The role of strategic HRM in the modern organisation

dr. cream Marsha is our chief academic officer for the University of Roehampton so welcome that’s great thank you for joining us today thanks girls good to be here great could you just turn on your videos just so that our speakers great we can see you now perfect so dr. brush could you just maybe tell us a little bit about yourself and your role as chief academic officer yes I’d be delighted to and let me add my welcome to everybody a very warm welcome to our discussion today so my role as chief academic officer really falls into into two main areas the first is a relationship with with our partner University the University of Roehampton it’s to make sure that our our programs are well maintained well managed and delivered to the highest quality the second main role is is looking after the faculty who teach the programs so that’s also an important job because those are the people you’ll be coming mainly into contact with when you start your program so those are the the two main areas that I work on well second great thank you and our second panelist today is Colin Brennan he is a enrollment advisor for the investor for Hampton so welcome column thank you for joining us today thanks very much for happy to be here great and can you just maybe just give a quick introduction about what your role is as an authorizer and what people can expect from you as supporting the wrapped and process okay sure well basically as a member of the enrollment team and I’ll be I’d be your your first point of contact really with the university help you out with your application with any kind of information you need about the programs or about the university and then even once you finish your application you know once you’re actually a student of the university either me or one of the the enrollment team will be working with you right throughout your first modules just to make sure that you know you’re enjoying everything in the classroom and those no hiccups when it comes to your studies so I’m we’re basically there to write the way through right from your first contact to the end of your first module and you know we’re always very happy to help so I’m you know welcome to everybody and you know I hope that we can see some of you become students in the near future great thank you : so just to give you an overview of what we’re going to cover today so we’re going to have a quick instruction to the University of Roehampton so column is going to tell us a little bit about the University in its background and history and then dr. Kate Marsh will then discuss the role of strategic human resource management in the modern organization highly highlighting HR strategy and how this can become a central strategic area within any business or company and following this discussion we will take the time to ask questions to dr. Craig Marsh so this really is your opportunity to put your questions through so if you have questions during his presentation please send them through to the Q&A and we’ll have a nice discussion at the end and that’s really your opportunity to get an understanding of a deep understanding of HR from Craig Marsh Colin will then bring the webinar to a close talking a little bit about online the online learning environment and what you can expect from an online program with the University of Roehampton online so Colin can you just start the webinar today by giving us a quick and destruction into the University of Roehampton and its online programs sure and well the University of Roehampton is at the University of the very long proud and tradition of education in the UK as you can see there on the screen you know it’s one of the oldest Institutes of higher education in all of Great Britain dating back to you know 170 years ago to its four constituent colleges and you know from the very beginning it’s something that the university has always been quite forward about quite proud of you know trying to broaden the reach of education and it’s the first Institute of Education in the UK that I classes that were solely constituted by females for example and even to this day it’s something that the university is still trying to kind of push the boundaries of education offering in our management programs to students from all around the world trying to give a chance for students to you know experience study in education with the University of Roehampton so for the last year the university has been pregnant with Laurie ed education to offer the campus programs online it’s something we’re very proud of and it’s something that I’m you know it’s a great partnership for the unit versity and you know I mean that’s that’s the kind of most modern update for the university at the moment so great thank you thanks Colin and we’ll come back to you later to talk a little bit about the online learning environment what students can expect in the online portal and so moving onto our feature presentation today and so the role strategic Hayter I’m in the modern organization so Craig you gave us a little bit of background about you with the Chiefs being chief academic officer what that means for the institution but

