- Nick Elvin
Nearly a third of people would be happy for their employer to have access to their social media profiles, in exchange for a better work deal, a new report says.
According to PwC, who carried out the research, this data could be used by employers to understand what motivates their workforce and the reasons why people might move jobs, as well as to improve employee well-being.
PwC predicts that this kind of data monitoring of employees is set to rise over the next decade as by 2020, those born between 1980 and 1995 will form half of the global workforce, and bring with them their own attitudes to technology and personal data. The research indicates that younger people are more open to sharing their personal data with their employers, with 36% of ‘Generation Y’ workers saying they would be happy to do so.
The report, entitled ‘The future of work: a journey to 2022’, is based on a worldwide survey of 10,000 workers and 500 HR professionals.
Michael Rendell, global HR consulting leader at PwC, said: “Just as advertisers and retailers are using data from customers’ online and social media activity to tailor their shopping experience, organisations could soon start using workers’ personal data, with their permission, to measure and anticipate performance and retention issues. This sort of data profiling could also extend to real-time monitoring of employees’ health, with proactive health guidance to help reduce sick leave.
“Key to the success of organisations being able to use employee data will be developing measurable benefits for those who hand over their data and building trust through clear rules about how data is acquired, used and shared.
“Our research reveals that employees are more open to sharing their personal data than previously thought. The millennial generation of workers are particularly happy to share their data meaning this kind of data monitoring by organisations could become routine in the years to come.
“HR teams are already gearing up for these changes and are increasingly using data analytics to spot retention and performance issues. The main challenge for HR professionals will be convincing employees that the price of handing over their data and monitoring is one worth paying.”