hrcomm

HR Communications & Social MediaTHE WAY AHEADBringing Change & Trust to the Workplace

IntroductionHR Communications & Social Media

What are we here for?


Explore and establish communication channels to make

TATA Motors a great place to work and a great brand to get associated…!


People work in silos & not motivated.Group ownership is missing.Employee voices are not heard.Leadership development is not prominent.Community feeling is missing.Business Strategy is not cascaded effectively.Somewhere sense of ownership is missing.

Employees are sincere & hard working.Goal and target oriented.Employees are knowledgeable.Employees are productive in terms of expectationsA great bank of knowledge & skilled professionals

Negatives

Positives

IntroductionWhat HR Communication can do?

- Improve the primary process- Help to share knowledge- Motivate people- Help to share the corporate policy and prepare people for change.

Four goals

Scenario TodayHeadcount vs. Revenue vs. Brand image

$27Bn + 27,000 employees=???

Scenario TodayHR Team, Employees and the World at Large

Scenario TodayFrom what we see…

Everyone is rowing hard…but the synergy is missing

Scenario TodayFrom what we see…

Rebuild Company as a CommunityCompanies must remake themselves into places of engagement, where people are committed to one another and their enterprise.


Build a culture of INNOVATION


Build a culture of LEARNING

IntroductionHR Communications & Social MediaBuild a culture of PRIDE

Democratization of InformationMaximizing the value of information

“If HP knew what HP knows, we would be three times as profitable.”

Lew Platt, the former CEO of Hewlett-Packard

“People are certainly valuable resources, and the information they hold is useful, but far more so if shared with others.”

Graham Walter, “Information is Power”

“The right information in the right place just changes your life.“

Stewart Brand at the first Hackers' Conference in 1984


The information revolution is affecting competition in three vital ways…

It changes industry structure and, in so doing, alters the rules of competition.

#1

It creates competitive advantage by giving companies new ways to outperform their rivals. #

2It spawns whole new businesses, often from within a company’s existing operations.#

3Information is POWER. Communication is using of the power for achieving the collective goal.


Know Your Company

An employee knowing the company is as important as the organization knowing the employee. The results are absolute harmony and pure progress.

Know Your Employee

Bridge the gap…

HR Communication

Objective & Target Audience

To explore branding and communication opportunities within the organization for the Human Resources Team using both online and offline tools for establishing Tata Motors Limited as

a successful HR brand. The target audience includes the HR team, Employees and the World at Large.

HR Communications Philosophy

People . People . People – The best way to evolve and inspire is to take people along in this journey. At global enterprises the challenge is more to create synergy and bind varied functions to attain the common

goal irrespective of the volume and enormity of operation.

There is a need to streamline communication within the HR team to attain consistency and cognitive coherence that will help shape the

organization as a great place to work.

Elements of HR Communications

Offline Online

Elements of HR CommunicationsThe Online Platform

Elements of HR CommunicationsThe Online Platform – all thoughts

Online

Careers siteCareers site

Alumni portalAlumni portal

Social MediaSocial Media

eGroupseGroups

Training ModulesTraining Modules

Brand StoreBrand Store

Wallpaper & ScreensaverWallpaper & Screensaver

Chat RoomChat Room

myHRmyHR

eSignatureeSignature

Ppt templatesPpt templates

Apps. & WidgetsApps. & Widgets

IntranetIntranet

IJP & ReferralIJP & Referral

E-NewsletterE-Newsletter

E-MailersE-Mailers

Digital Notice Boards

Digital Notice Boards

SMS AlertsSMS Alerts


Primary Deliverables

Careers micro site

Alumni micro site

Social Media (Internal & External)

Digital Notice Board (across locations)

Secondary Deliverables

Mailer & Presentation Templates for Org. Announcements, eSignature

Newsletter/ Quarterly Journal

IJP/ E Referral System

Online Brand Store

CEO Speak banner and templates

Training Modules


Careers Micro site

- Develop a new Careers micro site with Web 2.0 experience.

- Create a platform for prospective jobseekers to register and upload their profiles.

- Facilitate a best-in-class HR web site on par with competitors and global trends.