you also have an extensive background also in human resource management can you tell us a little bit about that background and how that impacts your role and also how impacted the program itself as well yes your pal thank you for that for that introduction and yes just by way of of explaining why I could be here talking about strategic HR so before I joined laureate I divided my career roughly between industry and academia and the the industry part of my experience was was working in senior HR roles in organizations in the UK and Europe so so I gained a lot of expect experience in HR and then when I turned to academia my my academic discipline was indeed strategic HR so I took my doctorate in that and the last research that I was doing is is on the role of strategic HR in business model change which provides the the subject of the next few minutes great thank you great Thank You Craig and just reminder we’re going to have a Q&A session at the end of the Craig talk so please do send your crew a through the box the Q&A box so over to you Craig and we’ve had to do the ball and it’s all over to you thank you all right thanks Bill and so I’m going to talk a little bit about innovation in business models and and how HR plays or can play a really important role in this strategic priority for organizations why is it a strategic priority well I think we’ve all we’re all seen the rise of the the Internet and that’s and the effect that had not only on internet businesses but also on traditional businesses so the research that I’m going to present to you was based on some discussion some interviews that we had with with both chief executive officers and senior HR people and what we found CEOs telling us is that of the issues and priorities that they’re faced with these days at the end of the first decade of the 21st century the innovation in business models is probably top of their list of priorities so that underlined the importance of business model innovation so what is in business model innovation well I’ve included here a quotation from an article in The Economist from a couple of years ago which defines it as something that is more radical than conventional innovation and product or process essentially what it does is it changed changes around or it can change around the entire way that you do business and the entire way that you supply or deliver a service to your clients so for example Rolls Royces or of famous company based in the UK but now a global company a few years ago their approach to business innovation meant that they decided rather than selling engines which was their traditional discipline that they were going to their model was actually to sell power and they changed their products from selling engines to selling power by the hour and that completely revolutionized the way they did their business so it’s one example of how even very large companies can can move dramatically to to change innovation so that’s really the subject today which is business model innovation and let’s have a look at what that means for the role of HR how do we define business model or there are a number of definitions of what we mean by business model but for the purposes of this presentation I’m going to propose that we talk about the dominant performance logic of the organization the way that money costs and profits flow through the organization the major organizational processes of customer service production commercial and maintenance the mechanisms that support the customer and the the flow of resources through the internet through the organization which may be human resources there may be manufacturing there may be product or there indeed they may be they may be financial and so the way these flows they used to be defined in a bein in a linear format from beginning to end but these days are more defined as a web and hence the diagram of the way these things interlink inside the organization so it really is the DNA of how an organization works so that’s the definition of business model it really is very fundamental to the way organizations operate so if we turn to HR and we think about the role of HR in strategy and assuming that we that we take as given that our chief executive officers are thinking very carefully about how they’re how they can innovate with their business model what our research concluded was that there are actually three very important activities and/or capabilities that human resource people need to be able to possess so that they can work with organizations to help them at this strategic level of business model model innovation so what I’m going to do in the next few minutes is just talk through what we found in our research and what those capabilities are in the implications for HR people so the first main strategic imperative that

we discovered is the importance of the attitude of the senior executive in the organization towards HR and I’ve picked a couple of examples from our research project that really explain in their words what I mean by their attitude so here’s one and this came from European HR director who said essentially that when when she took her role as a senior HR person she took it because she knew that she and the CEO that she would be working for connected they had a very close relationship and that they met she meant the meant that they spent she spent a lot of time with the senior executive in the organization and the relationship as she said and I think this is very important it almost became intuitive it became got to the point where they knew almost how each others were thinking so that’s a good example of the kind of very close relationship that is developed between the senior HR executive and the under person is running the organization the second quote is from her from a CEO so looking at it from the other side who described HR the delivery of HR at three levels and I think this is quite interesting to understand how HR can be delivered in an organization so the foundation level making sure that people are paid recruited are looked after developed so transactional workers he called it level 2 is at the level of value tools so how we engage with our employees how we reward them how we develop them but level 3 is where he really felt the the value of his HR director and that’s the street level of strategic ng engagement so it’s it’s it’s the point at which your organization’s HR strategy really becomes your organization’s business strategy the to become almost indistinguishable so that’s a strategic imperative so what are the