Right now, there are companies across the U.S. and the world undergoing a digital transformation, as the digital world and all it entails will continue to alter the business landscape.
Today, I want to share with you my predictions for companies going through digital transformation in 2015.
1. Employer brands will become as important, and sometimes more important, than product brands.
Digital transformation will drive increasing pressure to hire and develop technical talent, but demand will continue to greatly outstrip supply.
Technical talent will have a lot of choice in where they decide to work, and this dynamic will force companies to invest more than ever in becoming an employer of choice. Employer brand will become a hot-button issue for companies that want to win the race to achieve digital transformation.
2. The relationship between corporations and employees will change more in 2015 than it ever has.
With today's extreme transparency, employees expect to understand why decisions are made and who is making them. Also, employees today have a stronger voice and the ability to tell the world what they think of their employer--through tweets, Facebook posts, blogs, and many online professional and social networks, such as Glass Door.
The reality is that the power in the employer-employee relationship is shifting to the employee, creating a new dynamic that will change a great deal this year, forcing employers to relate to, communicate with, and manage their talent in a way that is more influence than control.
3. Managing employee data and information flow inside a company will also change.
By its nature, digital transformation means more shared information throughout the organization. This will force companies to find new, better ways to glean the richest data from the entire workforce, not just leaders and senior management.
The competitive edge in 2015 will go to organizations that can swiftly optimize data intelligence throughout the organization. Only those employers who learn how to communicate swiftly, effectively, across and through every organizational level will emerge as winners.
4. A corporation's ability to adapt to constant change will equal the ability to build or execute a business plan.
I believe that digital transformation will put more pressure on organizations to upgrade their ability to adapt and move quickly. The competitive reality of the future is more intense and dynamic than ever before, so the ability to adapt will be just as important as having a future plan.
5. The biggest threat for companies undergoing a digital transformation this year? Devices.
Companies undergoing digital transformation in 2015 must balance the cultivation of strong internal relationships and bonds with the expanded use of digital tools such as tablets, smartphones, and laptops as the main source of communication.
Effective working relationships result from real human contact more than they do through digital devices, yet digital devices allow a real-time advantage of speed and detail. This year will highlight how hard it is to successfully manage this balancing act. It also will force companies to innovate new, unique ways to build community and relationships, as well as create a "new rhythm" of how people work together and win.
Finally, the same challenge exists in 2015 for the relationship between companies and their customers. I believe the biggest threat for organizations in 2015 is that employees will increasingly lose touch with colleagues by spending more time looking at a device than cultivating relationships with co-workers, colleagues, or managers. Solving this issue should be a top priority for all companies.
The bottom line is that companies need to effectively manage digital transformation in 2015 or it will manage them, leading to negative consequences.