JEANNE C. MEISTER AND KARIE WILLYERD - cloudfront.net
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2020
THE
WORKPLACE
HOW I N N OVAT I V E COMPANIES
AT T R AC T, D E V E LO P, AND KEEP
TOMORROW’S EMPLOYEES T O DAY
JEANNE C. MEISTER AND KARIE WILLYERDFigure 1-1: Generations as Percentage of U.S. Population
26% Traditionalists,
born prior to 1946
15% Baby Boomers,
born 1946–1964
17% Generation X,
born 1965–1976
14% Millennials,
born 1977–1997
Generation 2020,
29% born after 1997
Source: U.S. Census Bureau, 2007 American Community Survey.
TABLE 1-1: TOP FIFTEEN COUNTRY HEADQUARTERS LOCATIONS
Country 2005 2006 2007 2008 2009 Percentage
Change,
2005–2009
United States 219 197 184 169 181 −17
Japan 43 60 49 39 49 14
United Kingdom 33 36 41 35 32 −3
China 8 11 16 35 43 438
Canada 22 22 23 24 27 23
France 28 30 32 31 23 −18
Germany 19 19 20 22 20 5
Australia 8 8 11 11 14 75
Spain 9 8 12 14 13 44
India 5 4 8 13 10 100
Switzerland 12 11 12 12 10 −17
Brazil 5 8 7 11 9 80
Netherlands 9 8 10 8 8 −11
Italy 12 11 8 7 7 −42
Russia 4 8 8 13 6 50
Source: Financial Times Global 500—Top Fifteen Countries. 20Figure 2-1: Five Generations in the Workplace
2020
2015
2010
2005
0% 20% 40% 60%
Traditionalists Baby Boomers Generation X Millennials Generation 2020
Source: Bureau of Labor Statistics Employment Projections.
Figure 2-2: U.S. Population by Generation
90
88
80
78
70
60
Population (in Millions)
50
50
40 46
41
30
20
10
0
Traditionalists, Baby Boomers, Generation X, Millennials, Generation 2020,
born prior to born born born born after
1946 1946–1964 1965–1976 1977–1997 1997
Source: U.S. Census Bureau, 2007 American Community Survey.Figure 2-3: How Much Do You Value the Following Development Opportunities?
98%
100% 94% 91%
Formal, face-to-face
90% 85% learning
80% e-Learning
70% 62% Strong coaches/
60% mentors
50% Rotational assignments
40% Support for academic
training
30%
20%
10%
0%
All Countries
Source: PricewaterhouseCoopers, Managing Tomorrow’s People.
Figure 2-4: “The Generations @ Work” Research by Industry and Region
Industry Region
Administrative services 16%
Education
Financial services/insurance/banking
Government
Health care
High tech and telecommunications
15%
Manufacturing
Professional services
Retail/travel/hospitality
4% 69%
12%
21%
15%
Asia Pacific
Europe, the Mideast, and Africa
10%
The Americas
9%
5%
16% 8%
Source: Future Workplace.Figure 2-5: Social Media Usage of “The Generations @ Work”
50%
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
Traditionalists Baby Boomers Generation X Millennials
Creator: Contributor: Spectator: Inactive:
Publish new Add to existing Passively Do none of the
content content consume content above
Source: “The Generations @ Work” survey, Future Workplace.Figure 2-6: The Percentage of Respondents in Each Generation Who Placed
High Importance on Developing Skills
100%
95%
90%
85%
80%
75%
70%
65%
60%
55%
50%
Traditionalists Baby Boomers Generation X Millennials
Source: “The Generations @ Work” survey, Future Workplace.
