"How to develop into an Employer of Choice" - BEST HR PRACTICES - EMPLOYER BRANDING
"Employer Branding" sets up the uniqueness of the firm as an employer. It labels the firm's principles, systems, strategies, and behaviors towards the objectives of attracting and retaining the firm's existing and prospective human resources.
The employer brand is genuine only if it replicates the business and represents the identity, mission, and values. Unless employees live the organization's values, investment in external branding will be wasted.
VISION FOR BEING AN EMPLOYER OF CHOICE
To create a company:
- Where people work with a smile on their faces and dreams in their eyes
- Where your views can be generously voiced and are received with an open mind
- Where you know whenever you need help, there is a family of 1000 members waiting to help you out
ORGANIZATIONAL EXCELLENCE MODEL
25 BEST PLACES TO WORK FOR IN INDIA: A CASE STUDY
1. FedEx Corporation
2. Sapient Corporation Private Limited
3. National Thermal Power Corporation Limited
4. Honeywell Technology Solutions Lab Pvt Ltd
5. RMSI Private Limited
6. JW Marriott Hotel Mumbai
7. CSC
8. Sasken Communication Technologies Limited
9. MindTree Consulting Private Limited
10. Dabur India Ltd
11. Aztec Software & Technology Services Ltd
12. Godrej Consumer Products Ltd
13. Aviva Life Insurance Company India Pvt. Ltd.
14. Philips Software Centre Pvt. Ltd
15. Adobe Systems India Pvt Ltd
16. Classic Stripes Pvt Ltd
17. FORBES MARSHALL GROUP
18. Intel Technologies India (Pvt.) Ltd.
19. Intel Technologies India (Pvt.) Ltd.
20. American Express Service Center
21. Infosys Technologies Ltd.
22. Cadbury India Limited
23. PSI Data Systems Ltd
24. Ajuba Solutions (India) Pvt. Ltd.
25. Glaxo SmithKline Consumer Healthcare Ltd
CRITERION FOR BEING THE BEST
Source: Business World "Most Respected Companies Survey 2006"
1. Innovativeness
2. Quality and Depth of Management
3. Financial Performance
4. Ethics and Transparency
5. Quality of Products and Services
6. People Practices and Talent Management
7. Global Competitiveness
IMPORTANCE OF EMPLOYER BRANDING
An exclusive survey of 1,889 people with accountability for recruitment divulges that 95% of respondents believe employer branding is 'important'.
Creating a distinctive trade name for an employer helps position the company as an employer of choice. It is a distinguishing and relevant opportunity for a company to distinguish itself from the competition.
It is significant for the reason that it is the capacity to convey the brand assurance - that optimizes recruitment of talent pool and speculation as it fosters existing employees' efficiency, rendezvous, trustworthiness, and withholding. It is a vital strategic driver. That's why employer branding is showing up as a vital aspect in HR budgets. Savvy companies are compiling dynamic strategies of innovative elements - such as a lesser-known but highly innovative employment brand driver-PR for HR
Largely it can be said that employer branding is important because of the following facts:
- It furnishes the organization with a competitive lead.
- It's an instrument to magnetize, engage, and retain the "right fit."
- Superior human-capital practices produce greater shareholder worth at companies around the world.
Hence 'Best Employers' benefit from a better pool of talent from which to select employees, reduce employee turnover, lower the absenteeism rate, increased customer contentment, elevated financially viable profits, and better sustainability in the prologue of business confrontation.
WHAT MAKES A BEST EMPLOYER - THE BEST HR PRACTICES
- Consistently enthuse great performance from the employee populace
- Swerve out of their way to ensure employees sense being esteemed
- Administer their business in ways that put up long-standing success and sustainability
EMPLOYEE ENGAGEMENT
The state in which individuals are psychologically and rationally committed to the organization
Few of favored HR Practices in India:
- Pay and Benefits - Employee discernment of whether or not they are remunerated fairly for their offerings and analogous to the industry.
- Career Opportunities - Employee perceptions of their future at the company
- Ethnicity at work
- Confidence in immediate overseer and senior management
- Work errands - logical workload
- Sense of personal accomplishments
- Regular response as well as feedback on performance
CHARACTERISTICS OF TODAY'S EMPLOYEES
- Sovereignty - Career belongs to the individual and not the company and expects to be treated individually.
- Desire to seize greatest responsibilities.
