3R - Dr. Noor

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Becoming a Destination

Employer
How to recruit, reward and retain
quality employees in today’s
competitive world

Dr. Noor Firdoos Jahan


Professor
R V Institute of Management, Bangalore
What makes a Destination
Employer?
• When business managers talk about being one of the best, they often
think in terms of profit, customer perception and quality of service.
Unfortunately, the ultimate measurement of being the best is rarely
considered.

• The perception of your organization as an employer by both current


and future employees is perhaps one of the most overlooked
measurements of success in the retail agronomy business.
• Your company’s ability to attract, hire and retain talented employees
is one of the most critical components of your business.

• Organizations that have focused on this aspect of their business have


grown into what we call “Destination Employers.”

• These are organizations that both potential and current employees


refer to as some of the best places you can work — the ultimate
destinations for your career.
Market Yourself as a Destination
Employer
• Patricia Hind, director of Ashridge Business School’s Centre for
Research in Executive Education, says: “Successful organizations
understand that employing and engaging the best people available
gives them a significant competitive advantage through increased
productivity, and is therefore a key route to revenue growth.

• “The way to becoming a destination employer involves processes


being in place around the ‘three-legged stool’ of hiring, retention and
engagement. The role played by reward packages at each of these
three stages is critical.”
Destination Employer model as ‘Three-legged stool’ concept
• There are three distinct legs in the Destination Employer model. In this model, Hiring,
Retention and Employee Engagement each need to perform equally to work.

• If not, there is no way your program can operate at a high level, and may collapse
altogether if each leg isn’t performing at an equal rate.

• Even the strongest and best of programs need additional support and strength to maintain
growth. Recruiting, Onboarding and Communication are smaller, but equally-as-important
functions of this stool.

• These are the braces or “stringers” that keep the program from collapsing under it’s own
weight.
Operate as a Destination Employer
Three Areas of Focus:

1. Recruitment

2. Retention

3. Rewards
Other Areas of Focus:
1. Onboarding
2. Communication
3. Recruiting
Examine the Playing Field
In our business:
• Low barrier to entry
• No advanced degree or special certification required

What makes us special?


• Differentiated ourselves in the market
• People want to work for the best
Recruiting Strategy
• Define the company strategy
• Examine key initiatives
• Review organizational chart
• Address budgetary concerns
• Project out for the next 15 months
• Decide how many to hire and when
• Be proactive – plan well in advance
Pipeline Recruiting
• Invest time in relationships
• Meet with people proactively
• Build database of qualified individuals
HCW Collaborative Process
• Not just decided by one person, but
by entire leadership team
• Three-interview process
• Allows for different
perspectives
• Cultural fit more important
than domain skills
Retaining
Retention
• HCW’s competitive advantage is our people
• We believe in building processes, methodologies and
tools for these people to deliver solutions to our
clients
• To do that, we must continuously
reinvest in our people to make
them better employees
Balanced Scorecard
• View the organization from
four perspectives
• Develop metrics, collect data
and analyze
results relative to
those perspectives

Adapted from The Balanced Scorecard by Kaplan & Norton


HCW Balanced Scorecard- metrics
Balanced Scorecard
Learning & Growth
• Grow industry knowledge
• Personal development
• Value Supporting Activities
Personal Development Plan
• Reinvest in personal abilities
• One-on-one meetings
• Team meetings
• Staff meetings
• State of Us 2009
Nurturing the Culture
HCW Culture Club
• Incorporates HCW values into the company’s everyday
activities
• Recognizes employees who demonstrate HCW values in
their daily routine
• Organizes team building
exercises and other
value-supporting activities
Commonly Cited Values
• We know that complete focus on the customer is the
key to our success, and we are dedicated to
exceeding their expectations at every opportunity.
• We understand that each employee
plays a vital role and we value each
person. We are a team! It's everyone
working together that makes the
client's experience the best.
• We try to have a little fun at designated
times, if possible, without interfering with
the company's priorities.
Balanced Scorecard
Internal Process
• To satisfy our clients, what are the
business processes where we should
excel?
• Must be defined by those
who know the processes
most intimately
Balanced Scorecard
Customer Perspective
• To achieve our vision, how
should we appear to our
clients?
• Poor performance here is a
leading indicator of future
decline
Balanced Scorecard
Financial Perspective
• To succeed financially, how should
we appear to our shareholders?
• Always a need for timely, accurate
financial data
Points, points and more points…

Year 1st Qtr 2nd Qtr 3rd Qtr 4th Qtr

2006 465.5 476 494.5 515.5

2007 513.5 531.5 540.5 561

2008 650 673.5 696.5 694


Rewarding
Rewards
• Compensation Policy
• Variable Pay
• Value Supporting Activities
• Non-traditional benefits
QUESTIONS?

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