This article lists out case studies of companies that have succeeded in elevating their employment brand value amongst its customers, investors, employees, potential employees and other business players by putting the employee first.

Case study 1:

A leading American Airline

A leading American airline has a very strong philosophy that the employee’s interest comes before that of the passenger. They believe that if the employees are treated well, they in turn will treat the customers well.

The salaries for its workforce are related to seniority. This motivates employees to stick to their job. There is a special Stock Purchase Plan for the employees wherein they buy the stock for 90% of the market value. The company pays for broker commissions on stock purchases.

This company gives high importance to employee recognition. Contributions from employees across the company, whether large or small, never go unacknowledged. The airline has a section called “Star of the month’ on their website where they mention the name of the employee who has had outstanding performance. The company demonstrated its concern for its employees when a hurricane hit one of its locations. During this crisis, all the 250 employees working in that location were offered the option of relocation.

There is a firm belief that the organization can progress rapidly through employee bonding. Celebrations to bring employees together include talent shows, dance contests, karaoke and famous person look alike themes. This company has never cut salaries and never had a lay off in its history. This has resulted in the airline being rated as one of the Best Places to Work.

Case study 2:

A leading retailer in specialty coffee

A company which started out as a coffee bean and equipment supplier has grown to become one of the leading retailers in specialty coffee. One of the main contributors to its success are its employees. It has a unique HR system for the benefit of the employees. It invests heavily in training and employees receive regular feedback from the management. Employees are offered excellent compensation and benefits. Moreover they are allowed to buy discounted stock in the company.

There are more than eighteen recognition programs to acknowledge and promote the achievements of its employees. Employees participating in athletics at a high level are encouraged by providing financial support to cover the costs of room, boarding, equipment and entry fees. This generates enthusiasm among employees to participate in sports. They have a unique employee bonding program through which they help form groups of employees who share common hobbies and interests. This helps enhance teamwork in the organization.

These initiatives have led to greater satisfaction and loyalty among employees. Therefore this company has managed to hold on to its employees and increase its productivity due to their effective employer branding strategies.

Case study 3:

A leading Indian conglomerate

One of the largest conglomerates in India had very inadequate HR policies till a couple of decades ago. Since then, there has been a sea of change in the company’s approach towards its human resources. Today, it is a leading player in telecommunications, IT, textiles and chemicals, among many others and has 82,000 employees spread across 20 countries and this can be attributed to its productive employees. In the year 2007, this organization bagged the first place among the best employers' in India.

This company realizes that remuneration is not the prime factor to make people stay in an organization. It focuses on employee engagement. This organization provides its employees with a wide range of activities. For example: The company helps its employees take up educational courses, take part in sports and engage in social work, ensuring that its employees grow personally and professionally.

They have a group of managers who are selected to act as Performance Champions who are responsible for changing the performance processes that do not work efficiently. In addition to this, their online learning programs ensure the sharing of knowledge. This company has come up with a unique initiative known as ‘Vision 2015’ which encourages discussion about the future direction of the organization.

This company’s deep respect for its employees is evident as it not only focuses on its current employees but also on its retired employees. The initiative known as ‘For Old Time’s Sake’, enables the retired members of the organization to reunite, discuss issues, network with peers and stay connected.