- To use web for promoting Tata Motors as a successful employer and a great place to work.

Deliverables

- Careers Microsite, Create bank of employee stories for Meet our people section, Backend administration platform for managing candidate profiles and recruitment processes

Elements of HR CommunicationsCareers site

Elements of HR CommunicationsCareers site – Current Structure & Navigation

Careers > No Landing page

Careers > Work with Us - http://tatamotors.com/careers/workwithus.php

Careers > Training - http://tatamotors.com/careers/training.php

Careers > ESS – http://tatamotors.com/careers/ess.php

Careers > Facilities – http://tatamotors.com/careers/facilities.php

Careers > Careers with Tata Motors – http://tatamotors.com/careers/careerswithtatamotors.php

Careers > Openings - http://impact-in.jobstreet.com/templates/TataMotors/main.htm

Elements of HR CommunicationsCareers site

Careers – LandingUser Side

Careers - Administration

Why Tata Motors? Working at Tata MotorsWhere do you fit in?- Career PathCareer GrowthLearning & DevelopmentWorkforce DiversityCommunity EffortsEmployer of Choice

Social Media for HR

Job postingsResume Review & Shortlisting

General Administration

Member verificationJob Postings

Company UpdatesAdministration

Forums for DiscussionReward

Proposed URL: https://careers.tatamotors.com

Tata Motors – Official GroupTata Motors – Alumni Network

Tata Motors – Job Seekers

Join Tata Motors Students & Graduates Experienced Professionals Refer a Friend Current Openings – (App.) Contact Us

Life at Tata Motors Work-life BalanceEmployee BenefitsTraining & DevelopmentWorkforce DiversityCommunity EffortsMeet our People

Tata Motors in Brief Profile Our People Our Businesses Our Purpose Global Presence Facility Tour Contact Us


Alumni Micro site

- Develop an Alumni site for Tata Motors

- Branding and promoting of the Alumni site.

- Facilitate platform for boomerang and referral

Deliverables

- Alumni Micro site, Promotionals for ex-employees of Tata Motors

Elements of HR CommunicationsThe Online Platform – Alumni Network

Here is what some global leaders do…

“For some companies, an employee's last day on the job represents the closing of a book: hand in your badge, bring back the cell phone, thanks for all your hard work and have a great life. But forward thinking organizations understand that relationships with former employees can pay off in multiple ways.” - Human Capital Institute

Elements of HR CommunicationsThe Online Platform – Alumni Network

Elements of HR CommunicationsThe Online Platform – Alumni Network Companies Directories Discussion Forum Alumni Events Careers Product Info. CSR UNIQUE

Microsoft

Ernst & Young

Texas Instruments

Hewlett Packard

Cognizant

Price Water House Coopers

McKinsey & Company

Mercedes

MIT

Wipro

Product Discount

Academic Support

Product Discount

Make a Gift

Refer a Friend

YES NO

Elements of HR CommunicationsThe Online Platform – WHY Alumni Network?

Boomerang Brand Ambassador Belongingness Referral

Rehires cost half of

what new hires costin recruiting.

Rehires tend to remain with a company twice as long as new hires Former

employees find new jobs or form their own enterprises, and when they’re looking for business partners, they often turn to previous employers.

"The goal is to build lifelong affiliation."

As social networking is at high and global uncertainties are on rise people would always want to be connected to a network that gives them a feeling of belongingness.

“Our People are the most affordable brand ambassadors”.

A Brand must engage people on an emotional and sensory level. The more proud our people are for the organization, the more is the possibility that they would promote the organizational brand in the external world. Alumni are brand ambassadors. People have special love for their first job as they learn the most from their first job. These employees will continue to help the organisation even years after they have left it.Alumni are the best marketing people you can have. Larger the network, bigger the army of people working free of charge for the organisation. Higher the attrition rate, faster the network grows.

“Experts believe that 30-40% of all external hires should come from employee referral programs.” - Human Capital Institute

Most organizations leverage their employees' networks of friends and family to recruit.

Fewer organizations track and maintain relationships with top "alumni" - select past employees who might be convinced to return or at least refer others. Employee referral and alumni programs can offer enormous return on investment. – Human Capital Institute

Elements of HR CommunicationsThe Online Platform – HOW do we attract Alumni members?