Figure 2-7: The Importance of Having Access to Web 2.0 Technologies
Percentage of each generation who say having access to external social
networks (LinkedIn, Plaxo, Facebook, YouTube, MySpace, external blogs, and
wikis) at work makes them more likely to consider a job
70%
60%
50%
40%
30%
20%
10%
0%
Traditionalists Baby Boomers Generation X Millennials
Source: “The Generations @ Work” survey, Future Workplace.Figure 3-1: The Workforce Engagement 2020 Model
WE 2020 Model
Principles Practice Areas
Collaboration Values, Brand, CSR
Authenticity
Demonstrated by:
Personalization
Social Über-
Recruiting Connection
Innovation
Social Accelerated
Learning Leadership
Social Connection
Source: Future Workplace.Figure 5-1: IBM Beehive Content Promotion Process
WEEK ONE: PROMOTERS PICK CONTENT
Ability to promote Promoters are able to
content is given give honey to one photo,
to 50 promoters one list, and one event.
for the week. The content cannot have
been promoted in the
past 4 weeks.
Repeats, with next set of promoters
WEEK TWO: PROMOTED CONTENT HIGHLIGHTED
Content that received honey: Promoters:
- is highlighted on home page - receive a thank-you e-mail
and e-mail digests - are highlighted on a special
- is flagged with page
a “got honey” icon got honey - have a star next to their profile
picture
Source: IBM’s Honey Content Promotion.Figure 5-3: Developing a Social Media Strategy
Strategy Identify Business Drivers
ONE
Alignment Form a Coalition of Stakeholders
TWO
Choices Host a Social Media Boot Camp
THREE
Implement Create a Launch Plan
FOUR
Fast Start Develop a Pilot Offering
FIVE
Communicate Design a Communication Plan
SIX
Measurement Agree on Metrics
SEVEN
Source: Future Workplace.Figure 6-2: The Social Learning Ecosystem
Created and Guided by Organizations
Guided Competency Guided Contextual
Development— Learning—
Formal Learning Experiential Learning
Competency- Quadrant One Quadrant Two Context-
Based Based
Learning Social Competency Social Contextual
Learning
Development— Learning—
Mentoring Peer-to-Peer Learning
Quadrant Three Quadrant Four
Created and Guided by Users
Source: Future Workplace.Figure 6-7: The Importance of Having a Clear Career Path
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Traditionalists Baby Boomers Generation X Millennials
Source: “The Generations @ Work” survey, Future Workplace.Figure 7-2: The 2020 Leader
Being This Kind of Leader . . . Requires These Management Behaviors
Collaborative • Inclusive decision making
Mind-set • Genuine solicitation of feedback
Developer of • Mentors and coaches team
People • Provides straight feedback
Digitally • Uses technology to connect to
Confident customers and employees
Global • Has a diverse mind-set
Citizen • Prioritizes social responsibility
Anticipates and • Builds accountability across levels
Builds for the Future • Champions innovation
Source: Future Workplace.GLOSSARY OF SOCIAL MEDIA TERMS
The Web 2.0 World
Affiliate Aggregation Asynchronous Communication Archive
Avatar Blog Blogosphere Blogroll Collaborative Software
Communities of Practice Web Content Crowdsourcing
Dashboard Entry Forums Friends Instant Messaging Lurkers Mash-
ups Message Boards Metadata Microblogging MMORPG Newsreader
Open-Source Software Photo Sharing Podcast Post Profile
RSS Feed Social Bookmarking Social Indexing Social Media
Social Networking Tag Cloud Tag Thumb Tribe User-Generated
Content Virtual Community Virtual World Vlog Voice over
Internet Protocol Web 2.0 Wiki
Affiliate Partnership sites that link to one another. Affiliate sites gen-
erally share similar interests, products, or services.
Aggregation The process of collecting content from blogs and Web
sites via an RSS feed. The results may be displayed by a Web site
or may be downloaded directly to your computer using software
designed for that purpose.
Asynchronous communication Communications that occur indepen-
dently of time and place. Internet applications that allow for asyn-
chronous communication include e-mail lists, message boards, and
forums.
Archive An index page that organizes previous posts or entries by
category or date.
Avatar A graphical representation of a person in a virtual world such
as Second Life. An avatar may be an accurate representation of an
actual individual, or it may be a fanciful and mythical alter ego.
