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Employee
Ideas - A Key Leverage Point for the HR Professional
Alan
Robinson and Dean Schroeder are the authors of Ideas Are Free, published
by Berrett-Koehler in April 2004 (excerpts available at http://www.ideasarefree.com).
They have worked with more than two hundred companies in eleven countries,
and both have served on the Board of Examiners of the Malcolm Baldrige
National Quality Award. Robinson is a professor at the Isenberg School
of Management at the University of Massachusetts and Schroeder is the
Schulz Professor of Management at Valparaiso University.
Human
resource professionals have to operate in an increasingly complex and
fast-changing business environment. Yet their organizations
still depend on them to take the lead in attracting and retaining good
employees, in giving them the training and development they need, and
in ensuring a positive
climate in which management and labor work well together. How can managers
keep their people fully engaged and committed to building the company’s
future while many employees are concerned—because of constant restructuring,
downsizing and outsourcing —about whether they will be a part of
that future? The answer to this problem is found, surprisingly enough,
in the ideas of precisely the same front-line people these organizations
are trying to motivate.
We recently
completed a six-year global study of how companies promote ideas from
their front-line employees. More than 150 organizations in 17 countries
were involved, operating in a broad variety of industries, and ranging
in size from small family-owned businesses to large multinational corporations.
We contrasted organizations with high-performing idea systems -systems
whose 20, 50 and even 100 ideas per employee each year generated significant
competitive advantage - with those whose idea systems were marginal or
even dysfunctional.
We wanted
to document the benefits of employee ideas and to discover what works
to promote them, what doesn’t, and why. We found that a good idea
system is a powerful tool that HR professionals can use to succeed at
their most difficult tasks. It can even be used to transform an entire
corporate culture.
This article
is structured in two parts. The first shows how an idea system can be
used to improve critical aspects of HR performance. The second outlines
some of the more important things an HR professional needs to know to
set up and run such a system.
The
impact of a good idea system
The Ideas Are Free study documented the dramatic impact that a high-performing
idea system has on organizational performance and competitiveness. Part
of the reason why is the power these systems exert on employee retention
and engagement, labor-management relations, and job security. In this
section, we explain with case examples, how this power works.
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Attracting and retaining good employees
When Mary Ann Kehoe took over as managing director of Good Shepherd Services
in 1991, the nursing home was in bad shape. Morale was low, employee turnover
was over 120%, and the organization was in financial trouble. She was
the tenth director in eleven years.
Long-term
care is a tough industry. Pay is low, especially for front-line workers,
and turnover is high. Many nursing homes are forced to operate understaffed
or to rely on temporary workers. For the people providing the direct care,
the work can be quite unpleasant.
Kehoe realized
that unless Good Shepherd changed the way it operated it might not survive.
She thought the answer lay in greater efficiency. As an experienced nurse,
she knew that front-line staff had many improvement ideas, because they
were the ones dealing directly with the residents. The problem was that
the traditional rules-driven hierarchical culture of the long-term care
field gave those on the front lines little chance to be heard. If Kehoe
could tap these improvement ideas, she could also stop the de-motivation
of her staff.
But she also
realized that simply asking direct-care staff for their ideas would not
be enough. She knew that she needed some kind of system, and her people
needed more knowledge about the state of the art in long-term care to
come up with good ideas.
Kehoe gathered
a small group of like-minded nursing home directors and, with the help
of leading experts in the long-term care field, created a set of training
modules that focused on the critical aspects of resident care. She also
restructured the way the care was managed and delivered. Rather than rotating
people for the convenience of scheduling, she created permanent care teams,
one for each shift in each wing.
The teams
consisted of nurses, certified nurses aides, dietary aides, and housekeeping
staff. The stable team membership allowed employees to get to know the
residents better, learn their individual needs and personalities, focus
ideas on improving each one’s quality of life, and work together
to develop and implement their ideas.