A social network service focuses on building online communities of people who share interests and/or

activities, or who are interested in exploring the interests and activities of others.

The Rise and rise of Social Networks: Opportunity Evaluation for TATA Motors

Elements of HR CommunicationsThe Online Platform – Social Media


Social Media

Internal

- Draft and execute a Social Media policy for employees

- Develop and arrange a Social Media platform with Web 3.0 features

External

-Draft and execute a Social Media policy for general public

- Create and moderate groups for employees, alumni, corporate and fans of TML on various social media platforms like LinkedIn, Facebook and Twitter, etc.

Deliverables

- Social Media Policy, Internal Social Network, Groups for various user types on active social media,


LinkedIn Groups (21)Group Name Owner Owner Credentials MembersTATA Motors, Alumni & Employees Piyush Garg Co Founder at Powertek Engineering 1,814

Recruitments in TATA Motors R&DRajendra Kulkarni Senior Manager - HR (Pune) 740

TataMotors Gaurav Rawat Assistant Manager - (New Delhi) 251Tata Motors Ltd Saket Tandon Purchase Manager at P&G - (Bengaluru) 241

Tata MotorsProf. Raju Gundala Professor at IFIM - (Bengaluru) 164

Telcon Jagdish Mohan EA at Birla Sun Life - (Bengaluru) 151

Tata Motors LimitedGunjan Chowdhury

Senior Manager - Auto Materials (Jamshedpur) 144

Tata Motors - Innovation UnlimitedT.A.Balasubramanian MD at Maxigen Comm - (Mumbai) 49

Tata Motors Alumni and present EmployeesPrashant Tiwari Sr. Manager at HUL - (Mumbai) 22

Tata Nano LoversKhusroo Daruwalla IT Professional - Lebara Group (UK) 21

Once A GET Always A GET ( TATA Motors & Telcon) Amit Kumar

Sr. Manager - Marketing - Telcone (Bengaluru) 8

Tata Marcopolo Jagadish Naik HR - Tata Marcopolo 6

Others NA NALess Than 5 members


Twitter Accounts (10)Twitter Name Owner Owner Credentials LinkTata Motors Spain Tata Motors Espana Spain www.twitter.com/tatamotorsspain Tata MotorsForum Vijay India http://twitter.com/TataMotorsForumtatamotorshr Tata Motors India http://twitter.com/tatamotorshrtata_motor NO Thaksin India http://twitter.com/tata_motortatasouthafrica Tata Motors South Africa http://twitter.com/tatasouthafricatatamotorssa Tata Motors South Africa http://twitter.com/tatamotorssatatamotors1 Tata Motors Nano India http://twitter.com/tatamotors1SurpriseVista Tata Motors India http://twitter.com/SurpriseVistatatanano_tweets Tata Nano India http://twitter.com/tatanano_tweets

facebook Pages (10)Page Name Owner Owner Credentials MembersTata Motors - South Africa Tata Motors - SA NA 1748Tata Motors Anonymous NA 198Tata Motors Anonymous NA 32Tata Motors Anonymous NA 19Tata Motors Anonymous NA 12Tata Motors Anonymous NA 11Tata Motors Anonymous NA 9Tata Motors Anonymous NA 4Tata Motors Anonymous NA 2Tata Motors Anonymous NA 2Tata Motors Nikita Sharma Gurgaon 2

http://www.twitter.com/tatamotorsspain

http://twitter.com/TataMotorsForum

http://twitter.com/tatamotorshr

http://twitter.com/tata_motor

http://twitter.com/tatasouthafrica

http://twitter.com/tatamotorssa

http://twitter.com/tatamotors1

http://twitter.com/SurpriseVista

http://twitter.com/tatanano_tweets


Who are you trying to engage with?

Source: Heid-Miller Survey

% Growth of adults updating Twitter status

Average age of SNS users by site

1

2

3


How it works? •Turn your employees into brand ambassadors

•Strengthen your talent pipeline

•Increase the reach of recruitment/ job opening so that diversity is entertained


• 96% of Gen Y is on a social network.