Blog An individual or group online Web log maintained with regular
entries on the subject of the contributors’ choosing. Posts are usually
displayed with the most current appearing first, and readers are al-
lowed to comment on individual posts.
Blog hub An aggregated directory of blogs making it easy to search
and find blogs related to a specific topic, or blogs from the same
company.
Blogosphere A term used to describe the entire interconnected world
of blogs and bloggers.
Blogroll A list of sites displayed in the sidebar of a blog. Blogrolls can
be used to display affiliate sites, and thus often have a similar inter-
est, product, or service.Collaborative software Software that allows individuals in diverse physical locations to work together over the Internet on the same documents or projects in real time. Communities of practice Forums in which professionals gather to share best practices or work together to solve problems. The new capabilities provided by social networking tools are perfectly suited to support the creation and maintenance of communities of practice, both within organizations and across industries. Community moderator Someone who keeps the momentum going in an online group or forum. Community moderators often introduce subjects for discussion and then work to keep people on topic in their follow-up comments. Content contributors Individuals who add comments and a point of view to an online discussion or blog. Corporate social network A Web site behind a company’s firewall that allows users to construct a profile they use to interact with others using social media tools such as messaging, journaling, photo shar- ing, tagging, and searching. Crowdsourcing Harnessing of the skills of individuals through an open call for participation. These individuals, due to their enthusi- asm, contribute content, do research, and solve problems together. Dashboard An administrative area of a Web site that allows an indi- vidual to post items, monitor usage, upload files, manage comments, and more. Entry An individual post on a blog. Each entry is actually a Web page of its own. Forums Also known as message boards; Web sites where visitors are able to have discussions asynchronously by posting messages. Friends On social networking sites, contacts whose profiles are linked. To “friend” an individual is to request to link his or her pro- file with yours. Global citizenship Involves understanding how to conduct business in a foreign country, developing an increased cultural intelligence and a deeper appreciation of the relationship between business and society, and being able to understand complex policy environments and how to work in virtual teams with people from all over the world. Instant messaging Chatting synchronously with another person or other people via text messages. Popular programs include AOL Instant Messenger (AIM), MSN Messenger, and Skype Chat. Lurkers Individuals who follow discussions occurring in chat rooms, message boards, or blogs but who do not post comments or other- wise interact themselves. Mash-up A Web application combining data or tools from more than one source into a single interface.
Massively multiplayer online role-playing game (MMORPG) A genre of role-playing game in which a large number of players interact in a virtual world. World of Warcraft is the largest and probably best-known example of an MMORPG, with more than 11 million subscribers. Media sharing sites Web sites designed to facilitate the sharing of various text-, image-, and film-based media. Some well-known examples include YouTube and Hulu. Message boards Also known as forums; Web sites where visi- tors can leave messages, start topics, and have general discussions asynchronously. Metadata Description of a data file. Often this can include information about a file’s size, type, creation date, and other data. Microblogging A sibling of blogging that consists of sending short messages (140 characters or less) to a group of followers. The best- known example is Twitter. Newsreader A Web site or desktop tool that collects news from Web sites, blogs, podcasts, and vlogs using RSS feeds so the content can be accessed all at once. Open-source software Computer software whose source code is avail- able to be modified and to be redistributed, if desired, in modified form. Open-source software is often developed collaboratively. Photo sharing Uploading images to a Web site that organizes and displays them for you. On photo-sharing Web sites, one can add tags and offer other individuals the opportunity to view and comment on photos. Podcast A series of audio files distributed on the Web via syndicated download. New podcast content is downloaded automatically once it is available and then can be transferred to a mobile device such as an iPod. The most common audio file format is MP3. Post An entry on a blog, forum, or other Web 2.0 site. Profile The information an individual provides about him- or herself on a social networking site. A profile generally includes a picture and some basic personal information. RSS feed A Web publisher feature that allows readers to subscribe to view posts from a frequently updated Web site without visiting the site itself. RSS stands for “really simple syndication.” RSS feeds col- lect the posts and push them to the reader through an e-mail update or an RSS reader, or to a custom portal. Semantic Web Also known as Web 3.0; the evolution of intelligent computer agents that can learn and adapt content specific to the user. Social bookmarking Sharing one’s favorite or bookmarked Web sites on a public Web-based service. These sites often leverage a social network to allow one to find and to share these lists. A popular social bookmarking site is Delicious.
