Future-Ready HR: Embracing HR 4.0 for Tomorrow’s Workforce

The Philippine workforce is undergoing a revolution. During a fireside chat titled “HR 4.0: Revolutionizing Human Capital Practices in the Philippines for 2024 and Beyond” industry leaders gathered to explore the exciting (and sometimes daunting) future of work.

Moderated by Atty. Arlene De Castro, Chief People and Customer Officer at Sprout Solutions, the fireside chat featured a powerhouse panel of HR experts:

• Carla Lanza, Chief People Officer at Maya Philippines
• Juan Paolo Domingo Dilo, Assistant Vice President and Head of Organization and Talent Development at The Medical City
• Xandra Feliza Galang, Head of Strategic HR Talent Management at Ayala Corporation
• Jason Jocson, Head of People and Culture at Etaily

Get ready to dive into the future of HR in the Philippines! Let’s explore the key takeaways from the insightful panel discussion.

The event began with Atty. Arlene introducing the concept of HR 4.0. To understand this, she broke down HR’s evolution:

HR 1.0: HR as Admin

This era marked HR’s role as the administrative backbone. Think payroll processing, record keeping, and ensuring compliance. HR professionals were the go-to for essential tasks that kept the company running smoothly.

HR 2.0: Taking a Seat at the Table

HR 2.0 saw a shift towards HR as a strategic partner. HR professionals began to play a more influential role, proposing strategies to improve employee experience and overall company performance.

HR 3.0: The Tech Revolution

The introduction of technology significantly impacted HR. More and more companies started incorporating HR software and tools into their processes. 

HR 4.0: The Future of Work

Today, HR 4.0 is all about leveraging cutting-edge technologies. Artificial intelligence, data analytics, machine learning, and even robotics are transforming HR practices. This shift allows HR to move beyond basic tasks and focus on strategic initiatives that drive business growth.

Based on our recent State of HR 2024 report, HR professionals are actively using technologies like HRIS (65%), Online Learning Platforms (65%), and Payroll Software (57%). This statistic highlights the growing recognition of the power of data and technology in HR. 

By leveraging technology, HR departments can gain deeper insights into their workforce and make data-driven decisions that support the organization’s goals.

During the event, Atty. Arlene interviewed the biggest names in the Philippines’ business landscape. These HR experts didn’t just share their success stories; they offered a glimpse into how they’re navigating HR 4.0.

Let’s take a look and discover the secrets these leaders are using to thrive in this new era of human resources.

Maya Philippines

Carla Lanza, the Chief People Officer of Maya Philippines, shared how their company, being a digital-first company, has been leveraging technology in various HR processes. As Carla stated, “We started off our company as a digital first company…we have already made that very conscious decision to enable all our people programs, our people processes with technology.”

From attracting and identifying talents globally through targeted ads and platforms, to providing a seamless digital onboarding experience, Maya Philippines has been utilizing technology to streamline their processes. 

Carla also emphasized on the importance of employee engagement and listening to their predominantly millennial and Gen Z workforce through an engagement platform and monthly surveys. She said, “We listen closely to what our employees are saying, what will make them engaged, what will make them belong, what will let them feel that they are taken care of…We use an engagement platform, which is open 24/7, and we do our engagement survey every month.”

Furthemore, Carla highlighted how they profile employees based on personas rather than just demographics, enabling them to tailor programs accordingly. 

Lastly, Carla mentioned that they updated their compensation and benefits approach. They used benchmarking and market alignment, and now leaders have access to data-driven insights through technology. As Carla described, “We call it market alignment, we don’t do merit increases…the leaders can see where the position of their people are in the market and they’re able to do the market alignment based on those data, and it’s powered by technology.”

The Medical City

In the healthcare industry, Juan Paolo Domingo Dilo, the Assistant Vice President and Head of Organization and Talent Development at The Medical City, discussed the challenges of attracting and retaining healthcare professionals. Paolo stated, “Ang pinaka-challenge ng mga institutions [The biggest challenge for institutions] in the healthcare industry would be the attracting and retaining of our nurses and our healthcare professionals.”

