Social Technologies in Shaping and Developing Human Potential

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1 5 Social Technologies in Shaping and Developing Human Potential Ksenofontova Khalidia Zeynyatullovna, PhD of Sociology, Russia, Penza, Penza State University ABSTRACT The problem of using social technologies in Human Resource Management at industrial enterprises has become important during the current period of global competition, when the stable and sustainable development of the enterprise depends not only on the production and financial resources but also on human potential. Therefore, the issue of using social technologies in shaping and developing the human potential needs to be discussed. Keywords: Social technologies, human potential, system of human potential INTRODUCTION They considered social technologies as an instrument of improving human potential. The methodology of creating tools for forming and developing human potential is widely discussed among the scientists in Russia and abroad. Nevertheless there are a lot of methodological problems of developing social technologies that can guarantee the development of human potential and the achievement the main social goals of an enterprise operating in an industrial sector. The terms social technology is one of the newest in modern sociology. Social technologies are ways to organize and regulate reasonable practical activity a set of techniques aimed at identifying and transforming some social object and achieving scheduled results. In our opinion, most approaches to define to term «social technologies» do not take into account the current trends to implement and use new technologies. The analysis of existing opinions and definitions of the term. So social technologies allowed us to define them us an activity of taking measures, activating, motivating, stimulating and increasing the productivity of an enterprise including the mechanism of management. Such technologies include forming personnel skills, professional development, motivation of working performance, continuing training of managers and career development. All these elements should be studied using the systematic approach and taking into account in the internal and external environment in an organization. The detection and adoption of social technologies may encourage steady economic growth and effective social relationship in an organization. Having studied some theoretical sources we differentiated some spheres of implementing social technologies: extreme conditions, the manufacturing process, moral and cultural sphere and social sphere. Very often in Russia and abroad social technologies are differentiated according to the spheres of activity: social technologies used in business, social technologies used in public management sphere and the so-called third sector (the sphere of the activity of nonprofit organizations). In the market economy the operation of an enterprise is impossible without extensive social measures the use of creative abilities of the employees of the enterprise. It should be noted that the lack of demand for social recourses, ineffective use of employees knowledge abilities, and initiative is characteristic of the current economic situation in the manufacturing industry in Russia. At present, there is an urgent need for developing innovative social technologies aimed at training new type managers, developing their potential and forming positive desire for changes. Social technologies are being implemented in different aspects of enterprise activity. They are used in human recourse policy, in the production process. They influence in the interaction of theory and practice. The use of social technologies improves the labour culture, motivates the employees and increases the quality and efficiency of the production process. The adoption of social technologies makes managerial staff more active,

2 6 making it possible for the employees to expose and use their potential in full. The term «potentia» stands for 1)power, 2) a source of possibility 3) a means of 4) supplies that may be used to solve some problem or to achieve some goal. It is also defined as opportunities of an individual or society as a whole. Human potential is not only human capital, that is knowledge, skills and abilities of an individual but also the so-called social capital that is the relationship between people who do the same job, who are involved in the same business. The term human potential involves ways and habits of the personnel interaction, the level of maturity of this interaction. Potential is both a characteristic feature and one of the conditions of the efficient management performance. As we speaking about an industrial enterprise, we should notice that the system of human potential functioning in an industrial enterprise is a system that may be characterized as having several parameters. (figure. 1)[153, с. 5]. Figure 1 the System of Human Potential Functioning Let s have a look at this scheme. It should be noted that forming and developing human potential occur within a system. Initially, we have some employees as the input resources that under the influence of the interaction of social technologies) and the environment (both eternal and external ) and finally we have the increased level of human potential as the output or the result. We have surveyed the staff of some industrial enterprises. According to the availability of highly-qualified employees and the degree of their motivation are the main factors of socio-economic development and competitiveness improvement of any industrial enterprise. The elaboration of the enterprise strategy of development should be preceded by the analysis of the human potential. 2 structures should be analyzed to choose quantitative indicators of the human potential: the structural organization of the human potential (fig 2) and the structural factors of the human potential development (fig 3). Figure. 2. The Structural Organization of Human Potential

