Knowing Your Employer Brand Quotient 2016

Transcription

1 Knowing Your Employer Brand Quotient 2016 SECTORAL RESEARCH AND ON STATE OF BRANDING AND BEST PRACTICES ESTABLISHED BY TOP COMPANIES IN EACH SECTOR 1

2 2 Note from Mervyn has been engaging with both multinational and Indian organizations to support them to build an attractive and sustainable employer brand. Our research shows that organizations in various industry segments face challenges that are unique in terms of attracting, engaging, and retaining employees. While attracting talent especially in the Indian context, they encounter the choices that a prospective employee has and also define what they can offer with credibility to a candidate. While engaging employees they find the chaos embedded with culture, generations of work force, hi-potentials, employee experience, and also availability of insider information though media. brand strength, although not conclusive, is a validated approach to understand and measure the brand quotient. I am sure you will find the study interesting and we would be glad to engage in a conversation with you on the results regarding your industry or organization. Look forward to hearing your feedback. You can reach me at mervyn.raphael@peoplebusiness.org Mervyn Raphael Managing Director, NOTE FROM MANAGING DIRECTOR This study has a unique focus understanding the employer brand strength through social media and commonly available data through the internet. The model we have used to assess the employer

3 3 The Research An effective EVP management can bring tangible benefits, including a 20% increase in the pool of potential workers, a four-fold increase in commitment among employees and a 10% decrease in payroll costs The Economist conducted a research on Employer Brand Perception by looking at Employer Attractiveness based on their Online Presence. The study focused on more than 250 companies across different sectors, and how effectively they communicated these EVPs to their employees as well as jobseekers. The study also looked at the employer branding practices prevalent in the top companies for each of the industry sector identified. Employer branding is a crucial tool for organizations as it enables them to extend their image as an employer and a place to work as perceived internally and externally. It helps organizations distinguish themselves from their competition by promoting their strengths, and publishing their values and promises to the prospective employees. The distinct feature of this study is that it is an outside in view of the employer brand based on available data on social media and internet. The report shares distinct characteristics of various industries and practices of organizations. STUDY

4 4 The Model MEASURING BRAND QUOTIENT The 7 essential parameters for measuring employer brand effectiveness STUDY

5 5 Scope No. of Companies Studied 253 No. of Sectors 10 8% 9% 12% 9% 8% 8% Pharmaceuticals 7% BPO IT Captives 15% Conglomerates E-Commerce FMCG & Retail 14% Insurance 10% Banking STUDY NBFC The ratings were done based on available data on the Internet through a moderation process with a group of prospective candidates for each of the sectors.

6 6 Key Highlights has done an extensive research on more than 250 companies spread across sectors such as Pharmaceuticals, Information Technology, BPO, Captives, Conglomerates, FMCG and Retail, E- Commerce, Banking, Insurance and NBFCs. 10% of the companies have managed to score a total of 70 points across all 7 parameters and have a differentiating impact compared to their peers. A major portion, 53%, have scored average, between 40 and 70 out of 100. Captives Centers are among the top attractive sectors with an average score of 58 out 100. These are client-owned-and-operated service delivery centers, typically in a nondomestic, low-cost location, that provide service resources directly to their organization. 68% of them have a clearly defined EVP and 60% of them are sharing their employees experience with culture and EVP on their career portal. Insurance is one of the sectors that need attention with 36.4 as average score. Almost 83% of them have scored below 50 out of 100. Although, most of these organizations had at least an average rating on Glassdoor, they lacked in more than 4 criteria out of 7. Social Media Presence Around 21% of the companies have been effectively communicating with the market place through social media websites like Facebook and LinkedIn. And only 1/10 th of the companies are efficiently using social media for recruitment by making recruitment ads relevant to their EVP. Glassdoor Rating Glassdoor ratings for the companies studied ranges from 2 to 4.6 (out of 5). Almost 41% of the companies have scored 3.5 and more and 39% have scores between 3 and 3.5. This means that less than half of the companies have a good brand perception portrayed by their current and ex employees. The top 10 companies as per their overall scores have a rating ranging from 3.5 to 4.5. EVP Definition and Distinctiveness Only 29% of the companies have a clearly defined EVP laid out on the career portals. And only 55% of these companies have an EVP which is distinct and gives them a differentiating edge over their competitors. 1/3 rd of the companies have a room for improvement on EVP Definition and Distinctiveness. STUDY

