15-16 April 2013EIASM Copenhagen Workshop HR Dr Ursula Schinzel EIASM 28 th Workshop on Strategic HRM April 2013 The Impact of Social Networking Technologies on Human Resources Practices in Luxembourg by Dr Ursula Schinzel

15-16 April 2013EIASM Copenhagen Workshop HR Dr Ursula Schinzel Research Question: Why have HR specialists in Luxembourg been reluctant to utilise new social networking technologies, considering its special cultural pattern following Geert Hofstede? 2

15-16 April 2013EIASM Copenhagen Workshop HR Dr Ursula Schinzel Review of the Literature Review of the Literature Participant Observation (Primary Data) Participant Observation (Primary Data) Interviews (Primary Data) Interviews (Primary Data) Questionnaires (Primary Data) Questionnaires (Primary Data) My Research Methodology 3

15-16 April 2013EIASM Copenhagen Workshop HR Dr Ursula Schinzel Literature Review: HR Bada Bada Bratton Bratton Collins & Clark Collins & Clark Elms, Brammer, Harris & Phillips Elms, Brammer, Harris & Phillips English, Manton & Walker English, Manton & Walker Kraut & Korman Kraut & Korman Kuvaas & Dysvik Kuvaas & Dysvik Mahoney & Deckop Mahoney & Deckop Marchington Marchington Martin & Reddington Martin & Reddington Robertson Robertson Ryan, Wiechmann & Hemingway Ryan, Wiechmann & Hemingway Scullion, Collings & Gunnigle Scullion, Collings & Gunnigle Slagter Slagter Sparrow Sparrow Tixier Tixier 4

15-16 April 2013EIASM Copenhagen Workshop HR Dr Ursula Schinzel Literature Review: Social Networking 5 Auletta Auletta Barnes Barnes Beners-Lee Beners-Lee Boese Boese Carr Carr Cross & Thomas Cross & Thomas De Schweinetz De Schweinetz Dodds, Muhamed & Watts Dodds, Muhamed & Watts Fernandes, Castilla & Moore Fernandes, Castilla & Moore Gilley & Maycunich Gilley & Maycunich Godin Godin Granovetter Granovetter Guler & Guillen Guler & Guillen Hasgall & Shoham Hasgall & Shoham Jones Jones Jarvis Jarvis Kirkpatrick Kirkpatrick Li & Bernoff Li & Bernoff McLean McLean Milgram Milgram Rauch Rauch Recruitment Matters Recruitment Matters Rees Rees Sammartino Sammartino Shirky Shirky Stengel Stengel Tapscott Tapscott Zittrain Zittrain

15-16 April 2013EIASM Copenhagen Workshop HR Dr Ursula Schinzel Literature Review: Hofstede The era before Hofstede: The era before Hofstede: Maslow, Abraham Maslow, Abraham McClelland, David McClelland, David Herzberg, Frederick Herzberg, Frederick Rockeach, Milton Rockeach, Milton Hall, Edward Hall, Edward Kluckhohn, Florence and Strodtbeck, Fred Kluckhohn, Florence and Strodtbeck, Fred 6 The era after Hofstede: The era after Hofstede: Triandis, Harry Triandis, Harry Smith, Peter, B. Smith, Peter, B. Schwartz, Shalom Schwartz, Shalom Trompenaars, Fons & Hamden-Turner, Charles Trompenaars, Fons & Hamden-Turner, Charles De Mooij, Marieke De Mooij, Marieke Inglehart, Ronald Inglehart, Ronald The GLOBE, House, Robert; Hanges, Paul… The GLOBE, House, Robert; Hanges, Paul… Schein, Edgar Schein, Edgar Bond, Michael, Harris Bond, Michael, Harris Mintzberg, Henry Mintzberg, Henry Minkov, Michael Minkov, Michael Hofstede, Gert Jan Hofstede, Gert Jan McSweeney McSweeney The era besides Hofstede: The era besides Hofstede: Scholz, Christian; Böhm, Hans Scholz, Christian; Böhm, Hans Lewis, Richard D. Lewis, Richard D. The era beyond Hofstede: The era beyond Hofstede: Aaker, Jennifer Aaker, Jennifer Briley, Donnel Briley, Donnel Nakata, Cheryl Nakata, Cheryl Kirkman, Hong, Benet-Martínez, Leung, Hermans, Kempen…. Kirkman, Hong, Benet-Martínez, Leung, Hermans, Kempen….

