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Analysis of recruitment process at WIPRO

Submitted by: Ayush Shukla | Bhavna | Debomita Mukherjee | Dick Francois | Mansi Praveen
Submitted in partial fulfillment of the Course on Selection under the guidance of Prof. Anita Sarkar.

11/29/2011

E-RECRUITMENT PROCESS
E-recruiting is the use of internet for attracting, recruiting, and retaining job seekers and employees. The concept of E-recruiting encompasses many different recruiting, tools, technologies, and platforms including:

Career Websites/Online Application


http://careers.wipro.com/ind ex.htm

Job Boards (Monster, Naukri, Shine)

Social Media (Facebook, Twitter,Linkedin)

Career Website/Online Application


The analysis of Wipros Career Website is done on the basis of the essential characteristics described in the adjoined framework. The three design inputs which form the design components of the virtual recruitment are Consumer characteristics (Job Applicants), Influence Routes and Sources (website features). The final effectiveness is measured in terms of the intention of the applicants to pursue the job and finally apply to the jobs through the website.

1. Consumer Characteristics: With respect to E-Recruiting, there are 3 levels of employees being taken into considerationSenior (>10 years experience), Middle (3-6 years) and Fresher (No work experience).

Search Motivation Freshers High level of motivation :


Excitement of first time job search Exhaustion of all possible application avenues possible because of less knowledge about effectiveness of each application alternative High level of motivation : Looking for better alternatives for career advancement or career shift Need for a more realistic job preview as the individual knows about the intricacies and general culture of working in the industry.

Job Knowledge
Low level of Job Knowledge: New Entrants into the workforce Limited idea about job opportunities, job characteristics, and might have an unrealistic job preview. Relatively High Level of Job Knowledge: Enough exposure to the industry to make good judgements about various career alternatives Clear idea about ones own career aspirations

Middle

Senior

Low level of motivation: High Level of Job Knowledge: Direct application alternative or Long exposure and duration of through references is preferred as experience compared to online application In-depth knowledge about the generally. industry, alternatives and career Greater job opportunities through alternatives. Head Hunters

The website will serve as a good platform for attracting fresher and middle level employees relatively more than senior level employees. This is because the experienced employees might require much more in-depth information about not only the job characteristics and responsibilities but also the work culture, political environment and career development opportunities by the organization. It also gives them a scope to negotiate employment terms and conditions in a better n=manner if they apply directly to the company or through employee references.

2. Influence Route: The website is design is modern yet formal and hence satisfies both the central processing as well as the peripheral processing routes. The interactive mode is highly structured and uncluttered which makes perusing through the content of the site a convenient task. The balance to attract both kind of audience- mature experienced (focussing on central processing cues) and young inexperienced one (focussing on peripheral cues) is successfully attained by the website design and interaction platform. It is engaging and interesting without taking away the attention from the content of the site.

3. Website Features: Content and Information The site opens with 3 alternating appearing messages indicating how WIPRO is considered as one of the leading recruiters for different levels of employees. This aspect seems like an additional attempt to convince audience about their choice of Wipro as an employer choice, which is a good initiative however the messages Wipro is trying to deliver is not very clear and the messages are changing relatively quickly to even hold the attention of the audience on even a single one of them. Recommendations: Instead of the 3 different alternating messages, the same messages for different level of potential candidates can be displayed on a single page in a collage format. This current aspect of the site is a time consuming distraction without the message being successfully delivered to the audience.

The Home page of the site is successful in delivering a clear recruitment message Opportunities Beyond Boundaries which indicates that Wipro as an employer is the company to be in given the career paths and opportunities it offers to the diverse workforce. The page also displays any new announcements and an index which covers the details about every aspect of job application process at Wipro.

The career website for Wipro is a comprehensive one making the job search for an applicant a very structured and a simplified activity. The job search options are advanced covering the different experience groups, job profiles, functional expertise and geographic locations. The job search shows the availability of jobs resulting from these specific combinations.

There site also acts like an information hub for most of the recruitment related queries and support and covers areas like: o Fresher Section: It covers about the programmes and opportunities for freshers from various backgrounds and application process and brochure for the same. The information it provides is comprehensive as it mentions about the eligibility as well as the other nuances about the programme. There is also an option to apply directly on the same page for any of the programmes. o o Search: Covers all aspects of application for candidates Resources: Offers basic support in terms of resume writing and interview tips

Interactivity and Vividness: The interaction platform is structured, clear and clutter free. And good characteristic about the platform is that all the content does not come upfront to the audience. All the information can be accessed through tabs and shortcuts on a need to know basis. The vividness of the website design is not too bright but indicates a modern and a sophisticated taste and is bound to attract a mix of young as well as experienced professionals.

Recommendations: There is no option for contacting the company for any queries regarding the application

process. There should be an option for this on the website. There are no FAQs or Frequently asked questions section, which generally proves as an

immense source of guidance and help to the audience and the potential candidates, and hence that should be incorporated in the content design of the site.

Job Portals
A review of job portals such as Monsterindia.com or Naukri.com shows that WIPRO maintains a position only with respect to its job openings. The web pages have all the description about the job and the application process as the WIPRO Careers E-recruitment portal which too has been analyzed separately. In fact, once somebody clicks on the Apply button or on any advertisement on these job portals, one is redirected to the WIPRO Careers relevant page.

After a thorough review, we feel that WIPRO has a significant presence on the job portals when it comes to jobs for middle and senior level managerial positions and for technical leads. Once one reaches the WIPRO Careers page, one will find relevant application details such as a comprehensive Job Description, a formal description on the easy to Apply process. As per the Elaboration Likelihood Model, WIPRO is following the Central Route to attitude formation. The website is neat, clearly laid out with relevant information for an applicant to make a call on the application. This is apt for WIPRO given the fact that it is trying to recruit at Senior and Middle level functions. Peripheral Route is not the best means to impress such applicants.

Social Media-Facebook, LinkedIn

Twitter

and

WIPRO being such a big group and technology company maintains a significant presence on all the social media sites. On FaceBook, WIPROs all 3 divisions have their Career Pages. These 3 business units are WIPRO Consulting, WIPRO BPO and WIPRO Technologies. The primary method of attracting applicants is the Peripheral Route of the ELM Theory.

Given the fact that programs such as WASE and WiSTA are meant for bulk recruitment of applicants from the fresher pool, the information furnished with respect to the roles is minimalist. Just the basic qualifications are mentioned. However, some of the online advertisements which accompany these openings are a cause of worry. For example, we noticed openings for WIPRO BPO which try to impress the applicants with the alternate persona which they will be assuming as BPO operators.

It seems to convey a sense of under-achievement and lack of confidence in the Self. It seems like the advertisements are trying to sell the alternate persona as being the more desirable. This may be detrimental to the recruitment process as it may be thought of being insensitive by a majority of the youth whom we are trying to recruit and whom we often refer to as the Generation-I. This generation prides in itself and what it stands for and this advertisement may not appeal to them. It raises certain ethical questions too. Hence, we feel that these advertisements should be modified to adhere to the sensitivities of the applicant pool so that it is still able to attract them to WIPRO jobs.

Twitter and LinkedIn


Unlike the FaceBook pages, the Twitter site of WIPRO seems to be loaded with problems. There are inherent limitations because of the medium which is being used here, i.e., Twitter. While analysing the Twitter account of WIPRO we do consider the fact that posts have to be limited to 140 characters. However, WIPRO tries to update the Twitter account with all the updates that they have been posting on the FaceBook page. This results in posts such as: Come to "Walk-in for Science Graduates of 2011 for Wipro!" Saturday, November 19 from 9:00 am to
12:00 pm....

The information on where and for what roles is lacking. As a result, applicants will have to visit the Facebook page or the WIPRO Careers webpage. This beats the purpose of the post. Our suggestion is that the post should contain a link which will automatically reroute the interested applicant to the relevant FaceBook page or web-page. Another point to be noted is the frequency of updates on the Twitter account. This account sees an average daily of 12 updates. Posts get lost in this sea of updates and hence any interested applicant may miss an important update or relevant job opening. We suggest that by restricting the number of daily posts and by attaching links to these posts, we will be able to retain the interest of the applicants.

WIPRO maintains a significant presence on LinkedIn as well. All the job openings which are listed on the Job Portals and it Careers website is listed on LinkedIn too. The listings follow a similar pattern as was followed in the case of Job Portals. Openings are usually only for people with greater than 3 years of work experience. This has been done to assist in lateral recruitment. It too follows the Central Route to attitude formation.

Print Ad for Junior Level

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Print Ad for Middle Level

AIDA Analysis

Attention

Interest

Desire

Action

At the onset, when one looks at the pictures of Wipro, we see a pattern. Each of the pictures has a standard layout. They all have a picture of a professional with text alongside. They do not have the attention parameter at all. Interest is also no generated by the picture. A little interest is generated by the text as the advantages of the position are mentioned. The third parameter of proving that it will satisfy their need, that is desire, is not covered in the junior level advertisements. At the middle level, it is mentioned that innovation and leadership

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opportunities are provided, which is what people at the middle level look at. Hence this might be good at generating desire. NOTE: No print ads have been provided for Wipro at the Senior Level. However, we have generated ads for all three levels (attached as annexure). Comparing the same with the advertisements that we have generated, our print ads have a high level of attention because the images are of high resolution and attractive. Also they attract one, because of their uniqueness and the fact that normal recruitment ads are not alike. However, they still maintain the sanctity and contain all the relevant parts of the ad should have like the job information and company logo. The interest is maintained as the tagline above the pictures state the purpose of the ad and demonstrates the advantages of the position and company. The candidates can identify with the tagline with what they might want from a job. At the middle management level, a picture which is attractive, yet staid is given. This also links directly to the job description which is related to innovation. At the senior position, we did not mention anything other than Applying thought which Wipros tagline is. This helps the senior manager to identify that his role is directly linked to the organizational goals. Thus all the print ads are directly linked to the position and have generated attention and interest.

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Appendix-1

Figure 1-Junior Level Positions

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Figure 2- Middle Level positions

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Figure 3- Senior Level Positions

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