Employee Advocacy in Indian IT Industry

Employee Advocacy

The IT Industry in India: Empowering Your Employees Online

Picture of Krusha Sahjwani By   Krusha Sahjwani  

India’s IT revolution: The stage is set for growth via employee engagement

When it comes to growth in the IT industry, what’s happened in India over the past decade is not so much a phenomenon as a miracle. Technology-based industries and services have expanded in a way previously unheard of, with the software industry in India alone achieving a compounded annual growth rate of 60% in recent years. And as an important part of a 1.8 trillion dollar global industry, India’s IT industry has been able to reap the benefits of the new tech economy, while also being forced to confront some of its challenges—many of which are Human Resource related.

 

In the face of rapid IT growth, new challenges arise.

With the demand for technical expertise and a sudden increase in job openings and aggressive recruiting, things like employee retention and loyalty have become increasingly difficult for employers to realize. How can a company improve the happiness of existing employees, keep uncertain employees from leaving, and encourage new employees to sign on for the long term?

 

The difficulties of employee retention.

 An IT industry that’s constantly expanding also means an industry in which new positions and roles are constantly opening up. Growth means competition, with companies vying to hire the best talent away from their rivals to give them an edge. In this environment, it becomes increasingly difficult to retain employees. One study found that 54% of workers in India are considering leaving their job—and this rate is said to be even higher in the IT industry. With attrition rates so high, companies need to find new and innovative ways to increase employee satisfaction and grow employee loyalty. They have to make sure their company is perceived as a place where employees are happy and want to stay on. But how can they do this?

 

“One study found that 54% of workers in India are considering leaving their job—and this rate is said to be even higher in the IT industry.”

 

The challenges of social recruitment.

Beyond simply retaining existing employees, there is also the question of filling roles that open up. IT talent is in demand, and sometimes hard to come by. With so much competition for new positions, recruits are often whisked up before they become properly informed of other positions. One obvious solution is social recruitment, using social media channels to build awareness around positions and attract candidates. Word of mouth has always been one of the best ways to attract the proper talent, because individuals with similar skill sets tend to be acquainted, both in the real world, and online. The question then becomes how can a company target and reach these individuals, with very specific and in demand skill sets?

 

The need for company branding and differentiation.

With similar technologies often the focus of business, it becomes crucial for companies to build authenticity, show their human side, and create a public identity that differentiates them from the competition. The problem is, in this day and age, consumers often don’t trust the information they receive from brands, compared to what they hear from their friends. According to one study, only 33% of customers trust brands, while 90% of customers trust recommendations from people they know. It only makes sense, then, to channel employees’ enthusiasm for the brand. To build a positive reputation, it has to feel authentic. And authenticity ultimately comes not from any marketing department, but from the employees themselves. But what is the best way to make sure an employee’s voice is heard?

 

The solution? A platform that engages and empowers your employees online.

One of the most effective and comprehensive solutions to these problems is to launch a program to empower and engage employees. And it’s not just a question of having a powerful platform. You also need to have a technique and methodology in place to launch an effective employee empowerment program. When taken together, a strong platform coupled with a well-developed strategy can empower employees to become brand ambassadors, to share information online, and to spread positive brand awareness through their various information channels. This is how to best get the benefits of an employee advocacy platform.

 

The Indian IT market is perfectly suited for employee empowerment.

The importance of employee advocacy and empowerment relies on a general willingness to share opinions online, primarily through various social media channels. And India’s IT workforce is young, tech-savvy, and very enthusiastic about social media. Studies show that by 2020, 50% of the workforce in India will be millennials/Gen Y and by 2025, this number is expected to jump to 75%. And when it comes to the IT industry, those numbers are probably even higher. Which means that employees in the IT industry are uniquely capable of building positive brand awareness online. The power of their collective voice is vast, and the smart companies will be the ones that use it. The benefits of empowering employees in India are ready to be harnessed.

 

“Employees in the IT industry are uniquely capable of building positive brand awareness online. The power of their collective voice is vast, and the smart companies will be the ones that use it.”

 

Yes, empowering employees online works. Just look at the numbers.

 The benefits of empowering employees and giving employees an online voice are real, and our experience working for companies around the world has proven that it works. These numbers give some idea of how much influence a successful program can have.

 

—Your employees are connected to 10x more people than your brand. Which means when they share content, brand awareness sky-rockets.

 

—Content shared by employees receives 8x more engagement than content shared by brand channels. That means 8x as many likes, shares, and comments.

 

—Just 1 person who shares your message can result in more click-through activity than if your company adds 100 followers. There’s a tremendous amount of potential in every single employee.

 

—60 employees can increase your company’s reach by 1,000%. All it takes is a good communications strategy, the right platform, and a little engagement.

 

79% of firms reported more online visibility once implementing a formal employee advocacy program. The data speaks for itself—an employee advocacy program is an extremely powerful tool!

 

Sociabble brings a wealth of experience empowering employees online.

At Sociabble, we understand the changing world of online employee communications, because we’ve been part of it since the beginning. We’ve deployed hundreds of employee advocacy and communication programs in over 80 countries around the world over the last few years, helping improve employee engagement and influence for brands like Coca-Cola, BNP Paribas, Walt Disney, Groupe Renault, and L’Oréal. And when it comes to IT, we have a track record of success, working with companies like Microsoft, HP India, Kyocera, Talentsoft, Toshiba, Tata Consultancy Services, and many more.

We opened our local office in Mumbai two years ago, and we understand the unique opportunities, challenges, and benefits of employee advocacy for this market. During this time, we have deployed projects successfully for local companies such as Infosys, Tata Consultancy Services, Bajaj Allianz Life Insurance and HP India, addressing the needs of employer branding, social recruitment, internal engagement, and brand awareness. We have even joined hands with partners such as Dentsu Webchutney, who know the market more than most and have brought expertise in content and social media to the table. Together, we even released a fresh perspective on employee advocacy in India. We’re ready to use our experience to help your company succeed at employee advocacy, and let your employees’ voices be heard to build positive brand awareness for your company.

 

Conclusion: Get in touch and let us help you empower your employees & get your company ahead of the curve!

If you’d like a demo of the platform and a call with our experts, register for an appointment here.

And below you’ll find just a few of the companies we’ve partnered with in India to enhance employee empowerment and communications. If you’d like to read our latest white paper to learn more about how we’ve helped companies like these succeed at employee advocacy and empowerment, click here.

 

Sociabble tech clients

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