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“A STUDY ON EMPLOYER BRANDING AT INNOPPL TECHNOLOGIES. PVT.LTD” By Ms. LEKHA S (Reg.No.113015631026) VELTECH HIGHTECH Dr. RANGARAJAN Dr. SAKUNTHALA ENGINEERING COLLEGE Approved by AICTE, Affiliated to Anna University, Chennai, ISO 9001:2008 Certified Institution, Accredited By NBA, New Delhi and Acc...

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“A STUDY ON EMPLOYER BRANDING AT INNOPPL TECHNOLOGIES. PVT.LTD” By Ms. LEKHA S (Reg.No.113015631026)

VELTECH HIGHTECH Dr. RANGARAJAN Dr. SAKUNTHALA ENGINEERING COLLEGE Approved by AICTE, Affiliated to Anna University, Chennai, ISO 9001:2008 Certified Institution, Accredited By NBA, New Delhi and Accredited by NAAC with ―A‖ Grade & CGPA of 3.27

#60 Avadi – Vel Tech Road, Chennai – 600 062. Tamil Nadu, India A PROJECT REPORT Submitted to the DEPARTMENT OF MANAGEMENT STUDIES In the partial fulfillment of the requirements For the award of the degree Of MASTER OF BUSINESS ADMINISTRATION

ANNA UNIVERSITY, CHENNAI – 600 025 JUNE – 2017

“A STUDY ON EMPLOYER BRANDING AT INNOPPL TECHNOLOGIES.PVT.LTD” Submitted to the DEPARTMENT OF MANAGEMENT STUDIES

ANNA UNIVERSITY, CHENNAI In the partial fulfillment of the requirements for the award of the degree of MASTER OF BUSINESS ADMINISTRATION By Ms. LEKHA S (Reg.No.113015631026)

Under the Guidance of Dr. H. Moideen Batcha, MBA., Ph.D

DEPARTMENT OF BUSINESS ADMINISTRATION VEL TECH HIGH TECH Dr. RANGARAJAN Dr. SAKUNTHALA ENGINEERING COLLEGE Approved by AICTE, Affiliated to Anna University, Chennai, ISO 9001:2008 Certified Institution, Accredited By NBA, New Delhi and Accredited by NAAC with ―A‖ Grade & CGPA of 3.27

#60 Avadi – Vel Tech Road, Chennai – 600 062. Tamil Nadu, India

VEL TECH HIGH TECH Dr. RANGARAJAN Dr. SAKUNTHALA ENGINEERING COLLEGE Approved by AICTE, Affiliated to Anna University, Chennai, ISO 9001:2008 Certified Institution, Accredited By NBA, New Delhi and Accredited by NAAC with ―A‖ Grade & CGPA of 3.27

#60 Avadi – Vel Tech Road, Chennai – 600 062. Tamil Nadu, India

BONAFIDE CERTIFICATE Certified that the project report titled “A STUDY ON EMPLOYER BRANDING AT INNOPPL TECHNOLOGIES PVT LTD” ―is a bonafide work of Ms. LEKHA S (Reg.No.113015631026), who carried out the research under my supervision. Certified further, that to the best of my knowledge the work reported here does not form part of any other project report or dissertation on the basis of which a degree or award was conferred on an earlier occasion on this or any other candidate.

INTERNAL GUIDE

Submitted for the viva-voce Examination held on

HEAD OF THE DEPARTMENT

_________________ at Vel Tech High tech

Dr.Rangarajan Dr.sakunthala Engineering College, Alamathi Road, Avadi, Chennai-62.

