by Elaine Lees and Elissa Gavette
As the labor market recovers, the U.S. Bureau of Labor Statistics reports
younger workers will jump to the next one of the 10 to 14 jobs they will hold
between the ages of 18 to 38. Older workers will retire or go on to careers of
their own making, jobs will expand and contract, and workers will be disbursed
geographically and over time zones. Change will happen.
Today's talent will be global, mobile and will take their intangible assets
with them when they walk away. The risk of knowledge and critical skill loss
could lead to organizational incompetence if talent managers don't take steps
to ensure knowledge transfer.
The Problems With Knowledge Management
Current methods to capture or share workplace knowledge are usually focused on
on-boarding programs, mentoring and policy documentation. But the results are
often static, siloed, unorganized, hard to access or reluctantly updated. Enter
social network applications. They have permanently and profoundly changed the
way we communicate and now are on the brink of changing the way we work.
"With 350 million active users on Facebook, time spent on social sites
increasing three times in 2009 alone and one blog posted every six seconds, it
is entirely possible your employees know less about their co-workers than they
do about friends they haven't seen in 10 years," said Bryan LeBlanc, chief
financial officer at Jive Software.
The intimacy of connectivity in a social networked workplace can enable
knowledge sharing by helping employees find experts, put ideas up for debate
and encourage peers and direct reports to participate in innovation and
decision-making processes, all of which promote business speed and agility.
When it comes to learning - especially informal learning - employees are going
to seek out information from the source that offers it the fastest, and that
source may be a mobile device or a Web connection to someone across the globe.
To connect employees, organizations are rolling out new collaboration tools
anchored by document capture. Wikis, blogs, instant messaging and social
networking sites such as Facebook as well as software like SharePoint are
joining more traditional technologies, like e-mail, which Gartner predicts will
go by the wayside for at least 20 percent of workplaces as early as 2014.
On the face of it, knowledge management is relatively simple. Knowledge can be
exchanged through dialogue - connecting - or in written or recorded form -
collecting. Technology must not only capture documents; it should allow for the
social interaction that enhances adult learning. Interaction with experts,
blended learning and discussion forums, as well as references to knowledge
resources, seems to be the ideal mix of learning options.
We have more technology options at our fingertips today than we have ever
before. The newest offerings provided more flexibility in enterprise-sponsore d
social media, options that can augment data storage methods, and they are
evolving fast. But there are problems companies haven't addressed that precede
even the oldest knowledge-sharing technologies.
Connecting Issues: Rise of the Knowledge Market
Perhaps the most difficult issue is employees' natural resistance to working
collaboratively and building the trust associated with sharing. Who hasn't come
across the co-worker who guards, hides, miserly leaks or outright refuses to
share ideas with others? Or the co-workers who are convinced the company's
top-down collaboration strategy is a method to invade their privacy?
Instead of looking at it as just giving away knowledge or monitoring knowledge,
organizations need to create a knowledge market where the people who are best
at their jobs go to solve more complex problems, build up points and increase
their reputations. Yum Brands capitalized on this notion with its social
business software platform iCHING.
In response to users who said, "I just don't have time for iCHING," new tactics
were developed, such as the biweekly e-publication "Top 5 in Five," which
highlights the top five hits on some of the hottest knowledge sharing and
collaboration happening in iCHING. These can be accessed and reviewed in
minutes. Other companies have created participation in their knowledge markets
by incorporating voting mechanisms - thumbs up or thumbs down - or content
download counters, which provide pride of ownership and gratification for
content authors.
Content Issues: Who Needs That Info?
Another problem is that people learn and share knowledge differently. Companies
have multi-generation populations from which they must extract and share
knowledge.
Most social networking takes place immediately. Even experts do not always know
what they know until they are asked, so question-and- answer capabilities are
essential. While this exchange can be captured and filed somewhere, it doesn't
explain when or how to use it for the next user. Real knowledge transfer
happens with a combination of content and context. Content needs to be tied to
an expert, a job function or a department. The latest collaboration software
tools are still grappling with this issue.
The unmanaged use of collaboration tools also can work against knowledge
sharing. When it's good, these tools are collaborative, easy to share and real
time, all of which encourage engagement. When it is bad, it's fragmented.
Currently, Web 2.0 tools tend to be highly distributed in their deployment. Of
the organizations trying to establish collaboration strategies, many are using
wiki-based tools. However, over time, they find wikis are too unstructured for
groups that want to manage files, tasks and team discussions. Some systems try
to blend wikis with other extranet tools, such as file libraries, project
spaces and discussions, but this makes the tools less user friendly, and
there's still the disbursement issue.
IT departments are often caught in the crossfire between the push and pull of
the 2.0 world. If they cater to users who demand collaboration but lack the
internal budgets or knowledge of an overarching social media strategy, they
will recommend using tools outside the enterprise. In doing so, they can run
afoul of corporate marketing, governance and knowledge management intentions.
Talent leaders may find allowing a blend of formal and informal collaborative
workspaces to be an effective strategy. In this scenario, project teams can
work informally while participating in work tasks using less formal social
networks. However, once projects are completed, records and workflows are
uploaded, as are best practices and learning, into a formal, permanent
environment. This requires dedicated manpower, discipline and a culture that
reinforces such practices.
Risk vs. Benefit: A Leap of Faith
Enterprise content management and collaboration can clash as companies try to
strike a balance between control, innovation and the appropriate level of
investments; however, the potential for benefits is helping early adopters find
ways to make it happen.
Webtrends was one of the founders of the Web analytics industry in 1993. Yet,
even this industry pioneer struggled to use this technology internally. Bruce
Kenny, vice president of engineering and hosted operations for Webtrends, said
that leaping into social media on the workforce side of the company wasn't an
easy decision for his executive peers. There was deep unease as they discussed
product confidentiality, brand image and productivity issues. When Kenny
pitched internal collaboration software with features such as blogs, tags,
videos, polls and status updates as a pilot for his group, he knew it was a
risk he would shoulder alone, and if it went badly, it would be "another
engineering initiative gone awry."
Kenny said now he can't imagine working without it. "We still don't have a
formal ROI, but I can tell you we are doing our releases early; there are no
longer walls in knowledge between engineering and sales," he said. "In the two
years we've been using this approach, our agility and speed to make decisions
or adjustments is the fastest I've seen in my career in a tech company. This is
truly a competitive advantage for us."
He said just as it's unnecessary to do an ROI analysis to confirm why an
organization needs a firewall or anti-virus software, in the future,
collaboration software will occupy a similar place in companies.
Strategic Preparation or Organic Development
Companies that launch systems integrating social and formal content management
are not just launching new pieces of technology. Technology is the enabler, not
the solution, and success is dependent on high- and low-tech elements.
As with all pioneering efforts, there are divergent opinions on how to get
there. Some argue that there must be a facilitated process where someone in the
organization defines and prioritizes harvest-worthy topics using the company's
key business objectives to guide those decisions. Facilitated discussions must
be hosted so that knowledge and wisdom is articulated, documented and
synthesized. Ultimately, communication tools are developed to transfer and
initiate reuse of captured information. Others, like Intel's social media
strategist Kelly Ripley Feller, says a grass-roots effort is best, and top-down
approaches are not nearly as effective.
Whether knowledge transfer processes develop organically or via a leadership
directive, it is a bit late to start thinking about capturing knowledge when
employees announce they are leaving. Why not shift with the times and develop a
proactive approach? Talent leaders will need to take responsibility and
accountability if their organizations are serious about adding knowledge
transfer to succession planning efforts. The tools are imperfect, but they are
getting better, and certainly prevention and preparation are better than the
alternative.