Steinbeis Foundation and University. SWOT Analysis Instrument for Strategic Development of Human Resources Management (HRM)
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1 Steinbeis Foundation and University Dr. Karin Denisow Institute Global Consulting and Government SWOT Analysis Instrument for Strategic Development of Human Resources Management (HRM) Paper presented to the First National Conference for ADMINISTRATION, DEVELOPMENT AND TRAINING of The National Institute of Administration (Tripoli, Libya) Tripoli October
2 Positioning of HRM in the modern Administration Functions of HRM: Roles of HRM: Personal Development Work Design Recruitment Employees care: Supervision, Mentoring, Services Administration Strategic Business Partner Promoter Change Agent Expert Employee Champion Administrator Goal: Meet strategic goals of organisation by attracting, developing, organising and empowering the employees Do we know, what we are and what we want to achieve? How to promote a change by HRM? 2
3 Promoting a Change by Modern HRM Individual Learning Process Learning within a concrete context... Values Attitudes Learning in loops Integration: recognizing relationships discovering similarities considering multiple aspects Abilities Skills Knowledge Needs Motives Goals Growth: new experiences new situations new activities Experiences... to achieve Personal Mastery Assimilation: known things in a new light new characteristics in persons or things noticed subtle differences 3
4 Promoting a Change by Modern HRM Organisational Development Process with Learning Development Level Old thinking New thinking CONSOLIDATE MOVE Crucial point: Participation OPEN Time Line 4
5 SWOT- Analysis instrument of strategic planning in dynamic development Criteria for assessing a new venture or proposition Product: What quality of Services? Strengths Weaknesses Internal (Company) Structures Opportunities Threats External (Market) Behaviour Price: Which results with how many costs? Instruments Place: Level of image, influence and acceptance? Promotion: Who knows what we do and plan? Ressources Beliefs 5
6 SWOT Analysis / Criteria Examples for HRM Internal Factors (Company) Strengths What are the strengths of our HRM? Developed techniques for HRM Innovation culture in the HRM-Team Modern IT-Infrastructure Weaknesses What are the weaknesses of our HRM? Poor position in management: Reactive rather than pro-active work No ideas to meet the lack of young, qualified people What are the opportunities for our HRM? New management team wanting to improve business through organizational development and cultural development programmes Governmental programmes to promote the qualification of young people Opportunities What are the threats for our HRM? Contribution of HRM not recognised by top management Budget reduction for vocational training and further training Deficit of well qualified people in labour market Threats External Factors (Market, internal environment) 6
7 SWOT Analysis / Criteria Examples for an manager Strengths What are my/ Your strengths? Enthusiasm, energy, imagination, expertise in subject area excellent track record in specialized area Weaknesses What are my/ Your weaknesses? Not good at achieving results through undirected use of personal energies, trouble at expressing themselves orally and on paper management experience and expertise limited What are my/ Your opportunities? More general management opportunities requiring development of new managers Development of new locations and need for management Opportunities What the my/ Your threats? De-centralisation having the effect of removing departments Elimination of middle management layers Threats 7
8 Working with SWOT-Analysis Where? In national institutions, administration bodies and in enterprises Target Groups? Organisation as the whole - Teams/Project Teams - Individuals Fixing and ranking the strategic goals 1 SWOT-Analysis with respect to the strategic goals 2 Orientation Open Monitoring the process Fixing results Follow up 5 Consolidate Development of an action plan 3 Open Organisation and realisation of the development process, e.g. as a project 4 Move 8
9 EFFECTS OF SWOT-ANALYSIS Transparency Awareness Participation SWOT helps to understand: - where you want to be - when, why, and what the measures will be for having got there. Motivation for change Involvement in change Learning in work activity SWOT is an technique to - communicate - involve - enable and facilitate participation from people. Modern HRM promotes learning and change processes by changing itself and help the managers to reach success. 9
10 THE END The future is here. It's just not widely distributed yet. William Gibson Thank You. Steinbeis Foundation 10 Steinbeis University Berlin Steinbeis Office Tripoli
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