09. Technology and HR Practices in the Global Context

Introduction

Technology has changed how human resource (HR) functions are carried out in a world that is becoming more interconnected by the day. Using technology has become crucial for efficiency, employee engagement, and strategic decision-making as multinational corporations oversee geographically and culturally dispersed workforces. 

The Context

Challenges for global HR management include managing remote personnel, adhering to international labor laws, and communicating across cultural boundaries. By facilitating data-driven decision-making, encouraging teamwork, and guaranteeing consistency across borders, technology helps to address these issues. Conventional HR functions have been reimagined as more flexible and agile thanks to technologies like cloud-based HR systems, AI-powered hiring platforms, and virtual collaboration apps.

Theories

1. Technology Acceptance Model (TAM) (Davis, 1989):
• Explains how users come to accept and use technology. Two key factors influence adoption:
• Perceived Usefulness (PU): The degree to which technology improves job performance.
• Perceived Ease of Use (PEOU): How effortless the technology is to use.
• In global HR, tools like applicant tracking systems (ATS) must demonstrate both utility and user-friendliness.
2. HR Value Proposition Model (Ulrich & Brockbank, 2005):
• Highlights how HR can create value through technological adoption, focusing on:
• Talent Development: Online learning platforms for global teams.
• Employee Experience: Tools that enhance communication and engagement.
• Operational Efficiency: Automation of routine tasks.

AI Recruitment

Case Study: Unilever’s Digital HR Transformation

Unilever implemented AI-driven tools to streamline HR processes and enhance employee experience:

• Recruitment: Leveraged AI to screen resumes and identify the best-fit candidates, reducing bias and time-to-hire.
• Learning & Development: Created personalized learning journeys using platforms like Degreed.
• Employee Feedback: Used chatbots to gather real-time feedback from employees globally.
• Outcomes: Increased efficiency in HR operations and improved employee satisfaction.

Practical Implications

• Organizations should invest in HR technologies that align with global and regional needs.
• Train employees and HR professionals to use new tools effectively.
• Regularly evaluate the impact of technology on employee satisfaction and organizational goals.

Here's how Hilton Uses Virtual Reality for Training.

References

• Davis, F. D. (1989). Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology.
• Ulrich, D., & Brockbank, W. (2005). The HR Value Proposition.
• Unilever Annual Report (2022). Innovations in Talent Acquisition.
• https://www.youtube.com/