- Prefer to research and explore novel opportunities, lofty risk-takers with higher ambitions and expectations.
- Dedicated to Work-Life equilibrium - desires agile schedules and gregarious workplaces.
- Aware of market realities.
- Elevated proclivity to switch jobs
- Industrially dexterous (techno-savvy)
- Want to be heard
- Value acquaintance and skill-building, not tenure.
- Want companies to offer tools and programs to perk up their competencies and abilities.
- Bond with a mentor
WHAT THE LEADING COMPANIES DO
HERO HONDA
- Pursue the value system
- Encourage Employee Participation
- The company assumes communication is the key
- There are cross-functional teams.
- The company participates in Hewitt Associates - CNBC TV-18: Best Employer Survey
- Human Resource Department looks after employer branding
- Company confers with IIM's, MDI Professors for Public Relation
- The company sturdily deems that participating and conducting quizzes, events, family get-together plays an important role in employer branding
- The company makes certain that the employees are made conscious of how the company handles competition, also inform employees regarding the different products and services that are provided by the company
- The company conducts an employee engagement survey with GALLUP
MARUTI UDYOG LIMITED
- Maruti retains the top position in the auto industry
- They consider employees as a part of the family, which creates a bonding and helps in employer branding
- They have a periodical called Gatirang, which contains articles on motivation, etc., by prominent persons and authors, which helps in the intensification of organizational learning and carries the brand.
- Maruti leads corporate India's efforts in Road Safety, which helps in building the employer brand
- There is a particular e-mail id where employees can e-mail their views.
- Maruti has also set up Maruti Employee's Education Trust (MEET), which is a step for CSR.
- For employer Branding, the company sets up stalls at Pragati Maidan in Auto Expo, etc.
- The company believes that Job Rotation, Rewards, and Recognitions, Competitive salary help in the escalation of the Employer Brand.
TATA
- Compensation based on the Economic Value Added (EVA) model
- Very high-quality mentoring program - Part of Job profile for HR people
- Tata Sigma XTM Project Execution Coaching under the guidance of experienced TATA Master Black Belts (MBBs) and Black Belts (BBs) enables the organization to overcome barriers to successful Six Sigma deployment.
- The organization has a code for ethical practices.
- Campus accreditation process is used for recruitment on campuses
- Training imparted is considered to be the best in the industry
- Exciting growth opportunity, also send employees abroad more frequently
SASKEN COMMUNICATION TECHNOLOGIES
- Employees passionate about working for a turnaround company
- Job Content is challenging and satisfying
- Zero monitoring environments - each employee is held accountable for his work.
- Open policies and processes
- Open to ideas and suggestions
- Ranks high on work culture
- No special reservations for anyone, i.e., every employee treated equally
- Compensation split under the same heads for every employee
- Celebrates festivals and birthdays as one big family.
- Senior executives' rewards linked to EVA
- Corporate credo is "People First".
- Flexi-time options
- The company has an Extensive performance measuring scheme and incentive policies
- Hibernation Policy, which states that, after completing 4 years of service, an employee is entitled to acquire a vacation of 6-weeks to rethink and re-plan his/her career or just to take a break, relax and rejuvenate
NATIONAL THERMAL POWER CORPORATION
- Believe in 4 Blocks of HR: Competence building, Commitment building, Culture building, and Systems building.
- HR Vision - To make NTPC a learning Organization
- "Executive Trainee" Scheme for recruitment into various disciplines. There is also a comprehensive one-year training comprising theoretical inputs and on-the-job training.
- The new recruits are attached to Senior Executives under a systematic and formal 'Mentoring System'.
- NTPC Open Competition for Executive Talent (NOCET) is organized every year in which teams of executives compete annually through oral and written presentation on a topical theme.
- Forums for knowledge sharing and discussions like Professional Circles and Quality Circles have been set up. Management journal called Horizon.
- Has a strong employee welfare, health & well-being, and social security systems leading to a high level of commitment.
- Has provided beautiful townships with all amenities such as educational, medical, and recreational opportunities for employees and their family members.
- A culture of celebrating achievements and a strong focus on performance.
- They practice post-employment training.
- Shell Hellen Keller Award National Centre for Promotion for Employment for Disabled People - Has won it twice.
