INSPIRED PEOPLE' INSPIRING RESULTS'

1
INSPIRED PEOPLE. INSPIRING RESULTS.
EMPLOYER BRANDING EFFECTIVE STRATEGIES TO BE AN
EMPLOYER OF CHOICE
JULY 2008
2
INSPIRED PEOPLE. INSPIRING RESULTS.
INDUSTRY AND HR AWARDS

• Ranked among the Top 100 Offshore Companies in
  the world by Managing Offshore and Neo IT
• Identified as a Rising Star by The
  International Association of Outsourcing
  Professionals (IAOP), in The Global Outsourcing
  100 list for 2006 and 2007 and published by
  Fortune Magazine
• Ranked 1 as The Top Healthcare Revenue Cycle
  Management Outsourcing Vendor in 2006 by The
  Black Book of Outsourcing
• Among The Best Employers in India for 2007
  (Hewitt Associates-The Economic Times)
• Among The Best Workplaces in India
  (2005/2006/2007) (Great Places to Work Institute
  Inc, US - The Economic Times)
• Among Best BPO Employers in India (2005/2006/
  2007) (IDC Dataquest)
• Among The Top Emerging Exciting Places to Work
  for (NASSCOM-Grow Talent)

3
INSPIRED PEOPLE. INSPIRING RESULTS.
AJUBAS EMPLOYER BRANDING JOURNEY INITIAL
CHALLENGES

• Relatively unknown brand (impacting hiring,
  retention)
• Lack of sense of pride (impacting engagement,
  retention)
• Employee Value Proposition not clearly spelt out
  (impacting hiring, retention)
• Non-integrated HR processes inconsistent
  experience for employees
• High attrition in voice processes (impacting
  staffing costs, quality of services)
• Negative perception of BPOs (impacting hiring)

4
INSPIRED PEOPLE. INSPIRING RESULTS.
AJUBAS EMPLOYER BRANDING JOURNEY

• Solidified the Employee Value Proposition (EVP)
  framework
• Established a core Brand Ambassador Team
• Created Branding Kits
• For Campus programs (branded as ACE, Ajuba Campus
  Engagement)
• For recruitment consultants
• For job fairs
• Established State-of-the-Art recruitment center
• Standardized the recruitment process and reduced
  cycle time to provide a uniformly pleasant
  experience
• Evolved internal and external branding programs
• Revamped HR processes based on core values and
  the EVP framework

WORK ON ALL TOUCH POINTSIN THE EMPLOYEE LIFECYCLE
5
INSPIRED PEOPLE. INSPIRING RESULTS.
AJUBAS EMPLOYER BRANDING JOURNEY
CREATING THE EMPLOYEE VALUE PROPOSITION
FRAMEWORK
6
INSPIRED PEOPLE. INSPIRING RESULTS.
AJUBAS EVP
Career in US Healthcare Revenue Cycle Management
(niche area)
Best-in-class people practices based on core
values
Award winning workplace (feature consistently in
almost all major HR award lists)
7
INSPIRED PEOPLE. INSPIRING RESULTS.
8
INSPIRED PEOPLE. INSPIRING RESULTS.
9
INSPIRED PEOPLE. INSPIRING RESULTS.
RECRUITMENT BRANDING
10
(No Transcript)
11
INSPIRED PEOPLE. INSPIRING RESULTS.
EMPLOYEE ENGAGEMENT
12
INSPIRED PEOPLE. INSPIRING RESULTS.
CARE AND WELLNESS
13
INSPIRED PEOPLE. INSPIRING RESULTS.
LEARNING AND DEVELOPEMENT
14
INSPIRED PEOPLE. INSPIRING RESULTS.
BENEFITS FROM OUR EMPLOYER BRANDING PROGRAM

• 48 women in our workforce one of the highest
  in the BPO industry
• 31 of our recruitments are from Employee
  Referrals
• High Engagement Score (Grow Talent Villanova
  Retention Study)
• Reduced attrition 30 in voice processes
• High retention among leaders (95)
• Number of employees re-joining us

MEASURE THE ROI ON YOUR EMPLOYER BRANDWHAT YOU
DONT MEASURE, YOU CANT IMPROVE!
15
INSPIRED PEOPLE. INSPIRING RESULTS.
CREATING AN EMPLOYER BRAND - CRITICAL SUCCESS
FACTORS

• Find your USPs as an organization and as an
  employer find your differentiators vis-à-vis
  competition.
• Build your organization and people practices on
  core values
• Align your entire leadership to your culture and
  values
• Build the EVP around your particular context no
  cookie-cutter approach!
• Attract the right talent, not necessarily the
  best
• Dont rest on your laurels continually benchmark
  and improve

ENSURE EMPLOYEES EXPERIENCE IS CONSISTENT WITH
THE BRAND PROMISE
16
INSPIRED PEOPLE. INSPIRING RESULTS.
PITFALLS TO AVOID

• An employer brand is not a mere advertisement or
  slogan
• Do not merely replicate someone elses employer
  brand strategy
• Do not create an EVP merely to just attract, but
  also to retain

FIND YOUR DIFFERENTIATORS
17
INSPIRED PEOPLE. INSPIRING RESULTS.
THANK YOU