Death of nine to five

The way we will make our employees work in the future will radically change; and those companies that understand this and adapt the fastest will survive. If your best employees have to be retained and motivated, then perish the thought of the 9-to-5 worker!

A survey done in UK recently revealed some interesting facts. When asked where they would prefer to work, some 15% of the respondents said they preferred to work from their garden – especially when it’s sunny!! That’s an interesting dimension. Today, the definition of work, of work place, of work culture, has changed. Not just this, today’s workforce has started to think differently, especially the younger lot. Their opinions about work, and work life are radically different from the older lot. According to an online survey conducted by Nielson, maintaining work-life balance is the biggest concern for 20 percent of Indians. Our economy is doing good as compared to the past, hence a plethora of opportunities have opened up for Indians. They have more choices today, and salaries are better as well. However, all this doesn’t come free; it demands long hours, which seem to be taking their toll. Like every emerging market, Indians too are faced with the work-life balance dilemma. Being emotional people, we worry about the happiness of our parents at home, unlike Americans who worry more about their post-retirement plans, the state of the economy, or Europeans who worry more about global warming. So our demands from the workplace are changing too; and as a result, companies are changing also to accommodate the changing preferences.

Flexi-time, flexi-location:

In Fortune magazine’s survey of the ‘100 Best US Companies’, 79 allowed their employees to work from home at least 20 percent of their time. Various new concepts have emerged like ‘teleworking’, flexi-working, part-time working – each meaning different things. Teleworking means working from an alternative work place – either home or a satellite office i.e. an office away from actual work place. So some days they work from the main, central office; and on other days, from an alternate one. Literally, teleworking means “working at a distance.” Flexi-working is having flexible timings, while part-time – as the word says – means working part of the day. These are the new trends catching up.

These trends are fast catching up in India too as our working population gets conscious about lifestyles and family time etc. Today, Cognizant Technology Solution is encouraging its employees to work from home at least one day in a week. In the future i.e. by the year 2020, they aim to make 20 percent of their workforce work from home. Cisco, a computer networking company, says that out of a total of 60,000 employees, about 12,000 telework. Wipro too wants a third of its employees to work from home in the future. In fact, it’s Godrej in India that pioneered the concept of ‘flexi-time’ years ago. They felt it was good for their female employees to cope better with work and stress. Some feel this even results in increased productivity. What’s interesting is that there’s much more to it than just making employees happy.

Flexi-time to improve balance sheets:

Be it flexi-time or teleworking, these have become tools to help companies spruce-up their balance sheets. They are not just keeping employees happy but helping the company reduce costs as well.

The Department of Telecommunication announced recently the concept of “Home Agents”. Through this system, BPO employees can log into their call centre systems and start operating from anywhere. These work-from-anywhere BPO agents will not only make their lives easier but will save the company huge costs. The company would now be able to save on electricity costs, transportation costs, and employee seating costs too. Not just this, with space requirement reducing, companies would save on real-estate costs too – which is a big saving. So, with this, operational costs and fixed costs both get reduced.

Encouraged by these facts, Governor John Baldacci of Maine has introduced flexible schedules, telecommuting and a four-day work week for his government employees. His mission – to help each employee save on fuel costs and in turn help the state cut its overall energy usage. That is a big bonus – happy employees and happy employer.

With the sub-prime crisis of the US and a slowing of the world economy, companies today need to have a firm hand in dealing with costs. Traditionally, the ways to deal with a slowdown were – decrease in increments, decrease in hiring of new employees, making deadlines more strict and so on. However, today employers are realising these may not be the best ways to reduce costs. The Silicon Valley bust in US gave birth to the concepts of flexi-time and working from home, which have proved to be efficient methods of reducing costs.

Intelligent organisations are slowly but surely adopting unique ways of working and changing their organisations. Workforce planning is today the most integral part of any business plan. Plan to cut down costs slowly and systematically before one day suddenly you realise that a large scale lay-off is the only way to save the company.

Helping you save the best

Employees are your greatest asset and if you have to let them go because of an economic slowdown and escalating costs, that’s the saddest thing. According to yet another study, average salary projections for 2009 are lower than the current year. How do you keep your best people? Not just retaining them, how do you keep them motivated and happy?

