Q. How would you describe employer branding and its relevance in today’s competitive arena?
A. The growth of any company is based on many factors. Of these, two important factors are to retain great employees and attract the best talent. For that, companies need a strong employer brand. As competition turns increasingly fierce, what will differentiate an organisation and allow it to stand apart in the clutter is the calibre of its people.
Q. What exactly makes an employer attractive?
A. An employer becomes attractive based on a combination of factors. It is not necessarily possible to attract good talent by merely shelling out meaty packages and perks. Even if that happens, it does not deliver long-term results and the company finds it difficult to retain the talent. An employer becomes attractive when employees grow and blossom in the office environment. When a company has a good track record of growth stories and when employees do not frown after the weekends are over, then you know the place is attractive. This is possible when each person in the organisation is driven towards perfection. The onus lies on the employer to dig deep and unravel the vision of the employees and help them achieve their dreams. The employer has to be able to cultivate an environment where the staff feels part of a family and each person knows his or her role and responsibility clearly.
Q. What differentiates your organisation’s work culture from other organisations? To what extent has it helped you in attracting the right talent?
A. Our differentiation comes from the fact that we built the organisation around people. The core team has grown over the years with the company. Each individual in this company achieves ten times more productivity than someone in the same role in another organisation. And, for us, fun quotient is important. We try to strike the balance of impulse and expression, individuality and self-pacing.
There is music and laughter in office with the teams working as one cohesive unit. An open office system without seperate cabins allows for constant interaction and camaraderie. A clear feedback and lack of favouritism ensures a zero politics atmosphere.
We have a practise here that any new joinee has to make coffee for everyone regardless of what level he or she join at. This helps break the glass ceiling of ego and builds a connect with the team. We often have music jam sessions in our offices and we invite clients and friends too.
We regularly conduct workshops with coaches that connect teams from all our worldwide offices. It helps them to stay in tune with the vision and values of the company. Teams also regularly attend workshops, seminars and specific skill training programmes. There is a spirit of constant growth that runs through the organisation.
We encourage young interns and trainees to work in the organisation and ensure that they are given live projects and responsibilites to get a feel of real corporate world. These factors have helped us retain employees and also attract talent from across the world. We get applications from prospective candidates regularly at all our offices.
Q. What are the complexities involved in achieving a desired employer brand? What are the factors that directly impact it?
A. The complexities are that many employers do not understand the long-term vision of growth. Without the right people in right places, an organisation is starved of oxygen. May CEOs feel they are the pillars on which the organisations grow, so they do not share their knowledge. To achieve the brand success, an organisation has to create an environment of growth, creativity, transparency and innovation.
Q. Industry players today agree that employees are the brand promoters and play a vital role in building a strong employer brand. What are your views?
A. I completely agree. But, for that to come to fruition, the thinking has to be top down. If an employer lacks the mindset to create a conducive environment for building brand promoters, it is bound to result in failure.
Q. What are the steps you have been taking to become a strong and attractive employer?
A. There are multiple challenges involved. Other companies hunting for our talent pool; people leaving after being groomed for a specific role over the years; or people slipping through the interview radar without being the right fit for the organisation.
Q. What should companies do regarding employer branding?
A. Realise the importance of people.Know the five year vision of each team member. Try to figure out the comfort zone of each individual and what inspires them to change. Ensure they are doing what they are best suited for. Constantly add skill sets and review the progress. Mentor the teams and find mentors for new employees. Reward and appreciate employees for their performance. Do not worry too much about the rules, just work and rely on the trust factor