The results
of going after front-line ideas at Good Shepherd have been amazing. Employee
retention is now above 95%. Instead of searching frantically for bodies
to fill slots, GSS now has a waiting list for most jobs. Moreover, many
staff members who do leave for higher wages or better hours (staffing
at Good Shepherd is 24/7 and wages are set at industry averages), eventually
return. Some ten percent of the current staff has returned to Good Shepherd
after leaving to work elsewhere.
The Good
Shepherd Nursing Home has the best record in the entire United States
for government quality inspections, and the State of Wisconsin legislature
has recognized it for excellence in health care. Kehoe credits Good Shepherd’s
high performance to the organization’s success in getting direct-care
employees fully engaged in improving the lives of residents through their
ideas.
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Improving relations and attitudes
At Ink Systems, Director Dick Williams, asked a group of union workers
to help develop their unit’s approach to “employee involvement.”
The group pointed out that they and their colleagues had a lot of ideas
on how to make the operation run better, but didn’t believe the
company would listen to them. With Williams’ encouragement, they
set up a process for soliciting and handling ideas, and asked Charlie
Tichy, a union worker and outspoken critic of many management practices,
to run it. If a hardened union workforce was going to be convinced that
the company was ready to take their ideas seriously, who better to convince
them than one of their own?
In short
order, the program became very successful. The 130 hourly employees in
the Ink Systems Unit submitted some 300 ideas in the first three months
and some 1,200 ideas in the first year.
Soon Williams
was promoted to vice president of manufacturing, and the idea system was
implemented company-wide as a joint union-management initiative.
The performance
improvement and cost-savings from the system have been significant, and
labor/management relations have improved dramatically. People who once
refused to speak with each other without a union steward present, now
socialize and play on the same sports teams. Williams observed that the
idea initiative also taught his managers respect for their employees.
As he put it, managers learned that their employees could make them look
very good, if only they let them.
•
Employee ideas lead to job security
Milliken & Company is a global fabric and specialty chemicals company.
It is one of only two companies in the world that has won both the Malcolm
Baldrige National Quality Award and the European Quality Award. In a number
of its textile product lines, it competes with companies in developing
nations whose prevailing wages are less than one twentieth of those in
Europe, Japan, and the United States, where Milliken operations are located.
To be successful, the company has to out-manage its competitors.
Over the
last two decades, Milliken has actually been able to increase its advantage
over them, a feat that Roger Milliken, chairman and CEO, attributes in
large part to the company’s idea system. Milliken employees averaged
110 ideas each, every year. These ideas have given the company a competitive
advantage that their global competitors can’t come close to matching.
At a Milliken
facility in Denmark, for example, the director showed us a number of looms,
each of which had literally hundreds of minor improvements made to it
through worker ideas. Cumulatively these ideas had doubled or tripled
the machines’ speeds and made them capable of doing things their
designers had not even thought of. While competitors can easily purchase
the same equipment, it is much harder for them to duplicate the effect
of all these improvements.
Until its
low-wage competitors find ways to promote as many good ideas from their
workers, Milliken’s idea system guarantees the company significant
competitive advantage and its people job security. And because it sees
its people as a resource rather than a cost, Milliken is not about to
outsource the work they do.
Characteristics
of a good idea system
In each of the cases we have outlined, the idea system solved critical
HR issues which were having direct impact on the bottom line. It is important
to realize that the state of the art in managing ideas has moved well
beyond the traditional suggestion box. In fact, high-performing idea systems
are in many ways the opposite of suggestion boxes.
Suggestion
box systems, even those with modern interfaces such as on-line idea submission,
tend to go after big ideas, for which they offer substantial individual
rewards. Giving suggestions is also voluntary, and responsibility for
processing them is centralized. Companies with best-practice idea systems,
on the other hand, go after small ideas, and - because they understand
that employees offer ideas because they want to see them used - concentrate
on rapid implementation. Instead of being voluntary, ideas are considered
part of everyone’s job, from the janitor to the CEO.
