HR Branding’s Implications for Organizational Success


Neelam Afzal,

Senior Program Officer ,

HR Sindh Rural Support Organization Sukkur.

HR Branding’s Implications for Organizational Success                                

HR is increasingly receiving attention by the organization as a critical strategic partner, assuming stunningly different, far-reaching, changing roles and responsibilities.

It is time for Human Resources practitioners to rethink their role and that of the HR department, not only for the purposes of contributing to the organization’s bottom line, but also for their own survival. This is why employer branding is a key concern of HR.

Employer branding is therefore concerned with the attraction, engagement, and retention initiatives targeted at enhancing your company’s employer brand.

Branding of Human Resources

When it comes to marketing, branding raises an image in the minds of consumers and can be the determinant of a consumers’ product choice. The most successful organizations have compelling people strategies that are appropriately matched to the organization’s business strategy and overall vision.

  • Increase candidate feasibility and development
  • Highlight your opportunity from the competition
  • Find and attract new talent at the job level
  • Enhance job performance through highly engaged employees
  • Increase retention rates through better alignment with your organizational culture

A good employer brand delivers a message to its audience, communicating: what is the job, how to perform it, how does it deliver on a company’s brand promise, and what does it mean to the people doing the job in this field.

The benefits of building an employer brand include:

  1. It improves credibility and strengthens the bonds of trust between HR department and employees.
    2. It acts as a catalyst for pushing change.
    3. It is communications shorthand for getting the message out.

However, as with any initiative, certain limitations are present:

  1. Employees perception at all times may not be the same.
    2. There is no standardized method for prioritizing different prongs of the strategy.
    3. HR personnel may have limited knowledge about branding and marketing.
    4. Marketing and branding very often overlap and create confusion.

Establishing HR Brand
The HR brand can be established by considering the elements that influence the expectations of an employee, such as:

  1. Reputation/ integrity
    2. Culture
    3. Recruitment process/ orientation
    4. Compensation and benefits
    5. Work/Life balance
    6. Leadership and management
    7. Performance management
    8. Growth and development opportunities
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Employee retention through peer motivation


Pinky Dey(Assistant Manager)  

CBE (Centre for Behavioral Excellence),

Talent Transformation, Wipro Ltd.

Employee retention through peer motivation

Sandra, an excellent performer, was awarded the ‘Best Employee Award’ for three consecutive years. While most leaders acknowledged that she was one among the top three employees, her peers mostly gave her cold response to these achievements. Some chose not to respond and some said ‘Congratulations’ in a not so genuine tone. With repeated experiences like these from the past, what do you think Sandra would have started believing?

In reality, she stopped sharing her achievements with her peers. As a consequence, her motivation to contribute in discussions that needed peer inputs dropped, thus impacting her performance. Finally, she resigned and her exit interview comments said,“Only if I had peers as friends than contenders at work, I would have retired from this organization

While there could be various reasons behind employees leaving organizations, most corporates do desire retaining top talents. How can peer motivation be a significant enabler in such scenarios?

Few years ago, a research conducted by an employee engagement firm, TINY pulse, revealed surprising results. Their survey conducted on employees from over five hundred plus organizations discovered that the number one reason for employees to go the extra mile at work was when they experienced camaraderie and peer motivation. 44% of the employees gave peer to peer recognition when they had an easy tool to do so. These results emphasize that organizations have a scope of using peer motivation to drive high performance and employee retention.

So, what could be few thought processes that may fizzle out peer motivation in organizations, leading to top talents resigning sooner than they should?