• Facebook added 100 million users in less than 9 months

• If Facebook were a country it would be the fourth largest

• 1 in 6 higher education students are enrolled in online curriculum

• 55-65 year old Females are the highest growing Facebook population • 80% of Twitter usage is on mobile phones

• Ford could sell 50,000 Fiesta in the first six months through facebook

• Wikipedia is more accurate than Encyclopaedia Britannica and is completely user driven.

• There are more than 200,000,000 blogs .

Quick Facts

Elements of HR CommunicationsThe Online Platform – Social Media – To Do’s

Do we have a social media policy in practice?

Do we have presence on various social media platforms?

Do we leverage social media to pull critical talent?

Do we share knowledge over the internet?

Q


Digital Notice Boards (DNB)

- To arrange for Digital Notice Boards across the company for cost-effective and faster communication solutions.

- To prepare an army of resources personnel at select locations to manage organizational communications at central and local levels.

- To cut down the print costs and crowding of mailbox as well as to ensure maximum reach of all communications.

Deliverables

- Installation of DNB at select locations for organizational Communication

- Identify and arrange for resource personnel to manage the DNB both centrally and locally.

Elements of HR CommunicationsThe Online Platform - DNB

60% of the human population communicates visually.

HBR – Feb 2010

Elements of HR CommunicationsOff-line Platform

Elements of HR CommunicationsOff-line Platform – all thoughts

Offline

FTSSFTSS

BlitzkriegBlitzkrieg

PMSPMSParivartanParivartan

BrandstoreBrandstore

NewslettersNewslettersCampaignsCampaigns

Internal BrandingInternal Branding

Induction ManualInduction Manual

Campus RecruitmentCampus Recruitment

Rewards & RecognitionRewards & Recognition

Org. CommOrg. Comm


Primary Deliverables

PMS Campaign – Goal Setting & Mid Year Review and Annual Appraisal

Parivartan Campaign

Blitzkrieg Campaign

Secondary Deliverables

Health & Wellness Campaign

New Year Greeting Cards, Diwali Cards

Work @ Fun branding and campaign

Branded merchandise Yatra at plant locations

FTSS campaign & merchandise


PMS Campaign – Goal Setting & Mid Year Review and Annual Appraisal

- Create organization wide awareness for the new PMS restructuring along with branding for the campaign.

-Year long exercise for employees to understand and involve in the new review process.

- Establish the new PMS process among all levels of workforce to create an universal buy-in.

- Drive Goal setting exercise across the organization

Bookmarks, Teasers & Promotionals (mailers, balloons, danglers, wobblers, Smile Balls, Batches), Posters, Standees, New Employee Handbook, HR Booklet, PMS-Quick Facts, Yearly planner, PMS Quiz, PMS AV/ Flash for induction & others, Coasters, Road Show.


Parivartan– Partnering for Change

- Brand the Policy change across the organization and promote it effectively.

- Make policies familiar to people

- Policy Manual to be made available across locations through all effective media.

Parivartan Logo, Parivartan announcement template, Policy Manual (Print and Digital format), Goodies and Freebies for promoting Parivartan.


Blitzkrieg– Quiz at Tata Motors

-Communication support for the company wide Quiz competition.

- Branding and promotion of Blitzkrieg

Blitzkrieg Logo, Blitzkrieg announcement template, Blitzkrieg Goodies and Freebies for promoting event, Communication collaterals for the event (event branding), AV/ Flash,

Priorities

p r i

o r

i t i

e s

Timelines

Project Deadline Percentage

Primary Goals

Careers Micro site November 2011 20%

PMS Campaign March 2012 25%

Parivartan March 2012 10%

Alumni Network December 2011 5%

Social Media Ongoing 5%

Digital Notice Board & Brand Store

March 2012 20%

Secondary Goals

Organizational Communication Ongoing 5%

Employee Engagement Ongoing 5%

Miscellaneous Ongoing 5%

TOTAL 100%

ConfidentialBudget, Measurement, Audit, Review, etc.

Vendors need to be finalized for graphic & design support

Vendors for web support need to be finalized

Vendors for DNB to be finalized.

Budget need to be finalized.

Your ideas are precious!

hrcomm

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