HR is no longer solely a humanitarian profession.
Arpi Karapetyan on artificial intelligence, human metaprogramming, and the emerging challenges in the field of HR.
Arpi Karpetyan is an Internationally Certified HR Professional (SHRM-SCP, SPHRi), Internationally Certified Coach (PCC), trainer, entrepreneur, expert on leadership, speaker, and consultant. She has Ph.D. in Social Psychology with around 30 years of experience in Human Resources Management. Founder and General Director of HR consulting company Cascade People & Business, Founder and Chairman of the Armenian HR Association, Initiator and Organizer of Regional and International conferences on HR and leadership, founder and program o-developer of “zoom in!” career orientation program. She is the author of the book "The Small Book on the Big Cleanup or How We Can Change the World". In the course of her career, Arpi has cooperated with over 500 organizations.
Challenges of our time
- Arpi, as a person who helps people and organizations reach their goals, you may encounter a variety of issues and solicitations from businesses. What are the common questions people come to you with, and what is currently concerning businesses?
- People seek guidance on determining the direction of their company, developing their personal brand, setting tasks to advance both themselves and their company, motivating their team, determining the appropriate organizational structure, and optimizing various processes.
- Your portfolio consists of approximately 80% international clients, spanning from Central Asia and Central Europe to the Americas and Arab countries. How challenging is it to work with such diverse markets?
- Working with such diverse markets requires an understanding of each country's cultural nuances, including greetings, attire, and adapting global trends to local specifics. It is known that certain performance evaluation tools effective in the United States, such as 360-degree assessments, may not be applicable in smaller environments where everyone knows each other, and people are hesitant to cause offense. The use of anonymity, or lack thereof, may not always be feasible. Additionally, not every Western management tool is suitable in Arab countries, where the culture of subordination and behavior within a company differs significantly.
- In the era of globalization, is the country in which a company is based still important?
- If you had asked me this before the pandemic, I would have answered affirmatively. Back then, having a European (or American) passport and the company being located somewhere in Silicon Valley mattered. Now, it is not about geography; it is about how globally the company approaches its processes, what methods and technologies it employs, how it manages customer relationships, and what results it delivers.
- How do you stay updated on HR trends, what and where do you learn from?
- I travel extensively worldwide, attending a minimum of three HR conferences each year and engaging closely with colleagues from around the globe. I acquire all the latest trends and development directions firsthand, as I am the Partner of the Society for Human Resource Management (SHRM) in Armenia, which is an international organization that certifies HR managers worldwide.
- What labor market trends have emerged in the past year, and do they vary across countries?
- I would highlight three significant trends. The first is talent search. While companies used to define working conditions and establish processes "top-down," the current approach is reversed — it is "bottom-up," starting from the individual, considering specific preferences of potential employees regarding job descriptions, working conditions, vacation schedules, and other aspects.
The second trend is the adaptation of artificial intelligence technologies in HR tools and solutions. Workforce analytics takes the forefront, serving as the basis for key decisions and showcasing business-effects. From onboarding to resignation, all processes can now be digitized. While HR was traditionally considered a humanitarian profession, it now involves numbers and analytics.
The third trend is that HR today is an interdisciplinary science. Professionals need to comprehend cultural studies, psychology, project management, as well as fundamentals of digital marketing.
- Lately, there has been talk about a pandemic of mental health and employee burnout. What are the methods to combat these challenges?
- Recently, the term "job enrichment" has emerged, involving the incorporation of various job functions that engage the brain in more imaginative and analytical ways. Addressing burnout incudes providing clear career paths with both horizontal and vertical opportunities. Another tool is the implementation of development programs and regular tracking of individual and professional changes. If we recall Maslow's hierarchy, this aligns with fulfilling the need for self-actualization.
However, it seems crucial to consider the individual metaprogram features of each person. Some may need changes every six months, while others may only seek alterations every five years. Understanding these preferences is vital even during the hiring process. Changes can vary: from changing job functions and office spaces to changing locations and teams.
Truth be told, I have not directly worked on requests specifically about preventing professional burnout. Clients often approach with inquiries such as "how to boost team morale" or "how to conduct team-building activities." In essence, we primarily work on motivating employees. I firmly believe that if an individual is motivated and engaged in their work, burnout issues can be effectively mitigated.
- Wouldn't it be easier for the employer to find new personnel already interested in the job, rather than investing resources in boosting their motivation?
- According to the World Economic Forum report, companies worldwide are now spending more money on skills development, re-qualification, and motivation for their employees than on talent search and engagement. It is simpler to retrain already integrated employees with professional competencies than to adapt new ones to the specifics of the existing corporate culture.
- How important is the emotional engagement of employees?
- An engaged employee delivers superior results. There is a direct correlation! For example, one of my clients experienced a 30% increase in profit within two years after implementing an engagement program. While creating the program, we identified a misalignment between the values stated on the website and those shared by the employees themselves. Aligning these values resulted in such a remarkable impact.
- What underlies such programs?
- The analysis of the unique features and drivers of corporate culture within the company. A broad spectrum of research and gaming mechanics is applied: surveys, focus groups, diagnostic games, team-building exercises. Following this, the most effective methods for boosting motivation in a particular company are determined, and mechanisms for the gradual implementation of these methods are carefully developed. This process cannot be rushed, as it may cause a shock among the employees.
Life after the pandemic
- How has the pandemic impacted the labor market? And what will be the next trigger for changes in the labor market?
- The pandemic has taught us several crucial lessons. For instance, it blurred the habitual boundaries of the workday - who said an employee must clock in at 9 am? The key is getting the job done. It taught us to value people based on work results rather than processes. It prompted a shift to conducting work entirely online, including learning and effective communication with tams without losing productivity. Moreover, the pandemic has helped enhance multitasking skills for all.
As for the next trigger, it will be artificial intelligence (AI). However, I approach it with significant caution, as these technologies gather everything already existing in the global network, allowing analysis but seemingly limiting imagination and new ideas. Furthermore, we still do not fully understand the ethical implications of integrating AI technologies into the work and personal lives of employees. These are legal questions that will need resolution.
- What will change in the approach to working with employees in the next 10 years?
- I believe the focus will shift towards programs supporting mental, physical, and financial health. The role of a flexible approach in team formation will increase, and many processes will be digitized.
- Will the role of a leader change?
- Certainly. There will be a triangle of "machine - human - leader." Leaders will not only manage employees but also machines. Additionally, it seems to me that we are moving towards personal branding now. The brand will no longer solely be the company but the individual leading the company. However, further observation is needed in this regard.
- What should HR Directors focus on? Are long-term strategies effective?
- No, it is essential to set short-term goals for employees, providing a sense of victory at every step. Generation shifts are crucial here. My generation grew up with fairy tales, while the next generation grew up with games. They need competition, victories, an understanding of the company's direction, and the team's goals for the next two weeks. I even transition all my clients from annual evaluations to daily performance assessments. For instance, let's see how the day concluded, what was achieved, and what was not. In Armenia, there is an online platform called Lucky Carrot, where the employees give each other "carrots" for accomplishments and merits. It is an inspiring gamification of the work routine. Or, when conducting strategic sessions for a company, I always integrate various gamification mechanics; ultimately, people walk away with a well-defined business development strategy.
- Arpi, a concluding question. How do you manage to balance work and personal life?
- When asked about life-work balance, I respond that balance is where you feel harmonious. If you are comfortable where you are right now, then you are in balance. I never keep track of how much time I spent on family, flights, or meeting friends. It all naturally unfolds for me. Yet, I still manage to accomplish everything, and I am content with that.
