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No Panic Required
Winning through productivity in an unsure economy

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This much, at least, is clear: The global economy is wavering. A predicted U.S. recession and widespread inflation spell possible trouble worldwide. However, any agreement among top economists stops right there. Divided expert opinion sees today’s situation as anything from a blip on the screen to the beginning of a doomsday scenario.

So what’s the smart HR response? Preparing for a long-term recession could mean eroding the talent investments, mechanisms and networks the company has worked hard to put in place. Then again, sitting tight and crossing one’s fingers clearly isn’t prudent.

The answer for most companies rests somewhere in between: Prepare for a short-term downturn while focusing on the larger emerging issue — a multiyear battle against wage and commodity inflation. The critical solution is productivity.

Don’t panic — you’ll destroy capability
It has been widely predicted that the United States is heading into recession, although more recent data may be pointing instead to slow growth with a recovery later in 2008. We see companies across many industries bracing themselves — and yet, so far, most are just waiting and watching. The labor market remains tight, especially for skilled professionals, with no decrease in attrition.

The message for HR executives: Take no dramatic action. Responding to predictions of a “gloom and doom” scenario means dismantling the structure and systems you’ve spent many years and a great deal of money establishing. We believe an overzealous response would be a mistake for three reasons:

  • First, after rounds of dramatic layoffs and reorganizations during previous economic downturns, most global companies today are leaner than ever. There is virtually nothing — and no one — left to cut without serious organizational impact.

  • Second, letting go of the careful hires your company has worked diligently to engage would mean the write-off of a substantial multiyear effort in recruiting and retention. As witnessed during previous cycles, employees have excellent memories. During better times, they remember the actions their companies took back when the going got tough.

  • Finally, when business turns around, you’ll need the talent capabilities you’ve built more than ever. Casting off your talent investments could leave your organization crippled in the face of a rapid rebound.

At the same time, we recommend three steps companies should be taking to prepare:

  1. Don’t overhire. While we don’t necessarily advocate broad-scale layoffs, we do suggest being more careful (and taking more time) in the hiring process. All new hires should be subject to a disciplined review of their business cases, taking into account current economic conditions.

  2. Review your severance policy and plans. Understand the true costs of separating with employees, and develop a staff reduction plan for use if conditions worsen.

  3. Most important, begin to view everything you do through the lens of productivity. The concept of productivity is hardly new, but we believe it represents the best hedge against economic downturns and inflation.

Productivity protects against recession and inflation
In the 1970s, Japanese-style “lean” manufacturing drove productivity gains. In the ’80s, access to capital encouraged expansion. In the ’90s, the technology boom spurred productivity and growth. Today, we see the type of productivity driven by human capital as the success factor most likely to lead companies out of the economic trouble ahead.

What does an emphasis on productivity mean beyond business as usual at most companies? For HR professionals, it means taking a business analytics perspective toward human capital and relating business drivers to productivity. Getting back to basics, remembering what your economic model is and then making sure your employees are specifically set up to support that model will be critical. If your employees are not driving metrics related to your business strategy on a daily basis, something needs to change.

 

For further information,
please contact:

John M. Bremen

John M. Bremen,
global practice director,
sales effectiveness and compensation

Paul Platten

Paul Platten,
global practice director,
Human Capital Group



An Example: Increasing Sales Productivity

For a specific example of how productivity and company performance are linked, let’s look at sales. A glimpse through Watson Wyatt’s 2008 Report on Sales Effectiveness and Compensation reveals the following:

  • For a company with 1,800 employees doing new business development, shifting two hours a week from administrative to selling activities could lead to as much as $225 million in additional revenues.

  • Companies can derive even greater value from their sales forces by carefully allocating activities between new-business developers and account managers. Reallocating time and resources can result in more than $600 million in additional sales for a $20 billion company.

  • Administration demands cause companies to lose more than $300,000 in expected sales per new-business director per year. Pushing nonselling administrative activities downstream from new-business developers to account managers, and then from account managers to administrative sales support, can increase productivity.

  • By analyzing certain activities down to the value of an hour, companies can help guide their sales forces to focus on appropriate contacts, allocate time to the right activities and design compensation plan incentives to promote the highest-value activities.

To that end, Watson Wyatt’s WorkUSA® 2006/2007 study found that companies with high levels of employee engagement and line of sight boast significantly higher financial returns than those with low levels. In short, the most engaged employees are far more productive, make better use of assets, work more effectively and deliver higher returns to shareholders than other workers:

  • The average productivity per employee for companies with high employee engagement is $276,000, compared with $236,000 for those with low engagement. For a Standard & Poor’s 500 Index company with 20,000 employees, this difference could translate to $800 million in annual revenues.

  • Companies with highly engaged employees reported a five-year total return to shareholders (TRS) of 20 percent; those with low engagement reported no shareholder returns over a five-year period.

  • Companies with highly engaged employees also reported a market premium of 22 percent, compared with 14 percent for those with low engagement.

HR can help boost long-term productivity
Your company’s HR team has the opportunity to play a critical role in helping the organization avoid the pitfalls of this potentially threatening economy. You can boost the productivity of every employee in the company and hedge against the core economic concerns of the future that focus on inflation. Organizations that react to the current economic environment by being proactive and productivity-focused, as opposed to being reactive and cost-focused, stand the greatest chance of emerging successful.


How to Drive Talent Productivity
In today’s economic environment, companies have a strong incentive for driving talent productivity. Successful organizations are taking the following steps to improve employee productivity and the company’s financial strength:

  • Develop specific performance metrics for the organization that are tied to key business outcomes. Use an analytical process focusing on core business fundamentals to determine which measures of performance are best suited to drive the organization in the right direction.

  • Integrate these metrics into the company’s performance management system. Cascade measures throughout the organization to ensure alignment among overall company, unit and individual productivity goals.

  • Create a talent management program focused on acquiring, enhancing and deploying the key skills required to achieve the various sets of business and operational goals. Ensure the organization has the right people in the right roles at the right time to be successful.

  • Modify reward programs for executives and the broader employee population to reinforce goals and provide strong differentiation between high performers and lower performers. Use the entire gamut of reward vehicles (e.g., base salary, annual incentives and long-term incentives) to create a portfolio of tools that management can use to drive and sustain company performance.

  • Drill down into mission-critical, customer-facing and operational units to maximize individual and team productivity. Recognize that the most significant opportunities typically occur in sales, customer service, research and development, operations and manufacturing.

  • Focus on the productivity of the HR team itself, creating opportunities to continuously improve. Develop meaningful metrics for HR tied to organizational productivity and talent effectiveness.

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