EMPLOYEE BRANDING THROUGH TATA SCIP

Launched - March 2008 -International Women’s Day

Opportunity- career break- return to corporate sector.

Simple and powerful package

Provide attractive internship

INTRODUCTION

EMPLOYER BRANDING AND SCIP (Tata’s initiative)

Employer Branding?

Coined by Simon Barrow & Tim Ambler

Sum total of what employees think of an organization as an

employer

Known as Internal Brand of the Company

Explicit or Implicit

BENEFITS

Increase in productivity & profitability

Shorter recruitment time

Lower recruitment cost

Employee retention

Minimise the loss of talented employees

Decreased time from hire to productivity

Key factors influencing on Employer Branding :

Salary of the employee paid by the employer.

Employee benefits given by employer.

Job security.

Pleasant working atmosphere.

Work-life balance.

Career progression opportunities.

GENESIS OF SCIP

R. GOPALAKRISHNAN (DIRECTOR - TATA SONS Ltd.)

SECOND CAREER INTERNSHIP PROGRAMME - SCIP

-: A Good Brand Name

LAUNCH OF SCIP

SCIP WAS launched on 8 march,international women's day.

Invited applications from women who took break from work.

Within one week thousands of applications came up.

Candidates were shortlisted by HR executives of TATA.

Finally 34 candidates were selected as interns.

Who can apply?

CRITERIA

Criteria 1 – Qualification

Criteria 2 – Work experience

Criteria 3 - Career Break

SCIP Terms & Conditions•Project duration•Type of Projects•Mentor-Project guide•Project stipend•Ownership of Project IP•Project location•Work/Project certificate

SCIP STORIES

Priyamvada Merchant

Electronics and communication engineer

Worked in Bluestar’s medical equipment division

Quit job post childbirth

Dyslexic child

“When your child looks you in the eye and silently seeks help, that is all that matters in life.”

SCIP helped her to: Gain back her confidence

Maximise her potential

Maintain good work-life balance

She is the current manager of System Rex, Mumbai

Anu Unnikrishnan

Professional qualification in English literature

Worked with Times of India

Had to leave job and move abroad with family

Rejected by many companies

Questioned her long sabbaticals

“Being a mother was such a happy moment, but that was also such a chaotic period”

SCIP helped her to:

Rejuvenate her professional spirit

Join the “Jaago Re” campaign

Help people to reawaken their civic sensibilities

SECOND CAREER PROGRAMMES OUTSIDE TATA

Intel- Home to Office

IBM - Bring Her Back Program

Philips- Back in the Game (B.I.G.)

GE-RESTART

Hindustan Lever Limited (HLL) - Career by Choice

CONCLUSION

REFERENCES

Tatalog - Harish Bhat

www.tatasecondcareer.com

www.youtube.com

www.sheroes.in