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We're going to refer you again to hcm.blogspot.com.

We're big fans of this analyst's approach (and usually, we find his perspective on target). What's really intriguing (and one of the novelties of blogs in general) is the diary-ing of his growth and experiences as a publisher. By reading his web statistics, he is able to develop a feel for his audience. If you read carefully, he adds commentary based on his understanding of the traffic.

This is the experience that HR professionals will share as they become webmasters. 

Whether it's self-service benefits and pensions or managing the workload in your recruiting specialties, a significant component of future work in the Human Capital Department will revolve around understanding your traffic and your web responses to that traffic. Audience development, intricate individual relationships and a rolodex full of potential employees are the wave of the future.

Recruiting tools, not data are the required elements of the next step. With each recruiter functioning as a micro-brand manager responsible for the quality of her audience and their online experiences (see the Army Website, again), quantitative measurements of performance will rapidly evolve as the dominant deliverable for a high functioning recruiter. The very same skillset is required to manage the rest of HCM's online portfolio.

Wading into the details is unpleasant at first. There are no real standards or 'best practices' goals. Each operation is different. The details read like noise at first. The boss is liable to think that you are wasting your time.

But ask yourself: Is there really any way that the future could be the alternative....big gobs of undifferentiated data creating massive workloads without a meaningful return on investment?

-John Sumser

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