INTERNAL EXAMINER

EXTERNAL EXAMINER

ACKNOWLEDGEMENT With immense pleasure I thank the almighty for his grace and blessing, which drove us for the successful completion of the project. I sincerely pay my thanks to our Honorable Founder & Chairman of

VELTECH

INSTITUTIONS Col. Prof., Vel. Dr. R. RANGARAJAN, B.E.(Mech)., M.S.(Auto)., D.Sc., Vice-Chairman

Dr. Smt.,SAKUNTHALA RANGARAGAN,

M.B.B.S

for their sincere

endeavor in educating us in their Premier institution. I take this opportunity to thank our Principal Dr. E. Kamalanaban, M.E., Ph.D., who has always served as an inspiration for me to complete this work. Also I express my sincere thanks to Dr. H. Moideen Batcha, MBA., Ph.D., Head of the Department for providing me with all the amenities inside our college and department too. I sincerely thank my internal supervisor Dr. H. Moideen Batcha, MBA., Ph.D, Associate Professor, without his guidance this project would not have been completed successfully I convey my gratitude thanks to my External advisor MR. Karthick Govindarajan HR manager Chennai for offering this project in their esteemed organization and guiding me to complete this project work successfully. I have great pleasure in expressing my profound sense of gratitude to all faculty, technical staff and non-teaching staff of our department for their valuable support. Finally, I express special thanks to my Parents and my friends, without whom the project would not have been successfully completed.

DECLARATION I, hereby declare that the project titled “A STUDY ON EMPLOYER BRANDING AT INNOPPL TECHNOLOGIES.PVT.LTD” Submitted by me in partial fulfillment of the requirement for the degree of MASTER OF BUSINESS ADMINISTRATION affiliated to Anna University, Chennai. Under the supervision of Dr. H.Moideen Batcha, MBA .,Ph.D., Associate Professor, of Vel Tech High Tech Dr. R.R, Dr. SR Engineering College, Chennai, it is my original work and not submitted for the award of any degree, fellowship or other similar title.

Place:

Ms. LEKHA S (Reg.No:113015631026)

Date:

TABLE OF CONTENTS CHAPTER

TITLE

1 1.1

Introduction

1.2 1.4

Industry profile Company profile Statement of problem

1.5

Primary and secondary objectives

1.6 1.7 1.8

Significance for the study Limitations of the study Period of the study

2

REVIEW OF LITERATURE

3

RESEARCH METHODOLOGY

3.1

Research design

3.2

Sampling design

3.3

Data collection method

4

DATA ANALYSIS AND INTERPRETATION

1.3 1

2

3

4

5.1

FINDINGS SUGGESTIONS AND CONCLUSION Findings

5.2

Suggestions

5.3

Conclusion

6

ANNEXURE

6.1

Questionnaire

6.2

Bibliography

5 5

6

INTRODUCTION

PAGE NO

LIST OF TABLES

S. NO

TABLE NO.

1

4.1

2

4.2

3

4.3

4

4.4

5

4.5

6

4.6

7

4.7

8

4.8

9

4.9

10

4.10

11

4.11

12

4.12

13

4.13

14

4.14

15

4.15

16

4.16

TITLE

PAGE NO.

LIST OF CHARTS S. NO

CHART NO.

1

4.1

2

4.2

3

4.3

4

4.4

5

4.5

6

4.6

7

4.7

8

4.8

9

4.9

10

4.10

11

4.11

12

4.12

13

4.13

14

4.14

15

4.15

16

4.16

TITLE

PAGE NO.

Chapter 1 INTRODUCTION

CHAPTER 1 1.1INTRODUCTION ―Employer branding‖ is an emerging discipline with its roots in classical marketing and HR principles. Its aim is to develop an image of the organization as an ―employer of choice‖ in the minds of existing and potential employees, as well as other stakeholders including customers and recruiters. The objective is not only to offer these tangible benefits, but to also develop an emotional link with them. A strong employer brand should connect an organization‘s values, people strategy and HR policies and be linked to the company brand.

Definitions: Sartain and Schumann (2006) defined employer brand as: "how a business builds and packages its identity, from its origins and values, what it promises to deliver to emotionally connect employees so that they in turn deliver what a business promises to customers." Brett Minchington (2005) defines employer branding as ―the image of your organization as a ‗great place to work‘ in the mind of current employees and key stakeholders in the external market (active and passive candidates, clients, customers and other key stakeholders).‖

Sullivan (2004) defines employer branding as "a targeted, long-term strategy to manage the awareness and perceptions of employees, potential employees, and related stakeholders with regards to a particular firm."

