Workers trade personal data for a better work deal: PwC Future of Work report

The type of data profiling used by retailers and advertisers could soon become commonplace in the workplace, according to a report issued by PwC. The report titled ‘The future of work: A journey to 2022’ shows that nearly a third of people would be happy for their employer to have access to their personal data, such as social media profiles. This data could be used by employers to understand what motivates their workforce, reasons why people might move jobs and to improve employee well-being.

PwC predicts that this kind of data monitoring of employees is set to rise over the next decade as Generation Y enters the workforce – by 2020 this generation will form half of the global workforce and bring with them different attitudes to technology and personal data. The research also shows that the younger generation is more open to sharing their personal data with their employers, with 36% of Generation Y workers saying they would be happy to do so.

PwC’s report discloses a number of projections for what the future of work might look like, based on a survey of 10,000 workers and 500 HR professionals globally. Technology is seen by both workers and HR professionals as the biggest factor that will transform the workplace over the next five to 10 years, ahead of shifts in demographics, the economy and availability of resources. More than half of HR professionals (58%) said they are already preparing for this shift, while a further quarter said they were already prepared.

Gerald Seegers, PwC Head of Human Resources Services for Southern Africa, says: “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 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.

“The research shows 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.”

Seegers adds further: “HR teams are already gearing up for these changes and are increasingly using data analytics to spot retention and performance issues. The main challenges for HR professionals will be convincing employees that the price of handing over their data and monitoring is one worth paying.”

While the research disclosed that the majority of workers (64%) view technology advances as improving their job prospects, 12% are worried about the effect it will have on their jobs. For example, a quarter of workers are concerned that automation is placing their job at risk.

Digital disruption is also disrupting the traditional nine to five office environment as people are now contactable 24/7. Although this may bring flexibility for some, others feel their work-life balance is being invaded. The research shows that 59% of people are prepared to be available at any time and contactable by way of technology in return for secure employment. This rises to nearly two-thirds (64%) of Generation Y workers.

Barry Vorster, PwC People and Change Leader, says: “Technology will continue to transform how we will work over the next decade. While many workers will embrace these changes, organisations need to be mindful of the potential disruption to people’s lives.

“Managers need to develop a clear culture where technology works for everyone. This isn’t about having a blanket ban on when systems should be turned off; it is about creating the right culture so people can use technology to enhance their lives but also have control about when they choose to do so.”