HR Responsibilities are Evolving | Cornerstone India Blog

HR Responsibilities are Evolving

Talent Management

HR Responsibilities are Evolving

August 09, 2016 Kevin Burns

Job titles are having a moment. Business analysts call themselves “data wranglers." Marketers are “brand defenders" and “growth hackers." Salespeople are “customer success managers,” and the list goes on.

Human resources professions are no exception to this new-title takeover — and for good reason. HR roles are drastically different from what they were even 10 years ago, thanks to remote workforces, digitally savvy job applicants and constant connectivity. Maybe it's time we sunset the term "HR" altogether.

By the way, if you like this blog check out the original posting on our US blog.

But, to borrow from Shakespeare: Would HR by any other name function as well?

Many companies and employees believe it would, and have changed their titles accordingly. Here's a look at some trending names that are replacing Human Resources:

  1. People Operations: It doesn't get much simpler than this. The term has gained popularity among tech companies, including Google, Slack, Uber, Instacart and Square. "Find them, grow them, and keep them" — that's the motto Google uses to describe PO's function. The job function here has shifted from just a recruiter to someone who can work with predictive hiring software to find prudent candidates. People Operations agents also work with these highly compatible employees now to ensure their development within the company.
  2. People@: Facebook uses this term to describe the team that focuses on three HR goals: “Hire the best people, foster continuous personal growth and enrich the overall Facebook experience."
  3. Employee Experience: At Airbnb, roles that impact employee health and happiness fall into this category. Open positions in the department include Head of Diversity and Belonging and Internal Events Coordinator. Emerging roles like these focus on improving productivity and increasing the enjoyment of a job so employees are more likely to stay with a company for longer. A companywide understanding of employee happiness and production can be captured with talent management tools like workforce analytics. This HR data tool aggregates employee performance info, employee lifecycle averages, compensation, learning assignments and more to provide actionable insights for fact based business decisions.
  4. Employee Success: This department at Salesforce includes traditional HR roles like Recruiters, but also incorporates some newer positions like Business Analysts, who work with IT to build and manage internal HR apps. This is another indication of the need for HR employees' to work with and understand HR data. HR departments must be able to understand workforce trends so they can help companies strategize ways to improve employee satisfaction and performance.  
  5. Partner (Human) Resources: OK so Starbucks hasn't totally made the switch, but it's clear that the coffee retailer is moving "human" out of the spotlight. This department includes positions from Diversity and Inclusion Manager to Senior Business Systems Analyst.

As some HR departments get a name change, so do the individuals who work in it. Employee communications platform GuideSpark has a VP of People and Culture; Pley (“Netflix for LEGOS") employs a Chief People Person; and healthcare provider CVHCare has an Employee Happiness Cultivator on the payroll.

Whether or not these names will stick is up for debate, but there's no doubt that technology will continue to push HR in new directions.

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