HR Analytics: Sentiment Analysis

It is not without reason that HR Analytics is a hot topic these days. As said by Ken Robinson, “Human Resources are like Natural Resources. They are buried deep. You have to go looking for them”. HR Analytics not only eases this process of finding ‘resources’ but also helps to enrich, manage and at times terminate, if needed. Conglomerates these days are investing considerable part of their revenues in HR Management. Despite that, even single news about untimely termination of employees can harm reputation of the company. Interesting thing about HR Analytics is that, unlike common misconception that it deals only with quantitative HR management, it also significantly enhances qualitative aspects of HRM, that too well in advance and at lower costs.

Employees Engagement Points and Sentiment Analysis

Employee engagement is as important as customer engagement. Studies have shown that there is a direct correlation between employee engagement and quality of the customer experience. It thus becomes highly important to rightly engage employees by gauging their performance and sentiments. While surveys and interviews can bring in some imperfections or biases in such decision making, sentiment analysis can be fruitful. To put in simple terms, objective of Sentiment Analysis is to know what employees think about company. It involves complex data mining, text-analysis, language-processing, machine learning followed by prescriptive analytics applied over behavior of employees across public forums, social media, blogs etc. that too without encroaching their privacy.

Data Capture and Analysis

Most challenging yet fun part about data capturing in sentiment analysis is doing this complex task ethically without disturbing privacy of employees. Data capture points could be:

  • Public forums
  • Social media
  • Traditional methods like surveys and interviews
  • Business mails between employee and company
  • Employee’s blog

Challenges and Impact

?As mentioned previously, privacy issue is a challenge. In addition to that, developing precise algorithms for deciphering real meaning of textual comments of employees can be a difficult task for analytics firms. There is a reason why machine-learning has some limitations. No one other than a human can understand sarcasm, pun or humor in a sentence! This can sometimes lead to wrong interpretation of sentiments by artificial intelligence.

Having said that, there are more pros of this than cons. Sentiment analysis for HR Management will help companies save heavily on time and costs and also provide structural guidance to mold their employee engagement strategies thus providing an overall better environment in the company which will also reflect in the form of better customer experience.

This marriage of HRM and Sentiment Analysis is undoubtedly the ultimate solution for talent-acquisition and workforce management! At Globcon, we bring data to life. With our expertise in big data and business intelligence, we are in a position to create immense value for your organization. Click here to contact us and let us understand how we can help you!

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