Phase 2 Report SIBM Bangalore

Summer Internship Programme Genpact

Piyush Upmanyu Roll Number: 14093 PRN: 11020841093 Batch: 2011-13

Social Media Hiring in BPO Sector

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Table of Contents
Executive Summary ........................................................................................................ 3 Chapter 1 ......................................................................................................................... 6
a) Introduction ............................................................................................................... 6 b) Objectives of the Study ............................................................................................. 7 c) Relevant Literature Reviewed .................................................................................... 9

Chapter 2 ....................................................................................................................... 10
a) Details of the methodology used and its usefulness ................................................ 10 b) Logical flow of the project, including adhering to the road map ............................ 21 c) Benefits to me as a student of management ............................................................ 22 d) Benefits to the organization and my contribution to the team ................................ 23

Chapter 3 ....................................................................................................................... 24
a) Analysis of data ....................................................................................................... 25

Chapter 4 ....................................................................................................................... 30
a) Findings and conclusion .......................................................................................... 30

Bibliography .................................................................................................................. 32 Annexure ....................................................................................................................... 41

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Social Media Hiring in BPO Sector

Executive Summary
The Hiring department at Genpact has an Alternate Channel hiring team that does recruitment through social media platforms like LinkedIn, Web Blogs and Facebook. The project concentrated only through Hiring through Genpacts Facebook Page Proud to be Genpact.

Most leading companies in the BPO Sector (Convergys, Wipro BPO, Infosys BPO, etc) have their presence on Facebook and use it as a hiring channel. The expectations from me about the project were to understand the trends in social media hiring in the BPO Sector and share the best practices with the team. The projects deliverables included creating a Standard Operating Procedure for hiring through Facebook, determining the reasons behind the low (< 3%) success rate from the channel and to ensure that all Job Descriptions were uploaded correctly for all sites, globally. The project also required the Facebook Page to become a Branding channel for Genpact and thus planning and designing communication through the page became an essential component of the project. However, the crux of the project was to make it a successful alternate hiring channel with a conversion ratio of 3%. (3 convert per 100 Applications) The team targeted Band 4 & Band 5 employees through the page.

The project was executed and conceptualized and broken into the following stages.

Facebook Page Analysis

This involved collecting data and information from the Facebook Page of Genpact. Every post and comment had to be read and points of concerns or the pain points were noted down. The page was created in November 2011 and hence this stage of the project was tedious and involved a lot of work. The next part of this analysis was tracking the number of likes since the inception of the page. This was done to map the rate at which the likes were being generated and if they had a correlation with the number of people talking about the page which is an indication of the active members of the page.
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The Facebook Page has a Careers Application through which applicants search for job opening and apply to them, submit their CVs for suitable job openings and look through the various profiles offered by Genpact. As part of the project, I documented all the pain points and communicated them to the team. This was done after verifying and mapping the pain points asked through a survey of 500 applicants who had used the Genpact Facebook Page.

Follow Up Call Analysis

The second stage of the project was to study the database of all applicants who had applied on Genpacts Facebook Page. The elaborate database consisted of more than 5500 applicants who had been allocated to different hiring teams of Genpact. Each team had assigned a status to the applicant and only one such status out of 5500 showed Joined. A follow up survey was done taking a sample size of 500 from the 5500. The data was compiled and structured in the form of pivot tables in Microsoft Excel to use it as a base for further analysis and completion of the project.

Comparative Analysis

This stage involved cross tabulation of sampled data and data from the Hiring team at Genpact. The key fields were cross checked and the mismatch percentage was found for each JD Owner. Any difference between the status of the JD Owner and the status obtained was termed as a Mismatch. The Mismatch was a direct indicator of the ambiguity in the process. The next step in this stage was to find the impact of this Mismatch. The Mismatch could have either resulted in an Opportunity Loss for Genpact or could be a Wrong Reason specified or both.

The Mismatch percentage and the Impact were very crucial for the project as they gave a direct reflection of the key areas where there was a problem and also the measure of the problem.

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Finding a Solution

This stage involved mapping the entire recruitment process through the Facebook Channel. The data from the above stages was essential and acted as a building base for obtaining the solution. Once the process was mapped, it required me to do a real time analysis of it. Thus, I went to the Delhi IT Park Office (Hiring Team of Genpact sits here) to understand and absorb how the process is executed and performed over there. It involved me working with the team, observing them and assessing the process by being a part of it rather than assessing it from the outside. The next step was auditing the process. I went through the crucial files of the team, their performance and made observations and inferences from them. The audit process revealed certain attributes of the process that needed to be corrected.

The final step of obtaining the solution was by following the Reverse Engineering Approach.

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Chapter 1
Introduction
Genpact Limited (NYSE: G) is a global provider of business process and technology management services, offering a portfolio of enterprise and industry-specific services. It was formerly a GE owned company called GE Capital International Services or GECIS. It operates from India, China, Guatemala, Hungary, Mxico, Morocco, the Philippines, Poland, the Netherlands, Romania, Spain, South Africa, Australia, UAE, Brazil and the United States. Tiger Tyagarajan is the President and CEO of Genpact. Currently it employs over 55,000 people in various locations providing services in 25+ languages on a 24/7 basis. Genpact's services cover areas like Finance and Accounting, Analytics & Research, Risk Management, Supply chain, Procurement, Enterprise Application Services and IT Information Services. Genpact serves clients in various industries including Banking and Financial Services, Insurance, Capital Markets, Healthcare, Life sciences, Consumer Goods, Retail, Aerospace, Automotive, Energy, HiTech, Transportation & Logistics, and Hospitality. History Genpact went public on NYSE on August 2, 2007 under the symbol "G".The NYSE symbol "G" was initially allocated to the Gillette company. After the Gillette Company was acquired by Procter and Gamble, the symbol became free and Genpact and Google booked it. It was Genpact in the end that got to keep G as its stock symbol. Apart from GECIS, Genpact has also been known as GECSI and GECIBS in its initial days of operation. Management team Many members of the team developed their management skills working within GE and were involved in building Genpact into an independent commercial enterprise that exists today. There was also a recent change announced in the Leadership team. NV "Tiger" Tyagarajan took over from Pramod Bhasin as the next CEO for Genpact effective June 17th 2011. Smart Enterprise Processes (SEPSM) In 2009, Genpact introduced its Smart Enterprise Processes (SEPSM), a scientific methodology enabling business process effectiveness to deliver measurable business outcomes. With SEPSM, companies can achieve substantially improved financial performance by breaking down organizational silos and making business processes effective and measurable. Compared with traditional efforts focused on efficiency within individual processes or business units, SEPSMs end-to-end methodology can deliver two to five times the impact on improved cash flow, margins, revenue growth or

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other targeted financial and operating metrics. SEPSM methodology was reviewed and recognized by International Data Corporation (IDC) and other Industry Analysts. Social Media Social media is a common place where people meet each other, share information and interact. Social networks cover the entire world, linking people together. Because of their wide member base, they can be used as an excellent advertising tool as well as a channel for recruitment. More and more companies are using them in recruitment. Thus companies need to focus on how they can leverage the power of these social networks in job advertising for their business. Genpact is a global leader and has over 55000 employees globally. Even though the attrition rate has dropped from 28% to 21% from 2010 to 2011, yet the organization is growing at such a fast rate that they have to continuously bring new talent into the organization. Thus, every channel or source of employees is of importance to Genpact as the company cannot afford any opportunity loss in business due to lack of employees. One of the most frequently asked questions is where a company should begin with social media. Below are some well known sites.

Twitter.com Facebook.com Linkedin.com

The project focuses on Facebook and how a page created on the social media platform can be used as a hiring and branding channel.

