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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: [email protected]
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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
© 2015 Snowflake LLC. All rights reserved.
Digital (R)evolution
The whole world is at our fingertips
3
FasterEasierHipper
ExpandedDiversified
Unified
AnythingAnywhereAnytime
© 2015 Snowflake LLC. All rights reserved.
Transformational Change
Associations have to adapt
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ComprehensiveCutting-edge
Cross-functionalMulti-directional
BrandOfferingsInclusivity
Reach
Curator of the (R)evolution
© 2015 Snowflake LLC. All rights reserved.
Path to Modernization
Three stages of association transformation
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Grassroots
1
2
3
Infrastructure
Enterprise
© 2015 Snowflake LLC. All rights reserved.
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
© 2015 Snowflake LLC. All rights reserved.
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
© 2015 Snowflake LLC. All rights reserved.
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
© 2015 Snowflake LLC. All rights reserved.
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.
© 2015 Snowflake LLC. All rights reserved.
Modern associations demand modernized HR
Infrastructure
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BusinessDisciplines
Talent Management
StrategicConsultativeTransactional
© 2015 Snowflake LLC. All rights reserved.
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]
www.snowflakellc.comTwitter: @snowflakellc