This is your chance to help them strike a lovely work/life balance. Flexi hours and teleworking are ideas that have been tried and tested and are proven to work. Contrary to popular belief, they increase productivity & the happiness quotient of employees.

Moreover, with technological advancements and the growth of wireless technologies, it has become all the more easier to implement these new ideas. When Steve Jobs launched the iPhone, he probably did not realise then that this fashionable gadget would help the world fight its biggest economic slowdown due to subprime crisis. Yes, wi-fis, iPhones, affordable laptops et al are giving people the flexibility of working from anywhere. The way we will work in the future is going to be very different and the company that adapts itself the fastest will survive. The employees of the future will live differently and work differently. Remember, the future will have no place for the traditional ways of working. It’s time we realise this and accept the death of the nine-to-five workday.

THE ART OF CARING

People are the most precious asset of a company and are constantly stalked and hunted out by the competitors. So, how do you stop this poaching?

The biggest excitement for young recruits at Ernst & Young is probably their annual trip to the Walt Disney World and not their bonuses. In fact, in the past three years, E&Y’s average salary hasn’t increased substantially – yet, when it comes to voting for the ‘Best Places to Launch a Career’, the firm scored the highest points.

When Marriott International went on its recruiting spree, it did not need to show big bucks to attract the best talent from the campuses. It was the job profile, which did wonders. The best student from University of Delaware joined Marriott in spite of being offered higher packages from other firms, because here she was promised a chance to help run the hotel. In fact, rejecting higher salaries in favour of offers with better benefits and perks is nothing new.

The toughest job for an HR professional is not just getting the best talent, but also retaining it. Southwest Airlines seems to be one company that is doing this the best. It receives a minimum of 1,00,000 job applications every year and according to its Director of Public Relations, Ed Stewart, “People leaving is virtually non-existent.” Not surprising then, that Southwest is ranked 2nd in Fortune’s 100 Best Companies to Work For (The first being Container Store, a small company employing only 1200 people). As someone correctly said, “My most valuable assets go home everyday.” It’s not your world class infrastructure or state-of-the-art facilities, but people who are the most precious to an organisation; and it’s these great workers, these trophies that are constantly stalked & hunted by the competitors. So, how do you stop this poaching?

A man does not live by bread alone

Gone are the days when a large bonus at the end of the year kept one motivated to work year long. It’s the era of year-round perks; just good salaries is not enough.

So Google gives free breakfast, lunch and dinner to its employees. Free M&M’s are available in dispensers around the building; you could grab a handful as you walk around. Southwest found giving free airfare worked best for it as employees felt they could connect better with their families. As a result, people love to work in these places.

Perks contribute to loyalty and employee retention. However, giving perks is not easy – it requires a deep understanding of your employees. Perks actually reflect the true sincerity of the top management.

Bihar Rajya Pul Nirman Nigam (BRPNN) has turned around its image totally. Today it has a state-of-art gymnasium, gives paid vacations to foreign countries to its employees, organises motivational lecturers. The sense of belonging among its employees has increased like never before. Thanks to its dynamic chairman Pratyaya Amrit, today, this once ailing government company is throbbing with life and its people & the state are benefiting from its makeover.

It’s not just work, but building camaraderie that’s more important toady. If Google has put up in-house games, then Rodas and Ecohotel in India too organise sports competitions for their employees. Satyam has announced the launch of satyamstarpower.com a few months back. It’s a portal designed to showcase the creative talent of its employees. Fun@Work is the new initiative and helps workers de-stress and work better. Bob Nelson, the author of ‘1001 Ways to Reward Employees’, says showering employees with cash never works, but it’s the little things that count. A pat on the back, a surprise. One employee recalls how her boss hired a chauffeured limousine to drive her to an elegant restaurant – a way to thank her for completing her project on time. She may not remember the cash benefits but this little gesture that hardly cost anything was unforgettable.