7 7 Employer Branding

8 8 Banking STUDY 1. Banking Top 5 Scorers Attraction Drivers Website Design EVP : Brand Promise EVP: Distinctiveness EVP Experience Sharing Glassdoor Rating Social Media Presence Recruitment Communication Total Score ICICI Bank YES Bank Axis Bank IDFC Bank DCB Bank

9 9 of the studied companies have a scope of improvement in their EVP Definition and EVP Distinctiveness of the companies do not share employees experience with EVP on their website No. of Companies: 19 Average Score: Banks may benefit from defining their EVP and sharing employee experiences on their website as EVP communication is felt as a pressing needs STUDY 1. Banking of the companies would benefit by leveraging Social Media and almost all them have minimal online recruitment ads Distinctive EVP Definition EVP Linked to Org. Vision Creative Website Design ICICI Bank s EVP is clearly defined in terms of Learning & Growth opportunities, the work culture, meritocratic work environment and care for employees. YES Bank pursues a strong Employee Value Proposition of Creating & Sharing Value with a vision to build an organization driven by Professional Entrepreneurship. They also talk about their Leadership Programs and employee diversity. IDFC Bank s website is visually appealing with it s creative design and well articulated EVP, which is defined in terms of the opportunity that employees get to transform banking, to excel in their area of expertise and to grow across functions.

10 10 Captive Centers STUDY 2. Captive Centers Top 5 Scorers Attraction Drivers Website Design EVP : Brand Promise EVP: Distinctiveness EVP Experience Sharing Glassdoor Rating Social Media Presence Recruitment Communication Total Score Google Facebook SAP Labs India Microsoft EMC

11 11 of the firms have a clearly defined EVP No. of Companies: 35 Average Score: of companies have scored consistently with above 50% in all the parameters need to work on their Online Recruitment Ads and more than half of the companies need to work on their social media presence Companies would also benefit by distinctively defining their EVP and sharing employees experience with culture on their career website as testimonials. STUDY 2. Captive Centers Impressive Tagline and Website Design Google uses impressive tagline and a website which is simple yet full of useful information and write ups w. Life at Google section emphasizes on its EVP and the impact of each of these aspects is augmented with testimonials from employees. Focus on Meaningful and Exciting Work Facebook s clear proposition of Do the most meaningful work of your career is an appealing call for the prospective employees. The website content is designed in a way that gets the attention of Millennials with creative mindsets seeking exciting careers across globe. Use of Catch Phrases and Social Media SAP Labs attracts the job seekers with certain catch phrases. Their career website looks attractive with explanation on career options, benefits and insights on company culture. They also propagate their EVP through Facebook and LinkedIn with regular updates.

12 12 Recent statistics have revealed that approximately 2 million jobs are posted monthly on social media, mostly on Facebook, Twitter, Google+ and LinkedIn

13 13 Conglomerates STUDY 3. Conglomerates Top 5 Scorers Attraction Drivers Website Design EVP : Brand Promise EVP: Distinctiveness EVP Experience Sharing Glassdoor Rating Social Media Presence Recruitment Communication Mahindra Group Total Score ITC ABG RPG Group Tata Group

14 14 of the companies have a rating of 3.5 and above on Glassdoor of the firms needs to improve on Social Media Presence and Recruitment Communication Almost all the Conglomerates need to communicate actively and consistently on the social media platforms to keep the prospective employees engaged. No. of Companies: 26 Average Score: STUDY 3. Conglomerates of the firms needs to work on their EVP Definition and EVP Distinctiveness Focus on Experience Focus on and Growth Providing Wide Range of Opportunities Mahindra & Mahindra defines its EVP in an innovative way- CAPable, REAL Experience, where CAP defines Mahindra people and REAL defines Mahindra experiences. Building winning businesses. Building business leaders, Creating value for India. These themes resonate consistently in ITC s communication which shows there commitment to nurture talent. Aditya Birla has termed itself as The world of Opportunities where they clearly state the pillars of the EVP of their organization.