Social indexing The process of individuals’ tagging, or adding key- words, to media they encounter on the Web, whether text-, photo-, video-, or audio-based. Social learning Learning that is collaborative, immediate, rele vant, and presented in the context of an individual’s unique work environment. Social media Social media is a range of Web 2.0 tools such as blogs, wikis, and RSS feeds by means of which people create and dissemi- nate content. Using social media is often called the democratization of knowledge, since it can transform people from passive consum- ers of content into active contributors when they write posts, com- ment on others’ posts, share content, and query others to create new knowledge. Social networking The act of participating on a Web site that allows users to construct a profile to interact with others. Social networking sites allow people to connect with one another using social media tools such as blogging, messaging, journaling, photo sharing, tag- ging, and searching. Social recruiting A practice that leverages social and professional networks, both online and offline, from both a candidate’s perspec- tive and the hiring side, to connect to, communicate with, engage, inform, and attract future talent. Social Web The cluster of Web 2.0 tools, such as blogs, wikis, and social networks, that drive community building and collaboration. Synchronous communications Communications that occur simultane- ously and in real time. Internet applications that allow for synchronous communication include instant messaging and audio or video chats. Tag cloud A visual representation of the popularity of a category. The more often a tag is used, the larger the typeface with which it is displayed. Tag A keyword or term assigned to a piece of content by the author or reader/contributor. Tags describe the item informally and without the use of rigid categories, enabling an item to have many descrip- tions and thus making easier to search and find. Collaborative tag- ging is sometimes referred to as a folksonomy, as opposed to a rigid taxonomy. Thumb tribe A translation of the Japanese word oyayubizoku; refers to people who communicate using social media tools on their mobile device. User-generated content Text, photo, video, and audio content published by individuals on the Web. Virtual community A group of individuals who gather in social spaces on the Web to share ideas about a common interest via e-mail, blogs, message boards, and/or chat rooms.
Virtual world An online simulated world in which an individual can create a visual representation of him- or herself, called an avatar, and can interact with others in real time. Vlog A blog that consists of video posts rather than text posts. Voice over Internet protocol A telecommunications system that enables individuals to make free computer-to-computer calls, including con- ference calls. Web 2.0 A term used to describe Web technology combined with social interaction, such as blogs, wikis, and social networking sites. These Web sites are dynamic and interactive, as opposed to static Web 1.0 sites. Web content Text, pictures, sound, and video posted on the Web; any of the components of materials that can be found on the Internet. Wiki A page or collection of pages designed to allow anyone with access to contribute or modify content. Wikis are edited collab- oratively. The term is derived from the Hawaiian word meaning “quick.”
GLOSSARY OF WEB 2.0 RESOURCES
Timeline of Web 2.0 Resource Introduction
1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
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Lin laxo
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De pace
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W igg
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Pa able
a
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W ess
Tw int
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ne um pt
Fe iver s
llo sity
Cr iend ce
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Ya ring
Yo er
Ry kly
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W gge
Fa Flick
itte
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or
My kyp
Ma ogl
ow fee
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sU e
Se ke
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Blogging Media sharing Microblogging Podcasting RSS agregation
Social media Social networks Virtual worlds Wikis
Source: Future Workplace.