To address this, Paolo shifted their focus to providing an excellent employee experience through technology solutions. Paolo said, “Technology, the way we saw it and the way we see it, provides a lot of solutions to some of those pain points that we have had throughout the employee journey.”

Paolo emphasized the importance of making the employment journey more convenient for their employees, from application and onboarding to performance management and learning and development. He said that they are exploring AI-backed systems to measure and connect performance across departments and teams, recognizing the collaborative nature of work. 

Additionally, Paolo and his team are leveraging technology to empower employees with self-paced training and personalized learning recommendations based on their profiles and positions. Paolo stated, “Because we understand that they [employees] don’t have a lot of time, we had to make sure that we have a system intelligent enough to actually tell them, “These are the modules that we think can really help you based on your profile, based on your position.””

Ayala Corporation

At Ayala Corporation, Xandra Feliza Galang, Head of Strategic HR Talent Management, shared their unique situation of having very low attrition rates and high employee engagement. However, she pointed out the challenge of finding “unicorns” — multi-talented individuals with diverse skills. 

To address this, Ayala Corporation focuses on talent mobility within the organization. As Xandra stated, “In terms of being siloed, the challenge now is how do we now get from within so that we prioritize people in terms of their talent mobility.”

Ayala Corporation fosters collaboration and alignment through councils and networks involving HR heads and managers across different business units through monthly meetings. 

Xandra also utilizes squads or cross-functional teams for specific initiatives, enabling continuous alignment and visibility. She highlighted, “I guess in HR how we perform our innovation, transformation, it’s by squads. And there’s continuous alignment, visibility of what we’re doing.”

Etaily

Jason Jocson, Head of People and Culture at Etaily, then discussed the importance of adopting automation and AI based on the company’s specific needs and stage, saying, “In terms of automation, not because everyone is in or it’s in trend, you’re going to jump in. It’s based on a case to case basis where your company is right now.”

At Etaily, Jason had to build recruitment processes from scratch, starting with just 30 employees and tasked with scaling to 70-80 by the end of the year. He stated, “I had to scale and manage the headcount up. When I started with Etaily, we’re only a mere 30 employees and then, kinausap ko si CEO and the C-levels. ‘Ilan po ba kailangan natin?’ [I talked to the CEO and the C-levels. ‘How many do we need?’] So, by the end of the year, I need to have 70 to 80.”

Etaily focused on two priorities: scaling and process-driven direction. To support scaling and regional expansion, they leveraged automation and partnerships to attract talent globally.

Regarding process-driven direction, Etaily automated processes and gathered data from surveys and studies to enable data-driven decision-making. Jason said, “We’re making sure that all of our processes are fully automated. We also ensure that we gather the results from the surveys and studies we’re conducting, and make those results useful in terms of making data-driven decisions in the company.”

The traditional role of HR, which was focused on administrative tasks, is no longer enough. As organizations embrace digital transformation, HR professionals must upskill and adapt to new technologies and practices to remain relevant and drive strategic impact. Here’s what HR needs to do:

• Data-Centric Approach: Leverage data to understand the workforce better. This allows HR to translate raw information into practical guidance that shapes strategic business choices.
• Technological Proficiency: Understand modern technologies and implement them effectively. This means HR should collaborate with IT teams and external vendors to ensure seamless integration and optimal utilization.
• Continuous Learning and Development: Embrace a mindset of continuous learning and development. HR must actively seek out opportunities to upskill, whether through formal training programs, online courses, or hands-on experiential learning.

During the final part of the fireside chat, Atty. Arlene asked each of the HR experts to give bite-sized advice to HR professionals in transitioning to HR 4.0. Here’s what they said:

Philippine businesses are facing a golden opportunity. The way we work is changing fast, and HR 4.0 is here to help businesses thrive. This means using technology like AI and data to find, train, and keep the best people. 

Companies like Maya Philippines, The Medical City, Ayala Corporation, and Etaily are already winning by embracing HR 4.0. 

For HR professionals in the country, it’s time to jump on board. Learn new skills, utilize data analytics, and be the champion for digital transformation in your company.

Sprout Solutions is ready to support you on this transformative journey! With our expertise and cutting-edge solutions, we can empower you to unlock the full potential of your workforce and drive organizational success in this digital age.

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