Employment Brand of two Indian firms on the Social web conversations

1. Analysing Conversations about
the Employment Brand
2020 Social: Because Business is Social

2. Company A vs Company Z
Listening Report for India
Reporting Period 01-03-10 to 31-03-10

3. Points to Note
 This report looks at only conversations on the social web
by people.
 The press releases and mainstream media mentions have
not been featured in this
 Conversations for 2 Indian IT organizations have been
analysed in the following way:
– They have first been grouped by their share of voice (slide 4)
– Then they have been analysed based on their sentiments (slide 5)
– Finally the conversations have been grouped based on the areas
they have been focusing on (slides 6 and 7)
– Finally, a specific analysis for one of the firms and recommendation
based on the analysis is given on slide 8

4. Share of Voice
19
Company Z 84
Others
Microblog
2 Blog
Company A 26
0 20 40 60 80 100

5. Sentiment Analysis
9
50
Company Z 26
15
Very Positive
5
Positive
Neutral
1
Negative
4 Very Negative
Company A
9
0 10 20 30 40 50

6. Company A- Conversations
 Company A’s tweet  CEO’s focus on
on World Water Day energy conservation
<Positive> <Positive>
3 1
 Bonus announcement.
Top performers received
as much as 200% bonus
<Very Positive>
 Discussions around
fairness of test
conducted by third party
24 for Company A < Neutral
to Negative>
 Conversations on
employees receiving
Annual gift from
Others HR CSR Company A <Positive>
 Joke on hiring <Negative>

7. Company Z- Conversations
 Aspirations 2020 –
 Company Z India’s Best Student
observes ‘Earth Programmers Awards
Hour’ <Positive> <Positive>
 Jaagte Raho 4
campaign
<Positive>
37
 Unfriendly HR
policies <Negative>
 Over 4,000
62 resignations in Feb
<Negative>
 Team training at  Plans to hike salaries
Games in April 2010
2 <Positive>
 Company
organizing a  Employee incentives
Bloggers meet and bonuses
<Positive>
Contests HR Others CSR

8. Actionable Insights & Recommendations For Company A
 Insight 1: The people on the social web are essentially in the talent pool of IT firms are very
interested by the HR related factors of the Organization
 Recommendation 1:
– Create outposts on social media platforms like Facebook, SMSGupShup, Orkut, Youtube etc
– Participate in Employment branding/ Careers/ Jobs related conversations on these outposts
– Build a talent community – involving hiring managers, recruiters and discussions
– Try and bring people to the organizational talent community from these outposts to directly
engage them
 Insight 2: Issues around third party testing for hiring seem to be negative.
 Recommendation 2:
– HR and Recruiting teams should be trained on process of engaging with such negative feedback
on the social web.
– These negative posts should be acknowledged and addressed – and communicated back to turn
negative conversation into positive or neutral one
 Insight 3: Limited positive impact of CSR activities
 Recommendation 3:
– Use the social outposts described earlier to engage people on conversations on such activities.
– Build engagement by asking people to share their view on what Company A is doing and link to
them

9. Contact us:
Email: gautam@2020social.com
Twitter: @gautamghosh
Web: http://2020social.com