SAPIENT CORPORATION
- Sapient Corporation: Sapient organizes an annual event known as Silent Auction. Sapient employees offer a host of objects or services
"Employer Branding" sets up the uniqueness of the firm as an employer. It labels the firm's principles, systems, strategies, and behaviors towards the objectives of attracting and retaining the firm's existing and prospective human resources.
The employer brand is genuine only if it replicates the business and represents the identity, mission, and values. Unless employees live the organization's values, investment in external branding will be wasted.
VISION FOR BEING AN EMPLOYER OF CHOICE
To create a company:
- Where people work with a smile on their faces and dreams in their eyes
- Where your views can be generously voiced and are received with an open mind
- Where you know whenever you need help, there is a family of 1000 members waiting to help you out
ORGANIZATIONAL EXCELLENCE MODEL
25 BEST PLACES TO WORK FOR IN INDIA: A CASE STUDY
1. FedEx Corporation
2. Sapient Corporation Private Limited
3. National Thermal Power Corporation Limited
4. Honeywell Technology Solutions Lab Pvt Ltd
5. RMSI Private Limited
6. JW Marriott Hotel Mumbai
7. CSC
8. Sasken Communication Technologies Limited
9. MindTree Consulting Private Limited
10. Dabur India Ltd
11. Aztec Software & Technology Services Ltd
12. Godrej Consumer Products Ltd
13. Aviva Life Insurance Company India Pvt. Ltd.
14. Philips Software Centre Pvt. Ltd
15. Adobe Systems India Pvt Ltd
16. Classic Stripes Pvt Ltd
17. FORBES MARSHALL GROUP
18. Intel Technologies India (Pvt.) Ltd.
19. Intel Technologies India (Pvt.) Ltd.
20. American Express Service Center
21. Infosys Technologies Ltd.
22. Cadbury India Limited
23. PSI Data Systems Ltd
24. Ajuba Solutions (India) Pvt. Ltd.
25. Glaxo SmithKline Consumer Healthcare Ltd
CRITERION FOR BEING THE BEST
Source: Business World "Most Respected Companies Survey 2006"
1. Innovativeness
2. Quality and Depth of Management
3. Financial Performance
4. Ethics and Transparency
5. Quality of Products and Services
6. People Practices and Talent Management
7. Global Competitiveness
IMPORTANCE OF EMPLOYER BRANDING
An exclusive survey of 1,889 people with accountability for recruitment divulges that 95% of respondents believe employer branding is 'important'.
Creating a distinctive trade name for an employer helps position the company as an employer of choice. It is a distinguishing and relevant opportunity for a company to distinguish itself from the competition.
It is significant for the reason that it is the capacity to convey the brand assurance - that optimizes recruitment of talent pool and speculation as it fosters existing employees' efficiency, rendezvous, trustworthiness, and withholding. It is a vital strategic driver. That's why employer branding is showing up as a vital aspect in HR budgets. Savvy companies are compiling dynamic strategies of innovative elements - such as a lesser-known but highly innovative employment brand driver-PR for HR
Largely it can be said that employer branding is important because of the following facts:
- It furnishes the organization with a competitive lead.
- It's an instrument to magnetize, engage, and retain the "right fit."
- Superior human-capital practices produce greater shareholder worth at companies around the world.
Hence 'Best Employers' benefit from a better pool of talent from which to select employees, reduce employee turnover, lower the absenteeism rate, increased customer contentment, elevated financially viable profits, and better sustainability in the prologue of business confrontation.
WHAT MAKES A BEST EMPLOYER - THE BEST HR PRACTICES
- Consistently enthuse great performance from the employee populace
- Swerve out of their way to ensure employees sense being esteemed
- Administer their business in ways that put up long-standing success and sustainability
EMPLOYEE ENGAGEMENT
The state in which individuals are psychologically and rationally committed to the organization
Few of favored HR Practices in India:
- Pay and Benefits - Employee discernment of whether or not they are remunerated fairly for their offerings and analogous to the industry.
- Career Opportunities - Employee perceptions of their future at the company
- Ethnicity at work
- Confidence in immediate overseer and senior management
- Work errands - logical workload
- Sense of personal accomplishments
- Regular response as well as feedback on performance
CHARACTERISTICS OF TODAY'S EMPLOYEES
- Sovereignty - Career belongs to the individual and not the company and expects to be treated individually.
- Desire to seize greatest responsibilities.