  1. Your target, not mine: When performance targets are perceived as individual independent goals, there could be probabilities of not understanding the connect between ‘individual objectives’ and ‘team objectives’. One may not feel the need to comprehend objectives set for others. Therefore, employees are seen working in isolation that may affect peer motivation.
  1. Your loss, my win: The definition of ‘win’ is often misunderstood by most of us. Individual win is mostly seen winning at the cost of a peer’s loss. With such a mindset, gaining cooperation from peers may become challenging and convert healthy competition to manipulative rivalry. In an environment like this peer motivation may drop drastically.
  1. We hardly meet:Most teams function virtually today, therefore there are little opportunities to meet team members in person. However, when least efforts are made by employees to meet their peers, it may cause long time, no see leading to long time,no connect. As a result, bring down levels of engagement with each other.
  1. We talk only work: When conversations among peers limits to work and only work, the personal bond goes missing. Relationships become transactional. This could lead to lesser interest in understanding what’s happening in one another’s lives and how it impacts their communication styles at work.
  1. You are judging me:When peers make judgements on your actions and express them in open without being sensitive of further conclusions by others, it breaks hearts and it becomes very difficult to gain cooperation in future.

Like these reasons, there could be several causes behind employees not feeling united among peers. How could couple of behaviors and thought processes enable an environment that promotes peer motivation?

  1. Use new connecting methods, without over looking the old ones: WhatsApp, Twitter, Yammer and many more. There are communication methods available on your figure tips. Overuse and under use of these methods may cause barriers in communication. Practice these methods complimenting them with face to face interactions as most of the business and personal problems get sorted faster when two people meet in person.
  1. Experiment like ability check: It is a good idea to evaluate how many people in the team like you. 8 out of 10, 6 out 10 or 2 out of 10? How many of your peers stand by you when you need help? Do these peers volunteer help or pushed for assistance?Employees may closely observe behaviors to figure out their like ability ratio so, they could gauge peer support in the team for themselves.
  1. Involve in tasks with dependencies:Getting involved in tasks that need dependencies may get you talking to peers for task accomplishments. This may also help you uncover qualities and abilities from either sides thus improving peer motivation.
  1. Celebrate successes and failures together:Individuals do not win, teams win and so, is the case when failures come your way. Achievements and fiascos, both offer huge amount of learning. Instead of sighing alone after a failure and relaxing too much after a success, ensure that you reflect and celebrate both, victories and flops along with your peers.
  1. Acknowledge collaboration:Acknowledge and encourage peers who support you and cooperate with you when you need them. Open-mindedness,listening to other viewpoints, receptivity and working well with the team. These are couple of actions that may give you signals of collaborative behaviors and inspire you to appreciate your peers ona timely basis.
  1. Strike the right balance between formality and informality: All the reports, records and other forms that supply working information to various parts of an organization are included in the formal communication. Formality demands that the information flow takes a specific route only.As people go about their work, they have casual conversation with their friends in the office too. These conversations deal with both personal and business matters. One must strike the right balance between informal and formal conversations among peers to avoid burning bridges among themselves.

Most of the schools today, have specific grading systems to evaluate a child’s knowledge. With an available choice of preparing independently for respective academic grades, what drives the children to come together for group studies during exams? What makes them keep all their egos away, come together and work towards their academic performance? It is ‘peer motivation’. As adults, we must awaken the child within us, come together and start building stronger relationships at work thus giving more reasons to our fellow peers to stay back in organizations.


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How to Create a Superior Employee Orientation Process


Roopali Kurve

Head L&D/ Education Management/ Executive Mentor/Coach

How to Create a Superior Employee Orientation Process

Want your employees to be productive and retain them long term ?

The First few days are important !

Here are 10 tips that will help –

Employee Orientation – is the first process that provides the new employee with necessary information, explanation about the company and job role. It also shows how the employee can be part of the company and contribute to it.

A good Employee Orientation [& on-boarding] process is essential step towards ensuring a positive relationship between the employee and the company. It has been known to increase retention and productivity significantly. Statistics shows – “New employees who went through a structured on-boarding program were 58 % more likely to be with the organization after three years.” (The Wynhurst Group) [Source-]

Benefits of Employee Orientation-

  • To make the employee feel comfortable and welcome.
  • Get him/her familiar with the exact job role, company vision, goals and various other key policies related to company as well as How the employee can maintain his/her individuality and contribute to company.
  • Save costs and time for seniors – as a properly organized orientation can help employees speed up the learning process.

Some Factors to consider for creating a good Orientation process /programme

Orientation should be planned before the employee joins, should be systematic and interesting. The programme should have clear objectives.

