TCS Best Practice on Use of Social Media – Sumedh Chunarkar at Thane HR

 
Mr. Sumedh Chunarkar, HEAD TAG, at Thane HR Group on Social Media Branding at TCS
Mr. Sumedh Chunarkar, HEAD TAG, at Thane HR Group on Social Media Branding at TCS
Organizations, as they look ahead, realize that the answer to addressing their talent acquisition and management challenges is in adopting technologies and platforms that reach far. To discuss this framework of social media in talent acquisition, Thane HR Group organized an event on “Use Of Social Media for Brand Building & Talent Acquisition” by Mr. Sumedh Chunarkar, Head TAG lateral Hiring, TCS on 1st August, 2014. Thane HR Group, is an exceptional initiative by Mr. Vivek Patwardhan, to get the HR Professionals on a common HR platform.
 
Sumedh’s seminar enlightened the enthusiastic audience on the below mentioned key content:
 Future of Workplace
When Mark Zuckerberg, Facebook CEO, declared that the total ‘active’ members on Facebook were 1.11 billion, it highlighted the fact that Social Media is changing the paradigm in which we do business today. Sumedh believes that social networking has opened exponential avenues for reaching wider audiences regardless of physical and geographical boundaries. Increasing mobile adoption and connectivity is aiding the rapid growth of social network usage in India. In such a scenario, where the world is going viral, organizations do not have a choice but to explore this wide spectrum of Social Media space.
WHAT DO WE LEARN FROM THIS?
  • The paradigm in which we do business is changing, and is changing fast.
  • Today, the knowledge is going Viral. It is people – independent, location – independent and equal information is accessible to each and every employee.
  • In such a shifting phenomenon, the role of Learning & Development department is challenged.
  • With the target pool being most active online, it becomes essential for organizations to leverage social media to reach this target group.
 
 “Internet of Things”
The Internet of Things (IoT) is a scenario in which objects, animals or people are provided with unique identifiers and the ability to transfer data over a network without requiring human-to-human or human-to-computer interaction. 96% of the world is operating in the Protocol 4. If and when it reaches Protocol 6, the entire world can be wired.
Clay Shrieky, American writer and thinker, hold a view that social systems follow the Pareto principle wherein 20% of contributors account for 80% of contributions, traditional institutions lose out of the long tail of contributors by turning only the few that dominate the distribution into employees.
WHAT DO WE LEARN FROM THIS?
  • Organizations need to reimagine the future by simplifying the use of Social Media.
  • Use the employee networks effectively rather than controlling the employee online behavior through stringent HR policies.
  • But the question is HOW?
 
TCS Use of Social Media
TCS recruited approx. 62,878 employees in 2013. This includes hiring for senior level positions, as well as freshers. The target of the Talent Acquisition team is in thousands. In such a scenario, TCS has to implement a Social Media strategy that helps rather than hinders the business. The brand building strategy of TCS is at Individual, Business and Community level.
 
TCS USE OF SOCIAL MEDIA AT 3 LEVELS
 
 
TCS Use of Social Media

TCS Use of Social Media

 TCS TAG 4 Step Model
TCS follows the 4 Step model to build its Social Media Brand Image for the purpose of attracting talent:
 
4 Step Model for TCS Social Media Branding

4 Step Model for TCS Social Media Branding

 

  1. Connect to Employees
TCS has 31.1 Million employees on Linkedin. They have 3.6 Million first connections allows dynamic access to talent pool. So it becomes important begin networking at home. While potential candidates would run away from a typical direct recruiter, he would gladly accept ‘likes’ and ‘comments’ on Facebook by the same recruiter. Social Media becomes effective in knowing the candidates and then pitching the job offer.
 
TCS also has a ‘Knowme’ platform. Here, the idea is to help capture crucial data in TCS which may be available in form of tacit knowledge. Mr. Prashant Likhite, GM HR at TCS, believes that Knowme works like the internal FB. With the aid of such a tool, intra-organizational networking becomes easy and it helps sharing key information dynamically. TCS, therefore, promotes the knowledge workers to share and engage on the cloud.
 