Employer branding is the process of promoting a company, or an organization, as the employer of choice to a desired target group, one which a company needs and wants to

recruit and retain. The process facilitates the company‘s ability in attracting, recruiting and retaining ideal employees – referred to as Top Talent in recruitment – and helps secure the achievement of the company‘s business plan. Ambler and Barrow (1996) define employer brand in terms of the benefits it conveys on employees.

Employer branding is the process of: 

Positioning or promoting an organization



To a desired group of talent/professionals



As an employer of choice

And employer brand is a company’s reputation in a job market as an employer. The need of building a strong employer brand is more than ever. As it has a direct impact on hiring, talent retention and ultimately company‘s reputation, c-suite executives need to apply strong focus and consistency to establish their employer brand. Clearly, the table above shows that the development of employee value proposition is the key to get there. The process of building a strong employer brand is concerned with 

Attracting the best industry talent



Engaging and retaining talent



Balancing the rewards and benefits offered to employees in return for their performance



Identifying unique policies and programs to demonstrate a company‘s commitment to employee well being and growth



Employer branding, in a nut shell, is constantly



Improving the understanding of unique employer traits



Sustaining the brand as a living identity



Showing strong commitment towards people



Establishing the company as an employer of choice

Origin of Employer Branding: Employer branding is not a new concept. It‘s just that the term has gradually become popular and is now taken more seriously by the employers. Employer branding was first defined in 1996, in the Journal of Brand Management in December 1996 by Simon Barrow (chairman of

People in Business) and Tim Ambler (Senior Fellow of London Business School). They defined employer branding as ―the package of functional, economic and psychological benefits provided by employment, and identified with employing company‖.

By 2001, within just five years of coining this term, it was found that 40% of the 138 companies surveyed (by the Conference Board) in North America were actively engaged in some form of employer branding activity. In 20013, the Economist conducted an employer brand survey on a global level, which revealed that 61% of HR professionals and 41% of non-HR professionals are aware of the term ‗employer branding‘. In 2008, Jackie Orme, the Director General of the UK Chartered Institute of Personnel Directors confirmed that employer branding was absolutely integral to business strategy and it was not only an HR function. Since then, there have been numerous books written and conferences held on this subject.

Employer branding is an umbrella term for employer brand management, employer brand positioning and internal marketing. It‘s an inside-out, implicitly-explicit, value-based approach to shaping the perceptions and behaviors of employees as well as external talent.

Culmination of Employment and Brand Management: As discussed earlier, employment is not just a mean to survive a sustain; rather it‘s a platform where people from diverse backgrounds come together and work towards achieving a common goal, while holding each other like family members. Offices are new homes where work and play co-exist. Nowadays, employer branding is a niche concept as opposed to brand management, which is a more general term. However, employment and branding seem to co-exist, in response to the ever growing competition for talent.

Times have changed. The rise of social platforms has compelled companies to be more transparent. People are more likely to join a company based on what its employees perceive and say about it. This means talent attraction depends on employee advocacy. Vice versa is also true. Employees want to stick to their company for long, if it is perceived as an employer of choice.

Employer Branding in Emerging Markets: A big opportunity is in store, just as emerging markets around the world prepare themselves to become as economic powerhouses. Just as Asian countries are realizing their strength, so too are its workplaces trying to rise to the new levels of engagement, trust and work-life balance. They are leaving no stone unturned, in their reach, to make employees feel at home. According to Great Place to Work‘s report on Best Workplaces Asia 2015, the great workplace era emerges in Asia. The best workplaces are getting enlightened and ready to walk the talk. The report selects 60 organizations as the 2015 Best Workplaces in Asia, basis employee trust levels, transparency, camaraderie levels and workplace culture, management‘s interest in its people, and recognition and rewards. Employer branding is now a global movement. Developed world has already adopted the concept and developing world is embracing it without hesitation. This has become possible with the arrival of balance-minded millennials who want their workplaces to be as comfortable as home because the boundaries between work and home are constantly diminishing.