  1. Welcoming the new Employee – Firstly, the Orientation should make the employee feel comfortable, welcome and ‘special’. [There are many ways to welcome employee on 1st day – as personal welcome letter signed by senior & staff members, token gift as company T-shirt, chocolates, etc.].
  2. Company /Business Orientation – Share the Company’s – history, vision, mission, goals and future plans, as well as Achievements of the company, good customer reviews, enthusiastically with employee. The employee should feel motivated and enthused.
  3. Job Role and Responsibilities – Give the employee a clear idea on his/her job role & responsibilities, what he/she is expected to do. Explain how feedback is taken and given, how doubts / queries can be cleared. Share targets, goals. [Detailed job responsibilities can be explained through manuals and/ or seniors]
  4. Introductions – Introduce the employee to his/her department members / colleagues and also the heads/ key people of other departments /company. Employee’s immediate senior should spend quality time with him/her.
  5. Organization structure – Explain the organization structure and reporting process. Explain how different departments function and interact with each other. Show him/her the company premises.
  6. Benefits, Policies and Laws – Clearly explain the benefits employee is entitled to, e.g. – when and how an employee is expected to get incentives, bonuses, leaves etc. Inform the employee about the key company policies [as dress code, claims for expense etc.] or any other policies and laws that employee should know. [The details can be shared through manuals, presentations etc.].
  7. Productivity – Don’t overburden the employee but do make him/her productive on first day. Make sure he/she is not left idle.
  8. Mentoring – Ideally assign a mentor, who can guide him/her in the initial stages at work [days, weeks, months – as required].
  9. Communication – Make all communication / presentations attention-grabbing. Avoid putting too many uninteresting facts and figures. Provide detailed Manuals wherever required.
  10. Feedback – Take feedback from employee on how orientation was and keep improving on the process /programme.

Finally – It is important that the orientation should be about the company and also about the employee i.e. how the employee can express himself/herself, maintain his/her individuality!

“Coming together is a beginning. Keeping together is progress. Working together is success.” -Henry Ford.

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On boarding starts the minute candidate accepts the offer


Neha Saini

Manager- Human Resource

Yatra.Com Company

On boarding starts the minute candidate accepts the offer

You have sourced the right candidate, interviewed him, offered the best compensation & role and he is ready to join but does that end your job as a recruiter. No! The immediate next step that a recruiter should take the minute candidate accepts the offer is On-Boarding.

Since you (the recruiter) are the first person who interacted with the candidate, it is only YOU who can start building the relation with new joinee the moment he has decided to work with your organization. Provide him with all necessary information that he would need to enrich his joining experience. Take him through the job description once again to reassure him about the role that he will be managing and how will that actually contribute to the organization’s goal. Show him the bigger picture by relating how this role will help him for his personal growth in career as well.

Your interaction with the prospective new joinee in regular intervals will also indicate about his certainty of joining the organization. It will help you avoid a scenario where your expected new hire might just drop the offer at the last minute. Spend time in talking to them by asking questions like how are they planning their first week in the new role or what few things they would like to do on day 1. Try to make your onboarding experience little customized basis the level at which person is joining, company or industry he is coming from, his previous background, etc  so that when he compares the experience with his previous company, you can standout and take an edge. Especially if someone is relocating, ensure you are not forgetting their family too. Provide him full support in finding a home to stay or even may be guidance for finding a school for their children.

After this is done, takeout time to plan out how new hire will be introduced into your company which will also affect their future performance and tenure with the organization. Make use of technology and complete as much paper work before actual day of joining so that you can make first day a full of personal interactions with teams or senior leaders. Don’t miss to ensure that his team is aware about his joining and they don’t give him surprise look. Take care of smallest of things like his workstation, his laptop, necessary stationary items at his desk, employee handbook, chart of organization structure and all important points of contact.

To leave long lasting impression, remember their family. You can keep a welcome note with some chocolates or a company souvenir waiting for him at his desk which he can take home for his family.

So while term Onbaording is all about joining experience post person has joined, it actually begins the minute candidate accepts the offer. Ensure you take care of them from the day of offer to avoid last minute drop outs and to have better joining rate.

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