Constantly evolving technologies, dynamic social changes, and new management trends are reshaping the understanding of the business standard. As global processes develop and change, the responsibilities of employees gradually shift as well.
We are accustomed to a certain order of things. In the minds of many, a manager is seen as a kind of Caesar capable of handling any task while overseeing the work of an entire department. However, this perception is gradually becoming a thing of the past, giving way to a more realistic view. Companies, especially large corporations, are starting to differentiate the functions of different employees. They are relieving managers of tasks that have become outdated or lost relevance for various reasons. In this article, I will elaborate on this topic in detail. We will examine five key functions of a manager that will soon become obsolete within a year or two.
1. The Role of the HR Manager
A company cannot exist without personnel. HR managers are in charge of recruiting, developing, and supporting employees for various departments. However, as technology and global trends evolve, the function of the HR manager gradually loses its significance.
Firstly, this is associated with the growth of automation and the implementation of artificial intelligence. Platforms for automatic staff selection, training, and performance assessment significantly simplify and speed up processes that previously required a lot of time and effort.
Secondly, in the rapidly changing world of work, where flexibility and the ability to quickly adapt to new conditions are valued, the function of the HR manager may become a limiting factor. As a result, many companies, especially in the high-tech sector, are already abandoning this role. For example, Google and IBM actively use automated onboarding and personnel management systems to speed up the hiring process and reduce costs.
Why Managers Should Not Be Responsible for Hiring and Training
A manager's task is solely to manage the team and assist in training new employees. There is also an option where the manager conducts the final interview with the candidate and makes the hiring decision. However, the search and selection of potential employees are not a manager's duties.
Imagine that you have a company with five departments, each of which you are hiring employees for. Now department managers should guide a person through the probationary period and train them in the specifics of the job. It's good if one out of five managers can bring a person on board. That's because everyone is busy with their tasks and not everyone has the personal qualities necessary for training and integrating a new employee into the company.
Therefore, the practice recommended is as follows: all standard processes related to the probationary period, onboarding, and learning internal regulations should be handled by the personnel selection department. The department head only provides mentorship.
At the same time, the recruitment department should supervise the manager in this process. Otherwise, the hiring process will be costly and ineffective. For quality performance of a particular job, a specialist should handle it. It is much easier to train one department than to chase after all managers, requiring them also to integrate new employees. Of course, the manager is obligated to help, advise, and guide.
In our company and in our client companies, we recommend precisely this approach. At the Business Booster accelerator, we provide everything necessary to ensure this approach is implemented quickly and efficiently.
2. The Role of the Accountant
Accounting has always been an important part of any business but with the advent of modern cloud systems, manual labor by accountants is becoming less necessary. Of course, artificial intelligence cannot fully replace a living employee yet. Nonetheless, this is a likely scenario for the near future.
As in the case of HR managers, automation and the use of artificial intelligence are becoming key factors provoking change. Modern accounting systems can automatically handle most tasks: from tax calculations to financial reporting.
Companies like Xero and Quickbooks are already offering cloud accounting services that allow businesses to manage their finances without the need to hire a full-time accountant.
Ideally, a manager should not be dealing with calculations and finances. That's what the company's accountant is for. And if the situation in your business is different — you need either a new employee or an additional bonus for the manager who has taken on such a responsibility.
3. The Role of a PR Specialist
The role of PR specialists in companies is also undergoing significant changes. With the development of social networks and digital media, it's becoming easier for companies to engage in direct communication with customers and the audience, bypassing traditional communication channels. It's interesting to watch how more and more organizations are choosing targeted advertising on Instagram over radio and billboards, which were considered the best solution just a few years ago.
Today, most companies actively use platforms like Facebook, Twitter, or Instagram to promote their products and brand, as well as to communicate with customers. This allows them to respond more efficiently and quickly to customer reviews and requests, and also to control public opinion. This is much easier on social networks: when you see a negative comment, you can immediately find out what the user is dissatisfied with. And combating those who groundlessly paint the company in a bad light is also much easier. Instead of trying to appease or smooth over a conflict, you can use the block function.
However, choosing a platform, creating advertisements, and directly promoting the brand are not the functions of a manager. The exception is the head of the PR department - but his duties will include control, correction, and approval of all processes aimed at improving the image in the eyes of the public. So, you can't hang the function of an entire department on one person. This is not only inefficient, but it can also result in your business lagging behind competitors for a long time.
4. The Role of a Secretary
With the development of smart offices and new technologies, the role of a secretary is also becoming less in demand. Today, there are automated solutions for most of the tasks that secretaries used to perform. For example, the leaders of our company use several services that replace a secretary:
- Tonnus for setting tasks and communicating with other employees;
- Google Calendar to not forget about important meetings and priority matters;
- Google Sheets for planning, collecting statistics and filling out reports.
At the same time, some companies, such as Cisco and IBM, have already introduced "virtual secretaries" - special programs that can perform most tasks associated with this role.
7. The Role of a Sales Manager
Finally, the role of a sales manager is also under threat. And that's a good thing because a manager (including a sales department manager) should not be engaged in operational activities and selling directly. Specialists should handle sales.
Internet bots are already actively used for online sales and customer service. They allow quick and efficient processing of requests, offering customers what they need based on their preferences and behavior.
Companies like Alibaba and Amazon successfully use these technologies, offering customers personalized deals and providing high-quality service.
Conclusion
We live in an era of rapid and significant changes. The role of the manager in this new world is constantly changing. Some managerial functions are becoming obsolete and are being replaced by new, more efficient, and convenient ones. Changes in business models and the implementation of new technologies drive this trend.
However, despite all these changes, one thing remains constant: the role of the manager as a leader, capable of seeing further, adapting to new conditions, and making the right decisions. These skills will be the most in-demand in the future.