15 15 E-Commerce STUDY 4. E-Commerce Top 5 Scorers Attraction Drivers Website Design EVP : Brand Promise EVP: Distinctiveness EVP Experience Sharing Glassdoor Rating Social Media Presence Recruitment Communication Total Score Amazon Urban Ladder Flipkart Quikr PepperFry

16 16 of the companies have a need to define their EVP which is distinctive Less than one-tenth of the companies have scored more than 50% in all the seven parameters of the companies need to improve their Career Websites and more than 85% need to improve their Social Media presence and Recruitment Communications An area of opportunity for the sector as a whole is a more focused and targeted recruitment communication across online and offline channels. Building a robust presence on social media will also boost up their EVP communication to a larger audience No. of Companies: 22 Average Score: 43.6 STUDY 4. E-Commerce Sharing Employee Testimonials Culture promoting Fun and Creativity Strong Culture Promotion Amazon has a clear EVP which says Innovation is our DNA, testimonials from employees across levels, their peculiar Leadership principles, employee network groups Urban Ladder s EVP is Just work your magic- We have no 'workforce', just really great people. The company promises fun, creativity and independence to its prospective employees. Youthful presentation of the website, dedicated sections on Life, Work and Opportunities. Flipkart has an exciting and creative website. Relevant tabs such as Why What Who What address every questions one might be looking for. Their strong promotion of culture through Fliptionary, Awesome First days etc. gives an idea of

17 17 A recent study conducted in 18 countries by Tallulah (2014) concluded that Social Media is the most effective and preferred channel in promoting and enhancing the employers brand. 79% of the firms responded that they will prefer social media for delivering their employer brand, followed by career websites (64%) and referrals (39%) * Tallulah (2014), 76% of Companies Choose Social Media to Communicate Employer Brand, Employer Branding International EBI. Retrieved from companies - choose - social-mediacommunicate-employer-brand/

18 18 FMCG and Retail STUDY 5. FMCG and Retail Top 5 Scorers Attraction Drivers Website Design EVP : Brand Promise EVP: Distinctiveness EVP Experience Sharing Glassdoor Rating Social Media Presence Recruitment Communication Total Score P&G India Apple HUL Godrej Consumer ITC Ltd

19 19 of the companies have an attractive and easy to navigate through career website of companies (only 1) have scored more than 50% in all the parameters of the company need to work on their social media presence and recruitment communications and more than half of the companies need to work on their EVP (definition, distinction and sharing), No. of Companies: 31 Average Score: 53.7 There is a need for EVP to be defined distinctively and manifested strongly and clearly in the social media. This would help recruitment communication resonate better with the target audience STUDY 5. FMCG and Retail Dedicated Career Portal EVP Sharing and Social Media Presence Unique Work-Life P& G has a dedicated portal for careers with interesting sections and very creative design. An interesting section Fit Finder enables the prospective visitors to find a fit that best suits ones career aspirations and interests. Apple claims Do your life s best work, with the whole world watching. They have a dedicated space for their employees to share their experience in the company. A good presence on social media along with EVP propagation on the platform helps them bolster their brand. HUL has a distinct brand promise of creating an environment of growth, flexibility at work, career and growth opportunities. Each testimonial of the work life at HUL is unique. HUL has different sections for professionals and post graduates.

