EMPLOYER BRANDING THROUGH INNOVATIVE HRM

PRACTICES

DREAM COMPANY . . .

CONCEPTION

The Employer Brand concept was first conceived by People in Business in the early 1990's to help organisations drive greater employee commitment to ‘the brand they work for' and compete more effectively for talent. 

Brett Minchington defines Employer branding as “the image of the organization as a ‘great place to work’ in the minds of current employees and key stakeholders in the external market (active and passive candidates, clients, customers and other key stakeholders).”

Employer branding is about capturing the essence of a company in a way that engages employees and stakeholders. It expresses an organization’s "value proposition" - the entirety of the organizations culture, systems, attitudes, and employee relationship.

A long term strategy that establishes an organisation’s identity as an employer

Which differentiates them from competitors in the employment market

It must be aligned to the overall brand and reputation

Capturing in one statement, the sum of “everything that people experience and receive while they are part of the company”

The development of an Employee Value Proposition (EVP)

TOP 20 EMPLOYER BRANDS OF INDIA

LG Electronics India Pvt. Ltd. ICICI Bank Ltd.  Mother Dairy Fruit & Vegetables Pvt. Ltd Reliance BIG Entertainment Pvt Ltd. Tata Teleservices Ltd. CEAT Ltd.  HDFC Bank Ltd.  Xerox India Ltd. Standard Chartered Bank Cadila Healthcare Ltd. Steria (India) Ltd.  TATA Motors Ltd. Dr. Reddy’s Laboratories Ltd. Lafarge India Pvt. Ltd. GroupM HCL Technologies Ltd.  Broadridge Financial Solutions (India) Pvt. Ltd. IDBI Bank Ltd. Hexaware Technologies Ltd. Kingfisher Airlines Ltd.

Source : According to THE EMPLOYER BRANDING INSTITUTE INDIA, under Best Employers 2010

What makes them A Great Place to Work ?

According to the GREAT PLACE TO WORK INSTITUTE INDIA –

Any company can be a Great Place to Work®! Their approach is based on the major findings of 20 years of research - that

trust between managers and employees is the primary defining characteristic of the very best workplaces.

At the heart of our definition of a great place to work - a place where employees "trust the people they work for, have pride in what they do, and enjoy the people they work with" - is the idea that a great workplace is measured by the quality of the three, interconnected relationships that exist there:

The relationship between employees and management. The relationship between employees and their jobs/company. The relationship between employees and other employees.

MODEL

5 REASONS TO BUILD A STRONG EMPLOYMENT BRAND

Enhance revenues, profits and customer satisfaction

Stand out from competitionGet more out of HR BudgetsDeliver on promises made to employeesHelp employees “Live the Brand”

SUBEX SYSTEMS(A global provider of Operations Support Systems)

Every candidate called into Subex house for a scheduled interview is given a welcome letter. He/she doesn't have to go through the rigmarole of entering the details in the security register, thus being forced to reveal the identity in public though he/she might not want to do so. This makes a very very significant difference in the way the company is perceived. Also, at the end of the interview the person (whether recruited or not) is given a memento for the time they have taken for it.

This helped them enhance their reputation in the marketplace

WIPRO TECHNOLOGIES

They have a program, which is known as “Wings Within’- an internal job posting system. This works well, as their people can apply for jobs in other departments and they do not have to inform their supervisors about it. If selected they can move out and nobody can stop them. This gives people the feeling that they are not buttonholed into a particular type of job.

This practice facilitates greater retention rates as employees do not switch to other organisations.

PHILIPS SOFTWARE CENTER

The practice that needs to be mentioned is the dream project. Dream projects allow every employee to pursue a project of their own interest in the technical area. They invest time while the company given them resources and encouragement. However, the project has to help Philips in some way or the other. It has to be relevant for what Philips is pursuing.

This facilitates their ability to attract specialist talent in a difficult market.

Thus, possesses higher performing employees.

Discovery

Analysis, Interpretation & Creation

Implementation

&

Communicatio

n

Measurement

Maintenance &

Optimization

A Typical Employer Branding Project

Discovery

At this stage an organisation gets a firm fix on how their brand is perceived by their top management, other employees and their external talent markets

They will almost certainly have some of the research data they need already and the current performance is also measured.

ACTIONS TAKEN:

> Employee Survey > Senior Management Workshop > Building rapport with PR teams

Analysis, Interpretation & Creation Stage

This is the critical stage between input and output.

Here, the organsation starts to get a clear picture of interpretation what their organization stands for, offers and requires as an employer – its distinctive value proposition.

ACTIONS TAKEN :

> Overall EVP ( Employee Value Proposition) is defined. > Brand Attributes are defined.

Implementation & Communication Stage

This will be the stage that will showcase the brand to all key stake holders – internal and external.

Here, the organisation makes sure that it actually delivers what it promises. They ensure that the value proposition is one that their current employees can recognize and believe in, and that the candidates and will experience full alignment between what they expect and what they experience.

ACTIONS TAKEN:

> Conduct activities/ workshops to reinforce brand ( internally) > Develop PR as its greatest strength is the credibility it affords

(externally). It also includes Word of Mouth publicizing of the organisation.

Measurement, Maintenance & Optimization Stage

Qualitative research, both external and internal, reassures that the new brand is perceived the way it was intended.

The organisation is able demonstrate improvements on their original baseline measures, and it will be clear to all that optimization the brand is delivering real value.

