process of Spanish companies and “Generation C” (hyperconnected employees), as well as formulas for get more competitive organizations integrating technological advances and new digital business models.
The involvement of its leaders and the relevance of the HR department in the process are the main challenges Spanish companies face in their digitization process. Although this is growing, those responsible for Human Resources in companies demand more training and the creation of a culture linked to innovation to successfully address this transformation. These are the main conclusions of the first Barometer of Talent and Digital Culture in Spanish companies, created and presented today by ISDI.
Conclusions of the first edition of the Talent and Digital Culture Barometer
The conclusions of the first edition of the Talent and Digital Culture Barometer
Creation of digital culture
The creation of a digital culture is one of the main challenges that companies must address both in their creation process and in the tools necessary for their development:
- Regarding the process, HR managers consider that digitization requires the presence of digital culture in company values, clear leadership within the organization's management and processes that guarantee its development. The score achieved by the three variables does not exceed the approved: the worst unemployed is leadership, nine points below the approved.
- Regarding the tools necessary to develop digital culture in organizations, professionals highlight four essential elements: employer branding, management, training and development, and selection. According to the results of the Barometer, none of them reaches the approved; the best positioned is management, six points below the approved; the one furthest away, the formation, up to 10 points below.
- Only 48% of companies are innovation-oriented.
Business digitization process
In this area, the data points to the following:
- 81,20% of companies are immersed in a more or less deep digitization process and among those that have not yet launched it, the vast majority (82,6%) believe that it would be necessary, especially in relation to a brand image project (22,6%)
- Where is digitization taking place ?: In brand image projects (51,5%), in management models (44,1%) and in technology and systems (33,8%). However, marketing and commercial processes are addressed to a lesser extent (31,6%) and the opening of the Internet as a new sales channel (16,2%)
- Digitization is an initiative of the general management in 43,4% of the cases, although Marketing (26,5%) and Systems and Technologies (22,8%) are also the starting point of many projects; In total, only 51% of companies have their main executives involved in the digitization process.
- Regarding implementation, the tables are turned and the one who leads is the Systems and Technology department (30,9%) together with the Marketing department (26,5%). The general management addresses half of the processes it undertakes: 23,5%
- In 75,27% of the processes, the HR team has been involved but does not take the initiative or lead the project
- Only 48% of companies are innovation-oriented
- With regard to talent, more than half of the time (53,2%) the digitization process is fueled by internal talent, but it also stands out that 35,1% hire an external provider. However, new hires are only used in 11,7% of the projects.
Nacho de Pinedo, CEO of ISDI, explains that “The results of the Barometer clearly express the situation that Spanish companies are experiencing in their digitization: there is a growing concern and many processes are being launched, but in many cases the entrepreneurs and managers are acting instinctively, although lacking in method. I think there are two readings for this: on the one hand, I think it is very positive that the need to understand the possibilities and challenges posed by the Internet is catching up with companies; on the other, given the degree of evolution of the Network, it is important that the leaders of the companies take the reins of this process not only to start it, but to create a culture that involves the entire company with innovation and new challenges of the digital economy because, without it, there can be no successful digitization over time. In 2020 In 2020, 45% of us have a job related to the digital environment and talent and training will be key for companies, both for their leaders and for their HR departments ”.