- Prefer to research and explore novel opportunities, lofty risk-takers with higher ambitions and expectations.
- Dedicated to Work-Life equilibrium - desires agile schedules and gregarious workplaces.
- Aware of market realities.
- Elevated proclivity to switch jobs
- Industrially dexterous (techno-savvy)
- Want to be heard
- Value acquaintance and skill-building, not tenure.
- Want companies to offer tools and programs to perk up their competencies and abilities.
- Bond with a mentor
WHAT THE LEADING COMPANIES DO
HERO HONDA
- Pursue the value system
- Encourage Employee Participation
- The company assumes communication is the key
- There are cross-functional teams.
- The company participates in Hewitt Associates - CNBC TV-18: Best Employer Survey
- Human Resource Department looks after employer branding
- Company confers with IIM's, MDI Professors for Public Relation
- The company sturdily deems that participating and conducting quizzes, events, family get-together plays an important role in employer branding
- The company makes certain that the employees are made conscious of how the company handles competition, also inform employees regarding the different products and services that are provided by the company
- The company conducts an employee engagement survey with GALLUP
MARUTI UDYOG LIMITED
- Maruti retains the top position in the auto industry
- They consider employees as a part of the family, which creates a bonding and helps in employer branding
- They have a periodical called Gatirang, which contains articles on motivation, etc., by prominent persons and authors, which helps in the intensification of organizational learning and carries the brand.
- Maruti leads corporate India's efforts in Road Safety, which helps in building the employer brand
- There is a particular e-mail id where employees can e-mail their views.
- Maruti has also set up Maruti Employee's Education Trust (MEET), which is a step for CSR.
- For employer Branding, the company sets up stalls at Pragati Maidan in Auto Expo, etc.
- The company believes that Job Rotation, Rewards, and Recognitions, Competitive salary help in the escalation of the Employer Brand.
TATA
- Compensation based on the Economic Value Added (EVA) model
- Very high-quality mentoring program - Part of Job profile for HR people
- Tata Sigma XTM Project Execution Coaching under the guidance of experienced TATA Master Black Belts (MBBs) and Black Belts (BBs) enables the organization to overcome barriers to successful Six Sigma deployment.
- The organization has a code for ethical practices.
- Campus accreditation process is used for recruitment on campuses
- Training imparted is considered to be the best in the industry
- Exciting growth opportunity, also send employees abroad more frequently
SASKEN COMMUNICATION TECHNOLOGIES
- Employees passionate about working for a turnaround company
- Job Content is challenging and satisfying
- Zero monitoring environments - each employee is held accountable for his work.
- Open policies and processes
- Open to ideas and suggestions
- Ranks high on work culture
- No special reservations for anyone, i.e., every employee treated equally
- Compensation split under the same heads for every employee
- Celebrates festivals and birthdays as one big family.
- Senior executives' rewards linked to EVA
- Corporate credo is "People First".
- Flexi-time options
- The company has an Extensive performance measuring scheme and incentive policies
- Hibernation Policy, which states that, after completing 4 years of service, an employee is entitled to acquire a vacation of 6-weeks to rethink and re-plan his/her career or just to take a break, relax and rejuvenate
NATIONAL THERMAL POWER CORPORATION
- Believe in 4 Blocks of HR: Competence building, Commitment building, Culture building, and Systems building.
- HR Vision - To make NTPC a learning Organization
- "Executive Trainee" Scheme for recruitment into various disciplines. There is also a comprehensive one-year training comprising theoretical inputs and on-the-job training.
- The new recruits are attached to Senior Executives under a systematic and formal 'Mentoring System'.
- NTPC Open Competition for Executive Talent (NOCET) is organized every year in which teams of executives compete annually through oral and written presentation on a topical theme.
- Forums for knowledge sharing and discussions like Professional Circles and Quality Circles have been set up. Management journal called Horizon.
- Has a strong employee welfare, health & well-being, and social security systems leading to a high level of commitment.
- Has provided beautiful townships with all amenities such as educational, medical, and recreational opportunities for employees and their family members.
- A culture of celebrating achievements and a strong focus on performance.
- They practice post-employment training.
- Shell Hellen Keller Award National Centre for Promotion for Employment for Disabled People - Has won it twice.
SAPIENT CORPORATION
- Sapient Corporation: Sapient organizes an annual event known as Silent Auction. Sapient employees offer a host of objects or services