Another sign that the type of data profiling used by retailers and advertisers could soon become commonplace in the workplace: A significant number of employees aren't really worried about it, according to a report by accounting and consulting firm PwC.
The report—The future of work: A journey to 2022
—says that nearly a third of people would be "happy" for their employer to have access to personal data such as social media profiles. The assumption seems to be that the information could be used by employers to understand what motivates their workforce and reasons why people might change jobs, and to improve employee well-being. The report was based on a survey of 10,000 workers and 500 HR professionals globally. PwC predicts that this kind of data monitoring will rise over the next decade as Generation Y begins working. Indeed, by 2020 Gen Y will form half of the global workforce and bring with it different attitudes toward technology and personal data, the firm points out. The report said this younger generation is more open to sharing its personal data, which means the proportion of people willing to do so is likely to grow. Technology is expected by both workers and HR professionals to be the biggest transformative factor in the workplace over the next five to 10 years, ahead of shifts in demographics, the economy and availability of resources. However, PwC says, in order to use personal data, employers need to show there's something in it for their workers. "Key to the success of organizations being able to use employee data will be developing measurable benefits for those who hand over their data and building trust through clear rules about how data is acquired, used and shared," said Michael Rendell, global HR consulting leader at PwC, in a statement. "The main challenge for HR professionals will be convincing employees that the price of handing over their data and monitoring is one worth paying."
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While the research revealed that the majority of workers—64 percent—view technology advances as improving their career prospects, 12 percent are worried about the impact it will have on their jobs. For example, a quarter of workers are concerned that automation is putting their job at risk
. You can see more details on the report here