20 20 Information Technology STUDY 6. Information Technology Top 5 Scorers Attraction Drivers Website Design EVP : Brand Promise EVP: Distinctiveness EVP Experience Sharing Glassdoor Rating Social Media Presence Recruitment Communication Total Score Accenture Capgemini HCL Wipro Intuit India

21 21 of the firms have an impressive Website Design which can target their prospective employees better have consistently scored above 50% in all the 7 parameters of the companies have not distinguished their EVP from the competitors and need to share their employees EVP experience Social media presence may be an opportunity area, and could be further scaled up, given the sector employs a large percentage of the millennial population No. of Companies: 37 Average Score: STUDY 6. Information Technology Illustrative Career Portal Interactive Website Content Consistent EVP Accenture has a dedicated portal for careers with illustrative pages referring to themes like- Career innovation, work life balance, PMS & innovation. Capgemini s 10 reasons to join are well laid out and each of the reasons are pictorially represented. Capgemini s impressive oneliners Be the You Be Inspired, Be Valued, Be at Capgemini touches the right chord. HCL s consistent branding of its EVP Ideapreneurship- Employees First Customer Second comes out emphatically across all the channels. It talks about its culture of innovation, where each employee gets an opportunity to ideate.

22 22 IT Enabled Services STUDY 7. ITES Top 5 Scorers Attraction Drivers Website Design EVP : Brand Promise EVP: Distinctiveness EVP Experience Sharing Glassdoor Rating Social Media Presence Recruitment Communication Total Score Accenture BPO HCL Convergys Wipro BPO Teleperformance India

23 23 of the companies have designed an engaging website for prospective employees of the companies need a Well Defined and Distinct EVP No. of Companies: 20 Average Score: 51.8 Companies should benefit by sharing employees experience with EVP on their career portal to give a first hand impression of organization culture STUDY 7. ITES of the companies need to work on their Recruitment Communication Rich Website Content Clearly Defined EVP Employee Opportunities Accenture BPO has a dedicated page giving an overview of their BPO service. On their career website, the focus of all the content is on what you as an individual are interested in and what the company has to offer to help you. Convergys's EVP is clearly defined in Why it is great to work at Convergys", in which they talk about The top reasons to work at Convergys, Discover your career and Benefits at Convergys. The distinctive aspect of Wipro comes out from its opportunities it offers to its BPO employees which it has named as STEP, Career Mosaic and Job posting (IJP) process.

24 24 Employees who perceive their own organizations to be less competitive than other are likely to disengage either by reducing their contributions or by leaving their organizations altogether

25 25 Insurance STUDY 8. Insurance Top 5 Scorers Attraction Drivers Website Design EVP : Brand Promise EVP: Distinctiveness EVP Experience Sharing Glassdoor Rating Social Media Presence Recruitment Communication Total Score Exide Life Insurance Max Life Insurance Cigna TTK Royal Sundaram ICICI Prudential Life Insurance

26 26 of companies have a good outlook as an employers according to their Glassdoor reviews Only one company is using Online Recruitment Ads to communicate with prospective employees of the companies need to improve their EVP Definition, Distinctiveness and Experience Sharing To target appropriate talent pool, Insurance companies need to first define their EVP and share employees experience with organization culture on their career website and through social media No. of Companies: 23 Average Score: STUDY 8. Insurance Distinctive Brand Promise Empowering Employees Clearly Defined EVP Exide Life Insurance s brand promise is explicitly stated and the EVP Space To Perform. Opportunity to Grow" is the central theme around which the various other elements are built. Their website is highly interactive with video on Long and happy career. Max Life s value proposition is to give their prospect employees learning and growth opportunities, values system, ability to influence change and having fun at work. Their "Employee Speak' section has stories on experience sharing where they get to speak on culture and satisfaction at work. Cigna TTK s EVP Healthy Careers Healthy Returns, is very distinctive and is well defined and explained throughout the website. It also comes out very elaborately on their recruitment ads in Why Us? section.

