TRENDS 9
BOARD ROLES OF THE FUTURE
As issues ranging from wellbeing to environmental sustainability become ever more important to businesses, a new set of director- level jobs will emerge accordingly, predicts futurist Will Higham
Will Higham is a consumer strategist, futurist, speaker and founder of Next Big Thing. Share your thoughts on marketing innovation with him via
next-big-thing.net and @nextbigthingco
01 / CHIEF OF EMPLOYER BRAND As cross-sector competition for consumers’ hearts, minds and wallets intensifies, having a strong brand has arguably never been more important for many businesses. But employer branding – how an enterprise appears to both existing and potential employees – is growing in significance too. Recruiters are finding it harder and harder to find people with the right attributes. Building and retaining a strong reputation as an excellent employer will help any firm to attract the talent it needs.
02 / CHIEF AUTOMATION INTEGRATION OFFICER Many experts believe that the advance of artificial intelligence will trigger a new industrial revolution. The successful integration of AI into existing processes, from production to distribution, could be crucial for many businesses. Others think AI’s future will be more about augmented intelligence – ie, computers and people working in perfect harmony. If such human- machine hybrids become a bigger part of the workforce, could the CAIO one day also need a head of cyborg liaison?
B
usinesses are becoming increasingly aware of the need to keep their leadership teams fresh, according to a survey by Accenture. Almost half (46 per cent) believe that they should regularly bring in new talent at director level. Several companies have created board
roles to address emerging challenges. Facebook has appointed a chief privacy oficer, for instance, while PwC now employs a chief purpose oficer. The research suggests that, as the views of employees become more important to organisations, we’ll see a host of specialist staff-focused roles. And, as “business unusual” becomes the norm, companies will need truly open-minded executives to help anticipate tomorrow’s black-swan events. Here are some potential future C-suite roles to consider.
Cyborg chart: some IT experts think that the advance of augmented intelligence – the use of technology to complement human intelligence – could lead to the creation of new boardroom roles
03 / CHIEF FUSION OFFICER Whether or not it includes cyborgs, tomorrow’s workforce will certainly be more diverse in many respects. Employing a larger percentage of part-time and/or freelance staff could give a business an advantage if that reduces its fixed overheads without harming the quality of its offering. If the proportion of “externals” working for a firm increases significantly, it may require a senior-level operator to take charge of ensuring that they’re well integrated into the organisation. The CFuO could muscle in on traditional HR territory, overseeing activities ranging from employer brand management to induction.
director.co.uk 11
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