MODERN HUMAN CAPITAL: STAFFING YOUR ASSOCIATION FOR THE DIGITAL AGE

Organization and Human Capital in Associations

Modernizing for 21st Century Retention and Growth

Tom Morley, PresidentSnowflake LLC

July 23, 2015

HighRoad U Innovation Seminar: Chicago© 2015 Snowflake LLC. All rights reserved.

© 2015 Snowflake LLC. All rights reserved.

Good Morning

Organization and Human Capital in AssociationsModernizing for 21st Century Retention and Growth

Presented by

Tom MorleyPresident, Snowflake LLC

Web: www.snowflakellc.comTwitter: @snowflakellcE-mail: info@snowflakellc.com

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© 2015 Snowflake LLC. All rights reserved.

Association Challenge

Evolve, Retain, Grow

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AlignedEngagedValued

…

in today’sworld and

tomorrow’s

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Digital (R)evolution

The whole world is at our fingertips

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FasterEasierHipper

ExpandedDiversified

Unified

AnythingAnywhereAnytime

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Transformational Change

Associations have to adapt

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ComprehensiveCutting-edge

Cross-functionalMulti-directional

BrandOfferingsInclusivity

Reach

Curator of the (R)evolution

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Path to Modernization

Three stages of association transformation

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Grassroots

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2

3

Infrastructure

Enterprise

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Respond with Staff Ninjas (seriously, in a way)

• Existing staff• Have their specialties• Some connection to new needs• Recognize the urgency• Willing to step up

Grassroots

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• Specialties get less attention• Limitations in new areas• Personally indispensable

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Stage 2 – Add more Ninjas!

Approach• Describe incumbent• Add to existing role• Try to create new

Grassroots

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Parameters• Limited perspective• Not market aware• Piecemeal approach

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Problem – Unlikely to get what you want

• Don’t actually exist• Self-select out• Aren’t identified• Don’t get past screening• Excessively costly

Grassroots

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• Overstates qualifications• Can’t meet expectations• Affects results and morale

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Patchwork is suboptimal, misses opportunities

• Irreplaceable key staff• Unidentified roles• Potential skill gaps• Inefficient resourcing• Built-in deficiencies

Grassroots

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The Ninja Approach will not produce long-term, cost-effective results.

© 2015 Snowflake LLC. All rights reserved.

Grassroots Optimization

Take the time to redefine

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Define needs

Identify skills

Design roles

Examine market

Evaluate options

Refine approach

Assess resources

Execute strategy

© 2015 Snowflake LLC. All rights reserved.

Grassroots Optimization

Key considerations

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Define needs

Identify skills

Design roles

• Desired outcomes• What and how• Required knowledge• See cross-functional

• Realistic definitions • Function integration• Efficient, progressive• Know what you have

Assess resources

© 2015 Snowflake LLC. All rights reserved.

Grassroots Optimization

Key considerations

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Examine market

Evaluate options

Refine approach

Execute strategy

• Presence and cost• Get up-to-speed• Know vs. learn• Outsourcing options

• Adjust role definitions• Set learning plans• Contract oversight• Monitor and assess!

© 2015 Snowflake LLC. All rights reserved.

The Human Resources (HR) question

Grassroots Support

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If HR can’t help, go external. There is a significant ROI from

doing this right.

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Modern associations demand modernized HR

Infrastructure

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BusinessDisciplines

Talent Management

StrategicConsultativeTransactional

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Sooner or later, the whole must transform

Enterprise

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Break out of old structuresRethink accountabilitiesIntegrate perspectives

Institutionalize flexibilityManage change!

© 2015 Snowflake LLC. All rights reserved.

There’s much to be done, and you can do it

• Start changing – the market isn’t waiting

• You can start at the grassroots – your business unit

• Take the time to redefine and integrate

• Investments will pay off in costs saved, results

• Don’t discount the importance of a modern HR

• Changing now makes transforming easier

Takeaways

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mission: affordabledelivery: sustainable[experience unique]

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