"I can't imagine how giving feedback via an online platform adds anything to our organization," said one potential customer. An understandable reaction. It sounds plausible: why would you communicate something via an app when you can do it 'live' and on the spot? When I sense skepticism about digital HR tools, it's interesting to find out where it comes from. The rapid development of technology is the driving force behind the digital transformation that many companies are currently undergoing. Real-time information and transparency are the foundation of new organizations. This has set in motion a development towards less hierarchical teams, a focus on talent, and the abandonment of old structures. New business models are emerging, and the customer experience is central.
As a customer, you are constantly being asked for feedback, and good reviews are the driving force behind new business. Employees and teams also need to know how they are performing and where they can improve. This creates a need for an open feedback culture. However, this cannot be achieved overnight. HR software is an excellent tool for reinforcing cultural change. For example, by encouraging the right conversations and feedback. It is essential that managers know what is going on, what employees are struggling with, and what the company can do better. These conversations are the heartbeat of any agile organization. The content of conversations is shared, with goals and talents as the focus. This transparency requires a strong culture of mutual trust. In other words, digital tools and continuous information require trust and shared norms and values. And that is precisely something that software cannot achieve.
It is the strategic role of HR to build trust and openness so that the interaction between technology and people can work optimally. Technology also requires genuine attention. I see writing feedback as slow thinking. It is a form of paying attention to each other, taking the time to find the right words. Of course, there are also plenty of times when I give feedback face to face. Then it's really nice to put my compliment in an app afterwards so that my colleague can read it again later. Ultimately, the higher goal is to work towards an open and positive culture. Technology is only a means to that end.
