Workers trade personal data for a better work deal

THE type of data profiling used by retailers and advertisers could soon become commonplace in the workplace, according to a new report.

According to the second in PwC’s Future of Work series, 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 wellbeing.

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 their different attitudes to technology and personal data. The research reveals that the younger generation are more open to sharing their personal data with their employees, with 36% of Generation Y workers saying they would be happy to do so.

PwC’s report reveals a number of projections for what the future of work might look like, based on a survey of 10,000 workers.

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.

Rupert Hutton, human resource services director at PwC in Yorkshire, said: “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 data 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.

“Our research reveals 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.”