In the timeless narrative of To Kill a Mockingbird by Harper Lee, the protagonist Atticus Finch, a man of profound wisdom and integrity, teaches his daughter Scout a lesson
that resonates through generations:
“You never really understand a person until you consider things from his point of view…until you climb into his skin and walk around in it.” This powerful statement emphasises the essence of listening—not merely hearing words, but understanding and
empathising with the speaker. This concept is not just pivotal in personal
relationships but is also a cornerstone in the realm of employer branding.
As thought leaders in the ever-evolving corporate landscape, we must recognise (and attribute) that the ability to listen is an invaluable asset and unquestionably all-pervasive. In an era where employees seek more than just paychecks, where they yearn for a sense of belonging, purpose, and respect, listening becomes the key to
unlocking a thriving work culture.
It is through listening that employers can truly understand their workforce’s
needs, aspirations, and concerns, paving the way for a brand that resonates authentically and powerfully both within and outside the company.
Deloitte’s 2024 Report concerning Millennials and Gen Z clearly states that young talent sticks to a place where they feel more valued and aligned. By embracing diverse
perspectives and experiences, organisations foster an environment rich in creativity and understanding. This approach promotes inclusivity in decision-making, enhances
problem-solving capabilities, and ensures that all employees feel valued
for their unique contributions.
In this context, technology, too, plays a comprehensive role in building a
modern employer brand. Leveraging advanced tools for communication and
collaboration can streamline processes, enhance engagement, and ensure that
every voice is heard, regardless of geographic location. By integrating
technology thoughtfully, employers can create a more connected and responsive culture.
For this edition of the magazine, the All Things Talent team spoke exclusively
to 15 key leaders from various industries to understand how they arebuilding culture, values, and employeesatisfaction in their respective associations. Some of these leaders
are championing DEI efforts in their industries, some are leading the ‘happy
employee cause’ and some are pivotal in creating a safe working space for
the workforce.
Flipkart’s EVP Ensured it Engaged its Women Employees
Flipkart was one of the top-rated companies for this year’s AmbitionBox Employee Choice Awards in the Internet/Product category. With close to 4 ratings in metrics like skill development, work-life balance, and security, brand showed the importance
of maintaining a strong connection with its employees. Flipkart’s VP–HR,
Dr Varadharaju Janardhanan speaks about showcasing their brand on
platforms like Naukri and AmbitionBox.
In its report for India’s Best Places to Work–Retail, Great Place to Work highlights Flipkart’s work to empower women in the workplace and how it helped them better for their female attrition rates. Their commitment to this cause is further strengthened by
the bold and audacious program that aims to address women’s attrition rates
in the workforce. Every fortnight, the stakeholders come together to review
women employees’ attrition data, identify challenges, and design interventions required to control/bring down female attrition.
Amazon Excelled its Employer Branding
Amazon excelled in its employer branding in the last few years. Its company culture was a much-talked-about affair on the employee review site AmbitionBox. It has been rated 4.2 by the women employees in culture and 4.1 by male employees. This rating
speaks volumes about the efforts made by the product giant in its Indian
workspace.
Genpact Worked on its Employees and Created an Employee-First Culture
Genpact is changing the narrative to produce happier employees and is
striving to be an employee-first organisation. Its women’s leadership and Pay-it-forward mentorship program have been the talk of the town. As Ritu Bhatia, Global Hiring Leader for Genpact mentions that in 2023, 87% of their female employees in India and
92% in the Philippines returned to work after their maternity leave. Its global
workforce completed approximately 10 million training hours on Genome this
year, consecutively for the fourth year.
Sony India Crossed the 90 Mark in the Employee Satisfaction Index
Consistent efforts in cultivating a culture resulted in Sony crossing the 90
mark on Employee Satisfaction Index. The CHRO, Sanjay Bhatnagar attributes
this success to the introduction of policies like menstrual leave, hybrid
work, and consistent policy efforts focused on its people.
Lenovo’s Work for Humankind Captured the Gen-Z Pulse
With its Meet Your Digital Self project, Lenovo aims to address the challenges
young people face when living different lives in the real world versus online. As
company’s Global Employer Brand Manager, Mrinalini Nayak points out
that the experiment facilitated impactful, heartfelt conversations between the
participants, their family members, and the avatars–conversations that might
not have happened otherwise, in real life.
Diversity Hiring Saw a Jump of 30-35% in the Last 5 Years
While DEI continues to be one of the key discussions and decisions in the
corporate world. Almost every organisation is actively pursuing various strategies to enhance women’s representation in the workplace. As per this report by NLB Services, DE&I hiring in India increased by over 25% between 2022 and 2023, reflecting a
strong commitment to diversity hiring among companies.
Godrej Leading with the Diversity Baton with its DEi Lab
While leading the Inclusivity and Diversity efforts at Godrej DEi Lab,
Parmesh Shahani has achieved what most people have only dreamt of. It has
become a safe space for the people from the community to work and showcase their talent. The company intends to have 5% more hire of its workforce from the LGBTQIA+ community for the upcoming Godrej Consumer Products factory in TamilNadu. It has employed 100+ LGBTQIA+ individuals across businesses at the Godrej Industries Group.
Thoughtworks is Creating its Blueprint for Reshaping the DEI Efforts
With initiatives like Interning with Pride and The Mitra Collective being led by
ThoughtWorks LGBTQ+ employees, this company is changing the tech space to
be more inclusive for a person from the community. This also includes covering
same-sex partners in the medical coverage, offering inclusive parental
policy.
The Importance of Employee Feedback
And while we speak of the importance of the culture, employee feedback holds equal importance. In one of the polls All Things Talent did on the Naukri App, 42% of job seekers mentioned that they will always ask for feedback from current or former employees before accepting a job offer.
Prospective employees place significant value on the experiences and opinions of those already within the company. Positive feedback can serve as a powerful endorsement, enhancing the company’s reputation and attractiveness to top talent.
WNS’ Open Door Policy Helping Gen Z Associate with Work
With 46% women professionals, 24% women leaders, and 44% women board
members, WNS Global boasts of its open door policy where people have a
direct voice in the matters of the organisation. SVP, Adil Nargolwala mentions that each of their 60,000+ employees is involved in their daily decision-making and their feedback
forms the bedrock of their mission.
The Naukri Impact
In today’s competitive job market, attracting top talent is a significant
challenge. As Saurabh Singhla, CHRO for upGrad, notes, “Top talent is often
passive rather than active job hunting. Attracting such rare talent requires
effective employer branding.” He highlighted how platforms like Naukri
and AmbitionBox have been instrumental in acquiring great talent while
showcasing their brand. This sentiment is also echoed by Flipkart’s VP of HR,
Dr Varadharaju Janardhanan, who also recognises the importance of strategic
employer branding in attracting exceptional candidates.
In this latest edition of the magazine that you’re holding, we delve into the
transformative power of listening within the framework of employer branding.
You will find conversations with hiring connoisseurs, interesting anecdotes,
and special insights into the nitty-gritty of employer branding. Just as Atticus
Finch’s empathy and understanding left an indelible mark on Scout and the
readers of To Kill a Mockingbird, so too can a commitment to listening leave a
lasting impact on your brand.
