2014

SAURABH TIWARI

MBA

RECRUITMENT AND SELECTION PROCESS

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BANSAL INSTITUTE OF ENGINEERING

& TECHNOLOGY, LUCKNOW Affiliated Uttar Pradesh Technical University, Lucknow

THE PROCESS OF RECRUITMENT AND

SELECTION IN Brindavan Bottlers Pvt. Ltd.

Coca-Cola

Internship report Submitted in partial fulfillment of the

Master of Business Administration’s degree

SAURABH TIWARI (Faculty Guide )

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1342270040 AKANSHA SRIVASTAVA

Certificate of Completion

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Acknowledgements

I would like to thank all my tutorials and especially to MR. MANU MEHROTRA

(HR HEAD). For their guidance and approval throughout the process of writing the

dissertation.

I am grateful to all the employees of coca cola Company in India for their

generous time and patience in participating and filling the questionnaire.

Special thanks to my mom for the encouragement, support and motivation

throughout my MBA course period. Without her prayers this would have not been

accomplished.

SAURABH TIWARI

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ABSTRACT

The research is based on the process of recruitment and selection of Brindavan

Bottlers Pvt. Ltd. this is to understand the impact of the above mentioned process and

its effectiveness.

The data gathered through questionnaires which were filled by the

employees of Brindavan Bottlers Pvt. Ltd. states that there are many ways through

which company attracts new candidates to participate in the interview process. To know

whether the employees of the company are satisfied with their job and the salary

package offered to them by the company. For the company to realize the reasons for

which their employees can leave the job may be for work pressure or no growth

opportunities etc. another aim is to know whether the deserving employee is performing

the right or not. This will enable the researcher is understand the process of recruitment

and selection better.

The main limitation of the research is that the primary data collected

through questionnaire is only employees’ perspective about the recruitment and

selection process not the employers. If both employees and employers’ perspective

could have been known it would have given a clear understanding of the process.

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INDEX

S. NO. TOPIC PAGE NO.

1 CERTIFICATE………………………………………………………… ……..3

2 ACKNOWLEDGEMENT………………………………………….. ……..4

3 ABSTRACT……………………………………………………………. ……..5

4 INTRODUCTION OF COCA COLA…………………………… ……..8

HISTORY OF COCA-COLA

COCA-COLA INDIA

ORGANIZATIONAL STRUCTURE

MISSION, VISION AND OBJECTIVE

VARIOUS BRANDS OF COCA-COLA

10 MARKET SHARE CAPTURED BY COCA-COLA…………. ……22

11 HUMAN RESOURCE MANAGER……………………………. ……23

LITERATURE REVIEW.

INTRODUCTION

UNDERSTANDING THE

CONCEPT OF HRM

DIFFERENCE BETWEEN PERSONNEL MANAGEMENT AND HRM

12 HUMAN RESOURCE STRATEGY…………………………….. ……29

13 RECRUITMENT ……………………………………………………. ……29

SOURCES OF RECRUITMENT

INTERNAL RECRUITMENT

EXTERNAL RECRUITMENT

EXTERNAL SOURCES OF RECRUITMENT

EXTERNAL RECRUITMENT METHODS

UNDERSTANDING THE PROCESS OF

RECRUITMENT & SELECTION

INTERNAL RECRUITMENT METHODS

INTERVIEWS

ISSUES FACED BY BRINDAVAN BOTTLERS PVT.

LTD.

IMPORTANCE OF THE PROCESS

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JOB DESCRIPTION …..49

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SELECTION PROCESS………………………..

….70

ENVIRONMENTAL FACTORS AFFECTING THE

SELECTION PROCESS.

STEPS IN THE SELECTION PROCESS

FACTORS LEADING TO SUCCESSFUL RECRUITMENT & SELECTION PROCESS……

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RESEARCH METHODOLOGY…………………. …..83

17 OBJECTIVES OF THE STUDY…………………. …..83

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SCOPE OF THE STUDY………………………… …..83

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RESEARCH DESIGN……………………………. …..85

20 METHOD OF DATA COLLECTION…………… …..86

21 SAMPLING DESIGN……………………………. …..86

22 SAMPLING TOOL………………………………. …..87

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TOOLS OF ANALYSIS…………………………. …..88

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SWOT ANALYSIS OF COCA-COLA………….. …..89

25 FINDINGS, SUGGESTIONS, CONCLUSIONS. ….106

26 BIBLIOGRAPHY………………………………… ….107

27 QUESTIONNAIRE…………………………………….. ….109

``

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INTRODUCTION OF COCA-COLA

Founder : John Syth Pemberton

Type :Soft Drink (Cola)

Manufacturer : The Coca-Cola Company

Country of Origin : United States

Introduced : 1886

Area served :Over 200 countries

Color : Caramel E-150d

Employees:92,400

Servings per Day:1.6 Billion

Website :w w w.coca-cola.com

Coca-Cola, the product that has given the world its best-known taste was born in

Atlanta, Georgia, on May 8, 1886. Coca-Cola Company is the world’s leading manufacturer, marketer and distributor of non-alcoholic beverage concentrates and

syrups, used to produce nearly 400 beverage brands. It sells beverage concentrates and syrups to bottling and canning operators, distributors, fountain retailers and fountain

wholesalers. The Company’s beverage products comprises of bottled and canned soft drinks as well as concentrates, syrups and not ready- to-drink powder products. In

addition to this, it also produces and markets sports drinks, tea and coffee. The Coca- Cola Company began building its global network in the 1920s. Now operating in more

than 200 countries and producing nearly 400 brands, the Coca-Cola system has successfully applied a simple formula on a global scale: “Provide a moment of refreshment for a small amount of money- a billion times a day.”

The Coca-Cola Company and its network of bottlers comprise the most sophisticated and pervasive production and distribution system in the world. More than

anything, that system is dedicated to people working long and hard to sell the products manufactured by the Company. This unique worldwide system has made The Coca-

Cola Company the world’s premier soft-drink enterprise. From Boston to Beijing, from Montreal to Moscow, Coca-Cola, more than any other consumer product, has brought

pleasure to thirsty consumers around the globe. For more than 115 years, Coca-Cola has created a special moment of pleasure for hundreds of millions of people every day.

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The Company aims at increasing shareowner value over time. It accomplishes this by

working with its business partners to deliver satisfaction and value to consumers through a worldwide system of superior brands and services, thus increasing brand

equity on a global basis. They aim at managing their business well with people who are strongly committed to the Company values and culture and providing an appropriately

controlled environment, to meet business goals and objectives. The associates of this Company jointly take responsibility to ensure compliance with the framework of

policies and protect the Company’s assets and resources whilst limiting business risks.

HISTORY OF COCA-COLA

HISTORY ABOUT COCA COLA

Atul Singh, recently appointed as the Group President,

Asia Group, The Coca-Cola Company was the former Deputy President & CEO of Coca-Cola India & SWA and led the

Company’s operations in India, Nepal, Bhutan, Bangladesh, Sri Lanka and Maldives from 2005 - 2013.

In May, 1886, Coca Cola was invented by Doctor John Pemberton a pharmacist from Atlanta, Georgia. John Pemberton concocted the Coca Cola formula in a three legged brass kettle in his backyard. The name was a suggestion given by John

Pemberton's bookkeeper Frank Robinson. Birth of Coca Cola Being a book keeper, Frank Robinson also had excellent

penmanship. It was he who first scripted "Coca Cola" into the flowing letters which has become the famous logo of today.

The soft drink was first sold to the public at the soda fountain in Jacob's Pharmacy in Atlanta on May 8, 1886.

About nine servings of the soft drink were sold each day. Sales for that first year added up to a total of about $50. The funny thing was that it cost John Pemberton over $70 in

expanses, so the first year of sales were a loss. Until 1905, the soft drink, marketed as a tonic, contained extracts of cocaine as

well as the caffeine-rich kola nut. Death of the Soda Fountain - Rise of the Bottling Industry until the 1960s, both

small town and big city dwellers enjoyed carbonated beverages at the local soda fountain or ice cream saloon. Often housed in the drug store, the soda fountain counter served as a meeting place for people of all ages. Often combined with lunch counters,

the soda fountain declined in popularity as commercial ice cream, bottled soft drinks,

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and fast food restaurants became popular.

New Coke On April 23, 1985, the trade secret "New Coke" formula was released.

Today, products of the Coca Cola Company are consumed at the rate of more than one billion drinks per day.

The world has changed in many ways since pharmacist, John Syth Pemberton first introduced the refreshing taste of Coca-Cola in Atlanta, Georgia. The name and the

product mean so many things to hundreds of Millions of consumers around the globe.

Coca-Cola products are served more than 705 million times every day, quenching

the thirsts of consumers in more than 195 countries in every climate. That's a long way to come after such a modest beginning...

May 1886 - Pemberton concocted caramel-colored syrup in a three-legged brass kettle in his backyard. He first "distributed" the new product by carrying Coca-Cola in a jug

down the street to Jacobs Pharmacy. For five cents, consumers could enjoy a glass of Coca-Cola at the soda fountain. Whether by design or accident, carbonated water was

teamed with the new syrup, producing a drink that was proclaimed "Delicious and Refreshing." Dr. Pemberton's partner and bookkeeper,

Frank M. Robinson, suggested the name and penned, in the unique flowing script that is famous worldwide today, "

1886 - Sales of Coca-Cola averaged nine drinks per day. That first year, Dr. Pemberton

sold 25 gallons of syrup, shipped in bright red wooden kegs. Red has been a distinctive color associated with the No. 1 soft drink brand ever since.

