MOSCOW, may 17. /TASS/. Only 17.5% of employees of Russian companies believe that their organizations have well-developed digital culture, and in Europe this figure is even lower (17.1 per cent). This is stated in the study by Microsoft and KRC Research’s “Digital culture as a competitive advantage”.
The study was conducted among employees of companies from various industries with a staff of 50-250 and over 250 people from 21 European countries. The survey involved more than 20 thousand people, including 1 thousand from Russia.
In the study under the digital culture is understood as “the creation of an environment in which executives are aware of the important role of technology for business and provide accessibility information and train employees for the most comfortable and effective use of technological tools in the work.”
Experts believe that companies need to develop the digital culture not only for business transformation, but also to attract the best talent. In particular, digital culture is important for the generation of 18-35 years.
In companies with developed digital culture in significantly higher motivation of young employees, their productivity and engagement. Thus, the high motivation have 56.4% of employees of companies with highly developed digital culture and only 1.8% undeveloped. About high involvement in the workflow say for 58.2% of the young employees of companies with highly developed digital culture and 9.1% with poor. Highly productive considers himself every fourth young person company with a developed digital culture and only 9.1% undeveloped.
The innovation indicator in companies with a developed digital culture is also higher (49,1% vs. 7.3% undeveloped).
Digital culture in the company is also important for employees 36 and older. High motivation is at 38.9% of employees of companies with highly developed digital culture (for companies with poor digital culture is only 6.6%). The high productivity of say 21.2% of employees with digital culture and – almost half as much without her. The indicators of engagement and innovation in the companies with well-developed digital culture is also higher than in companies with poor digital culture (62.8% and 10.4% of employees, respectively, for engagement by 41.6% and 10.4% for innovation).
According to the President of Superjob Alexei Zakharov, under the influence of technology employment is actively changing. “This trend is supported by both employers and seekers. The first is clearly aware of the advantages of digitization: almost 80% of managers believe the introduction of technologies for collaborative and mobile experience a priority. For the second, especially the Millennials, it is extremely important not just in the presence of digital tools, but also of the culture of their use,” he explained.
Thus, competitive will be only those companies that “as early as possible will join the trend and begin to develop the digital culture as part of corporate,” he concluded.