Page 6 - AeM_August_2020

RESEARCH
ANALYSIS
Digital transformation, disruptive technologies, change, portals being used more and more and even a single
TRENDS and agility are current buzzwords in our business world, negative comment online could costs the company
that point out that with rapidly developing technology valuable orders. Everything is becoming transparent
requires changes in human "resource”, too. In other with digitization. Hence, it does not help anymore to
words: when everything around us becomes agile, write in a glossy brochure about sustainability, the
changed, and digitally transformed, but the problems in perfect handling of resources, employees, and
the world of work remain the same and do not customers. You must do it - every day - otherwise you
decrease, it is worthwhile to take a closer look. read about your lies on the net. More and more
entrepreneurs are realizing this and are rethinking the
For instance, burnout, depression, and negative stress way they lead.
are still on the rise in our modern working world. In
Japan there is even a word for death from overwork: Do we really want to waste of our lives?
karoshi. We seem to focus on a technical level and to
forget the most important thing: people. Or have we just Everybody who has been in the work force for a while
lost sight of the goal? has probably noticed the following fact: we can
introduce process management, implement new forms
Is it the goal to make the time we work as exciting, of project organization, such as SCRUM, or just change
creative, and meaningful as possible? Or is it just about the office space from individual to open-plan offices,
sales, growth and returns? The catch is, if the people in but if people do not see the point, do not know why
the company see a purpose in their work, they are they should change, the project will most likely hit the
more motivated and much more involved, which will be wall. The same applies to people: it is about
reflected in sales growth and returns. understanding how we humans tick, what we want and
what is important to us. That alone is a difficult task, but
Too good to be true? it goes even further: it is about not only understanding,
but also analyzing, and questioning why certain things
Unfortunately, we often continue as before, thinking it are important to us today. It is about changing thought
sounds too good to be true. Maybe we add some cool patterns that have been with us for a lifetime.
and hip technology gadgets, but basically nothing
changes. As if this circumstance was not tragic enough, Considering that we define ourselves nowadays mainly
we often ignore the management areas in the company through our professional position the findings of a
that never really worked. We carry on as we once Gallup study is the more interesting, stating that 70% of
learned - years ago in expensive management courses people are not enthusiastic about their job and do “work
- and calm our conscience with the fact that "everyone" only according to the rules”. Does this show how much
does it that way. We have lulled ourselves into a cool we really value ourselves?
management thought pattern so that we no longer want
to think about how it could be different. However, both Hail to the technology!
our life and work are inextricably linked, and digital
technology found its way into it. For decades, companies have tried to “motivate”
employees, but almost always without long-lasting
A fatal mistake success. So, how can people be motivated? The
answer seems to be simple: by meeting basic needs.
But don’t think that “only” technology is changing our Money is a factor but by far not the most important one.
working life due to automation and digitization. The People want to experience a sense of purpose in what
main requirement of today is not to master the very they do every day. They want to be “useful” and be
rapidly changing technology, but to keep yourself in valued for it. Digitization exacerbates this fact even
focus despite this very rapidly changing technology. more. Where we used to be able to work creatively and
That might sound like a banality at first, but it is an independently, algorithms and processes are now
extremely demanding task. Otherwise there is a good taking the lead.
chance that you will end up in a burnout or “wake up”
after years of arduous success and look dissatisfied at It takes profound behavioral changes in how we think
what has been achieved so far. about work, about people and ourselves. Thanks to
technology it is easier now to become agile in a new
There are two decisive reason why companies are way, new work, or rather new life, but please with
increasingly concerned about (work) life: first, those meaning! ◊
who love, or at least like, their job will perform much
better and be more committed; second, "word of By MediaBUZZ
mouth" has reached a new dimension, with review

August 2020: people-oriented communication strategies and social networks 6