Bebo The sixth largest social network in the world, according
to comScore, owned by AOL and especially popular in the U.K,
Ireland, and New Zealand.
www.bebo.com
Bing Microsoft’s search engine.
www.bing.com
Blogger A Web site providing an online service where users can
create and customize their own blogs, free of charge.
www.blogger.com
Crowdspring A Web site where individuals can get artists from
around the world to contribute designs for a project.
www.crowdspring.com
Delicious A popular social bookmarking site.
www.delicious.com
Digg A social news site where users submit content that is then rated
by the community. The content with the most positive ratings, or
“diggs,” rises to the top.
www.digg.com
eCademy An online networking service for business contacts, events,
and groups.
www.ecademy.comFacebook The largest social network in the world, according to comScore. www.facebook.com Fellowforce A Web site that connects talent with organizations. www.fellowforce.com Flickr An image- and video-sharing Web site. www.flickr.com Friendfeed A social media feed aggregator; allows users to aggregate services such as Twitter, Flickr, and personal blog posts on one plat- form. Users subscribe to one another’s feeds and comment on posted content. http://friendfeed.com Friendster The fourth largest social network in the world, according to comScore, with 90 percent of its members from Asia. www.friendster.com Google Docs A Web-based office suite that allows users to collab oratively edit documents in real time; offers word processing, spread- sheet, presentation, and other capabilities. All documents created with Google Docs are stored centrally on the Web. http://docs.google.com Google Maps An application from Google that, in addition to point- to-point mapping and direction services, can be used to map other forms of data, such as real estate data or restaurants. http://maps.google.com HI5 The third largest social network in the world, according to com- Score, especially popular in Latin America. www.hi5.com iGoogle A customizable start page. Allows users to add “gadgets” that range from RSS feeds of popular news outlets or blogs to weather and stock information. www.igoogle.com iTunes University A feature present in Apple’s iTunes software through which faculty at a wide variety of universities can distribute digital lessons and podcasts of their courses. www.apple.com/education/mobile-learning Last.fm An Internet radio and music community. Keeps track of listen- ing behavior and connects users with people who have similar tastes. www.last.fm LinkedIn A business-oriented social network. www.linkedin.com Loopt A mobile social mapping application that can display the current locations of a user’s social network using mobile phones and mobile devices. www.loopt.com
Mashable A large Internet news blog that carries news about a vari- ety of topics from social networking sites to emerging start-ups. http://mashable.com MIT Open Courseware A project from the Massachusetts Institute of Technology in which the materials used in virtually all of MIT’s courses are made available on the Internet, free of charge. http://ocw.mit.edu MySpace The second largest social network in the world, according to comScore. www.myspace.com My Yahoo! A customizable start page. Allows users to add “gadgets” that range from RSS feeds of popular news outlets or blogs to weather and stock information. my.yahoo.com Ning An online service for creating, customizing, and sharing a social network. www.ning.com Orkut The fifth largest social network in the world, according to comScore. Owned by Google, it is especially popular in India and Brazil. www.orkut.com Pandora An Internet radio and music community; keeps track of your listening behavior and allows you to create radio stations tailored to your tastes. www.pandora.com Plaxo An online service to connect your contacts. www.plaxo.com QQ The most popular instant messaging program in China. www.qq.com Rypple A Web-based peer review tool that enables colleagues to give one another feedback. www.rypple.com Second Life A virtual world accessible via a free program that enables users to interact with one another through avatars. www.secondlife.com Skype A popular program that allows users to make free computer- to-computer phone calls and video calls over the Internet. Skype can also be used as an instant messaging service. www.skype.com Twitter A microblogging service through which users communicate in short messages called “tweets” that are limited to 140 characters. www.twitter.com Wetpaint A free wiki-hosting service. www.wetpaint.com
Wikipedia A popular community-generated encyclopedia whose con- tent is edited and added to by the community at large. www.wikipedia.org Wordpress An online service where users create and customize their own blogs, free of charge. www.wordpress.com World of Warcraft A massively multiplayer online role-playing game (MMORPG) with more than 11.5 million subscribers. www.worldofwarcraft.com Yammer A microblogging service that caters to business users; only individuals with the same e-mail address domain can join a given network. www.yammer.com Yonkly A microblogging service on which users can create their own customized microblogging interface. www.yonkly.com YouTube A video-sharing Web site where users upload, view, and share video clips. Content ranges from commercial movie and TV clips to user-generated content. www.youtube.com
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