Introduction: Surveillance or People Analytics?

During Reflect’s fundraising, several investors asked whether the tool ingests Slack, Gmail, or other communication data to analyze “hot,” less static signals. While powerful, this approach raises ethical and legal questions. This article examines the strengths and weaknesses of analyzing hot HR data—and how to strike the right balance between People Analytics and employee privacy.

Hot data vs. cold data

HR data can be grouped into:

• Cold data: names, start dates, contract types, salaries, promotions, leave. Less dynamic; not thousands of points per day.
• Hot data: Slack messages, emails, web visits, social interactions. Highly dynamic; thousands of points per day.

For extremely advanced analysis, hot data can be relevant—but typically only at stage 4 of people analytics maturity. See our article “What is your People Analytics maturity stage?”

The risks of hot‑data analysis

Common surveillance signals companies look for:

• Someone interacts less with their team
• Language becomes increasingly aggressive
• More time spent distracted than working
• Some teams collaborate far more than others

Behavioral monitoring surged during COVID—keystroke tracking, mandatory cameras, blocked sites.

Pros

1. Detect early signs of disengagement and anticipate exits
2. Identify isolation or exclusion
3. Spot aggressive or discriminatory attitudes

Cons

1. Enters a surveillance logic that breaks trust
2. Interprets data without qualitative context, leading to poor decisions
3. Sits at the legal boundary

Finding the right balance

Trust is built through transparency, progression, good management, and fair pay—not surveillance. If you need to monitor, trust is already broken.

According to Forbes (“Why 78% Of Employers Are Sacrificing Employee Trust By Spying On Them”), 78% of employers undermine trust by spying. Recommendations:

1. Analyze cold data with tools like Reflect to understand organizational dynamics.
2. Prioritize qualitative inputs—1:1s, exit interviews, all‑hands, and other forums to capture employee sentiment.

By balancing HR data analysis with respect for privacy, you can create a healthy, productive environment rooted in trust and transparency.