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Why it is better to go after small ideas
Everyone is attracted by big and dramatic ideas. The more far-reaching
their implications, the more we are drawn to them. It is not surprising
that managers, when thinking about employee ideas, envision the “home
runs” - the breakthrough innovations that will propel their organizations
to industry dominance, or the suggestions generating millions of dollars
in revenue or cost-savings. But world-class systems focus on small ideas.
They do this for a number of reasons, three of which we will describe
here.
1. While
big ideas come along rarely, everyone constantly has small improvement
ideas, most of which deal with making their work easier and more productive.
Giving them the right to speak up about these ideas, and (in the context
of a process) implement the ones that make sense, empowers people and
engages them more in their work. When people see their ideas taken seriously
and implemented, they feel they are having an impact - are making a difference
- and their attitudes change. An idea system that captures and implements
large numbers of ideas is an absolutely fundamental tool for building
ownership and commitment, while at the same time improving efficiency.
2. It is
impossible to achieve excellence in any aspect of performance - efficiency,
quality, responsiveness, customer service, or simply keeping costs down
- without the ability to pay attention to details that large numbers of
small ideas provide. It is also worth noting that it is much more rewarding,
financially and intrinsically, to work in an organization striving for
excellence than one which is limping along with little ambition to improve.
3. Unlike
big ideas, small ideas provide sustainable competitive advantage. The
bigger an idea, the more visible it is to competitors, who will quickly
copy or counter it. Small ideas, on the other hand, are much less visible
and are often situation-specific. They tend to remain proprietary and,
over time, can accumulate into a considerable cushion of advantage, as
was illustrated by the example of the looms at Milliken Denmark.
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The pitfalls of rewards
Many of the organizations with low-performing idea systems created problems
for themselves with poorly conceived reward schemes. The most common of
these offer a percentage - usually between five and twenty-five percent
- of the first year’s savings or profit from each idea. It is surprising
how dysfunctional such an approach can be.
As we have already mentioned, such rewards aren’t needed anyway.
People don’t need to be bribed for their ideas. They already want
to offer ideas and are thrilled when these are used. The most powerful
incentive a company can give a person to offer ideas is the knowledge
that they will be given a fair hearing and implemented quickly if they
are worthwhile. An effective process, therefore, generally takes care
of the issue of rewards.
Milliken,
for example, offers no extra rewards for ideas. Some others with good
systems offer token rewards, intended as a “thank you” rather
than a reward. The benefits of ideas are shared implicitly through greater
job security, higher wages, and a better work environment.
Our Ideas
Are Free study also documented the extensive dysfunction created by potentially
large percentage rewards for ideas. Among other things, large rewards
create the need for bureaucracy (one Fortune 500 company estimated it
takes an average of four hours to calculate the value of an idea); they
undermine teamwork (people steal ideas from each other and withhold ideas
in group forums in order to be able to submit them to the system for a
reward); they cause people to limit their ideas to the kinds that generate
readily quantifiable savings and revenue (most improvement ideas don’t);
and they even cause management to behave badly (our study documented a
number of cases of fraud and unethical behavior with respect to calculating
and giving rewards).
•
Making ideas part of everyone’s job
Many managers behave as if they expect their employees to check their
brains at the door. Although they would never voice this publicly, their
attitudes communicate clearly enough that “we do the thinking, you
do as you are told.” Yet because they are the ones doing the work,
front-line employees see a great many problems and opportunities that
their managers don’t. Their ideas more often than not make their
managers’ work a lot easier.
High performing idea systems make thinking a part of every employee’s
job, and getting ideas a part of every manager’s job. Idea performance
is tracked and people are held accountable for it. The quantity and quality
of an employee’s ideas constitute a primary measure of his or her
contribution. Moreover, the success a supervisor or manager has at promoting
employee ideas is one of the best indicators of his or her leadership
ability.
In summary,
an idea system can be a powerful tool for HR managers. A good idea system
provides a measurable and manageable approach to transforming corporate
culture. It can deliver key HR outcomes in a way almost nothing else can.
It is vital for every HR professional to know what an idea system can
do for his or her company, and how to set one up and run it.
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