ACTIONS TAKEN:

> Probe into internal response and change in external perception. > Measuring improvements and retention metrics

Employer Brand

The unique and differentiating promise a business makes to its employees and

potential candidates

Employer Brand

The unique and differentiating promise a business makes to its employees and

potential candidates

Employee experience

Actual delivery of the promise throughout the

employee lifecycle

Employee experience

Actual delivery of the promise throughout the

employee lifecycle

Brand strength

Attraction of the right candidates

Employee engagement and retention

Differentiation from competitors

Brand strength

Attraction of the right candidates

Employee engagement and retention

Differentiation from competitors

+

Attraction of high quality employees is a competitive necessity

Engagement of high quality employees is a bottom line issue

Brand Strength

An example of Employee Engagement

MIND TREE LTD.( An IT services company)

Once in three to four weeks, they call up their employees and give them information as to what is happening. Whenever there is a project win or a customer delivery, they ring the bell in the company to inform everybody. They have the CEO’s snapshots which is released once in two weeks, the in-house magazine, meet the “Mind Tree Minds” (the way they call their employees), where the computer selects some names at random and they meet the senior people to get the right perspective of what they are doing, why they should do it, etc, and to make sure that there is enough interaction.

All these things enhance communication, security, sense of belonging and commitment towards the organization.

BANK OF BARODA

HR Initiatives for building its Brand Strength

» SAMPARK - SOS Employee HELP Line(Employees in distress can directly approach the CMD for immediate relief)

» PARAMARSH- Employees Counseling Centre(Counseling centers for providing psychological assistance and guidance to overcome their stress, complexities and conflicts in order to lead a better life. 

This is totally confidential between the employee and the counselor.

First such center set up at Mumbai where services of professional Clinical Psychologist are available.

Relevant Points about Employer Branding

Employer brands are at least as much about retention and engagement as they are about recruitment.

They’re not just for the big, glamorous MNCs with their own high-profile consumer brands. They’re for every local authority, charity, SME, government department, academic organization that needs to recruit, retain and engage good people

Every employer brand is an investment that should and must demonstrate a return comparable to other forms of business investment.

To prove a brand’s effectiveness and demonstrate its ROI, you need to accurately measure your current performance in recruitment and retention.

Developing an employer brand proves that HR can handle big, strategic projects and issues

One of the keys to a successful brand is to ensure that expectation is fully aligned with the reality of working for your organization.

Your employer brand can give new focus and consistency to your ongoing employee communications.

If employer brands are a big HR issue today, they’ll be even bigger tomorrow as HR IS THE CUSTODIAN OF EMPLOYER BRAND.

Hewitt is one of the world's leading HR consulting and outsourcing companies.Their mission is both simple and ambitious—making the world a better place to work.

The Hewitt Best Employers in Asia is a study that examines people management practices in many of Asia's leading organizations. It provides insights into how organizations can achieve a real competitive advantage through their people, explores what makes an organization a good place to work and identifies a shortlist of Hewitt Best Employers in Asia.

TOP 10 Best Employers in Asia 2009.

HCL Technologies Hindustan Zinc Ltd. Taj Hotels Resorts and Palaces Cisco Systems ITC-Welcomgroup (A division of ITC Ltd.) Intuit Technology Services Pvt Ltd Eureka Forbes Limited

LG Electronics India Pvt Ltd. Domino's Pizza India Ltd Marriott Hotels India Pvt Ltd

(ARRANGED ACCORDING TO RANKS)

Live Case – HCL

HCL completes full circle of world-wide recognition for its Employee First philosophy with Hewitt Best Employer award in India and Asia; CRF 2008 Award in UK; Optimas and Global Services 100 Survey in the U.S.

HCL Technologies Ltd. (HCL), a leading global IT services provider, today announced that it has been named as one of 25 “Best Employers” in Asia and ranked No. 1 “Best Employer” in India by Hewitt in its 2009 Study. Hewitt, the global human resources services company, recognized HCL as an organization focused on refining its human capital programs, empowering its employees and efficiently delivering HR services and processes with fewer resources.

This recognition from Hewitt is the latest in the growing dossier of awards and recognitions for HCL Technologies from across geographies in the past one year. The global acknowledgement comprises “Leader of Human Capital Development” by Global Services 100 Survey for 2009, Optimas Award for HR Innovation in the US, Reader’s Award at FT Arcelor Mittal Boldness in Business Award in Europe and CRF Award for “Top Employers UK 2008”. Adding to the list, HCL also won four award categories in the Asia-Pacific HRD Congress - Global HR Excellence awards 2008 and recognized for its contribution in Global Training and Development at 2008 Employer Branding Award.

HCL’s unique management philosophy of “Employee First” has been recognized worldwide for empowering employees to become the drivers of growth. This approach puts employees on top of the organizational pyramid with the belief that the real value gets created in the interface between customer and employees, and has made the whole organization accountable to the person who has the potential to create this value - the employee.

Employee First follows a five fold approach that gives employees whatever they need to succeed - be it space to grow, time to think, or tools to use. Through various unique initiatives like Career Power, Employee First Councils and ilearn, the endeavor is to create an organization that nurtures leaders and gives employee the freedom to chart their career path.

Online Learning Programmes like Enable@HCL, TechForum, e-Kaksh, and i-Learn complement classroom training. Then, there is the "Learn from Leaders" Programme where senior managers impart valuable lessons to employees.

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