27 27 Non Banking Financial Services STUDY 9. NBFC Top 5 Scorers Attraction Drivers Website Design EVP : Brand Promise EVP: Distinctiveness EVP Experience Sharing Glassdoor Rating Social Media Presence Recruitment Communication Total Score Mahindra Finance Aditya Birla Finance Bajaj Finserv GE Capital Reliance Capital

28 28 of the firms have an attractive career website which can target attract prospective employees of the companies need to work on their EVP Definition and Distinctiveness of the companies have a below par Social Media presence and need to work on their Online Recruitment Ads A clearly defined and distinctive EVP is a need of the hour for NBFCs. Once done, they should use social media as a tool to connect with their prospective employees and design their recruitment ads to connect with the target audience No. of Companies: 20 Average Score: STUDY 9. NBFC Sharing Brand Proposition Promotion of Career Opportunities Investment in Mahindra Finance promotes its EVP through Corporate videos which showcases how it has emerged as a Great Place to Work and highlights the business achievements of the organization through dedication, motivation and performance of its people. Aditya Birla s EVP clearly emphasizes on the World of opportunities available for its employees, by articulating the unique opportunities in learning, career development, recognition, challenging assignments and well-being. GE Capital has defined its EVP in terms of the investment it makes in people through learning and training in a diverse and inclusive environment. The biggest distinguisher for GE Capital is the leadership development and training opportunities provided at Crotonville.

29 29 Pharmaceutical STUDY 10.Pharmaceutical Top 5 Scorers Attraction Drivers Website Design EVP : Brand Promise EVP: Distinctiveness EVP Experience Sharing Glassdoor Rating Social Media Presence Recruitment Communication J&J Total Score Dr. Reddy Abbott India Pfizer Syngene

30 30 of the companies have an attractive career website interface Less than a quarter of the company were able to score consistently above 50% marks in all the 7 parameters of the firms need to work on their EVP Definition, EVP Experience Sharing and Recruitment. Two third of the firms do not have any employee experience shared on their website Employees experience through testimonials or videos and recruitment advertisements in line with their EVP should help the companies improve their employer brand quotient No. of Companies: 21 Average Score: STUDY 10.Pharmaceutical Sharing EVP on Social Media Sharing Employee Experience Communicating Value Proposition J&J has clearly defined its EVP in terms of opportunities, innovation, challenges and impact. Their EVP messaging through social media and employees testimonial also are pretty strong. Dr. Reddy s EVP is clearly defined as Empowered people, Exceptional results with testimonials on employees talking about their experiences working for Dr. Reddy s. Abbott has a stable and steady communication of the EVP theme- Impacting lives and transforming careers on their website.

31 31 EB APPROACH BRAND AUDIT EVP DEFINITION BRANDING APPROACH PB s 4 phase approach to Employer Branding Outside-In and Inside-Out view of the organization through various stakeholders such as alumni, campus, media, offer rejects, current employees, social media. Employer Value Proposition and its Key Pillars, which are distinct from the competitors and grounded in reality yet aspirational EVP COMMUNICATION EVP ACTIVATION Both internally and externally supported by Employer Brand Guidelines and communication plans Activating the employee experience by aligning the Hire to Retire processes to the EVP

32 32 (PB) is a global human resource management consulting firm focused on improving the performance capabilities and business results of our client organizations. We provide performance and talent management solutions through efficient, customized, implementable consulting services. We are committed to partnering with our clients to ensure the right targeted approach to their organizational objectives, issues, culture and environment. Our USP is our strong execution-focus and the level of customization that we offer. ABOUT PEOPLE BUSINESS Our research and thoughts have been published in the Harvard Review, The New York Times, Wall Street Journal, Week, The Economist, Fast Company, Fortune, The Harvard Management Update, Inc. magazine, The International Journal of Management Reviews. Contact Details Please reach out to Irfana Khan at irfana.khan@peoplebusiness.org Mobile: Location Details Bangalore in (India) Pvt. Ltd. Gold Signature, #95, 2nd floor, Plot#5 Mosque Road, Frazer Town Bangalore Ph: / 22 Mumbai 4th floor, Malkani Chambers Off Nehru Road, Opp Air Link Hotel Near Domestic Airport Vile Parle (E), Mumbai Ph: Delhi No 312 E, 3rd Floor Centrum Plaza, Sector 53 Gold Course Road Gurgaon, Haryana Ph no: