Ajeet Chauhan, VP – HR & Training, Nirula’s talks about how they have leveraged social networking platform in more than one way
How important are social networking websites for a business like Nirula’s?
Social networking websites have over the last two years gained a lot of prominence and we too are leveraging this platform in more than one way. Besides sponsoring groups and fan clubs for some of our products we are also exploiting this medium to create a positive ‘employer branding’ and attract the
‘right fit’ for the organisation via social networking websites like LinkedIn, Facebook or Orkut. But more interestingly we have done a bit of innovation here and used the basic tenets of these sites to develop an Employee Self Service (ESS) module. Most ESS fail just because of the low level of patronising by the end users. So based on the success of these social networking sites we are in the process of developing an ESS. This software will enable the employees to communicate P2P (peer-to-peer). It integrates every individual in the organisation into a larger ambit while giving the end user the flexibility and independence to have his own private space unique to him or her. It also allows them to choose from the various affiliations. So each individual will have his home page (like on an Orkut or Facebook) and can invite their peers and friends within the organisation to join their groups. We are going to use this as both the ESS and the Knowledge Management System (KMS) or putting in simply a cross between a Facebook and Wikipedia. Thus, this platform will not only be a networking site and ESS but a knowledge sharing point which will be a two and fro communication between the employees and the organisation. So, let’s say we have a new product, for instance a burger or pizza, its recipe will be uploaded and a notification can be sent to all in the relevant group. Thus employees from different geographical locations get updated instantaneously and in case they have something to add or share about that product they can do so in a similar manner like in the Wikipedia. The administrator, however, monitors, filters and controls the content.
Do you also use social networking websites to increase the popularity of your brand and products?
Yes, we do use social networking websites to our advantage. Today we have many communities and forums on some of our iconic and popular products like hot chocolate fudge on websites like Orkut. And it definitely pays off in increasing the popularity of both the brand Nirula’s and our products.
Does hiring through social networking websites make sense?
Yes, absolutely. The trend of employing people through print ads has changed a lot now which has moved towards the employee referral programme under which you refer a person and if that person is selected, you get paid in return. What works for an organisation is that if employees have their friends working in the same organisation then there is better ‘Stickiness’ amongst them and they tend to stay longer. This helps in reduction of attrition.
Do you believe that this trend will catch pace in times to come?
The growth of social networking websites is still in a relatively nascent stage in India and the trend of companies employing executives via social networking websites will catch pace in times to come. It is already a very popular medium in some parts of the world where the recruiters and the prospective job seekers are using their networks to get introduced. Online is the way to go in times to come and companies will surely realise the potential of this phenomenon!
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
How important are social networking websites for a business like Nirula’s?
Social networking websites have over the last two years gained a lot of prominence and we too are leveraging this platform in more than one way. Besides sponsoring groups and fan clubs for some of our products we are also exploiting this medium to create a positive ‘employer branding’ and attract the
‘right fit’ for the organisation via social networking websites like LinkedIn, Facebook or Orkut. But more interestingly we have done a bit of innovation here and used the basic tenets of these sites to develop an Employee Self Service (ESS) module. Most ESS fail just because of the low level of patronising by the end users. So based on the success of these social networking sites we are in the process of developing an ESS. This software will enable the employees to communicate P2P (peer-to-peer). It integrates every individual in the organisation into a larger ambit while giving the end user the flexibility and independence to have his own private space unique to him or her. It also allows them to choose from the various affiliations. So each individual will have his home page (like on an Orkut or Facebook) and can invite their peers and friends within the organisation to join their groups. We are going to use this as both the ESS and the Knowledge Management System (KMS) or putting in simply a cross between a Facebook and Wikipedia. Thus, this platform will not only be a networking site and ESS but a knowledge sharing point which will be a two and fro communication between the employees and the organisation. So, let’s say we have a new product, for instance a burger or pizza, its recipe will be uploaded and a notification can be sent to all in the relevant group. Thus employees from different geographical locations get updated instantaneously and in case they have something to add or share about that product they can do so in a similar manner like in the Wikipedia. The administrator, however, monitors, filters and controls the content.Do you also use social networking websites to increase the popularity of your brand and products?
Yes, we do use social networking websites to our advantage. Today we have many communities and forums on some of our iconic and popular products like hot chocolate fudge on websites like Orkut. And it definitely pays off in increasing the popularity of both the brand Nirula’s and our products.
Does hiring through social networking websites make sense?
Yes, absolutely. The trend of employing people through print ads has changed a lot now which has moved towards the employee referral programme under which you refer a person and if that person is selected, you get paid in return. What works for an organisation is that if employees have their friends working in the same organisation then there is better ‘Stickiness’ amongst them and they tend to stay longer. This helps in reduction of attrition.
Do you believe that this trend will catch pace in times to come?
The growth of social networking websites is still in a relatively nascent stage in India and the trend of companies employing executives via social networking websites will catch pace in times to come. It is already a very popular medium in some parts of the world where the recruiters and the prospective job seekers are using their networks to get introduced. Online is the way to go in times to come and companies will surely realise the potential of this phenomenon!
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
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