Is Technology an Enabler or a Driver?

When I first started in the field of eRecruitment the use of technology to automate forms and processes was still formsrelatively new. If you’re thinking that was back in the 80’s or 90’s you would still be in the wrong decade. As late as the early 2000’s many companies were only using technology to enable job applications, on-line form completion and on-line pay statement reviews. Technology was regarded as an enabler to complete and facilitate processes, drive efficiency and reduce costs and administration. Organizations drove articulating specifications on how technology could enable process automation.

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It’s September 2013. As I write this blog post I am in Tokyo, Japan; one of the most technologically connected and forward thinking countries

in the world. My older iPad feels like a clunky machine compared to the smaller, thinner more sophisticated  smart phones, tablets and cameras they are using. Everything here is done by technology, from animation to toilets. As I look at people on the train engrossed in their smart phones playing games, texting social networking, taking pictures, etc. it occurs to me technology has evolved to become a driver changing the way people interact and use it. You may say isn’t technology still acting as an enabler, allowing us to execute processes such as texting and gaming? My rebuttal would be, technology has become a  driver because we are adapting to it.

My example is a simple, yet powerful one that shows how technology influenced us to adapt to it.  It’s called apps. When Apple imagesCAGEOSCElaunched the iPhone back in 2007, the concept of using third-party applications (apps) to present subsequent social networking programs and shop (iTunes) was a new and innovative concept. I would categorize it as a driver because most consumers didn’t even know they wanted it until it became available. Once people started using it, adapting to the new presentation and functionality, the demand was almost insatiable. Every company wanted to develop their own app to reach consumers to drive business. Today every mobile vendor offers apps as a standard operating feature of their phones and/or tablets. Consumers have been driven to use apps which has actually changed the way we interact with technology.

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Technology is driving change. Organizations need to re-think about how they can realize its value in the marketplace. Resistance to its adoption has clear downstream bottom line impacts. Take consumers opinion on the recent bid to acquire Blackberry by Fairfax Financial. Public opinion revealed many perceived Blackberry was too slow to adopt new features onto their mobile platform which other companies such as Samsung capitalized on. The result was decreased consumer consumption and market share.

How does this impact recruitment?

Organizations also need to recognize the significance technology is playing in the attraction and retention of talent.

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For example, we know that the usage of mobile devices will continue to grow as the primary way people access the internet and information. We  can infer the absence of a mobile strategy will exclude larger percentages of the population interacting with your brand. As social networking tools become a more dominant way to learn about employers, interact with them and read reviews on what others say about them, recruitment and talent functions will need to embrace these tools as a relevant and meaningful ways to engage and communicate.

If your organization isn’t doing it, your competitor will.

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About sailorannzalie

Talent Brand Expert, Recruiter, Social Media Expert, Integration Architect, Consultant. I’ve had lots of titles, but the ones that describe me the best are Change Agent. Transformer. Game Changer. Throughout my career I’ve had a number of challenging and rewarding jobs. I’ve had the opportunity to build, develop and lead creative initiatives that transform customer and employee experiences. I’ve consulted with clients across the globe and worked out off offices in Europe, North America and Asia. I am consumer and contributor. I love to learn from others and of course, share my knowledge through my blog https://sailorann.wordpress.com. As an industry thought leader I’ve spoken multiple times at LinkedIn’s Talent Connect, Indeed’s first global conference and the Social Capabilities Network (SCN). I’ve been recognized for my work and most recently was the proud recipient of the 2013 Social Media Recruitment Award. When I’m off the clock I like to broaden my horizons by travelling the world and experiencing new cultures. Want to hear about my travel adventures? Check out my travel blog: www.mytb.org/Sailorann

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