1891– Atlanta entrepreneur Mr. Candler had acquired complete ownership of the Coca- Cola business for $2,300. Pemberton was forced to sell because he was in a state of

poor health and was in debt. Within four years, Candler's merchandising flair helped expand consumption of Coca-Cola to every state and territory.

1893– In January "Coca-Cola" was registered in the U.S. Patent office.

1917 - 3 Million Coke's sold per day. "COCA-COLA" is the world’s most recognized

trademark.

1919 - The Coca-Cola Company was sol a group of investors for $25 million.

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1923 - The Coca-Cola Company was sold after the Prohibition Era to Ernest Woodruff for 25 million dollars. He gave Coca-Cola to his son, Robert Woodruff, who would be

president for six decades.

Woodruff's leadership took the business to unrivaled heights of commercial

success, making Coca-Cola an institution the world over.

During the Woodruff era, Mr. Woodruff made a promise to the armed forces of the

United States to supply Coca-Cola to every serviceperson. He said that costs and location did not matter; he supplied 5 billion bottles to the service.

1925 - 6 Million Coke's sold per day.

1928 - Sales of bottled Coca-Cola surpassed fountain sales for the first time.

1943 On June 29, an urgent cablegram arrived from General Dwight Eisenhower's Allied Headquarters in North Africa, requesting 10 Coca-Cola bottling plants to serve

American servicemen overseas. Eventually, 64 plants were set up during WWII.

1950 - Advertising on the television began. Currently Coca-Cola is advertised on over five hundred TV channels around the world.

1961 - Sprite was introduced.

1971 - The song "I'd like to Buy the World a Coke" was released.

1978 - The two liter bottle was introduced, and during that same year the company also

introduced plastic bottles

1982 - Diet Coke was introduced in July.

1985 - The Coca-Cola Company made what has been known as one of the biggest

marketing blunder. They stumbled into a new formula in efforts to produce diet Coke. They put forth 4 million dollars of research to come up with the new formula.

1985 - July 10, eighty-seven days after the new Coke was introduced, the old Coke was

brought back in addition to the new one. This was greatly due to dropping market share and consumer protest. The market share fell from a high of 15 percent to a low of 1.4

percent. This was said to be a classic marketing retreat. Coca-Cola executives admitted that they had goofed by taking the old Coke off the market.

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The Coca-Cola Company’s eight hundred number received eighteen thousand calls of gratitude. The comeback of old Coke drove stock prices to the highest level in twelve

years. This was said to be the only way to regain the lead on the cola wars.

1993 - Coca-Cola exceeds 10 Billion cases sold worldwide.

1996 - The Summer Olympics will be held in Atlanta, Georgia, the home of Coca-Cola.

For more than 65 years, Coca-Cola has been a sponsor of the Olympics.

COCA-COLA IN INDIA

Coca-Cola was the leading soft drink brand in India until 1977 when it left rather than

reveals its formula to the government and reduces its equity stake as required under the

Foreign Exchange Regulation Act (FERA) which governed the operations of foreign

companies in India. After a 16-year absence, Coca-Cola returned to India in 1993, cementing its presence with a deal that gave Coca-Cola ownership of the nation's top

soft-drink brands and bottling network. Coke’s acquisition of local popular Indian brands including Thums Up (the most trusted brand in India), Limca, Maaza, Citra and

Gold

Spot provided not only physical manufacturing, bottling, and distribution assets but also strong consumer preference. This combination of local and global brands enabled Coca-

Cola to exploit the benefits of global branding and global trends in tastes while also tapping into traditional domestic markets.

Leading Indian brands joined the Company's international family of brands, including Coca- Cola, diet Coke, Sprite and Fanta, plus the Schweppes product range.

In 2000, the company launched the Kinley water brand and in 2001, Shock energy drink and the powdered concentrate Sunfill hit the market. From 1993 to 2003, Coca-Cola

invested more than US$1 billion in India, making it one of the country’s top international investors. Coca-Cola India had won the prestigious Woodruff Cup from

among 22 divisions of the Company based on three broad parameters of volume, profitability, and quality. Coca-Cola India achieved 39% volume growth in 2002 while

the industry grew 23% nationally and the Company reached breakeven profitability in the region for the first time.23 Encouraged by its 2002 performance,

Coca-Cola India announced plans to double its capacity at an investment of $125 million (Rs. 750 crore) between September 2002 and March 2003.

Coca-Cola India produced its beverages with 7,000 local employees at its twenty-

seven wholly-owned bottling operations supplemented by seventeen franchisee-owned bottling operations and a network of twenty-nine contract-packers to manufacture a

range of products for the company. The complete manufacturing process had a

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documented quality control and assurance program including over 400 tests performed throughout the process.

The complexity of the consumer soft drink

market demanded a distribution process to support 700,000 retail outlets serviced by a

fleet that includes 10-ton trucks, open-bay three wheelers, and trademarked tricycles

and pushcarts that were used to navigate the narrow alleyways of the cities.25 In

addition to its own employees, Coke indirectly created employment for another 125,000

Indians through its procurement, supply, and distribution networks.

Organizational Structure

Following table shows different Departments in BBPL along with their respective

functions:-

DEPARTMAENT FUNCTION

Accounts department To prepare monthly, quarterly and annually accounts, costing,

budgeting & forecasting. To handle payable and insurance, inventory & stores etc.

Finance Department Arranging Finance and negotiate over coat of finance, To handle

sale, receivable, debtor aging, cash and bank etc.

Internal Audit To monitor the implementation of internal procedures, policies internal control systems and repot any violation. Detection and

control of financial risk and frauds.

Information Technology

Department

Development of SAP program, Networking, Hardware Maintenance

Human Resource Hiring new manpower, satisfaction, Motivation, Appraisals etc

Health Environment &

Security (HEC) ISO Audit and ISO implementation, Internal safety & environmental awareness and health improvement.

ISO Audit and ISO implementation, Internal safety & environmental

awareness and health improvement.

Production Department To undertake production activity and maintain desired production volume

Electrical & Instrument Maintain and economies electricity consumption, Installation and

maintenance of Electrical & Electronics Instruments

Mechanical Department Installation and maintenance of plant and machinery.

Research and

Development (R&D)

Product development, product improvement and economies

production cost by discovering raw material substitute or change in production process.

Quality Control Maintain quality and deal with complaints

Project Department To design and build structural design of new plant to be installed.

Marketing & Sales To increase existing demand, to work as organization’s intelligence

in large outer environment, customer satisfaction, advertisement, smooth dispatch, rationing of products in case of excess demand

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Organizational Structure

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BENCHMARK

Coca-Cola ranks no.1 brand in the world by the business world survey followed by

companies like Microsoft and IBM.

DIRECTOR

HR HEAD

HR EXECUTIVES

GM SALES

SALES HEAD CITY

SALES HEAD OUTER

ASSISTANT SALES

MANAGER

SALES EXECUTIVE

TEAM LEADER

MARKETING DEVELOPER

TRAINEE

VP FINANCE & A/C

MANAGER FINANCE &

A/C

ASSISTANT MANAGER

A/C

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Coca-Cola is the market leader in the whole world in beverage industry. Business week magazine ranks Coca-Cola on 4th position in Indian FMCG industry.

Coca-Cola enjoys approx 60% market share in Indian beverage industry.

SOFT DRINKS INDUSTRY IN INDIA

BEVERAGES

ALCOHOLICNON-

ALCOHOLIC

CARBONATED

COLA NON-COLA

NON-CARBONATED

NON-COLA

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MISSION, VISION AND OBJECTIVE

Our mission, vision and values outline who we are, what we seek to achieve, and how

we want to achieve it. They provide a clear direction for our Company and help ensure that we are all working toward the same goals.

COCA-COLA: VISION

VISION FOR SUSTAINABLE GROWTH

PROFIT: Maximizing return to shareowners while being mindful of our

overall responsibilities.

PEOPLE: Being a great place to work where people are inspired to be the best

they can be.

PORTFOLIO: Bringing to the world a portfolio of beverage brands that

anticipate and satisfy peoples’ Desires and needs.

PARTNERS: Nurturing a winning network of partners and building mutual

loyalty.

PLANET: Being a responsible global citizen that makes a difference.

COCA-COLA: VISION

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COCA-COLA: MISSION

Create consumer products services and communications customer’s service and bottling system strategy process and tools in order to create competitive advantage and deliver superior value to-Consumers as a superior beverage experience.

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Consumers as an opportunity to grow profit through the use of finished drinks.

Bottlers as an opportunity to make reasonable to grow profits and value added

Suppliers as an opportunity to make reasonable when creating real value added in

environment of system wide teamwork, flexible business system and continuous improvement.

Indian society in form of contribution to economic and social development.

OBJECTIVES

Coca Cola's Objectives of the Company

Mainly all companies' objectives are to survive, maximize their profits and to expand

their business, however, from when Coca Cola had started, over the years they had achieved these objectives. So the companies have come up with six strategic objectives

to provide the company with a framework for the company's success. In 2003, every function of The Coca-Cola Company integrated these priorities into their business plans.

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And this year, they will continue to establish these priorities, and their benefits into every aspect of the business.

Coca Cola's Six Strategic Priorities

1. Accelerate carbonated soft-drinks growth led by coca

cola Coca Cola leads with their strengths. Carbonated soft drinks remain their most profitable business and Coca Cola is the most popular brand in the world. This strategy

paves the way for growth.

2. Selectively broaden our family of beverage brands to

drive profitable growth Enormous opportunity exists in categories such as juice and juice drinks, bottled water,

teas, energy drinks, coffee and more.

3. Grow system profitability and capability together with

our bottling partners Coca Cola is a company of relationships, and one of our most important relationships is

the one we share with our bottling partners. In 2003, those relationships became more

profitable and productive.

4. Serve customers with creativity and consistency to

generate growth across all channels We will continually strive to increase growth for the customers' businesses, helping

create a context for the company's growth.

5. Direct investments to highest-potential areas across

markets

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Coca Cola tailor their business approach to the individual marketplace based on its

stage of development. In this way, we direct our investments in a way that makes the

most business sense.

6. Drive efficiency and cost-effectiveness everywhere By leveraging technology, creating alignment across business units and achieving

economies of scale, we are able to operate with more efficiency.

VARIOUS BRANDS OF Coca-Cola

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The Coca-Cola Company is the world’s largest beverage company. The Coca-Cola

Company markets four of the world’s top-five soft-drink brands—Coca-Cola, diet

Coke, Sprite and Fanta. Their beverage offerings encompass nearly 400 brands,

including coffees and teas, juices and juice drinks, sports drinks and waters as well

as carbonated soft drinks with operations in more than 200 countries. The products

of The Coca-Cola Company touch lives everywhere. So wherever you are, you're sure

to find a Coca-Cola product to enjoy. The main product range is as follows:

Diet coke

Kinley mineral water

Kinley soda

Minute maid orange

Minute maid Mango

Minute maid Pulpy

Thumsup

Sprite

Fanta

Limca

Coca-

cola

Maaza

Sprite 3G

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MARKET SHARE CAPTURED BY

PEPSI &Coca-Cola in

INDIA

PEPSI ZERO13%

PEPSI 33%

COCA COLA42%

COCA COLA ZERO12%

Sales

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Human Resource Manager: An individual who normally acts in an advisory or staff capacity, working with other

managers to help them deal with human resource matters. One general trend is that HR personnel are servicing an increasing number of employees. The human resource

manager is primarily responsible for coordinating the management of human resources to help the organization achieve its goals. There is a shared responsibility between line

managers and human resource professionals. The recognition of HR as a legitimate business unit has made it highly strategic

in nature and more critical to achieving corporate objectives. To succeed, HR executives must understand the complex organizational design and be able to determine the capabilities of the company’s workforce, both today and in the future. HR

involvement in strategy is necessary to ensure that human resources support the firm’s mission. The future appears bright for HR managers willing to forge a strategic

partnership with other business units.

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Distinguish among human resource executives,

generalists, and specialists.

a. HR Executives:- Executives are top-level managers, who report directly to the corporation’s chief

executive officer or the head of a major division.

b. HR Generalists:- Generalists are people who perform tasks in a wide variety of human resource-

related areas. The generalist is involved in several, or all, of the human resource

management functions.

c. HR Specialist:- Specialist may be a human resource executive, manager, or non-manager who

typically is concerned with only one of the functional areas of human resource

management.

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LITERATURE REVIEW

Introduction

This is to understand the HR strategies in terms of the process of recruitment and

selection in the topmost beverage company in India i.e., Brindavan Bottlers Pvt. Ltd. Also to view the basic problems faced by BBPL Company while recruiting and selecting staff in India from their head office based in United States.

Recruitment and selection is a critical feature of human resource management therefore different methods of recruitment will also be highlighted. It is very evident to

see the recruitment and selection process becoming important to all the organizations across the world. Its effectiveness is vastly mentioned in this literature review. Human

resource management has essentially developed from ‘industrial relations’ and ‘personnel management’. An organization expects a justifiable return which is

equivalent to the efforts made by their employees. The main motive for the human resource is to maximize the value gained by the hard work of the company employees.

1999). Human resource should make sure that they recruit only sufficient number of employees according to the work to be fulfilled. They should encourage a mix of

employees from different regions with qualifications. The management of lab our market internally within the organization is also crucial. Also should encourage

adequate turnover in order to minimize the layoffs and generate new openings. When the organization is going through its bad time it is necessary for the human resource to plan and provide workforce reductions and also to reallocate the employees.

Understanding the concept of Human Resource Management

Human resource management’s core area is recruitment and selection and it is very crucial for an organization’s successful functioning. As per Wilson (2005), in

human resource management, training and development, performance management, selection and reward management are the key features. Human resource management

believes in the growth of the firm as well as the employees and having effective communication by ignoring differences with the employees and giving them

information regarding the company’s progress. Human Resource Management is abbreviated as HRM and the activities carried out by the HR team are Recruitment,

Compensation and Training which can be classified as three main activities of HRM:-

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� Personnel Management - Staffing & Assortment.

- On Site Penal, Discharge, Dismissal, Argument resolutions services.

- Demonstration at Judges and Trials. - Agreements of occupation.

- Employee manual. - Rules and actions e.g. Restraint, Grievance & Harassment.

� Preparation & Improvement Management of

employees - Fitness & Safety Defiance.

- Social Reserve Defiance.

- Message Services. - Labour-intensive Management.

- Consumer Facilities.

� Health & Safety Consultancy - Wellbeing & Safety Risk Assessment.

- Wellbeing & Safety Statements. - Wellbeing & Safety Training e.g. - Maltreatment & Aggravation policies &

procedures, Health & Safety Compliance, Labor-intensive Handling Exercise.

The above points can be classified into many points. Personnel management can be referred to with many terms. The main work of the HR Department is to Recruit,

Select, Manage the employees, look after the compensation, look after the Health and Safety of the employees and also give consultancy options for the employees for their

grievances, Training them appropriately for the positions which will be vacant in the organization. The HR department also gives the employees the opportunities for growth

and trains them accordingly for being future managers for the betterment of the organization.

Personnel management and human resource

management are two different terms. They distinguish a

lot. The differences are as follows:-

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• Where human resource management is a long term plan and is focused to proactive

strategic management; the personnel management is short term and reactive. • Human resource management aims mainly at commitment whereas personnel management focuses on obedience.

• Personnel managers are controlled externally where human resource management has self-control.

• Human resource management maintains unity with the employees of the organization however personnel management remains pluralist and has less trust on employees.

• In personnel management, bureaucracy prevails whereas there is flexibility in human resource management.

• The personnel management is considered as specialist whereas the human resource management is highly incorporated in management.

• HRM lays stress on maximizing human assets whereas cost minimization is the one of the main motive of personnel management.

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Human Resource Strategy

The HR functional strategy is basically how it should organize itself and make use of its resources. It deals with developing own in-house resources. Nothing should be

done by human resource in isolation. People management is nothing but an acquired partnership between human resource and the managers. PepsiCo Inc. formed in 1965 is

the major global competitor of Coca-Cola Company even in India. Though Coca-Cola stated that in UK, main competitor is Robinsons instead of PepsiCo. Having many local

as well as international competitors, Coca-Cola should strive to make their human resource strategy stronger and focused. The core of human resource strategy is recruitment, deployment and departure of employees The human resource strategy

emphasizes on the organizational strategy. Their main aim is to lay stress on the commitment instead of compliance.

RECRUITMENT

It is the process of attracting individuals on a timely basis, in sufficient numbers and with appropriate qualifications, and encouraging them to apply for jobs with an organization.

a. Goals of Recruitment: Mainly there are two recruitment goals

b. To attract qualified applicants Recruiting process is used to create the pool of qualified applicants. By qualified applicants we meet those applicants who are having abilities that are perfect match with the job requirements.

c. To discourage non qualified applicants. Second goal of recruitment is to avoid nonqualified applicants. When recruiting is based upon careful designing of the job disruption and job specification most of the applicants having irrelevant qualifications are eliminated from the list of potential applicants which makes recruiting process more effective and easier.

D. Constraints of Recruitment Process: Different factors in internal or external environment can influence the effectiveness of recruiting process in negative manner and can become hurdles in recruiting process. They mainly include:

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I. Image of the Organization. If employees believe that their employer deals with them fairly, the positive word-of-mouth support they provide is of great value to the firm. It assists in establishing credibility with prospective employees. Image of the organization is mainly assessed by its performance, salary, benefits provided by it potential opportunities to excel and respect etc. If all these factors are good enough than the image of the organization will be positive in the market that will help the organization to have reasonable number of applicants ready to apply for then given job openings, But if the salary benefits provided by the organizations are not compatible with the market there are no potential opportunities for the career development and to excel in future than these factors will be contributing towards negative image of the organization. This bad image is hurdle in acquiring good number of applicants through recruitment process specially if any firm is having business in the declining industry and management is least bothered about the welfare and wellbeing of the employees.

II. Attractiveness of the job Attractiveness of the job mainly depends upon its contribution towards achievement of organizations objectives, challenging assignments, its contribution in the career development of the job holder. Secondly the benefits and salary associated to particular job also plays important role in defining the importance of the job. Therefore jobs having challenging assignments, career oriented in nature and having good remuneration package can attract best applicants from the labor force available in the market or vice versa.

III. Government Influence The recruitment process is influenced by the laws provided by the government. Organizations to be more successful are required to work according to these laws.

IV. Labor Market Influence: The recruitment process is influenced by labor market conditions. When the economy is growing rapidly and unemployment levels are very low, recruiting is extremely difficult. However, when the economy is stagnant and unemployment levels are high, organizations can obtain large applicant pool with very little effort.

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Human Resource Management

Recruiting Costs Companies use to bear very high costs while performing the recruitment process especially when the recruitment is external. Therefore organizations can perform this function only and only if they are having sufficient resources to perform the recruitment process.

VI. Global Issues Whenever staffing function is performed at the international level or across the national boundaries beside internal environment of organization polices of the host country regarding employment also influence the recruitment process. They can include basic labor laws regarding quality of work life EEO, remuneration packages, etc.

Diversity through Recruiting Efforts: To offset the momentum of past discrimination in employment, firms must resort to additional recruitment approaches. A recruitment program that is designed to specifically attract women and minorities is referred to as affirmative recruitment. To ensure that an organization's recruitment program is nondiscriminatory, the firm must analyze its recruitment procedures. Each individual who engages in recruitment should be trained in the use of objective, job-related standards. With few exceptions, jobs must be open to all individuals. When placing job orders with employment agencies, an organization should emphasize its nondiscriminatory recruitment practices. Organizations engaged in affirmative recruitment should develop contacts with minority, women's, and other community organizations.

E. Philosophy of the Recruitment: Major decision in performing the recruitment process is selection of sources from the available sources which are:

• Internal Recruitment

• External Recruitment. Both of these have pros and cons and to have the best pool of the applicant’s pool it is suggested that the multiple approach should be used instead of depending upon any single sources

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F. Ethical Issues in Recruitment:

• Performs recruiting and employment activities for the off-site location, providing

qualified candidates in a cost-effective and timely manner while ensuring adherence to the corporate job posting procedure. • Verifies that all job offers to internal and external candidates are within company policy

and that any unusual questions regarding employment are referred to the Manager in order to ensure fair and equitable treatment of all job candidates.

Human Resource Management

SOURCES OF RECRUITMENT After studying this, students should be able to understand the following: A. Explain Recruitment

B. Describe Sources of Recruitment

C. Identify alternatives to recruitment

D. Understand Recruitment – an applicant’s perspective

E. Evaluate the Recruitment Process

LESSON OVERVIEW

Today we will discuss about the first step of staffing function which is Recruitment. We begin this lecture by presenting the recruitment process. This section is followed by internal recruitment methods, external recruitment sources, and external recruitment methods. Finally, recruitment evaluation will be discussed.

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A. Recruitment:

Recruiting refers to the process of attracting potential job applicants from the available labor force. Every organization must be able to attract a sufficient number of the job candidates who have the abilities and aptitudes needed to help the organization to achieve its objectives. An effective employee selection procedure is limited by the effectiveness of recruiting process. Outstanding job candidates cannot be selected if they are not included in the applicant pool.

The recruitment process also interacts with other personnel functions, especially performance evaluation compensation training and development and employee relations. Recruiting is typically a human resource function.

In planning recruiting activities, an organization needs to know how many applicants must be recruited. Since some applicants may not be satisfactory an others may not accept the job offers, an organization must recruit more applicants than it expects to hire.

Yield Ratios help organizations decide how many employees to recruit for each

job opening. These ratios express the relationship between the numbers of people at one step of the recruitment process relative to the number of people who will move to the next step. Now we will discuss the different sources of recruitment that are available to organization:

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RECRUITMENT PROCESS

B. Source of Recruitment: Basically organizations are available by the two man sources of recruitment which are: I. External Recruitment.

II. Internal Recruitment.

Vacancies in upper level management can be filled either by hiring people from outside the organization or by promoting lower level mangers. Both strategies have advantages and disadvantages. We will consider both internal and external recruitment sources in detail:

RECRUITMENT PROCESS

IDENTIFY VACANCY

PREPARE JOB DESCRIPTION

& SPECIFICATION

ADVERTISING THE VACANCY

ANALYSING THE RESPONSE

SHORT LISTING

ARRANGE INTERVIEWS

CONDUCTING INTERVIEW &

DECISION MAKING

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I. Internal Recruiting Sources: When job vacancies exist, the first place that an organization should look for placement is within itself. An organization’s present employees generally feel that they deserve opportunities to be promoted to higher level positions because of their service and commitment to organization. More over organizations have opportunities to examine the track records of its present employees and to estimate which of them would be successful. Also recruiting among present employees is less expensive than recruiting from outside the organization. The major forms of the internal recruiting include: 1. Promotion from within. 2. Job posting. 3. Contacts and referrals

a. Promotion from within: Promoting entry level employees to more responsible positions is one of the best ways to fill job vacancies and important reason why company should have a human resource planning system. An organization that has human resource planning system uses succession plans and replacement charts to identify and prepare individuals for upper level positions. Skills inventories are useful in identifying individuals who have the

b. Job posting An organization can also use the policy of job posting as a internal recruitment source. In the job posting system the organization notifies its present employees about job openings through the use of bulletin boards, company publications, or personal letters. The purpose of the job posting is to communicate that the job opening exists. An effective job posting system involves the following guidelines:

Job posting should be prominent.

Clear job specification should be communicated so that applicants assess themselves either they are eligible to apply or not.

Once the decision is made, all applicants should be informed about the decision.

Job posting systems generally work quite well.

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c. Contacts and Referrals: Many firms have found that their employees can assist in the recruitment process. Employees may actively solicit applications from their friends and associates. Before going outside to recruit employees, many organizations ask present employees to encourage friends or relatives to apply for the job openings. Contacts and referrals from the present employees are valuable sources of recruits. Employee referrals are relatively inexpensive and usually produce quick responses. However some organizations are concerned about problems that result from hiring friends of employees for example, the practice of hiring friends and relatives favoritisms, cliques etc.

• Advantages of Internal Recruitment: 1. Provides greater motivation for good performance. 2. Provides greater opportunities for present employees 3. Provides better opportunity to assess abilities 4. Improves morale and organizational loyalty 5. Enables employees to perform the new job with little lost time

• Disadvantages of Internal Recruitment: 1. Creates a narrowing thinking and stale ideas 2. Creates pressures to compete 3. Creates homogeneous workforce 4. Chances to miss good outside talent Requires strong management development programs specially to train for technology.

II. External Recruiting Sources: A broad variety of methods are available for external recruiting. An organization should carefully assess the kinds of positions it wants to fill and select the recruiting methods that are likely to produce the best results.

EXTERNAL SOURCES OF RECRUITMENT There are some employee needs that a firm must fill through external recruitment.

Among them are: filling entry-level jobs, acquiring skills not possessed by current

employees, and obtaining employees with different backgrounds to provide new ideas.

a. High Schools and Vocational Schools Organizations concerned with recruiting clerical and entry-level operative employees

often depend on high schools and vocational schools.

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b. Community Colleges A number of community colleges are sensitive to the specific employment needs in their local labor market and graduate highly sought-after students with marketable skills.

c. Colleges and Universities Colleges and universities represent a major source of recruitment for many

organizations. Potential professional, technical, and management employees are typically found in these institutions. Different institutes use to publish booklets having

information about the graduates that can be communicated to organization who are in search of applicants.

d. Competitors and other Firms Competitors and other firms in the industry or geographic area may be the most

important source of recruits for positions in which recent experience is highly desired.

e. Unemployed Individuals, who are unemployed, regardless of the reason, often provide a valuable source of recruitment.

f. Older Individuals Older workers, including those retired, may also comprise a valuable source of

employees.

g. Military Personnel Using this source may make sense to many employers because these individuals typically have a proven work history, and are flexible, motivated, and drug free.

h. Self-Employed Workers These individuals may provide a source of applicants to fill any number of jobs requiring technical, professional, administrative, or entrepreneurial expertise.

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III. EXTERNAL RECRUITMENT METHODS Recruitment methods are the specific means through which potential employees are attracted to the firm.

a. Advertising

b. Employment Agencies

• Public Employment Agencies.

• Private Employment Agencies

c. Recruiters

d. Special Events .

e. Executive Search Firms

f. Professional Associations

g. Unsolicited Walk-In Applicants

h. Open Houses

i. Event Recruiting

j. Virtual Job Fairs

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k. Cyber Recruiting

o Advantages of External Recruitment:

1. provides new ideas and new insights

2. Provides greater diversity and helps achieve EEO goals by making affirmative action easy 3. Provides opportunities to handle rapid growth if the organization 4. Opportunities to get people with up-to-date knowledge education and training

o Disadvantages of External Recruitment: 1. It is more expensive and time consuming

2. Destroys incentives of present employees to strive for promotion 3. More chances to commit hiring mistakes due to difficult applicant assessment that will lead to wastage of resources.

C. ALTERNATIVES TO RECRUITMENT When an organization decides to add personnel to its staff, it makes a significant

financial investment. Recruitment and selection costs are high, especially for professionals, technical and

managerial employees. Therefore before an organization decides to recruit new employees, it ought to consider

the feasibility of other alternatives.

Human Resource Management

I. Outsourcing Out sourcing is the process of transferring responsibility for an area of service and its objectives to an external service provider instead of internal employee.

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II. Contingent Workers It is also known as part-timers, temporaries, and independent contractors, comprise the fastest-growing segment of our economy.

III. Professional Employer Organization (Employee

Leasing) Using this approach, a firm terminates some or most of its employees. A leasing company then hires them, usually at the same salary, and leases them back to the former

employer, who becomes the client.

IV. Overtime Perhaps the most commonly used method of meeting short-term fluctuations in work

volume is through the use of overtime.

D. Recruitment - An applicant perspective:

• Applicant should be provided with necessary information regarding organization job,

remuneration package etc.

• If rejection is to be communicated it should be done with tactics.

E. Evaluating the Recruitment Process: Recruitment process can be evaluated by the following factors: 1. Quantity of the Applicants 2. Quality of the Applicants

1. Quantity of the Applicants Recruitment process can be evaluated by the number of applicants who have applied for

the job greater the number of applications greater will be the chance to select best people from available pool.

2. Quality of the Applicants Effectiveness of recruitment can be estimated by the quality of the applicants. Quality

can be assessed by the education, skills, capabilities and competencies of the applicants.

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Yield Ratios: The effectiveness of the recruitment process also depends upon the acceptability

of the yield ratio.

Understanding the process of Recruitment and

Selection Human resource management believes in the growth of the firm as well as the

employees and having effective communication by ignoring differences with the employees and giving them information regarding the company’s progress. Their plans

and strategies are integrated with the business objective of the organization. Human resource’s fundamental strategy is to maintain and strengthen the human capital base,

also whether the employment decision taken is positive or negative, the workforce quality overall, and the motto remaining the same “if you cannot change people, change

the people.” Majorly the ineffective recruitment and selection is related to the people problem.

As mentioned by Cascio in the year 2005, “Recruitment is generally treated as a one way process i.e. organizations searching for prospective employees and this approach is known as Prospecting Theory of recruitment.” Recruitment is generally a deficient

relation of selection. The main attention is grabbed by the selection process. The failures made in the process cannot be swept over by selection techniques.

One of the early famous writers, Taylor (1911) suggested that the process of selection is very important and mentioned “The best man for the job”

Majorly, there are two different types of recruitment methods generally used by the employers:-

� External Recruitment Methods The external labour market is used in this approach.

1) Closed Searches:

i. Word-of-mouth: Spreading the vacancy news through word-of

mouth to friends, family and others.

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ii. Links to schools, colleges and universities: Spreading

information in schools, colleges and universities by announcements and notice

boards.

iii. Recruitment agencies: Hiring recruitment agencies to search and

deal with the candidates in the initial round of interviews. This method is a solution if the employer is getting insufficient applications or else too many

unsuitable candidates.

2) Responsive Methods:

i. Speculative applications: Distributing applications for various

vacancies.

3) Open searches:

Local newspaper advertisement: Placing ads in the local

newspaper enables the potential candidate to approach the employer for the

particular position in that local community. Ads in specialist press: - placing adverts in specialist press is like special job

newspapers.

Job fairs: - this enables candidate from local communities to come and participate in the fair and apply for their desirable post.

Walks-ins: - Through ‘word of mouth’ or any job seeker wants to apply

can come in and ask if there is any vacant position in that particular company.

National newspaper adverts: - mainly multinational companies

use this method in order to spread the news to the whole country so that they receive many applications from candidates which enables them to screen and find best and potential candidate.

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EXISTING CV

(Created & Maintained by HR)

VACANCY ADVERTISEMENT IN NEWSPAPERS

HIRING CONSULTANTS

(MOSTLY FOR SENIOR & MIDDLE LEVEL CRITICAL

POSITIONS)

E-RECRUITMENT PORTALS

CV DATABASE ACCESS

REGULAR JOB POSTING

MARKET INTELLIGENCE

PERSONAL NETWORK

HEAD HUNTING

Job centre plus and predecessors: - Individuals generally

approach to job centered plus to great immediate response as the job vacancies on

job portals are sometimes invalid or expired.

Employer’s website: - the most common method used by various companies is publishing on their own company website. The best and the direct way of

communicating with the candidates and getting direct responses.

Radio or TV adverts: - TV commercials and announcements on radio

are also affective way of spreading the news.

RECRUITMENT METHOD

RECRUITMENT METHOD

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Internal Recruitment Methods Since the time of rationalization the internal recruitment method has been used.

Vacancies can be filled by analyzing employee talents and improvement and then redeploying them from on position/department to another. This motivates the employee

and enables their future growth in the organization as well as helps the organization by being cost-effective and not wasting time in hiring recruitment agencies and giving advertisements. This lower downs the attrition rate as well. In order to nurture the

talents of the employees within an Organization, employees are selected through the process of IJP

There are some selection methods which are popularly known and use for managerial staff are:-

� Interview Panel

� Application forms

� Assessment Centers

� One-to-one Interviews

� References

� Biographical Data (CV/Resume)

� Psychometric test

� Graphology

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INTERVIEWS

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INTERVIEWS Interview is the most vital part of the selection process. According to Fletcher

(1988), “An interview is a meeting of two people, face to face, to accomplish a known purpose

by discussion” An interview basically aims in the following:-

a) Support in the procedure of choosing desired candidates for the vacant positions. • Notifying the deserving candidates about the work. • Deciding which applicant will be the most suitable for the required position and

predict whether he will be willing to do the desired work. • Influencing the applicant chosen to accept the job offer.

b) To inform all the candidates both selected and the rejected ones about their success or failure in a manner in which the company image does not get spoiled and the process

of selection was fair. There are many phases in the recruitment process:-

a) Pre-Recruitment Phase – Determine scale and timescales of the project

undertaking; decide whether more employees are to be recruited or the existing

workforce can meet the demand by increasing flexibility of work; in order to develop strategy liaising with other stakeholders may be essential; agreeing with the

employment packages prepared and to which extent the compensation. Packages can be negotiated can be decided, also consenting with the contractual details, etc. b) Key Recruitment Activities – Analyzing job and preparing recent an accurate job

description; deciding the key recruitment method whether internal or external;

determining the method of communication to be used, specifying standards and ideal candidate specification, etc. c) Key Selection Activities – Establishing competency statements and

frameworks, determining the approach to be used for the process of selection and the

short listing criteria; while decision making in the selection process, building checks and safeguard measures; documenting the selection criteria as well as applicant’s

profiles in order; training staff in interview, questioning and taking feedbacks, etc.

d) Post-Selection Activities –Reference checks and other evidences which

are relevant; if necessary, implement employment eligibility and medical tests for the

candidate; preparation of employment offer letter documents for the candidate selected; filing the profiles of the rejected candidates who may be suitable for a different pos ition

in the organization; informing the rejected applicants through e-mail or post and giving them feedback which maintains a positive impression on the unsuccessful candidate

about the company.

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Issues faced by Brindavan Bottlers Pvt. Ltd. There are various issues which an international organization like Coca-

Cola Company generally faces while starting their business in some other country, some of which are majorly related to recruitment and selection are:-

i. Staffing International Operations • Knowledge of the local operating criteria is also a critical problem.

• Local personnel incentives.

• Cost of transferring managers from the home company. • Legal Restrictions in the other country

• Control • Long-term Focus/Plans of the organization while setting up their roots in the other

country. • Management Development

ii. Global mobility of personnel • Local Prejudice

• Technical Competence • Repatriation iii. Recruitment, Selection and Training • Recruitment of candidates who are highly expertise is difficult.

• Cross-Cultural Ability • Training Compensation in other countries.

Another issue faced by Coca-Cola is that they no longer only check the job profile and the experience but they need a diverse, multi-skilled, flexible workforce who can work

together as a team. While interviewing, now-a-days, more focus is on the person’s attitude towards team work and adjusting capabilities.

As extracted from Albrecht, M. H. (2001) above mentioned points which Coca-Cola. Company had to take into considered while planning to set up Hindustan Coca-Cola

private limited (India) can be summarized as:- a) The main purpose and general information about India.

b) Preparing relocation c) Relocation to host location

d) In order to sustain standard of living allowances are to be considered. e) Leave.

f) Allowances for education for the children who are dependent. g) Benefit coverage. h) Tax policy applicable.

i) Succession plan. j) Termination agreement.

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These facts were considered by Coca-Cola Company while developing their international human resource policy for Coca-Cola, India.

Importance of the Process After being more than 12 million online job seekers as online recruiting sites have come

up, still the most popular method of selection i.e. face-to-face interview remains in demand in terms of decision making especially for higher positions. The process of

recruitment leads to selection. Promotion of the employees is also a kind of employee selection. If the process of recruitment is weak it is possible that the recruited person may not necessarily perform

his task well, though this performance issue can be sorted by giving effective training to the newly joined employee. But in order for the individual not to lose his enthusiasm

and get demotivated and also for the organization to save time, effort and minimize the cost, effective recruitment is essential. It is very crucial for the selector to select a

candidate who can meet the job criteria and requirement of the company, in whom the company can see their future employees. Therefore, this process of selection is very

important otherwise it may lead to waste of time and money spent on recruitment process as well as selection process and training of the employee, loss of valuable

resources, accidents, also a chance of selecting a better employee, etc. This means the recruitment process is equally important in order for a successful recruitment process.

Otherwise it may bring about heavy loss for the organization. The quality and quantity of employees should not be less than what the organization requires otherwise

human resource system will not be effective. The basic motive of selection is to equalize employee with work. Work can be of

different type in environments like physical, social or economic. It is important to select

candidates according to the work load and time flexibility in today’s world as flexibility is the one of the first major plus point seen/tested in the candidates while interviewing.

The importance of recruitment is that the organization will receive many responses from candidates but it is the responsibility of human resource to search for the right

candidate suitable for a particular position. Also stability in any organization is the biggest issue. While interviewing any candidate, stability criteria must be checked may

be through his profile as in the number of companies changed till date. Always job analysis is essential to get clarity in the job description.

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Job Description

As discovered by Muller-Camen et al. (2008), job description is used as a base

for the human resource to clearly determine personal attributes and candidate

specification for the job which are written in the person specification. The advertisement placed for the job vacancy should mention the job duties as well as the

specification of the candidate desires for that position. Fletcher (1988) suggested that a job description basically includes of the following mentioned information:-

• Title and background • Terms of contract • Compensation package

• Duties of the position vacant and advertising for • Pros’ and cons’

• Training, promotion and other contract details

Vigilant recruitment is essential for any organization.

o A lot of candidates are expected to apply for the vacant post advertised for. o There will be difference in the candidate’s performance.

o There is always a predictable average stay of the newly hired employee. o A number of people can be recruited.

o Hazards connected with the appointment o The process of recruitment and selection is costly.

o It is tough to terminate the employees already hired in the company. SELECTION

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SELECTION PROCESS

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After studying this, we should be able to understand the following: A. Explain Selection Process

B. Describe Environmental factors affecting the selection process C. Identify Steps in the selection process

A. SELECTION PROCESS We begin this with a discussion of the significance of employee selection and the

environmental factors that affect it. Then, we describe the selection process, the preliminary interview, and review of the application for employment.

Selection Process an Overview

Selection is the process of choosing from a group of applicants those individuals best suited for a particular position. Most managers recognize that employee selection is one

of their most difficult, and most important, business decisions. This process involves making a judgment -not about the applicant, but about the fit between the applicant and

the job by considering knowledge, skills and abilities and other characteristics required to perform the job Selection procedures are not carried out through standard pattern and

steps in this. Process can vary from organization to organization some steps performed and considered important by one organization can be skipped by other organization

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SELECTION PROCESS

FINAL APPROVAL

REFERENCE CHECK

MEDICAL EXAMINATION

EMPLOYMENT INTERVIEW

SELECTION TEST

APPLICATION BLANK

PRELIMINARY INTERVIEW

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B. ENVIRONMENTAL FACTORS AFFECTING

THE SELECTION PROCESS A permanent, standardized screening process could greatly simplify the selection

process. However, development of such a process—even if it were possible and desirable—would not eliminate deviations to meet the unique needs of particular

situation.

• Legal Considerations Legislation, executive orders, and court decisions have a major impact on human resource management. It

is important for hiring managers to see the relationship between useful and legally defensible selection tools.

• Speed of Decision Making The time available to make the selection decision can have a major effect on the

selection process. Closely following selection policies and procedures can provide greater protection against legal problems; however, there are times when the pressure of

business will dictate that exceptions be made.

• Organizational Hierarchy Different approaches to selection are generally taken for filling positions at different levels in the organization.

• Applicant Pool The number of applicants for a particular job can also affect the selection process. The process can be truly selective only if there are several qualified applicants for a

particular position. The number of people hired for a particular job compared to the individuals in the applicant pool is often expressed as a selection ratio.

• Type of Organization The sector of the economy in which individuals are to be employed—private,

governmental, or not-for profit— can also affect the selection process.

• Probationary Period Many firms use a probationary period that permits evaluating an employee’s ability based on performance.

This may be either a substitute for certain phases of the selection process or a check on the validity of the process.

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Human Resource Management • Selection Criteria: Mostly the selection of applicant depends upon the following factors or criterions.

1. EDUCATION 2. COMPETENCIES

3. EXPERIENCE 4. SKILLS AND ABILITIES

5. PERSONNAL CHARECTRISTICS Applicant who is best fit should be hired instead of hiring a person with extra ordinary skills it means right person for right job should be hired person who is over or under

qualified for the particular job will not be able to adjust in the organization.

C. STEPS IN THE SELECTION PROCESS The selection process typically begins with the preliminary interview; next, candidates

complete the application for employment. They progress through a series of selection tests, the employment interview, and reference and background checks. The successful applicant receives a company physical examination and is employed if the results are

satisfactory. Several external and internal factors impact the selection process, and the manager must take them into account in making selection decisions. Typically selection

process consists of the following steps but it is not necessary that all organization go through all these steps as per requirement of the organization some steps can be skipped

while performing the selection process. 1. Initial Screening

2. Application Blank 3. Pre-employment Testing

• General Intelligence Tests • Aptitude Tests

• Personality and Interest Tests • Achievement Tests

• Honesty Tests 4. Interview • Structured Interview

• Unstructured Interview • Mixed Interview

5. Background Checks 6. Conditional job offer

7. Medical Exam/Drug Tests 8. Final Selection Decision

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1. INITIAL SCREENING: The selection process often begins with an

initial screening of applicants to remove individuals who obviously do not meet the

position requirements. At this stage, a few straightforward questions are asked. An applicant may obviously be unqualified to fill the advertised position, but be well

qualified to work in other open positions. The Purpose of Screening is to decrease the number of applicants being considered for selection.

Sources utilized in the screening effort: Personal Resume presented with the job application is considered as source of information that can be used for the initial screening process. It mainly includes

information in the following areas: • Employment & education history

• Evaluation of character • Evaluation of job performance

Screening Interviews: Screening interviews are used to:

Human Resource Management • To verify information provided on resume or application blank.

• They are usually very short (approximately 30 minutes or so).

Advantages of Successful Screening: If the screening effort is successful, those applicants that do not meet minimum required qualifications will not move to the next stage in the selection process. Companies

utilizing expensive selection procedures put more effort in screening to reduce costs.

2. APPLICATION BLANK /REVIEW OF APPLICATIONS

APPLICATION BLANK: is a formal record of an individual’s application

for employment the next step in the selection process may involve having the

prospective employee complete an application for employment. The specific type of information may vary from firm to firm and even by job type within an organization.

However, the application form must reflect not only the firm’s informational needs but also EEO requirements. Application forms are a good way to quickly collect verifiable

and fairly accurate historical data from the candidate.

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Factors affecting Selection process Muller-Camen et al. (2008) & Rosenfeld et al. (1999) pointed out the factors that

influence the interviewer’s evaluation (Taylor, 2005). Mentioned below are the potential sources that may affect an interviewer’s evaluation of candidate:-

- Effect of Expectancy A good application form / resume of a candidate may give them an advantage where in

the interviewer may expect or may judge the performance of the individual in the interview process and may confirm the preliminary expectations of the interviewer.

- First Impressions The initial moments of interview can also have a long-lasting effect on the interviewer

which may still be the same at the time of final outcome. It can be either positive or negative.

- Categorizing This may happen when the interviewer evaluates the candidate on the basis of his/her

personal understanding, this is also known as stereotyping; For e.g.: ethnic group, blacks, etc.

- Good and Bad Effect Generalizing about the candidate’s performance, as good or bad by the interviewer in an

organization is the example of good and bad effect. This is also known as Halo and Horn Effect (cited in Searle, 2003).

- Contrast Effect The interviewee may be compared or distinguished with/from other applicants. It may be difficult for the interviewer to avoid this comparison or differentiate.

- Softness and Roughness Effect The tendency of the interviewer in which he/she judges the candidate’s act favorably or

unfavorably can be called as softness and roughness effect.

- Undesirable Information Partiality This may take place when negative information gains more limelight in the conversation than any other favorable information. The undesirable matter is weighted

more while the interview process which may lead to unfavorable partiality. - ‘Similar To Me’ Effect This may occur when the interviewer feels the interviewee similar to himself. This creates favorable biasness towards that candidate which may affect the final

decision to be made.

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2.8 Factors leading to Successful Recruitment and Selection It is not an easy task for any multi-international company to achieve success in the process of recruitment and selection as there are various criticisms faced by the human

resource department whenever there is a problem with the employees’ performance or something else. As mentioned by Bilsberry (1996), “Having the right person in the

right job at the right time is therefore critical to success” (as cited in Muller-Camen et al., 2008, p.142). Always the responsibility is on the recruitment team as to what kind

of candidates are being chosen. Many times, questions are raised such as whether the candidate has potential and is capable or not for the desired position, have enough

experience or are qualified enough, etc. This is deep focused process is very difficult as well as very vital for any organization to performance to the best of its capabilities.

There are several factors leading to successful recruitment selection, most important of which is personality which acts as supplementary predictor of job performance. Secondly, while conducting interviews and advertising for vacancies, the

human resource has to take the full advantage to enhance the company’s brand image and also make sure it is cost effective. Selecting candidates, equivalent to the work type

is a difficult task, but the main factor is the quality not the quantity. Comparatively typical interviews are unstructured.

In a structured interview, generally the candidate faces similar kind of questions which improves the quality of the interview. Including job circumstances while interviewing a

candidate gives a clear picture as to who are good performers and who are bad. Interviewers need intense training as majority of them are not trained for the process of

interview. There three major selection methods used in UK as observed by Wilson (2005) i.e. ability tests, assessment centre and personality questionnaires have doubled

their usage by big firms in UK. These methods also bring about successful selection process. Storey and Wright (2001) also argued that selection decisions are now-a-days

based on cultural fit and attitude of the candidate and no more based on the traditional job criteria.

The process of recruitment and selection should be based on equality. It is very important for any human resource to provide equal opportunities to all the candidates

applying for the post. There should not be any kind of discrimination as it may affect company’s image and reputation.

Illegal discrimination should be avoided such as:- - Race/caste

- Gender (Male / female) - Disability

- Age

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- Ethnicity - Religion

Factors that can affect the process of selection in an organization are:- a) Budget available

b) Accuracy is required c) Time-scale for appointment

d) Selection criteria for the post to be filled e) Satisfactoriness of the methods

f) Type of vacancy and level of the position to be filled g) Past Customs and Practices

h) Ease in administration i) Capability of the staff involved in the process of selection.

Systematic recruitment process has the following criteria which lead to successful recruitment process in Hindustan Coca-Cola private limited:-

• Determining the Vacancies: Vacancies are determined on the basis of

organizational objective and demand for that particular vacancy in that firm. Contents of recruitment will be decided in the human resource planning which can be revised.

• Considering the Sources: It depends on the nature of demand and supply

of labour while designing the human resource planning. There is a possibility of internal recruitment for filling vacancies because the employees are known to the organization,

the time and cost of recruitment and selection is saved, the capabilities of employee is known to the organization and it is a way of building up trust in the eyes of employees as they will view it as a source of growth and their career development which will lead

to low attrition rate in the organization. Other sources of recruitment would be institutional agencies, employment agencies and advertisement.

• Preparing and Publishing Information: This method requires a

lot of time and energy as accurate information has to be provided which can attract suitable candidates for that particular post. Also the job description for the post is mentioned, rewards, etc. This can be in the form of job advertisement in newspaper or

press, application form, etc. • Processing and Assessing Applications: After receiving the applications from

candidates the next step is to select the candidates who are most suitable for the given post and can be seen as the future employees for the organization which makes the cost

and time for the selection process worthwhile. This is done in three basis categories: suitable, marginal and not suitable. • Notifying the applicants: The final stage is to inform the successful candidates that

they are successful of the arrangements for the selection procedures and to the rejected

applicants that they are unsuccessful. The letter to the chosen candidates may include

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date, time, venue, travel and expenses. Also it will be easy for the candidate if company profile and job description is also attached in the letter.

There are several advantages and disadvantages supported by Rosenfeld et al. (1999):-

Advantages of Selection Interview

1) Candidates most of the time eagerly wait for the interview call. Therefore, it is

easy to organize interviews. 2) Interviews are quick. It required verifying the details mentioned in their resumes

or application form, checking their verbal communication skills and knowledge /

experience about the job they have applied for. 3) It is difficult to find equivalent to this kind of method as the employers want to

see and analyze after talking to them whether the candidate can be a future employee of the company or not.

Disadvantages of Selection Interview 1) If there are multiple interviewers in an interview, they are likely to pick up

different a candidate and end up with a different conclusion; this makes the process tougher.

2) Premature impression makes the interviewer to come to a conclusion sometimes. This may be totally opposite of how exactly the candidate is.

3) Interviews are generally biased. 4) In the interview process, it becomes difficult for the interviewer to realize the

irrelevant or the relevant information. There are three key individual characteristics which are essential in the process of

selection for an organization like Coca-Cola Company in India:-

I. Universals: Intellectual skills, energetic candidate who priorities his / her job

duties.

II. Occupational: characteristics essential for the job to be taken up.

III. Relational: Emotional strength.

These above mentioned criteria may differentiate according to the job requirement. Once the candidate is selected for a given post, human resource should make sure the

below mentioned criteria are available before issuing the offer letter to the candidate:-

- MRF (Manpower Requisition Form)

- Curriculum Vitae (CV) of the candidate - Assessment Sheet of the Interview conducted

- Details of References

- Compensation Offer

61

After the new employee gets hired, employee may submit documents listed below as asked by the human resource according to the company policies:-

- Copy of offer letter signed and accepted by the candidate. - Copy of candidate’s educational and professional documents.

- Date of Birth ID - Passport size photographs of the new employee.

- Pay-slips of previous employment. - Relieving Letter from the previous employer.

- Filled Medical Insurance Form of the company.

62

METHODOLOGY

63

RESEARCH METHODOLOGY

OBJECTIVES OF THE STUDY

The main objective of the project is to analyze and study in efficient way the current

position of Brindavan Bottlers Pvt. Ltd. To perform PESTLE and SWOT analysis of Coca-cola globally as well as locally.

This would help us identify areas of potential growth.

The study was aimed to perform Market Analysis of BBPL & find out different

factors effecting the growth of Coca-Cola. Another objective of the study was to perform Competitive analysis between Coca-

Cola and its competitors. To understand the reasons behind the purchase of Coca-Cola products.

SCOPE OF THE STUDY

This study basically tries to discover the current position of Coca-cola in the market. It also tries to discover the preferences of the customers when posed with a choice

between Coca-Cola and Pepsi. It is primarily directed to the general public but was done only in Lucknow.

RESEARCH DESIGN

64

A research design is the specification of methods and procedures for acquiring the needed information. It is overall operational pattern or framework of the project that

stipulates what information is to be collected from which source by what procedure.

``There are three types of objectives in a marketing research project:-

1. Exploratory Research. 2. Descriptive Research.

3. Casual Research.

1. Exploratory Research:-The objective of exploratory research is to

gather preliminary information that will help define problems and suggest hypothesis.

2. Descriptive Research:-The objective of descriptive research is to

describe things, such as the market potential for a product or the demographics and

attitudes of consumers who buy the product.

3. Casual Research:-The objective of casual research is to test hypothesis

about casual and effect relationships.

Based on the above definitions it can be established that this study is a Descriptive Research as the attitudes of the customers who buy the products have been

stated. Through this study we are trying to analyze the various factors that may be responsible for the preference of Coca-Cola products.

METHOD OF DATA COLLECTION

The data has been collected from both primary as well as secondary sources.

PRIMARY DATA:-The primary data has been collected simultaneously

along with secondary data for meeting the established objectives to provide the solution for the problem identified in this study.

The methods that have been used to collect the primary data are:-

Questionnaire Personal Interview

SECONDARY DATA:-It is defined as the data collected earlier for a

purpose other than one currently being pursued.

65

As a researcher I have scanned lot of sources to get an access to secondary data which have formed a reference base to compare the research findings. Secondary data in this

study has provided an insight and forms an outline for the core objectives established.

The various sources of secondary data used for this study are:-

News papers Magazines

Text book HR reports of the company

Internet

SAMPLING DESIGN

An integral component of a research design is the sampling plan. Especially it addresses

three questions: Whom to survey (sample Unit), how many to survey (Sample Size) and how to select them (sampling Procedure). Making the census study of the entire universe will be impossible on the account of limitations of time and money. Hence

sampling becomes inevitable. A sample is only his portion of population. Properly done, sampling produces representative data of the entire population.

SAMPLE SIZE:- Through questionnaire – 40 respondents. Through personal interview-10 respondants.

SAMPLING TOOL:-Questionnaire was used as a main tool for the

collection of data, mainly because it gives the chance for timely feedback from respondents. Moreover respondents feel free to disclose all necessary detail while filling

up a questionnaire. Respondents seeking any clarification can easily be sorted out through tool.

Sampling Tools Respondent Number

Questionnaire Employees 40

Personal Employees 10

66

HYPOTHESIS TESTING

Here we take a sample of 50 employees in an organization out of which only 42

employees are satisfied & 8 employees are not satisfied with the recruitment and selection process of Brindavan Bottlers Pvt. Ltd.

Given :- No. of satisfied employee (p) = 42

No. of unsatisfied employee (q) = 02

Total no. of employees selected (n) =50

The level of significance= 5%

Testing tool used:- Z- Test because the sample size >30

Formula used:- Z=√{( 𝒑.̂ �̂�)/n}……………(eqA)

Solution:- �̂�=

𝒑

𝒏

= 𝟒𝟐

𝟓𝟎

=0.84……………………(eq 1)

interview

Total 50

67

�̂�= 1-�̂�

= 1-0.84

=0.16……………………(eq2)

On putting the values of eq1 & eq2 in eqA, we get

Z=√{( 𝒑.̂ �̂�)/ 𝒏}

=√{𝟎.𝟖𝟒∗𝟎.𝟏𝟔

𝟓𝟎}

= √0.1344

= 0.3666

Here, at 5% level of significance the value of z-test= 1.964

Hence, Zcal < Ztab

H0 hypothesis is accepted.

FIELD WORK:-The study was conducted in Lucknow.

The questionnaires were given to the respondents to fill in order to get their feedback. Questions were read out to the respondents and the answers were noted.

TOOLS OF ANALYSIS

The primary tool for the data collection used in this study is the respondent’s response

to the questionnaire given to them. The various research measuring tools used are:-

Questionnaire Tables

Percentages Pie-charts

Bar-charts

68

SWOT ANALYSIS OF COCA-COLA

69

FINDINGS, SUGGESTIONS, CONCLUSIONS

Introduction

STRENGTHES

Distribution Network.

Strong Brand Image.

Low Cost of Operation.

WEAKNESSES

Health Care Issues.

Small Scale Sector Reservations.

OPPORTUNITIES

Large Domestic Markets.

Export Potential.

High Income among People.

THREATS

Imports.

Tax & Regulatory Sector.

Slowdown in Rural Demand.

SWOT ANALYSIS

70

This chapter evaluates the findings which are analyzed through questionnaires

filled by the employees of Brindavan Bottlers Pvt. Ltd. concerning the recruitment and selection procedure in their company and how they were selected and if they are

satisfied with their job or not. The data is analyzed received from the questionnaires filled by the company employees of BBPL.

Analysis of Respondents / non-respondents

About 10 questionnaires were issued to be filled by the employees of Brindavan Bottlers Pvt. Ltd. about the process of recruitment and selection in their Organization.

All of them given their full support by giving their feedback with the help of filling questionnaire given to them.

For more information I have undertaken the personal interview from the employees of BBPL. Because most of the employees work in the field and there is a

more chance to lost the questionnaire or not to be answered by them due to lack of time. In which about 40 employees gave their feedback.

71

Findings for each research question The employees of Brindavan bottlers Pvt. Ltd. was asked some questions regarding the process of recruitment and selection in their company through questionnaires. The

responses from them are as follows:-

Answers of questionnaires

1

S.NO. PARTICULARS NO. OF PARTICIPANTS

TOTAL PARTICIPANTS

MALE FEMALE

1 GENDER 48 2 50

2 AGE 18-20 0 0 0

20-30 22 0 22

30-40 12 1 13

ABOVE 40 14 1 15

3 LENGTH OF

SERVICE

0-1YEARS 0 0 0

1-2 YEARS 6 0 6

3-4 YEARS 9 0 9

MORE THAN 4

YEARS

35 2 37

72

2

3

0

5

10

15

20

25

30

35

40

0-1YEARS 1-2 YEARS 3-4 YEARS MORE THAN 4 YEARS

Chart Title

MALE EMPLOYEE FEMALE EMPLOYEE TOTAL NO. OF EMPLOYEE

100%

0%

TRAINING PROVIDED

YES NO

73

4

0

5

10

15

20

25

STRONGLY

AGREE

AGREE DISAGREE STRONGLY

DISAGREE

NO OPINION

EMPLOYEES SATISFIED WITH THEIR JOB

NO. OF EMPLOYEES SATISFIED WITH THEIR JOB

74%

26%

SATISFIED WITH COMENSATION PACKAGE

YES NO

74

5

6

0

10

20

30

40

INTERNAL

RECRUITMENT

EXTERNAL

RECRUITMENTBOTH

BEST RECRUITMENT SOURCE

BEST RECRUITMENT SOURCE

ATTRACT RECRUITS

OFFERING BETTER PAY

PACKAGES THAN INDUSTRY

AVERAGE

MOVING TO OTHER CITIES

LOOKING BEYOND

GRADUATES(DIPLOMA

HOLDERS)

TIE- UP WITH INSTITUTIONS

VOCATIONAL COURCES

75

7

8

SHIFT TIMINGS4%

HIGHER STUDIES

14%

WORK PRESSURE30%

ORGANIZATIONAL CULTURE

40% GROWTH OPPORTUNITIES

12%

OTHERS 0%

Other12%

REASONS FOR LEAVING THE ORGANISATION

0

5

10

15

20

25

SOURCING METHOD

SOURCING METHOD

76

9.

10

JUNIOR LEVEL

MIDDLE LEVEL

SENIOR LEVEL

0

2

4

6

8

10

12

14

16

18

ONETWO

THREEMORE

JUNIOR LEVEL

MIDDLE LEVEL

SENIOR LEVEL

0

10

20

30

40

YES

NO

REFERRAL POLICY IN COCA-COLA

REFERRAL POLICY IN COCA-

COLA

77

11

12

13

YES NO

12

38

REWARD FOR REFFERING EMPLOYEES

REWARD FOR REFERRING EMPLOYEES Column1 Column2

FEEDBACK FROM CANDIDATE0

20

40

60

YES

NO

Axi

s Ti

tle

YES NO

FEEDBACK FROM CANDIDATE 3 47

FEEDBACK FROM CANDIDATE

78

14

YES16%

NO84%

JOB SITES AS SEARCHING TOOL

0

2

4

6

8

10

12

14

Axi

s Ti

tle

Axis Title

SELECTION OF JOB SITES

SELECTION OF JOB SITES

79

15

16

23

23.5

24

24.5

25

25.5

26

26.5

YES NO

ONLINE RECRUITMENT IS IMPORTANT

ONLINE RECRUITMENT IS

IMPORTANT

0

5

10

15

20

25

30

20

9

3

8

21

10

26

BEST RECRUITMENT CHANNEL

80

17

18

YES84%

NO16%

SATISFIED WITH RECRUITMENT AND SELECTION PRACTICE

YES93%

NO7%

CHANGE IN RECRUITMENT & SELECTION PRACTICE OVER THE YEARS

81

19

20

0

5

10

15

20

25

30

35

40

45

YES NO

IS INTERNAL RECRUITMENT MOTIVATING?

IS INTERNAL RECRUITMENT

MOTIVATING?

0

10

20

30

40

YES

NO

RIGID ELIGIBILITY CRITERIA

RIGID ELIGIBILITY CRITERIA

82

21

BIBLIOGRAPHY

ADOPTION OF INNOVATIVE TECHNIQUES0

10

20

30

40

YESNO

34

16

ADOPTION OF INNOVATIVE TECHNIQUES

83

BOOKS:

Research Methodology – Kothari.

The Evolution of Human Resources- Scott Thor

Modern office management- Dr. I. M. Sahai

WEBSITES:

www.thecoca-colacompany.com

www.news.bbc.co.uk

www.india-server.com

www.magindia.com

www.coca-colaindia.com

www.wikiinvest.com

www.open2.net

OTHERS

Annual report of Coca-Cola 2008.

Annual report of Coca-Cola 2009

ANNEXURE

84

QUESTIONNAIR NAME:-………………………………….. DESIGNATION:-………………

GENDER: - MALE FEMALE AGE:-……………….

CONTACT NO:-………………………….. EMAIL ID:-………………………

Q1. How long have you been with the company?

0 to 1 years

1 to 2 years

3 to 4 years

More than 4 years

Q2 Were you given proper training after being hired?

YES NO

Q3 Are you satisfied with your job?

Strongly agree

Agree

Disagree

Strongly Disagree

No opinion

Q4 Are you happy with the compensation package offered to you by the company?

YES NO

Q5 What should be the best recruitment sources according to you?

Internal Recruitment

External Recruitment

Both

Q6 What are the strategies adopted by your firm to increase the number of recruits:-

85

Offering Better pay packages than industry average

Moving to other Cities

Looking Beyond Graduates (Diploma Holders)

Tie-up with Institutions

Vocational Courses

Others (Please Specify)____________________

Q7 According to you, what are the main reasons for the employees to leave this organization?

Better Pay Packages

Shift Timings

Higher Studies

Work Pressure

Organization Culture

Growth Opportunities

Others (Please specify)_____________

Q8 Which of the following methods does your company prefer for sourcing?

Tick [√] all the valid options mentioned below:-

1. Campus

2. Employee Referrals

3. Consultants

4. Walk in

5. Advertisement

6. Job Fairs

7. Websites

Q9 How many rounds of interviews are conducted before a candidate is offered the Employment?

One Two Three More

Junior level

Middle level

Senior level

Q10 Do you have referral policy in your organization?

Yes No (If No, go to question number 12)

Q11 Is there a reward for referring employees?

Yes No

Q12 Does your organization take feedback from candidates on recruitment process?

86

Yes No

Q13 Do you use jobsites as one of the tool for searching jobs?

Yes No (If No, go to question number 15)

Q14 Which online service do you use?

……………………………………………………………………………………………………

Q15 Do you think online recruitment is important?

Yes No

Q16 Which is the best Recruitment channel? Please Tick [√]

Ads in specialist newspaper

Job centers/portals

Word of mouth

Employee referral

Ads in general news paper

Employment agencies

Link with educational institution

Others…………………………..

Q17 Are you satisfied with the present Recruitment & Selection practices at your organization? Yes No

Q18 Do you think, there has been a change in Recruitment & Selection practices over the years in your organization?

Yes No

Q19 Does internal hiring helps in motivating the employees of your organizat ion?

Yes No

Q20 Do you think Recruitment & Selection practices are quite rigid in terms of eligibility criteria?

Yes No

Q21 In selection process, do you think innovative techniques (like stress level test, psychometrics

Test) should be adopted? Yes No

Q22 What type of improvement you want in your organization?

…………………………………………………………………………………………………………

I shall be highly thankful to you for giving your precious time.

DATE: -………………

PLACE: - …………………

SIGNATURE