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Article 14 Oct 2021

From big data to human data

How technology helps HR departments resolve their main challenges

“I don’t know anything about leadership and change, but I do know that if you want to see change in your organizations, you need to know and love your people, because if you don’t know your people they won’t trust you. Without trust people do not assume risks, and if they don’t assume risks, there will be no change. And you need to love your people, because, without love there will be no passion, and without passion they will not feel powerful. If they don’t feel powerful, there will be no change. So if you want to see change in your people, you must first know and love them”.

In 1991, when Mother Teresa spoke these words at a leadership conference in San Francisco, we did not know that technology would be our best ally in achieving these ideals. Given the current scenario, we now have no doubt. It is technology that allows us to know our professionals more deeply, and therefore it should be the driver of change in organizations. When well utilized, and understood as information for action, it is the perfect ally for Human Resources departments.  Now more than ever, Human Resources find themselves at the heart of all important company decisions. If the 2008 crisis was primarily a financial crisis, the current crisis is a crisis of people. Aware of this, 71% of companies are gradually implementing People Analytics as a high priority element for their businesses, according to Deloitte. However, most of them have not taken the step to assess how technology can assist them in resolving the challenges that this data brings to light. Our aim is for this analysis to shed some light on this challenging context.

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María Obispo
Director of the Talent Engagement area at LLYC
Maria is an expert in the areas of employer branding, employee advocacy and digitalization. She has more than 14 years of experience in the world of communications from her time with media, insurance companies and listed companies. She holds a degree in Journalism from the University of Navarra and a PDD from IESE Business School. Now, she serves as a guest teacher for various masters and postgraduate courses. During her career, she has advised some of the main brands and companies in Spain, including Repsol, Mercadona, Caixabank and Campofrío.
Daniel Fernández Trejo
Chief Technology Officer at LLYC
He currently heads up the Technology business unit and is the company’s global CTO. He has worked for 13 years in the design, implementation and launching on the market of multi-device internet services and platforms, having spent a large part of his career working with dynamic international teams, in which he stood out for his coordination and management skills, leadership and teamwork. Daniel joined LLYC in 2011 as Accounts Manager of the Online Communication business unit and in 2017 he was appointed Global CTO. Over the years he has been at LLYC, he has collaborated with companies such as Enagas, Cepsa, Gonvarri Steel Industries, Bertelsmann, L’Oréal and Acciona, among others.
Leyre Olano
Strategic Manager at Apache.
She has more than 10 years of experience in digital marketing departments at multinationals in different sectors. A participant and trailblazer of the digital transformation, she has headed up the digital strategy at large brands such as Alain Afflelou, Yves Rocher and Coca Cola on the client side and at many other brands through the digital consultancy firm Apache. She holds a Bachelor’s Degree in Commercial Management and Marketing from ESIC, complemented by other higher studies: Higher Program in Marketing and Digital Advertising from ICEMD-ESIC and Higher Program in Big Data and Business Analytics from the School of Industrial Organization.
Vanessa Álvarez
Senior Talent Engagement Consultant.
A journalist with more than 10 years of experience, specialized in digital communication, employee engagement and the development of employee advocacy projects for executives and companies. Vanessa holds a Bachelor’s Degree in Audiovisual Communication and Journalism from S.E.K International University and a Master’s Degree in the Management of Institutional Communication from King Juan Carlos University. During her career at LLYC, she has collaborated with such sector companies as IKEA, Repsol, CaixaBank and Enagás, among others.
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