Employer Branding: How Tech Mahindra Endorses Company Values To Gain Competitive Edge
For a relatively young enterprise, Tech Mahindra has risen as a prominent employer brand to reckon with. Although technological expertise, focus on employee development, and an inclusive and diverse work environment have contributed to the brand story, the buck does not stop there.
For every company wanting to build an employer brand, identifying unique differentiators that translate into stories holds the key, believes Harshvendra Soin, Global Chief People Officer & Head-Marketing, Tech Mahindra. In his view, a great employer brand outperforms the others.
"I've always told all my employees and in every forum to look at what makes you unique. And then turn them into stories. It was those stories, that really attracted and retain talents", he said while speaking at the BW People HR Excellence Summit & Awards 2023.
Identify your unique differentiator
The Mahindra Group had identified its different differentiators and values as early as 1945. And for Tech Mahindra, the people factor is 64%.
"Make it a differentiator of your business. Because really, It's always being that the HR folks are talked about and said you're in charge of employer branding, but at first branding is really a strategic concept company", said Soin.
The company zeroed in on creating purpose-driven people-centric and performance-led culture. But as Soin admits, these are just words for an employee, the essence lies in making the words come alive. For making the Mahindra philosophy come alive. the leadership found it imperative to be guided by certain fundamental values at the level of the mind. Just flipping the story and believing that we have borrowed the earth for our children rather than believing that we have inherited it from our ancestors.
Also at Tech Mahindra, we believe in giving responsibilities at a younger age says Soin. This paves the way for creating young leaders.
Defining the employee value proposition
Tech Mahindra pays well but it is not the best paymaster. this forced the company to think what could be its employee value proposition. And we came up with freedom for employees to explore and expand beyond their potential. At Tech Mahindra, if an employee has dreams, the company gives him or her wings to fly. Giving his own example, Soin says, he was an engineer and is now looking after four functions at the company.
Before signing off, Soin also emphasised on creating a culture of expression among employees which creates a deep sense of belongingness and fosters a high degree of employee engagement within the organisation.