implications well does the question is does the CEO really get and understand the value of the people to the organization in this question of business model change if they do and you have that kind of relationship then you can move in your organization the development of HR strategy to the point where it’s almost indistinguishable from business strategy and one of the HR people do research she said to me well when I go into meetings board meetings at the senior level of the organization I essentially hand my HR hat on the door outside and my role inside that organization is a strategic member of that organization rather than as their lead HR person and that’s really what what happens if it doesn’t happen then HR can still play an important role in the organization but it is limited to those first two levels that we discussed earlier so putting in great and efficient processes to make sure that the people are looked after in the organization but not necessarily at the strategic level it really is that important as a capability so the second point the second imperative is about the the restructuring of the business model and one of the assumptions that underlies this is but actually when we’re talking about the business model in most organizations these days the people of that organization are really very central to that model they aren’t separate from it they are in a lot of cases the business model because often organizations only have the people of that organization as their asset they don’t have factories anymore what they have with the knowledge and the expertise of those individuals so the imperative is that whereas in the past many organizations used external consultancies to do this kind of work for them what happens now where the opportunity is for HR people to be in this space to be expert in different organizational models to be expert in an understanding of the general strategic direction of the organization and therefore to be at the heart or to give themselves the opportunity to be at the heart of strategic thinking with their senior executive team so that requires a particular capability for our HR people they have to know and they have to understand the nature of the organization’s business so one of our case studies was with Vodafone one of the world leaders in mobile phone technology and the European part of the business appointed a new CEO three or four years ago and within the first two weeks of that business the CEO called that the HR director into his office and had a first discussion about what kind of organization they wanted to create in order to support a change in strategy for that organization from a product to a service business and the HR person was able to engage with the CEO in an extremely high-level strategic discussion which later resulted in a fundamental organizational change but it was the HR director that the CEO called in first to talk about how they were going to restructure and to develop a particular level of organizational design and that leads me to my third point about hrs being bring about their capability being central to business

model change so here another couple of quotations from from our research so so the work that the that the CEO is doing in terms of business business model change is owned by essentially three people the chief executive the head of HR and the chief information officer who is often playing an important role because information technology is often central to this kind of strategic strategic imperative so so what happens then and this is a quotation from the C is that organization design which previously has been relegated to a secondary strategic imperative now becomes almost top of the list for CEOs to understand and to have that capability so here’s the opportunity for HR the opportunity is for HR to become experts in principles of organizational design so the third and final capability is for HR to follow a particular strategic process which is to have the ability within the function the skill within the function to know how to go about organizational design or that and that’s the first level on this diagram the second level is for them then to be able with that capability to be able to facilitate board level discussions about business model design I gave you an example from Vodafone another example is where another of our clients which was a company that that made buildings build commercial buildings realized that their business model to deliver buildings to their clients was the wrong one than what they needed to be delivering is the ability for people to be accommodated over a period of 20 years the life of the building and that led to quite a different approach in it was the HR Director that facilitated that discussion we’ve made a fundamental shift in the way that they did their business so the third step on the diagram is to be able to draft that new design with the HR team so the HR team not just necessarily at the executive level but it’s each each level of the business are able to go through a process of under Sun Durr standard the fourth level is that the ability to analyze something with it that we call architectural capabilities and an architectural capability is something that the organization possesses which allows them to be flexible enough to move in in several different directions with their new basement business model so for example an architectural capability and the one I’ve just given you where a company was moving towards the full life of a business and would have been the ability to design and develop full Internet services inside a building that allowed that building to be operated that was something that was architectural capability for that organization and then finally that’s all the design work the HR units need to be able to facilitate that change as that organization design becomes