Objectives of the study

Following are the main objectives of the project i) Understand trends of social media hiring in BPOs: Social Media is changing the way business is being done in todays world and changing it for the better. However, Social Media is a relatively new concept and thus much study has not been done in this field which can be used by companies especially for recruitment purposes. Thus trends are being set by different companies in the BPO sector with each having certain attributes of their Facebook Page similar to each other. The understanding of these trends would form the building base for Genpacts Facebook Page and be the catalyst for change or transformation of the page.

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ii) Share Best Practices: Best Practices are those set of activities performed by an organization that result in highest efficiency, productivity or achieve the objective of the company. Thus as part of the project, I was required to find out the best practices with respect to Social Media (Facebook).

iii) Uploading Job Descriptions: Job Descriptions are uploaded on Genpacts Facebook Page to help the applicants identify with the duties and responsibilities required. The Facebook Page has job openings for all openings at Genpact (Globally). Thus the third objective of the project is to ensure that the correct JDs are uploaded on the Facebook Page for all sites globally.

iv) To determine reasons for failure of conversation rate from Facebook Channel to reach the minimum 3% mark: Genpact expects a conversion rate of at least 3% from the Facebook Channel. That is, from every 100 applicants, 3 have to be converted as a Genpact Employee. Before the start of the project, the success rate was only 0.01 %. The objective was to find the reasons for the target not being met and implement corrective measures to rectify the issue.

v) Design and Implement an SOP for hiring through Facebook Channel: An SOP or a standard operating procedure is a document that maps the entire process and guides/directs the employees as to what they are expected to do and the result expected from it. It is like a roadmap or blueprint for everyone involved with the process to ensure smooth functioning of the process without any ambiguity.

vi) Plan and Design Communications on Facebook: Facebook is a platform to connect with people and communicate to them. It offers a platform for mass communication at the lowest cost. Genpact has several walk-ins and these ads are published in newspapers and magazines which are very expensive to the company. Genpact wishes to use Facebook as a medium of communication. Thus, it was part of the project to plan and design the communications.

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vii)

Use Facebook as a Branding Channel:

Genpact does not involve in any branding activity to a large extent. However, Facebook offers a platform to brand Genpact as the leading employer of choice. Thus the objective of the project includes Employer Branding of Genpact through Facebook.

Literature reviewed
Since the capacity analysis project deals with only time and motion study as a methodology, there was only one research paper that was referenced for the purpose of understanding time and motion study.

Social Media and the Workplace: Managing the risk

Author Lewis Jackson

Social Media and Employment Law

Author Nixon Peabody LLP (Renee M Jackson)

The Ethics of Pre-Employment Screening through the use of internet

Author Michael Jones Adam Schuckman Kelly Watson

The Social Media Effect

Pattie Walsh

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Chapter 2
Details of the methodology used and its usefulness
The following methodology was used for executing the project.

1. Analysis of Facebook Page 2. Follow Up Call Analysis 3. Comparative Analysis 4. Finding a Solution

i) Analysis of Facebook Page: The analysis was done to identify the possible issues and concerns with the facebook page. A total of 80 points of concerns were found. Below, are those issues that were of high impact and needed urgent attention and corrective measures were required to rectify them. The usefulness of this methodology was that they helped me identify areas of improvement

1) No Logo of Company on Profile Picture/Cover Page

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2) Search Result does not show official page as first result

3) Sections are hidden from the users

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4) Values not Communicated

5) SPAM content on Facebook Page

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6) Dead Links on Facebook Page

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7) No Follow Up by HR Managers

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8) No Monitoring of Page

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9) Office Images displayed of Thumbnail Size

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10) Careers Application Error

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11) No Bullets in JD mentioned

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12) Incorrect JD uploaded

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ii) Follow Up Call Analysis: This helped us create a framework for the project. 500 applicants were sampled from the database and were called as if I was a direct member of the recruitment team. Feedback was also taken during these calls regarding the Facebook Page.

iii)Comparative Analysis: The usefulness of this methodology was that it identified all possible bottlenecks of the process.

iv) Finding a Solution: The usefulness of this methodology was that the reverse engineering approach was used and the problems and issues were removed by obtaining the solution to .
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Logical flow of the project, including adhering to the road map

.

