India’s startup ecosystem has been experiencing a speedy development fee, with the nation rising because the third-largest startup hub globally, posting file 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 lovely Employer Worth Proposition (EVP) to stay aggressive.
To achieve insights into creating an efficient EVP in such a fast-paced setting, 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 crew of 200 individuals.
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 expensive to Flipkart’s coronary heart.
Nevertheless, with the tech sector’s development got here fierce competitors for key expertise, prompting Rajkumar and her crew to construct and implement an employer branding technique to make sure Flipkart might compete. Rajkumar’s strategy was to ask two easy questions: “What’s it about our tradition that we need to completely retain and rebuild the place it might have atrophied? And what are the weather that we need to add on?”
Growing EVP
The journey to Flipkart’s EVP was months of intensive main and secondary analysis. Rajkumar and her crew 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.
In the long run, they’d a listing of all of the issues Flipkart wished to be identified for and a listing of the issues expertise cares about. The problem was to discover a steadiness between the 2 to stake out an EVP that encapsulated what Flipkart stands for whereas interesting to the expertise they wished to draw.
They settled on a easy EVP that stitched collectively all the ideas they wished to incorporate in a single phrase:
“Collectively, We Dare to Maximize.”
Collectively spoke to all the things they hope to foster by way of group and collaboration. Dare represents their startup coronary heart by celebrating audacity and breaking boundaries. And maximize represents their ambition to be one of the best they presumably may be and constantly enhance.
Activating EVP
Articulating an EVP is just half the battle; Rajkumar and her crew nonetheless wanted to activate it for each workers and candidates. “Collectively we dare to maximise” is displayed in each Flipkart workplace. Extra importantly, that idea and the 4 pillars that assist it are woven into all inner communications, awards, worker boards, and occasions all year long.
In addition they measure its resonance every year of their annual worker engagement survey. A crew of over 250 worker advocates helps get the phrase out and shares an trustworthy take a look at what life at Flipkart is like.
Aspirational EVP
Flipkart sees its EVP as aspirational, and so they need to be certain that they dwell as much as its promise. Subsequently, they used their mission assertion to construct a 3-year maturity mannequin that articulates each course of’s intent, design, expertise, and measurement. The purpose is to take a look at all the things 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 evaluate their engagement statistics to a benchmark checklist of different firms to evaluate their efficiency and determine areas for enchancment. Moreover, they’ve particular metrics for particular person campaigns and often conduct inner surveys to evaluate the extent of consciousness throughout the group concerning employer model themes.
In line with Rajkumar, “Employer model is just not about who you’re as we speak; it’s about who you aspire to be.” A very good EVP ought to replicate the group’s present state and set greater requirements for what it will possibly develop into. Good employer branding presents a chance for a company to enhance and dwell its values, which in flip attracts prime expertise.
To comply with Malliga Rajkumar’s work in employer model, join along with her on LinkedIn. For assist figuring out the values and tradition you need to create in your organization, get in contact.