implemented so these are very new and very important capabilities for HR people now to to develop so just to summarize I would have covered in the in this brief introduction to HR and strategy is the importance of the these three capabilities the relationship that you have with the senior person in the organization the understanding of the deep understanding of the organization’s business and and thirdly the importance in developing a capability for organizational design now one of the reasons why I think this is important for anyone who’s embarking on a on a degree in organizational design is a both/and strategy HR strategy is that the design of those programs these days have to take into account some of these strategic capabilities so given my background in it that background in HR when we put together the image MSC and HR for Hampton I was heavily involved in the design work and these these elements are built into the design of our programs so this is something that’s are really important positioning these days for any master’s program that it allows HR people to combine their HR expertise with strategy and business expertise and that is all I had to say but also at that point I’ll learn I’ll hand back to you and we’ll see if there any questions on anything I’ve covered great thank you Craven and thank you so much for that really interesting talk about the HR and the future of HR and I think it’s really interesting how you said that you know you really brought that into the program and the importance of understanding the strategy and the wider area of how HR can have an impact in companies and so we’ve had some really interesting questions whilst he was speaking and just to let you know if you have a question and you still want to ask that question

do so we’ll also have a QA at the end of the session as well so keep on asking them it’s been great to see some interesting ones already so someone was asking I mean they were saying and you’ve talked used a few examples of big big companies but they were saying ok I work for a small company and I don’t have a CEO CEO does this kind of strategy still apply to them does it still affect them can they still apply some of these bigger kind of ideas yeah it’s a really good question pearl and I know that some particular if you’re embarking on an MSC it’s quite possible this is your objective to become the senior person in the organization but perhaps at this point you’re operating at a middle level or at a unit level or perhaps you’re embarking on your career in HR I think it is really important to understand that what lies behind the these ideas on strategic HR is actually a change in attitude on the part of both HR people and the organization to HR and so if you’re in a role way or perhaps servicing a smaller part of the organization or a business unit then it is entirely possible that you apply similar principles to to the business unit so for example if your business unit has a particular budget challenge or there’s something that in there that is that is involving a process of organizational change that is effecting your unit then the same principles apply that you develop that you work on developing that the closeness of relationship with your CEO that you influence them in the understanding of what HR can deliver for the organization and that you make sure that the job that you have the kinds of skills and capabilities that we that I’ve been discussing that allow you to have that kind of role in saw the organization so it’s entirely possible that that you are able to develop these principles even if you’re not working with a CEO great and another question and you mentioned just in the end of your conclusion that you had a lot to do with the design of the program and so muhammediye wanted to know he has greater deduction so a just wanted to know the tools of the teachings so how is this pro you know you mentioned the human resource management program has just been launched how is this program being taught and well it’s that the question is interesting question what it does it gets into the way that we teach classes on lines and we have a very important principle about the design I think and and I’d be happy to if Mohammed to know a little more about it but what are the really important principles is that particularly at this level and particularly with the kind of people we have in our program is that a lot of the learning is from your fellow students so what we expect and what happens we don’t expect this but certainly what happens is that is it students bring into the classroom a lot of their own experience and a lot of their own examples so similar that I’ve been doing very in a very brief way this time so they’ll talk about what’s happening inside their organizations and then they’ll be facilitated in the discussion by the member of faculty he’ll be an expert in the particular area and what they’ll be able to do is to share their experience with their fellow students and through discussion come to to two conclusions and to more insight into whatever the subject is that you’re that you’re discussing and I think even more importantly as a result of that take back some of that into it affect in real time the work that you’re doing now the students aren’t actually in the workplace it doesn’t matter because obviously we provide our students with reading and examples and activities to conduct so they can also use the the material the reading material in the class to base their discussions on so it’s a combination of of reading of discussion or a facilitation by the member of faculty and by the by collaborative activities to reach a difference and higher level of knowledge on the subject so that’s a general example of how of how the classroom works well great Thank You Craig and cons going to give us an overview all of the online online classroom and what you can expect from studying online with Roehampton so I think that’s a really nice overview from the HR perspectives and Washington expectant we’ll save some questions for the next Q&A and so in the meantime Thank You Craig and thank you for that really good introduction I think it’s brought up some interesting aspects of how HR can go forward and I hope those of you listening have found that useful so going forward and we’re going to

