Increasingly, adopting a digital culture is essential for successful business growth. As any change agent will testify, change comes from within. Onboarding hearts and minds not only drives organizational shifts but also helps to secure the digital workforce of the future.
It is not enough to be aware of the demands of digital disruption. Leaders need to accelerate their own digital credentials so that they can effectively manage the cultural and competitive challenges faced by their workforces and organizations.
For organizations seeking digital transformation on the inside—operations, culture, practices, and workforce—as well as on the outside—company image and employee appeal—execution relies on the clear commitment and direction of the business leader.
Tackling entrenched practices and behaviors is challenging. Leaders infuse a digital mind-set—in themselves and their organizations—by:
Promoting a digital culture: Only 34 percent of business leaders are well prepared for digital in terms of the right leadership and management practices. Leaders can drive clarity for the workforce on the organization’s strategy, values and goals from the outset of any digital journey.
Converting digital aspirations into reality. Only 21 percent of business leaders in our study would call themselves a digital business today and less than one-half have implemented a digital strategy at an enterprise level. By demonstrating digital thinking and knowledge, leaders can fast track digital execution.
Employees are not overly concerned about the potential changes from digital. But by acting as a digital role model, leaders can maximize the potential of their employees to shape the workforce of the future.
As MHI adds new hotels to its portfolio, it can quickly and efficiently integrate the properties into digital channels and marketing campaigns. Its new loyalty program and marketing personalization are driving more direct bookings from a loyal, active customer base. The enhanced digital channel performance is increasing qualified traffic on direct channels and conversion rates. Together, Accenture and MHI are creating a “digital culture” throughout the company that is expected to help drive direct sales through digital channels and maintain and enhance market leadership and growth.
How can I drive digital awareness?
Support the efforts of your workforce by investing in your own personal change journey to manage digital disruption and keep up-to-date with the latest digital thinking.
How can I spread the (digital) word?
Identify digital champions to coach and facilitate digital discovery, expertise development, and behavior adoption.
How can I maintain momentum?
Introduce a scheme which rewards a trial and error culture to drive innovation.
How can I secure commitment?
Addressing your own leadership behaviors demonstrates commitment to a new culture. Leaders can enhance the organization using collective intelligence that helps the workforce “buy in” to agreed outcomes and encourages a culture of collaboration.