The drive to digitally transform business has been undoubtedly exacerbated by a pandemic in which workforces, business models, and supply chains have been digitalized at breakneck speed.  Traditionally, success with digital transformation has been decidedly mixed, not least due to skepticism among the workforce regarding new technologies.

Research from the University of Cologne explores how workers feel about a range of digital technologies, including AI, robotics, and blockchain.  They found that workers typically use five frames to help them cope with digital change, and understanding these frames can help organizations in their digital transformation.

Frames of reference

It’s often been said that workers are resistant to change in the workplace, and so it’s perhaps no surprise that the workers in the study revealed a range of emotions, including anxiety and fear about digital transformation.  There was also a marked disconnect between how managers viewed the digital changes and how workers did.

The frames were defined by the researchers as:

Functional. Employees using this frame look at technology as a means to an end, focusing on practical matters and the concrete details and procedures that the changes will cause. 

Utilitarian. Workers using this frame weigh the costs (effort spent learning something new) and the benefits (gains in efficiency, safety, precision, etc.).

Anthropocentric. Employees using this frame focus on the human element and how technology could replace human judgment and skills. 

Traditional. Workers using this frame feel the old ways of working, and the value of craftsmanship, are slipping away due to technological advances. 

Playful. Employees using this frame are curious and excited about technology and eager to try something new. 

A complex picture

While the researchers identified the five distinct frames, they also found that most people don’t tend to fall neatly into one frame or other.  Instead, most will have a dominant frame but also lean into another one or two.

The researchers believe that while it’s going to be difficult for organizations to categorize every employee according to their methodology, they can nonetheless use the frames to understand that employees will have different points of view.  These can then inform their communication strategies.

The lack of employee engagement more broadly has been widely reported in recent years, and with digital transformation so important, it’s vital that organizations strive to engage the workforce in that change as much as possible.  Without employees on board, no successful change will be possible.

“In the end, you always have the people who have to implement it,” the researchers conclude. “Knowing how people think and feel about change helps you design solutions.”