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The Resource GroupCAPITAL TRG iSKY OUTSOURCING TECHNOLOGY

trg.TECHNOLOGY

Presenter Team Khawaja Haris Alam

Hasan Kamal Syed

Usman Hanif

Umair Shahid

D e p t . O f M a n a g e m e n t S c i e n c e s N a t i o n a l U n i v e r s i t y , L a h o r e

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trg. Introduction

• Background– trg tech – Current situation– Current brand strategy

trg. Challenges

• HRM– Human capital • Attrition • Retention• Brain drain

• Branding– Parent brand (secondary associations)– Corporate policies– Awareness of trg tech

trg. Environmental factors

• Local corporate culture – SME sniping– Freelancing– Mobility of career tracks– Foreign attraction

• trg organizational culture– Corporate advantage– Appraisal techniques

trg. Objectives

• HRM – Increase workforce – Control attrition– Intensify retention

• Brand– Reposition from parent brand– Amplify awareness

trg. Recommendations

HRM: BRAND

trg. HRM Strategies

• Lessen online job postings to third party websites (Neelam, Beyrozgar, CareerJet, etc)

• Allow freelancing to encourage business development

• Talent management techniques • Assess ROI on recruitment initiatives • Examine appraisal processes • Emphasize EBBE

trg. Brand Strategies

• Reposition from the parent brand (trg)• Align HRM practices, and corporate strategy

with brand strategy• Maintain a stronger IMC and linkage with

employees• Emphasize the internal brand of trg tech

trg. HRM Plan

• Lessen online job postings to third party websites (Neelam, Bayrozgar, CareerJet, etc)– Create a sense of exclusivity to the company– Available only to the best

trg.• Allow freelancing to encourage business

development– SMEs attract with the ability to take a cut from

earnings– Environment is conducive to personal growth– Google policy: 20% personal, 80% company

trg.• Talent management techniques – Emphasize top management to spend time with

new employees– Intrinsically motivate employees• Highlight “stakeholders” aspect and teamwork

trg.• Assess ROI on recruitment initiatives– Mentorships, internships, seminars, events– Revamp the recruiting• Get new employees to find new recruits • Maintain a link through IMC and brand image

trg.• Examine appraisal processes– 360o degree process• Transparency guaranteed • Self-rating system • Potentiality of politicized or biased system

• Utilize as a means of getting input about company happenings– Grapevine

trg.• Emphasize EBBE– Employee Based Brand Equity• Exit interviews for leaving employees• Assess motivations and intentions

• Rebuild the ideas of organizational culture and corporate citizenship

trg.• Align HRM practices, and corporate strategy

with brand strategy– HRM role needs to be more focused• Not a “traditional” technology company• Uniquely talented individuals, special care and focus• Products need to reemphasized as being unparalleled

and one-of-a-kind

trg. Brand Plan

• Reposition from the parent brand (trg)– Aim to create hype as a new division of trg– Distance from “call center” image • Launch as a new product of trg rather than extension• Example: Nestle-MilkPak packaging, IBM-Lexmark

packaging

trg.• Maintain a stronger IMC and linkage with

employees– Maintain existing channels (except online postings

on various websites) – Provide the linkage to the potential employee• ROI on recruitment processes

– Example: LUMS, Nauras

trg.• Emphasize the internal brand of trg tech– Employees need to passionate about the brand• EBBE techniques• Organizational citizenship

– Build brand as personal equity for employees

trg. Financial Impact

• Almost all activities can be adjusted within the existing budget– Restructure rather than add costs– Process re-engineering and modification

trg. Conclusion

• Companies are made of systems, processes and people. It is difficult to exist without processes helping build systems while people evaluating and modifying the system.

trg. Thank you