A nine to five job, even if high paying, can get boring and that’s when perks can ‘perk’ one up. The owner of K.T. Kitchen, a California based maker of frozen pizza, found an inexpensive but fun filled way to thank her overworked staff for wining a multi-million dollar grocery account – she booked a nearby go-kart track and everyone went go-karting.

Mind Tree Consulting has a ‘Baby’s Day Out,’ where once a week, women employees get to bring their children and maids along with them to office. Perks work better than cash incentives, because they give employees an experience to recount, to savour.

The psychology of perks

Google is the most admired company of today’s times. Its “perk-crazy” founders Sergey Brin and Larry Page have done what it takes to create a lovely stress-free atmosphere for their employees. Out here, it’s ok to get your dog to work, it’s ok to go to the Lego room and de-stress by building blocks. Yet, it’s reported that employees cried at Google this summer. According to the New York Times, Google Inc. decided to upgrade its infant care and raised the prices from $1,425 a month to $2,500. It was a ‘rare’ fumble made by Google, a company most admired and known for charming the press and people alike.

A ‘perk’ has its advantages sure. Like a movie-day once a month, a sky-diving trip, a concierge service that shall pick up your dry cleaning, take your pet to the vet and even get your car fixed – are all wonderful, but once you have a perk, to take it away is like a break of promise. It can lead to anger and lower levels of motivation among employees. The management needs to explain clearly and logically why this was done, for the retaliation is more psychological, with workers feeling low and not giving their utmost. If the benefits are huge, so are the negatives that come with its withdrawal. Perks need to be introduced intelligently and after studying the work environment and culture. When RBZ saw most of its employees leaving the company to join internet companies, it started offering two months paid leave to every worker who completed six years in the organization. Its attrition reduced to fewer than 5%. Motivated by the huge benefit of perks and their power to increase productivity, a company decided to give its staff 30 minutes off after lunch so they could go for walks. No one was impressed! Now the ‘business of perks’ is in itself a big business with people making a living out of advising clients how to manage perks. Companies like Perk.com, OC Tanner, Loyaltyworks tell business houses how to make their employees feel special and how to design the right perks. After all, good salary is mundane; it’s the perks and special incentives that make the employees feel special; and once given, no one wants to give them up. In an interesting survey done by MSN Environment, 80% employees wanted their business to improve its energy efficiency; yet, none was willing to give up their perks such as free taxi-rides to contribute to the cause.

Companies are today working harder to find innovative ways to attract, retain and motivate their employees. From car allowances, to group term life insurance, to free neck-massages on your desk, to psychiatric counseling to help people fight stress, to discount coupons at select stores, they are doing it all. Just a word of caution though… Remember, a perk, however good, can never be a replacement for human interaction. Probably the best perk is that timely pat on the back or just a simple note, ‘You did a good job’. Treat your employees like family and like family they will love you back The definition of work has changed today, and a good employer is one who understands the art of caring.

CRICKET, THE SECOND RELIGION IN INDIA!

As the media clutter becomes deafening, the sure-shot way to make your message reach the ears of consumers is to ride on current events and hip happenings!

Oh God… Oh God… please, please let Sachin play well this time. I hope India reaches the super six. Shall we make it to the finals? An example of some of the prayers heard all over the country when India goes to play the world. The best part is that the same prayers are heard in many boardrooms, advertising agencies and television studios as well! It’s the biggest and the greatest spectacle of the year. The heartbeat of the whole country seems to be in the hands of these eleven players. These are the demigods and the whole country looks up to them. The match is not just a game, it’s a fight and they better win! A victory is adulated, but a defeat brings so much wrath, it is actually scary. Cricket is the only thing that unites India like nothing else. North, South, East or West, go to any part of the country and you’ll find the same passion and similar devotion to the game. If it’s cricket time, the country’s heart beats together and bleeds together. This is our way of showing the world our best face. It’s our pride. Each victory is like a personal achievement. This is that time of the year when ad rates go skyrocketing and media planners go in a frenzy deciding where, when and how many times to show their commercials. This is also that time of the year when the quantity of “cricket-related” advertisements sees an upsurge with each one being more entertaining and better than the next. Some ads are, in fact, so good that you remember them long after the matches are over and forgotten.

No one can forget the Cadbury ad. The young beautiful girl and the nervousness in her eyes. The last ball of the game. It could be the winning shot or it could spell disaster. A crucial moment in the game – something we all love. The thrills, the chill, the anxiety of will he or won’t he, all portrayed so well in those few seconds. The girl nibbles on her Cadbury Dairy Milk. The bowler bowls his best ball… and the cricketer strikes it. The ball soars towards the sky and yes… it is a six! The girl runs over the ground, dodging the security, breaks into a lively jive, celebrating the moment doing something we all feel like doing when India wins a crucial match (especially against Pakistan!).

Kuch baat toh hai cricket mein!

Yes, there’s something special about cricket in India and advertisers know that this time “cricket-themed” ads will work best. Events affect the advertiser and their advertising strategy. In fact, an intelligent adman uses events to make his advertisements more interesting and eye catching and hence more memorable. The advertisements which reflect the mood of the society are more interesting. When India completed its 50th year of Independence in 1997, the whole country was in a celebration mood. Advertisers too hopped on to the bandwagon and dressed up their ads to meet the occasion.

Towards the end of 1999, the world was in a state of confusion. No one knew how the Y2K problems would affect them. Advertisers used this opportunity to warn, inform or entertain the customers, with many innovative and interesting advertisements.

If your punch line matches the spirit of the event, then it makes a good advertisement. Look at what Max New York Life did. The punch line is, ‘Your partner for life’; and what better way to think of your life and your partner than ‘Karwa Chauth’. It asked the man to insure his life for a wife who would be praying for him the whole day. The ad said:
‘She will spend the day thinking about your life. Spend a few minutes thinking about hers...’

The first to speak

Be it any event, any happening, any burning issue, one company that has never failed to give its version, tongue-in-cheek is Amul. It’s one company whose advertisements have always been “utterly-butterly topical”. Amul has had a say in every event of any importance. Its hoardings are so popular that people wait eagerly for the next change. Over the years, a lot of people have written Amul ads, but it’s the sheer consistency that has made them so successful. So the eighties saw some very interesting headlines like: Monica-Lewd-insky or Kabhi Butter Kabhi bun… it’s all about loving your butter. Each ad has been daring, different, interesting and always lovable (thanks to the ‘in tune with the times’ approach).

Slipstreaming: the new way

Slipstreaming, by definition, means a vacuum of air created behind a fast moving vehicle. When a speeding car zips past, the bystander feels a powerful wall of air that can almost blow one over. Motor racers know the moment you get too close to this force, there will be little wind resistance, so you get “sucked” along by the slipstream.

According to Max Sutherland, the author of the book ‘Advertising and the Mind of the Consumer’, one can use the “slipstream” phenomena in advertising also. So advertisers tend to keep a lookout for top news stories – essentially those stories that get a lot of publicity and are clearly the most talked about and sometimes even gossiped about. Then, if one reworks their brand slogan in such a way that it gets linked to the top story, the consumer is bound to notice it and give it more attention over and above the regular advertising clutter.

One company that has been doing this kind of slipstream advertising is Energizer batteries. It has used its slogan, “Are you power mad,” to fit various topical stories and news headlines. In 2003, when the Chelsea Football club was buying soccer players left, right and centre, Energizer used the story to popularise its slogan – “Are you power mad?” Next, when there was a power struggle between Gordon Brown and Tony Blair for the hotseat at 10 Downing Street, Energizer featured a cartoon showing Gordon Brown changing the number of his house on Downing Street to “10” and the caption “Are you power mad?” fitted just perfectly!

Another clutter-beater

Using topical themes, or working on witty one-liners that link your brand to an event or story in news always helps. It is like a shot in the arm – especially for a brand that needs to advertise regularly, but has nothing new to tell consumers. This is the easiest, cheapest, quickest way to beat competition and the media clutter – allowing the brand to draw the attention of the consumer completely.

So before you plan your next advertising blitz, pick up the newspaper for a few new ideas. Rest assured, they will charge up your marketing plans – for being topical is the best way to generate maximum impact, and that too at no extra cost.