3 7 Considering this scheme from the point of its structural organization we can say such qualities as sociability, reflexiveness, empathy, eloquence, as well as competence, expertise, inclinations, wishes, intentions are very important aspects for every individual and under the influence of some external factors they are developed that leads to the development of the human potential. Figure.3. The Structural Factors of Human Potential Ddevelopment Examining figure 3 it can be stated that the human potential development is influenced by some objective and subjective factors. The objective factors include: the type and content of labour, the labour conditions, the labour stimulation system, the rights and responsibilities according to the social status, the possibility to work creatively, the type of property. The subjective factors are: the level of skills, education, the attitude to work, self-assessment. Taking into account the human potential components and factors that influence its development we have built a model of human potential that includes 3 types of components: personality, social and managerial (figure 4).

4 8 Having discussed the factors of human potential development it is necessary to point out the main factor. To our mind it is the use of social technologies. Our understanding of the human potential and its model us based on the use of the method of creating models. It is the combination of theoretical and practical activities aimed at creating and using models. So the model of social technologies as a factor of human potential development was created. There are 4 main units of social technologies that influence the process of human potential development. As we see in table The formation of the staff professional potential. 2. The staff organization of managerial work 3. The staff motivation 4. The social-physiological component of management

5 9 Figure 5 The Authors model of social technologies as a factor of developing human potential This model of social technologies includes a set of factors enhancing the formation and development of human potential, that in turn are aimed at achieving high social and production goals. The proposed model of social technologies hasbeen used to do the research of the process of the human potential development at five industrial enterprises in Penza region. As social technologies were considered to be the subject of the research and the basis of the human potential development, the managers and key specialists of these enterprises were taken us respondents. 500 managers took part in the poll. The results of the poll allowed to make a conclusion that the system of social technologies in human recourse at these industrial enterprises is underdeveloped. These shortcomings are caused by a number of factors such as the low level of managerial potential, the lack of programs focused on developing staff abilities and improving skills, the underdevelopment of stimulation mechanism that should motivate staff to look into the production process more closely and one more factor: staff job dissatisfaction. At these enterprises there were drawbacks in the ersonal labour organization due to the poor shop floor material logistics, badly-organized technological process. There were not well planned forms of labour division. Working hours are not sufficiently planned. There is no effective system of information support and key specialists work places are badly organized. Social aspects in the industrial enterprises management are underdeveloped. That is, there is no social regulation of the staff behavior, their opinions are not taken into account while making important decisions. The mechanisms for creating friendly psychological atmosphere do not operate in full. There are no social services departments at the enterprises. As a result of all these factors the social policy of enterprises does not work in practice. We believe that the main reason for this is the effective use of social technologies in managing staff. We have used the data obtained during the research to propose the system of social technologies as the factor of the human potential development. The system includes the following elements: staff motivation, staff development, administrative work organization, as well as the social aspect of management. (fig 6) This system represents a set of logically and structurally interconnected activities that would guarantee the achievement of the enterprise social development tasks and goals in the spheres of staff motivation, professional development, development of abilities, administrative work organization and the social aspect of management.

6 10 The implementation of this model at the industrial enterprise seems useful to develop educational programs aimed at developing abilities, proficiency improvement, the optimal labour organization. It may also help to develop programs to select candidates for managerial positions, and to improve a system of social security of the enterprise. REFERENCE [1] Ch. Woodruff Centres of development and assessment. Trans. From English.- M.: HIPPO, p. [2] R. Grant. Modern Strategic Analysis. Fifth edition / Trans. From English ed. N. Funtov St.P: Piter, p. [3] А. Farnem. Incompetent Manager. Trans. From English.- M.: HIPPO, p.