reintroduce column back into the into the webinar and column so you’re going to tell us a little bit about the online learning experience and so from your perspective you can tell us a bit about how uh what students can expect from running online I think for a lot of students this may be a new thing this they may not have studied online for a long time or not studied online at all so can you tell us a bit about what Roehampton offers and what people can expect from the online classroom definitely and it’s something that we’re very proud of the you know the particularly model that we have at Roehampton at the moment and I mean the first thing to kind of make clear for for anyone who hasn’t really studied online before or who might not be familiar with the way that Roehampton works online is that it’s a very very different model you know any kind of preconceptions you might have about what distance learning is traditionally like so unlike traditional maybe distance learning where you get a lot of materials sent to you you kind of work in isolation and just doing readings and maybe sending away an exam we’ve tried to make the online model of Roehampton as close as possible to as if you were studying in a traditional campus situation but to add the flexibility of studying online to that so and this kind of release to sites the study is the way that I like to describe it first of all you’ll have you know as if you were studying on campus you might have you know a social side of things where you’re kind of getting to know your classmates I mean as dr. Craig said you’ll be involved in discussion and you’ll be able to you know if there’s any kind of problems that you have you’ll be able to bring them forward to any kind of support center whether so in the enrollment team or you’re your own person and support is a student support manager there’s always someone going to be able to help you we have we have a dedicated social network for that inspire Ness so you have the social side of things just like you were on campus and then of course most importantly perhaps you’ve got the academic side of things as well so you’ve got the online classroom and where once again you can be involved in discussions may be more focused academic discussions in that case and you can you know once again be involved with your lecture so if you ever need to have a one-to-one discussion about any kind of project work you’re doing or anything maybe that’s a little bit tricky in your work you need there you need their advice they’re always there to help you and you can also submit all your assignments as well through the online classroom so you have you know the two sides of studying on a traditional campus type study and what you also have the added flexibility of studying online so you basically have your classroom with you all the time as long as you have access to the Internet you can connect with your classmates connect with your lectures do your studies on the go and kind of decide maybe which hours the day suits you best to do your study and you know that student experience is something it’s really really at the heart of the University of Roehampton is kind of ethos I mean just last year and the University of Roehampton was actually awarded The Times University the best university in the UK for student retention and I just shows you know how much at has student experiences for us here so we tried to make it something that you know students are going to benefit from it’s going to enrich them if but it’s also something that you really want to enjoy great thank you column and for those of you who want to kind of a deeper insight into what it’s like study online please do you know talk to your enrollment advisors they can talk to you in more detail about that but I think that’s a really nice introduction into what students can expect now the and dr Craig Marsh mentioned the MSC in strategic human resource management now that recently launched so that’s quite exciting new program that we’ve just launched so can you tell us a little bit about this program and also what kind of student you’re looking for to join this program well and yes I mean this is it is the newest program that we currently have available for online studies and you know maybe it’s a little bit of a cliche to say like this but it really is you know as the newest program it’s really at the cutting edge of HR studies at the moment and you know there’s a few I feel really nice close to dr. dr Craig had there you know about how HR and I was like maybe moving beyond just transactional work HR is no longer just kind of an island within an organization not really getting involved with any of the bigger decisions and and you know the current program that’s developed is it’s really as I said at the cutting edge is the freshest program at the moment that we offer and what I mean the kind of student we’re looking for it’s not really a student you know with kind of no prior knowledge of hate your who’s maybe thinking this might be a direction they want to move their career in or perhaps may be looking for students who you know who have experience in HR before but want to get that you want to want to add that business expertise as dr. Craig said as well who want to maybe move into a more strategic role within the organization but have the kind of hate your experience from before to back it up or maybe just experience managing personnel and so you know it’s a very

