The New role of HR leaders in Energy Industry
Human Resources Thought Leadership Series
Zinnov
November 2009
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Zinnov personnel. No part of it may be circulated, quoted, or
reproduced for distribution outside the organization without prior written
approval from Zinnov
The automotive industry today has incurred steep losses and this has been
preceded by several years of loss of goodwill
Big auto companies face critical challenges due to ..
6
2005
2008
2005
... loss of goodwill among their external stakeholders
2008
External Stakeholders
Goodwill
5
4
3
Suppliers
Customers
Have a higher
impact
2
1
Government
Community
Owners
Shareholders
Operating Profit
0
0
-5
Managers
-10
-15
-20
Internal Stakeholders
-25
in $ millions
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No part of it may be circulated, quoted, or reproduced for distribution
outside the client organization without prior written approval from Zinnov
Source: Annual reports, Google Finance, Zinnov Analysis
Employees
Energy industry should think leap years ahead to connect, build and
preserve goodwill among multiple community circles using Social
Networking Technologies
Economic downturn coupled with
increasing misconception
Local Communities
II
Students
Unemployed
I
Community
Members
Energy Companies
Disabled People
Retired people
Working Mothers
Social Networking
Technologies
Leveraging
Social
Networking
Local
Community
Centers
Benefits
III
Changed Brand Perception
I
Energy
companies can
engage multiple
local
communities
Source: Zinnov
II
Creating social
networking groups
in local
communities
III
Leading to
community
development
report is solely for the use of Zinnov client and Zinnov personnel.
and This
creating
jobs No part of it may be circulated, quoted, or reproduced for distribution
outside the client organization without prior written approval from Zinnov
Knowledge Sharing
Enables Community Development
Drives Profits
Companies have a unique opportunity here to connect to communities in a
radically different manner through innovative ideas – example gas stations
as knowledge sharing hubs…
Transforming Communities Through Knowledge Sharing Hubs
Initiative
Energy companies such as Shell can use their local presence to engage surrounding communities at ground
level
Advantages
Enhancing scalability of the model, providing insights about the energy industry, increasing public confidence
Using local gas stations
to engage communities
Using network of
local gas stations as
knowledge hubs
Educating local
communities
through
workshops such
as – “The Benefits
of Renewable
Energy”
3
Engagement
2
a
1
b
Retail Shops
Energy
Companies
HR professionals to
lead initiatives
Changing
Perception
Benefits
Source: Zinnov
Adding
Value to
Shell and
community
4
Driving Sales
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No part of it may be circulated, quoted, or reproduced for distribution
outside the client organization without prior written approval from Zinnov
Providing
consulting
optimization
view of energy
sector
HR leaders in energy companies should play a pivotal role in redefining
benefits in this new economy
Impact on Society
New Role of HR Leaders
Increase Social
Networking
Capabilities
Enhanced Diversity
Multiple Layers of Benefits
Building
Block 4
Building
Block 3
Building
Block 2
Direct and Clear
Communication
Drive Corporate Social
Responsibility
Initiatives
Building
Block 1
This report is solely for the use of Zinnov client and Zinnov personnel.
No part of it may be circulated, quoted, or reproduced for distribution
outside the client organization without prior written approval from Zinnov
Source: Zinnov
• Will actively bring younger
people together
• Faster and wider reach at
lower cost
• Balances gender/ethnic
diversity in workforce
• Ability to hire disabled
people
4
3
• Increases transparency and
brings corporate
accountability
2
• Cleaner and safer
environment
• Enhances rural community
development
1
Thank You !
@zinnov
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info@zinnov.com
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