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 competition
 Get more out of HR Budgets
 Deliver on promises made to employees
 Help 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.
 A Typical Employer Branding Project

Analysis, Implementation Measurement

Discovery Interpretation & & Maintenance &
Creation
Communication Optimization
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
Brand Strength

Employer Brand Employee Brand strength

The unique and
+
differentiating promise
a business makes to promise throughout the
its employees and
potential candidates
experience Attraction of the right
candidates
Actual delivery of the
Employee engagement and
retention
employee lifecycle
Differentiation from
competitors

 Attraction of high quality employees is a competitive necessity

 Engagement of high quality employees is a bottom line issue
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.
 360 Degree Feedback
 HCL Comet
 Job Rotation
 Smart Service Desk (SSD )
 MyXtraMiles
 i-gen
 Work-life Balance
 Awards
 i-Perform
 Employee Benefits
 Mindia Tech Experts
 Profit Sharing
 EHD team
 THANKS
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