high level program and as I said it before is something we’re very excited about the newest program we have to offer so setting on November the 7th and we’ll have the very first cohort of students for the for the MSC in strategic human resource management great things people could still enroll for that start date is that still short yeah there’s there is time I mean my personal advice that we give to a student who wants to begin in November is you know to try and work on your applications as early as you can the longer you have before the study stats the better prepared you’re going to be for your studies and as I said in the social the social networks that you have this kind of preparation work you can do before class stats so that you’re not overwhelmed by the new experience of studying online and you know you know the more you are prepared the better student you’re going to be in the first module so the sooner you can get your enrollment done and you know the better the more successful you can be in that first module so the still plenty of time but you know as I said more preparation time you have the better great thank you and we’re going to come back to you in a bit and you can talk a little bit more to the next steps and what people can do to apply for the program if they want to and so we’ve again we’ve had some great questions come through and so this one’s directed to Craig here and so they’re saying okay they’re not in a hey Charl said I’m in personal administration can we still a private program and yes so basically they’re in a personnel position can I still apply to them can they still apply some of these methods that you were talking about well indeed I and it’s an interesting question because obviously there are still a number of organizations that refer to their HR department as a personnel department the name doesn’t really necessarily mean very much it may well be that that you can have a very advanced personnel department and are not so advanced HR department so I think if then if the the the outcomes the learning outcomes from the program and the messages from the program that we that that are of interest to you that you know you are interested in learning about how in a specially in a global organization how you become or how you develop the skills to become a global HR player then absolutely the program is of interest to you we won at one of the ways that we’ve designed the program and touching on something that Colin said earlier is that the the introduction of the program really gives you a very broad induction into the field of HR and in fact the first the first module is a is oriented towards your own personal development and your own learning needs in fact so there’s a great opportunity for you to think about your current position and organization about your own development needs and and how you link that into the content that we that we deliver in the rest of the core of the program so so yes as a I would say that the program is especially suitable those who are interested in moving into this kind of HR role even if you’re not actually an is already well great thank you and in the aspects of time we’re going to move forward and thank you for all your questions if you want to ask questions continue to ask questions we do have enrollment advisor on the QA so he will continue to answer your questions and but thank you again for sending those fruits it’s been very interesting and I think it’s brought some interesting insight into this area and so now just to give an overview of you know if you’re keen to go forward you’re keen to take this next step and join the program column can you tell us how that would work and what someone needs to do to apply for the program sure well I mean I’m going to talk about the next steps of completing your application and applying for the program but really very first step and the most important one is to get in contact with your enrollment advisor and you know use them for any questions any extra questions you have anything that comes to your mind that you’re wondering about the program we’re here to help to answer all your questions and to help you through that application process so maybe when you speak with us first and we’ll discuss the program with you make sure we understand your needs identify you know if this is the correct program for you and then if it is we can move forward towards you know collecting your documents working on your application together and then you know get working towards getting you your login details for that student network so that I’m you know you can become part of the student Network connect with some of your your future classmates and start your preparation and your orientation for your studies but my advice is first step

most importantly speak with your enrollment advisor and we can help you out all all the way great thanks : and so that received me to thank our two speakers today and it’s been I hope you found it interesting and thank you Craig very much for taking time out of your very busy schedule to talk to us a little bit about human resource management and it’s been really interesting and also column thank you for for talking a little bit about Roehampton and the online learning for those of you who want to connect with us on social media we are on Facebook so you can find us just by searching we’re Hampton online we also have a LinkedIn page University perhaps online such that again and then Twitter yuo are our online and Pinterest so do come and join us in our social communities we’d love to see you there and thank you again for joining us today and taking the time out to listen to this webinar and we hope that you have a pride present rest of your day and also that maybe one day we’ll see you within the online classroom so thank you very much goodbye