Aug . 2022 .

How does big data benefit managing people?

Strategies based on data analysis, influence decision-making and result in management that is more focused and personalized.

How does big data benefit managing people?

In the last few years, the market has been going trough a constant process of evolution. Challenges are becoming opportunities and a corporate culture focused on innovation and investments in technology, has been growing in importance in companies. Nowadays, we have gadgets for almost every action in our routines. We are connected to cellphones, computers, digital watches and other devices. We have replaced paper documents and use cloud storage, and we have a much easier access to information. There is a number of devices that extract data and monitor users´ behavior every day.


But how has data usage been monitoring the strategies of managing people?

One fact is for sure: times have changed, so have our choices and the way we manage people. At present, the way of dealing with human relationships in a company goes hand in hand with technological evolution and, as a result, outcomes of Big Data have become one of the most efficient tools for the advancement of HR.


According to Marcelo Nóbrega, a specialist in Innovation and Human Resources at Falconi, these changes emerge together with new purpose and principles. And, in order to become a high performance company, and be assertive in their decision-making processes, this culture should be guided so it thrusts the potential people possess. Besides, businesses that effectively try to make a difference, have to build strategies that generate dependability and confidence, and that leave room for further development.

“This process has to be intentional in the daily operation of the company. The leadership should think of actions that foster this culture and, consequently, this must be reflected in the system of managing talents”, he comments. Nóbrega also considers collaborative leadership fundamental for a company to achieve success.

People Analytics: the trend that is here to stay


Data collection, when applied to people management, is called People Analytics. Seen as a strong trend, the practice collaborates to improve the stages of recruitment, the development of a professional and the evolution of corporate governance in an analytical way.


Some of the benefits of using data in people management are: better strategic decision-making and performance evaluations, a reduction of operating costs, and in employee turnover, a better identification of needs and issues related to the improvement of mental and physical health of employees.


This methodology, which has been in use for some time, promises, in the coming years, to be expanded even further and in different scenarios. Considered to be an important pillar for the future (and present) of work, People Analytics is a way of using technology to put people at the center of processes. Therefore, more than innovating, investing in P.A. is also a way of encouraging the advancement of the Employee Experience, showing that employees have an active voice in a company.

Potential of data in Human Resources

Why has the use of Big Data been so important? The amount of data that is generated today – whether it is about interactions, systems or communication as a whole – makes companies understand employees, consumers and their needs much better, resulting in personalized services for each one. In other words, more satisfaction is achieved for those involved.

On the other hand, many of the accelerated trends in the last year have made professionals more independent. However, Human Resources management continues to play an important role in providing support and experience for leaders in their decision-making processes.

“Technology allows us to understand how each team works, it collaborates towards smarter decisions and for much better experiences for everyone”, says Nóbrega. “Everything that is happening is putting the role of HR in check”, he adds.

This is just the beginning

These digital strategies also contribute to the emergence of new companies, transforming business models. With Brazil’s favorable environment for innovation, the tendency is for more products and services to emerge from data analysis and behavioral insights. “Technology has become cheaper, more accessible and easier to use. There is plenty of capital available in the world and there are many people wanting to create businesses”, explains Marcelo. “The algorithms arrived with the mission of facilitating processes and they really do so”, he emphasizes.

“The cycle spins and doesn’t stop… it’s Analytic and Employee Experience feeding each other and creating a super positive work environment for us to create ruptures with old paradigms”.

Certainly, most organizational needs are being met with the support of technology and the use of Big Data. However, this revolution is only a part of this scenario of innovation. Whether in the area of people management or in a company as a whole, digital tools must increasingly expand with a primary focus: to provide the best experience for people.


Want to know more on this subject?

Listen to the podcast “Questions that Move Us”, with Marcelo Nóbrega.

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