15-16 April 2013EIASM Copenhagen Workshop HR Dr Ursula Schinzel What did he do? Born in the Netherlands in 1928 Born in the Netherlands in 1928 IBM HRM research in the 1960s IBM HRM research in the 1960s 116,000 questionnaires 116,000 questionnaires Identified 4 cultural dimensions, later added more: Identified 4 cultural dimensions, later added more: IDV/COLL, UAI, PDI, MAS/FEM, IDV/COLL, UAI, PDI, MAS/FEM, LTO, IVR, MON. LTO, IVR, MON. Dared to contradict Maslow, Herzberg, McClelland Dared to contradict Maslow, Herzberg, McClelland Brought cultural research from the US to Europe Brought cultural research from the US to Europe Emeritus Professor at Maastricht University Emeritus Professor at Maastricht University Start at 2:36 Start at 2:36 7 Geert Hofstede (1928- )

15-16 April 2013EIASM Copenhagen Workshop HR Dr Ursula Schinzel Luxembourg 8 Queen Mary II and Marie-Astrid

15-16 April 2013EIASM Copenhagen Workshop HR Dr Ursula Schinzel Luxembourg 9 Unitary parliamentary democracy and constitutional monarchy Unitary parliamentary democracy and constitutional monarchy Grand Duke: Henri Grand Duke: Henri Prime Minister: Jean-Claude Juncker Prime Minister: Jean-Claude Juncker Official languages: Luxembourgish, French, German Official languages: Luxembourgish, French, German Capital Luxembourg (90,000 inhabitants) Capital Luxembourg (90,000 inhabitants) Size: 2,586 km2 Size: 2,586 km2 Population total: 511,800 Population total: 511,800 Motto: “Mir wëlle bleiwe wat mir sinn” “We want to remain what we are” Motto: “Mir wëlle bleiwe wat mir sinn” “We want to remain what we are” Anthem: “Ons Heemecht” – “Our Homeland” Anthem: “Ons Heemecht” – “Our Homeland” Population total: 511,800 Population total: 511, ,500 (56.76%) are Luxembourgers, 221,300 (43.24%) foreigners 290,500 (56.76%) are Luxembourgers, 221,300 (43.24%) foreigners During the day-time 138,700 cross-border workers come to Lx to work: 74,100 French, 37,800 Belgian and 37,500 German. During the day-time 138,700 cross-border workers come to Lx to work: 74,100 French, 37,800 Belgian and 37,500 German. 357,800 people are working in Lx, out of them 219,100 residents (138,700 cross-borderers = 39%). 357,800 people are working in Lx, out of them 219,100 residents (138,700 cross-borderers = 39%).

15-16 April 2013EIASM Copenhagen Workshop HR Dr Ursula Schinzel History of HRM 10 Then: Motivation, recruiting and staffing, training, evaluation, recognition Twenty years ago: HR Administration: Salary, vacation, absence, work hours, headcount, accounting Recently: Communication, international HR, recruiting in Globalised HR world, networking, e-HRM

15-16 April 2013EIASM Copenhagen Workshop HR Dr Ursula Schinzel Social Networking Technologies 11 Clay Shirkey: Google Facebook LinkedInTwitter Viadeo Xing Internet Blog Start at 3:18 Gin TV Social Surplus

15-16 April 2013EIASM Copenhagen Workshop HR Dr Ursula Schinzel 12 Hypothesis 1: Native Luxembourgers scores on PDI, UAI, IDV, MAS, LTO, IVR, MON cultural dimensions are significantly different from the scores of non-Luxembourgers in Luxembourg Hypothesis 2: There are significant differences between Hofstede et al.’s PDI, UAI, IDV, MAS, LTO, IVR, MON cultural dimensions estimates for Luxembourg and the empirical values found in this study for Luxembourgers with Luxembourgish Nationality Hypothesis 3: HR specialists in Luxembourg are reluctant to utilise new social networking technologies due to their specific cultural identity. HR practices remain therefore largely unchanged.