Fundamentals of Employer Branding: In the 20th century, most organizations and people would associate the term ‗brand only with products and services. It‘s now used far more widely and for almost everything including workplace, skills and content. When the term is used as a suffix, it represents a distinct identity, thought and personality attached to it. Similarly, when you think of employer branding, the organization for which it is being used carries a unique identity and is an employer of choice. It sets the organization apart from the rest. Here are the fundamentals of employer branding that every organization can lay its focus on to achieve their goals: 1. Transparency: So is the pressure on organizations to disclose information related to employee happiness level, labor relations, employee engagement, community development, environment impact that it‘s providing unparalleled transparency into organizations. Moreover, advent of social media has led them to publish scenes behind the screen, offer details of events and happenings and exposing their initiatives.

2. Momentum: Developing a positive culture is not sufficient. It‘s important to continue to work towards it to move in an upward direction. Employees of great workplaces take great interest in how enthusiastically it is working towards keeping them happy.

3. Well Being: Identify unique opportunities to ensure overall well being of employees at work. Being at work is stressful for almost everyone. Organizations need to look into how they can place more value on both physical and mental health of employees.

4. Additional Perks and Benefits: The millennial generation is demanding an allinclusive workplace, as they spend more and more time at office. In such a scenario, day care for their children, schools and universities, family events, paid time off can be a part of their compensation structure. 5. Rewards and Recognition: In the table above, you‘ll see that the companies recognizing the contributions of their employees and rewarding them are considered the best places to work for. This makes it clear that employees are propelling companies to recognize their efforts and provide them with employment growth opportunities. 6. Culture of Fairness and Diversity: Most companies claim to be ‗equal opportunity employers, which indeed they are not. Develop a culture of fairness, justice and equality while simultaneously ensuring that your workplace is as diverse as possible.

7. Women Empowerment: The best workplaces in the world have more than 25% women in executive management positions. Plus, these companies take initiatives to ensure their safety, teach them self defense, grow them as leaders and help them pursue alternative career options. Employer branding is not a fad. It actually works. Don‘t believe? Let‘s conduct a quick experiment: Simply ask yourself where you want to work. Which company would you like to be associated? What comes to your mind? I‘m sure most people will say – Google, Twitter, McKinsey, etc. Why? Because they are big brands! Their employees have loads of fun working in company premise and get a lot of benefits.

Concept of Brand: According to the American Marketing Association, a brand is ―a name, term, sign, symbol, or design, or combination of them which is intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competitors‖. Brands are among a firm‘s most valuable assets and as a result brand management is a key activity in many firms.

Concept of Employer Brand: Although firms commonly focus their branding efforts toward developing product and corporate brands, branding can also be used in the area of human resource management. The application of branding principles to human resource management has been termed ―employer branding‖. Employer branding is defined as ―a targeted, long-term strategy to manage the awareness and perceptions of employees, potential employees, and related stakeholders with regards to a particular firm‖. Ambler and Barrow (1996) define the employer brand in terms of benefits, calling it ―the package of functional, economic and psychological benefits provided by employment, and identified with the employing company.‖ In a similar vein the Conference Board (2001) proposes, ―The employer brand establishes the identity of the firm as an employer. It encompasses the firm‘s value system, policies and behaviors toward the objectives of attracting, motivating, and retaining the firm‘s current and potential employees‖. These definitions indicate that employer branding involves promoting, both within and outside the firm, a clear view of what makes a firm different from its competitors and desirable as an employer. The employer brand puts forth an image showing the organization as a good place to work.

Brand Vs Employer Brand: In reality, a company only gets to have one brand. It‘s not as if you can have a consumer brand that targets consumers, an employer brand that targets employees, an investor brand that targets investors, and a vendor brand that targets vendors. We don‘t isolate our opinion of a company as an employer from our opinion of it as a product maker or service provider. Not surprisingly, employee loyalty and customer loyalty are highly correlated. It only makes sense to think of the brand holistically. Studies show a high correlation between consumer‘s admiration for a company‘s product and their willingness to work for that company and vice versa. Since there‘s only one brand for many targets, every department from HR to PR is thus

a stakeholder in your brand. They all have a responsibility to hold up their part of your company‘s reputation and their cohesion is critical. We can‘t have the HR people scurrying around building a brand that clashes with what the marketing people or the PR people are doing. The term ―employer brand‖ merely speaks to HR‘s responsibility as a stakeholder for the overall brand.HR owns the task of conveying the brand in a compelling way to the labor market. It‘s important to remember that your brand already exists. Employer b...