India’s startup ecosystem has been experiencing a fast development fee, with the nation rising because the third-largest startup hub globally, posting report income of $227 billion in 2022, in keeping with Mint.
This development has led to a extremely aggressive marketplace for expertise, making it important for firms to have sturdy employer branding and a sexy Employer Worth Proposition (EVP) to stay aggressive.
To realize insights into creating an efficient EVP in such a fast-paced surroundings, we caught up with Malliga Rajkumar, the Senior Director of HR and Expertise Branding Lead at Flipkart, one of many largest e-commerce platforms in India based mostly in Bangalore, which started as a startup 15 years in the past with a group of 200 individuals.
The Journey of a Bangalore Tech Firm
As a 30,000-strong group serving 150 million clients throughout all of India, Flipkart is named the “startup of startups,” with alums happening to discovered their profitable tech enterprises. Regardless of its measurement, the startup ethos of threat and innovation stays close to and pricey to Flipkart’s coronary heart.
Nonetheless, with the tech sector’s development got here fierce competitors for key expertise, prompting Rajkumar and her group to construct and implement an employer branding technique to make sure Flipkart may compete.
Rajkumar’s method was to ask two easy questions: “What’s it about our tradition that we wish to completely retain and rebuild the place it could have atrophied? And what are the weather that we wish to add on?”
Creating EVP
The journey to Flipkart’s EVP was months of intensive major and secondary analysis. Rajkumar and her group interviewed individuals in any respect ranges throughout the group, spoke to headhunters, and did market benchmarking with accredited organizations just like the Nice Place to Work Institute and Mercer.
Ultimately, that they had a listing of all of the issues Flipkart needed to be identified for and a listing of the issues expertise cares about. The problem was to discover a stability between the 2 to stake out an EVP that encapsulated what Flipkart stands for whereas interesting to the expertise they needed to draw.
They settled on a easy EVP that stitched collectively all the ideas they needed to incorporate in a single phrase:
“Collectively, We Dare to Maximize.”
Collectively spoke to every little thing they hope to foster by way of neighborhood and collaboration. Dare represents their startup coronary heart by celebrating audacity and breaking boundaries. And maximize represents their ambition to be the most effective they probably will be and repeatedly enhance.
Activating EVP
Articulating an EVP is barely half the battle; Rajkumar and her group nonetheless wanted to activate it for each staff and candidates. “Collectively we dare to maximise” is displayed in each Flipkart workplace. Extra importantly, that idea and the 4 pillars that help it are woven into all inside communications, awards, worker boards, and occasions all year long.
Additionally they measure its resonance every year of their annual worker engagement survey. A group of over 250 worker advocates helps get the phrase out and shares an sincere take a look at what life at Flipkart is like.
Aspirational EVP
Flipkart sees its EVP as aspirational, they usually wish to be certain that they dwell as much as its promise. Due to this fact, they used their mission assertion to construct a 3-year maturity mannequin that articulates each course of’s intent, design, expertise, and measurement. The aim is to have a look at every little thing they do and take the time to align it with their EVP incrementally.
As at all times, it’s essential to measure the affect of employer branding to reveal its worth to key organizational stakeholders. At Flipkart, they examine their engagement statistics to a benchmark record of different firms to evaluate their efficiency and determine areas for enchancment.
Moreover, they’ve particular metrics for particular person campaigns and usually conduct inside surveys to evaluate the extent of consciousness throughout the group relating to employer model themes.
Based on Rajkumar, “Employer model will not be about who you might be immediately; it’s about who you aspire to be.” A great EVP ought to mirror the group’s present state and set larger requirements for what it could grow to be. Good employer branding presents a chance for a corporation to enhance and dwell its values, which in flip attracts prime expertise.
To observe Malliga Rajkumar’s work in employer model, join together with her on LinkedIn. For assist figuring out the values and tradition you wish to create in your organization, get in contact.