WHAT DO WE LEARN FROM THIS
  • Networking begins at home.
  • It is important to develop positive connections to attract the candidates instead of directly pitching for the position.
  • Online portals help to share employee knowledge and reduce the risk of information loss due to attrition or retirement.
 
  1. Strong Employee Referral Scheme
TCS has introduced ‘Bring Your Buddy’ Policy where all candidates registered with the TCS portals have a fast track process at the drive location. And if no feedback is given to the referral, then the employee who referred the candidate receives a payment of Rs. 5000/-
 
WHAT DO WE LEARN FROM THIS?
  • While the infrastructure is build, connections are made, it is vital to respond on the same.
  • Success factor of Social Media is evaluated through the response, from both the sides: Organization as well as Employees.
 
  1. Convert PACTIVES to ACTIVES
“The pool that a recruiter wants to target is dormant. It is important to excite them.”, says Sumedh. PACTIVES are the Potential Actives. At first, the PACTIVE would be disinterested in the offering. IT is the HR’s role to excite them about the Job. Sumedh suggested one of doing that is to use the medium of Business Head to propagate about the position.
 
WHAT DO WE LEARN FROM THIS?
  • Potential talent’s first reaction will be negative.
  • HR’s job is to make this potential talent curious about the offerings that the Organization is providing.
 
  1. Campus Commune
Campus Commune is a step out-of-the-box to spot fresh talent. Campus Commune portal engages the young talent for 4 years through various competitions and debates. The portal awards points for each student’s participation which later becomes an evaluation method for the candidate.
(Check Out – https://nextstep.tcs.com/campus/)
 
WHAT DO WE LEARN FROM THIS?
  • Campus Commune is a new personalized way of connecting to the talent.
  • It is a powerful step to not only catch the talent young but also build a positive brand image amongst the future talent pool.

 Conclusion & Summary

Sumedh has left us with the below pointers to ponder about:
  1. HR should also be willing to share information and experiences about work and people at work, and organization events. More importantly it should be willing to empower employees to engage with communities on social networks to share their experiences about the organization.
  2. The potential talent is dormant. It is HR’s role to make them curious through the use of Social Media. The key task is to make the PACTIVES to ACTIVES.
  3. In order to effectively leverage the power of social networks in talent acquisition, HR should look at a holistic positioning of social media products with social communications. HR needs to combine social media with traditional methods like referrals and job postings and as a platform to communicate and engage proactively and transparently.
  4. There may be a risk of online criticism for the organization. But Mr. Sumedh Chunarkar and Mr. Prashant Likhite strongly believe that nothing can be done about it, so just ‘Leave it!’
 
 
ABOUT THANE HR GROUP:
 
Thane HR Group was founded in the year 1996 with an objective of getting the HR Professionals staying or working in Thane District on a common HR platform. Over a period of 16 years, Thane HR Group had many HR experience sharing meeting mainly hosted by companies.
 
You can connect to Thane HR Group through the following website –
 FB – https://www.facebook.com/groups/ThaneHR/
Linkedin – https://www.linkedin.com/groups/Thane-HR-Group-136361/about
 
We, students of Maharashtra Institute of Labour Studies, would like to extend our heartfelt gratitude to Patwardhan Sir and Thane HR for constantly supporting and guiding MILS students, come what may!
 
You can connect to LNML Maharashtra Institute of Labour Studies through the following website –
LinkedIn- http://www.linkedin.com/profile/view?id=285636594&locale=en_US&trk=tyah2&trkInfo=tas%3Amils%20%2Cidx%3A1-1-1
FB – https://www.facebook.com/milsplacementcell
Maharashtra Government Website (Institute is an independent department under Maharashtra Labour Ministry) – http://www.mahashramm.gov.in/mils/index_mils.html
 
Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s