India’s startup ecosystem has been experiencing a speedy development fee, with the nation rising because the third-largest startup hub globally, posting document income of $227 billion in 2022, in line with Mint. This development has led to a extremely aggressive marketplace for expertise, making it important for corporations to have robust employer branding and a horny Employer Value Proposition (EVP) to stay aggressive.
To achieve insights into creating an efficient EVP in such a fast-paced atmosphere, 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 staff of 200 folks.
As a 30,000-strong group serving 150 million clients throughout all of India, Flipkart is called the “startup of startups,” with alums occurring to discovered their profitable tech enterprises. Regardless of its measurement, the startup ethos of danger 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 staff to construct and implement an employer branding technique to make sure Flipkart may compete. Rajkumar’s strategy was to ask two easy questions: “What’s it about our tradition that we wish to completely retain and rebuild the place it might have atrophied? And what are the weather that we wish to add on?”
Growing EVP
The journey to Flipkart’s EVP was months of intensive major and secondary analysis. Rajkumar and her staff interviewed folks in any respect ranges inside 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 steadiness 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 the entire ideas they needed 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 probably may be and repeatedly enhance.
Activating EVP
Articulating an EVP is just half the battle; Rajkumar and her staff 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 assist it are woven into all inner communications, awards, worker boards, and occasions all year long.
In addition they measure its resonance annually of their annual worker engagement survey. A staff 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, and so they wish to make sure that they reside 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 objective is to have 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 impression of employer branding to reveal its worth to key organizational stakeholders. At Flipkart, they examine their engagement statistics to a benchmark listing of different corporations to evaluate their efficiency and establish areas for enchancment. Moreover, they’ve particular metrics for particular person campaigns and commonly conduct internal surveys to evaluate the extent of consciousness inside the group concerning employer model themes.
In line with Rajkumar, “Employer model just isn’t about who you might be immediately; it’s about who you aspire to be.” A great EVP ought to replicate the group’s present state and set increased requirements for what it could actually turn into. Good employer branding presents a possibility for a corporation to enhance and reside its values, which in flip attracts prime expertise.
To comply with Malliga Rajkumar’s work in employer model, connect with her on LinkedIn. For assist figuring out the values and tradition you wish to create in your organization, get in touch.