Schedule

The following schedule was planned at the start of the project and the actual end dates shows the adherence to the schedule (deviations, if any)

Phase

Description

Start Date 10th 2012 23rd 2012 8th 2012 24th 2012

End Date

Actual Date

End

Facebook Page Analysis

April, 20th 2012

April, 20th 2012

April,

Follow Up Call Analysis

April, 4th May, 2012

7th May, 2012

Comparative Analysis

May, 23rd May, 2012 24th May, 2012 May, 31st May, 2012 29th May, 2012

Finding a Solution

Logical flow

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Facebook Page Analysis

Possible Issues Identified

Concerns with Careers Applications

Follow Up Call Analysis

Feedback of FB Page

Hiring Process

Status Check

Comparative Analysis Cross Tabulating data of sampled and actual database Calculating Mismatch percentage and its impact

Finding a Solution Reverse Enginering Approach to obtain solution. Worked with Hiring team and audited process.

Benefits to me as a student of management

Social Media Hiring Project was a core project for the Alternate Channel Hiring Team at Genpact with the project being led by members of the leadership team at Genpact. The following are my key takeaways from the project.

i) Working under Leadership Team of Genpact:

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The project was headed by Mr Amit Dubey and alumnus of IIM K and Mr Nitin Bhat (Sr VP, HR) and also an alumnus of IIM K with over 15 years of experience. Working with these leaders was a great learning in itself and I was able to absorb their knowledge and working style by working with them.

ii) Core Recruitment/Hiring: Hiring/Recruitment has been an area in HR that has always fascinated me and I wished to pursue. I got a chance to get into core hiring and thus have become more prepared now to be a part of a hiring function or domain in the industry.

iii)People management skills: There were times when people would not co-operate to share the data and other necessary information on time. This would cause significant delays in the analysis. However when interacted with in the appropriate and diplomatic way (different people required different approaches) the requirements could be met.

iv) Social Media Experience: This project gave me a chance to understand social media and its use in business today. It is a valuable learning as social media is going to change the way business is done and performed and it is very important to understand it. It has immense potential and needs to be used to the maximum advantage to the organization.

v) Getting Industry Ready: The most important trait an organization looks in a prospect employee is whether he/she is Industry ready or not. Being a fresher, getting industry exposure was a great learning for me. I have become more confident now and am ready to now start my career in the corporate world.

Benefits to the organization and my contribution to the team

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Genpact as an organization benefitted from the project in numerous ways.

1. SOP for hiring through FB Channel Created

Genpact hires through Facebook. However they did not have any standard operating procedure in place. As part of the project, I created a standard operating procedure for Genpacts Hiring Team. This SOP was sent to all the hiring offices/teams at all global sites.

2. Controlling costs

Social Media is the lowest cost channel available to Genpact. Increasing the number of recruits through this would significantly reduce the cost of hiring through other channel. Thus controlling costs is an advantage that Genpact got as part of the project. Also, this is used as a communication medium and there are saving through this as well.

3. Bottlenecks Identified

The hiring process through Facebook had many bottlenecks. All these bottlenecks were reducing efficiency and increasing the costs. These were identified and removed in order to make the process efficient and cheaper. It ultimately made the process effective and successful.

4. Process Audited

It gave Genpact the chance to have the process audited by someone from the team yet and outside the team.

5. Employer Branding and Communication

The Facebook page was successfully used as a branding and communication channel.

Chapter 3

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Analysis of data
Studied Facebook page of other BPO companies.

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Sampled 500 Applicants

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Studied no of likes vs no of people talking about page

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Database Analysed

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Follow Up Call Analysis

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Chapter 4
Findings and conclusion
Best Practices

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Mismatch Percentage & Impact

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Audit

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Branding & Communication Channel

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Bibliography
1. Microsoft Excel Help 2. http://www.genpact.com/

Annexure
None

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