It isn’t a new idea that computers, mobile phones, websites and wearable technologies can be built in ways which influence your behaviour or causes you to think in a new way over time. While one could argue that this is akin to brainwashing, when used appropriately it can be very beneficial to end users as well as system owners. Just think how your smart-phone or Fitbit health band has altered your behaviour without you realizing it.
The idea of “persuasive computing” was first coined around 1990 by Standford University researcher Dr BJ Fogg. Much of his current work centres on teaching technology developers the psychology of behavioural change, and how to facilitate behaviour change via their technologies. Hello, isn’t this what HR people are supposed to be good at given that Psychology is the foundation of most HR professionals education? It begs the question as to why HR software vendors have not built their solutions with more “persuasive computing” thinking which could motivate end users to behave in a way that would benefit themself, HR and the organization.
Most HRIS vendors have developed visual dashboards, alerts and many use gamification techniques to encourage end users to do things, but in my view these are largely fear based design principles rather than motivational ones. These vendors are wedded to the “principle of standardization” ~ that a system process should be applied consistently to all users irrespective of their current habits, behaviours or motivation level. We need HR software that takes an individual’s current state as a base-line and uniquely “shapes” the HR software to suit that user. In the process of “shaping”, the end user is more likely to react in a particular way, do things suitable to their current state of behaviour & motivation level all while providing HR with a platform to influencing future behaviour of that individual.
BJ Fogg makes a great point that we cannot do complex things when our motivation level is low. Likewise we have windows of opportunity to do hard and complex things when our motivation level is high. SaaS HR tools in particular gather a lot of important Meta data that could quite easily be used to measure a users’ current state of motivation or other states of mind. When a users motivation is low for example, the HR system should “reshape” to encourage easy activities, while taking advantage of times when the end user has high motivation to get more difficult and perhaps more things done, while at the same time facilitating behaviour change so that these hard tasks become easy over time and can be done when motivation is at a lower level.
As HR people, our goal must be to think outside our rigid and standardisation boxes. To much of what HR achieves in our organizations are “feats of compliance” rather than value adding benefits. This is because we are standardisation-centric rather than employee centric. I would much rather a line manager do HR tasks that he or she is motivated to do, which add real business value and develop correct habits which facilitate personal growth in effective people management than forcing a person to comply to something because “HR says so!” – technology can help us achieve this.
There’s a greater role for HR software than simple process and transactional efficiency. For a tool that has so many components linked to people behaviour, we need vendors who understand persuasion and behaviour change though technology to come to the party.