HR strategy forum (2): prioritising local authority HR strategy

Personnel Today's HR strategy forum provides readers with practical step-by-step advice on strategic dilemmas. This week: prioritising local authority HR strategy.

The dilemma: I am the HR director of a large local authority responsible for the full range of statutory local government services, including education and social services. It employs more than 15,000 people.

The authority is outside the Home Counties region, and generally doesn't experience recruitment difficulties. However, like all authorities, we are suffering from the falling trend in young people seeking careers in social care. Indeed, figures show there is a downturn of around 40 per cent in applications for professional social work courses. We also know from our personnel data and trends in local government, that the composition of the workforce is imbalanced towards older age groups.

The HR function is structured so that each service area has a dedicated HR team headed by an HR manager. I work closely with these HR managers as a team to set the strategic direction for the council, and with individual managers to develop strategic solutions to operational problems.

One of my HR managers sits on the management board for a department responsible for social care services to the local community. The management board is currently seeking solutions to the pressures placed upon these services by demographic trends. These will lead to rising demand for social care services and higher expectations from both the community and the Government, despite the dearth of money and the lack of appropriately qualified staff.

The services under particular strain are those for the vulnerable young and for older people, which are suffering from high workloads and difficulties in recruiting qualified staff. The management team is hoping to devise a plan for the next three years to address these problems, and is looking to its HR specialist for a major contribution.

My role is to support my colleague and take a strategic approach to these problems. What would you advise me to focus on?

Solution 1
By Dilys Winn is HR director, Gloucestershire County Council

From a strategic perspective, the trick here is not to fall into the trap of trying to deal with the whole problem as a series of 'quick fixes'. I suggest that while you seek to solve immediate problems, your strategy must have a longer-term focus.

Step 1
Work with the management team to address the immediate difficulties, and consider better, more effective ways of working. Decide whether current arrangements could be streamlined, if technology could help to reduce administrative burdens, and whether managers are organising workloads in the most sensible way.

Step 2
Consider your recruitment and retention strategies. In the competition for scarce workers, does your organisation attract or repel good people? Look at the recruitment arrangements: are they modern, quick and user-friendly? Do you pay a market rate? Even in a relatively easy labour market, you need to keep pace. Are staff properly supported when they work for you? Make sure people are not leaving as fast as you are recruiting them, and look for people with potential and then train them.

Step 3
Then address the medium-term. Consider options such as getting the management team to consider partnership as a way to deliver services by sharing scarce resources, growing your own people through the use of bursaries and training schemes, and - most difficult of all - challenging them to think about using staff who have not progressed through traditional training routes.

Step 4
Create a longer-term approach by developing a proper workforce plan. Take a snapshot of your workforce at present, including skills, age and potential. Develop a picture with the management team of the service in the future, and then consider with them what the workforce profile must become to deliver it.

Step 5
Your role must then be to address the gaps and devise a plan to get your workforce into a position where they have the capacity to meet the future needs of the business. This is likely to include development programmes, addressing traditional management hierarchies and breaking through professional stereotypes.

Solution 2
By Jim Matthewman is a worldwide partner, Mercer HR Consulting

There are three key issues to be addressed; the immediate shortfall in attracting social care staff, the overload on existing workers (likely to affect retention), and the far wider question of addressing the rebalance of the workforce going forward.

Step 1
The immediate need in social care could be used as a pilot for the wider issue, and in doing so would be likely to gain better buy-in from stakeholders for a revised council-wide people strategy, rather than a knee-jerk demand to raise pay levels.

Step 2
How well do you attract qualified talent? Could this be improved through better implementation of flexible working arrangements and key worker housing and career prospects, and by loosening up the succession process to provide more opportunities for would-be candidates?

Step 3
Preview your partnership arrangements with third-party community agencies. Together, you could deliver services differently, attract alternative funding and provide a means to 'piggyback' existing employees and community staff into the new Government professional social work qualifications.

Step 4
I would also recommend a business review of your social care requirements for the next three to five years. This must include an analysis of your current and required capabilities in employees and local management. You would need Cabinet agreement for the department to specifically focus on high-risk groups, such as older people and the vulnerable young (who are likely vote winners), and in doing so, you would ensure that sufficient resource is re-allocated.

Step 5
The study should provide an opportunity to step back and review whether the current organisation structure is effective, and how operational processes (including better absence management and staff and caseload utilisation) could be streamlined to lift some of the workload.

The outcome should be a clear business case for 'smarter working', but one which provides a sustainable model going forward.

All of the above should form part of a new blueprint for a wider people strategy which aims to re-position the council as an innovative, leading local government employer of choice, focusing on outstanding community service and understanding what really motivates the workforce.

Only then will it start to attract the younger talent it yearns.

The HR Strategy Forum, which is supported by some of the industry's most experienced people (see below), is Personnel Today's major new initiative to help readers become more strategic in their day-to-day operations.

Over the coming months, Personnel Today will give a unique, developmental opportunity to hone your strategic skills using a wide range of HR scenarios submitted by senior HR professionals. Each week, our panel of experienced practitioners and consultants will provide solutions to a typical strategic HR dilemma. You can get involved by sending in your own problems, marked 'strategic dilemmas', to martin.couzins@rbi.co.uk