15-16 April 2013EIASM Copenhagen Workshop HR Dr Ursula Schinzel Hofstede’s Dimensions of Culture 13 Masculinity versus Femininity (MAS) Power Distance Index (PDI) Long-Term versus Short- Term Orientation(LTO) Indulgence versus Restraint (IVR) Uncertainty Avoidance (UAI ) Individualism versus Collectivism (IDV) Monumentalism (MON) Hofstede's Dimensions of Culture - Explained Easily : e_gdata_player

15-16 April 2013EIASM Copenhagen Workshop HR Dr Ursula Schinzel 14 Hofstede’s Cultural Dimension: Interviews’ and Questionnaires’ Results in Collaboration with Lindab Buildings Diekirch Table 1 Comparison Luxembourg – Luxembourg with Luxembourgish nationality (Lux. Nat.) – Hofstede’s estimates on Luxembourg (On a scale from 1-100, 1 being the lowest and 100 the highest score) LuxembourgLux. Nat.Hofstede’s estimates on Luxembourg PDI UAI IDV MAS LTO IVR MON1024-

15-16 April 2013EIASM Copenhagen Workshop HR Dr Ursula Schinzel 15 Cultural dimensions in Luxembourg - Lux. Nat. – France – Germany – UK – Belgium FR – Belgium NL – Italy – the Netherlands NL – China – USA – Japan (on a scale from 0-100) (0=lowest, 100=highest) Luxbg Lux. Nat. FranceGermanyUKBelgium FR Belgium NL ItalyNLChinaUSAJapan PDI UAI IDV MAS LTO IVR MON

15-16 April 2013EIASM Copenhagen Workshop HR Dr Ursula Schinzel 16 Language as Identifier Assure national identity World War 1 and 2 Discriminating factor for identification Nationality Access to advantages Importance

15-16 April 2013EIASM Copenhagen Workshop HR Dr Ursula Schinzel 17 What means is your company using in recruiting?

15-16 April 2013EIASM Copenhagen Workshop HR Dr Ursula Schinzel 18 Which digital social networks does your company use?

15-16 April 2013EIASM Copenhagen Workshop HR Dr Ursula Schinzel 19 During the recruitment process, how does your company gather information about a candidate?

15-16 April 2013EIASM Copenhagen Workshop HR Dr Ursula Schinzel 20 After the recruitment process, how does your company gather information about a candidate?

15-16 April 2013EIASM Copenhagen Workshop HR Dr Ursula Schinzel 21 Which internet pages are accessible in your company (is Facebook accessible?)

15-16 April 2013EIASM Copenhagen Workshop HR Dr Ursula Schinzel 22 How is Networking mainly done in Luxembourg?

15-16 April 2013EIASM Copenhagen Workshop HR Dr Ursula Schinzel Correlation among all variables in SPSS 23 PDIUAIIDVMASLTOIVRMON HAPP Y GENDERAGE EDUCATION PDI - UAI IDV MAS.206* ** - LTO IVR **.272 **.042- MON ** ** - HAPPY **.293 **.001- GENDER AGE ** EDUCATION RANK..230**.210 * ** N=134; * p<.05; ** p<.001

15-16 April 2013EIASM Copenhagen Workshop HR Dr Ursula Schinzel What does this correlation matrix mean in recruiting? What does this correlation matrix mean in recruiting?Luxembourgers use their language as identifier use their language as identifier are highly uncertainty avoidant are highly uncertainty avoidant are reluctant to utilising new social networking technologies (or anything new) are reluctant to utilising new social networking technologies (or anything new) are long-term oriented are long-term oriented have low power distance have low power distance are highly collectivist are highly collectivist and are happy and are happy 24 Hypothesis 1, 2, 3 are confirmed

15-16 April 2013EIASM Copenhagen Workshop HR Dr Ursula Schinzel 25 Thank you for your attention Dr Ursula Schinzel