Employer Branding Assignment

Designing an EVP for Glaxosmithkline

Group Members:
Agastya Sood (PGP36053)
Anurag Arora (PGP36057)
Chinmay Jain (PGP36062)
Heet Shah (PGP36066)
Megha Punjabi (PGP36074)
Mewan Cajee (PGP36075)
Ridhima Anand (PGP36084)
 Introduction
●GlaxoSmithKline Pharmaceutical Ltd. is an Indian subsidiary of GlaxoSmithKline plc a British global
healthcare company
●It is one of the oldest pharma companies in India and it is the third largest pharma company in the
country in terms of volume
●GSK India is no. 1 in the self-pay vaccines market with 6 of the top 20 companies belonging to them
●The market for self-pay vaccines is valued at ₹2400 Crore of which GSK India has a 40% market
share
●As of 2019-20, GSK India employs 4,364 employees and has a revenue of ₹3,225 Crore and a market
capitalization of ₹24156 Crore
 Products
VACCINES such as Havrix,
1 2
Varilrix, Rotarix, Hiberix
and Cervarix
MEDICINES like Augmentin, Ceftum,
NUTRITION PRODUCTS like 3
Calpol, Crocin, Eno, Iodex and
Horlicks and Boost
Sensodyne
Sales & Profit

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Employee Value Proposition
The Employee Value Proposition (EVP) portrays how the labor market and employees
perceive the value which employees gain by working in an organization, across five
attributes:

1. Opportunity: Professional growth and development for the individual, as well as

the company’s projected growth
2. People: Quality of colleagues, managers, perception of upper management and a
sense of camaraderie in the workplace
3. Organization: Social responsibility, and quality of products or services
4. Work: Alignment of job to personal interests and work-life integration
5. Rewards: Components traditionally used to attract employees like benefits,
salary and paid time off
Need for Employer Brand Management?

BCG and World Federation of People Management

Associations (WFPMA) conducted several
researches to uncover the relationship between HR
practices and performance advantage. In 2012, they
surveyed 4288 HR and Non-HR Managers across
100+ countries on their current HR competencies,
visions, and strategies, and subsequently compared
their observations with the financial performance of
the respective company. Their conclusions
established that good people practices strongly
contribute to effective performance. The four most
impactful practices bore some relation with
employer brand management.
 Steps for designing an EVP
Step 1 – Internal study: We have analysed the current Human
Resources strategies and challenges faced by the company and
have focused on those challenges which could be addressed
through employer branding efforts of the company.
Step 2 – External Benchmarking: We have benchmarked with
other Pharmaceutical companies in India – viz. – Cipla,
Novartis and Dr.Reddy’s to understand their offerings to
employees.
Step 3 – Survey to understand expectations of students: A
survey was conducted to understand what are some of the top
expectations of students from a Pharmaceutical company as an
employer.
Step 4 – Designing the EVP and Communication strategy:
Based on all the above insights, an EVP and a communication
strategy were designed.
Human Capital at GSK India
● Innovation
● Performance
● Trust
● Core values of GSK India are :
○ Patient focus
○ Integrity
○ Respect for people
○ Transparency
Challenges Faced By HR

● Lack of employer branding strategy

● Conservative compensation

● Slow and relaxed work culture

Strategies followed by HR

● GSK India have introduced ‘My Plan’, a new performance system, to

measure the progress of their employees in fulfilling IPT priorities.
● GSK focuses highly on leadership development through their
focused programmes.
● GSK needs to align their strategies and outlook towards
acquisition, motivation and retention of employees.
External Analysis
 Novartis

Global career opportunities Compensation Organizational Culture Employee’s Learning and

Development

Presence across the globe Fixed + Variable Merit driven culture reflected Annual employee development
in their strong performance planning process which
based compensation policy designs the learning plan for
next 6-18 months

Appropriate global exposure: Salary growth depends on ownership and a performance Novartis Corporate Learning
MTs sent to switzerland for individual performance and oriented culture Program offers world class
induction level compared to the training programs.
benchmark
 Dr Reddy’s Laboratories

Global career opportunities Compensation Organizational Culture Employee’s Learning and

Development

not as widespread as the other Competitive compensation Enabling and an informal Employees are nominated for
Pharma companies in India at market levels environment Management Development
Programs offered by leading
institutions

offices across 12 countries in encourages open communication Offers a company library and
the world and believes in respecting every provides executive coaching,
individual for their effort mentoring and career design
irrespective of the position workshops for executives
Cipla

Global career opportunities Compensation Organizational Culture Employee’s Learning and

Development

Employees are provided with Pay structured at market Entrepreneurial as well as Skill enhancement across levels,
global stints. Eg- Sri Lanka, levels dynamic work space sales force training for
South Africa, etc. emphasizing on open as well as employees
friendly interactions
Survey Analysis

Survey conducted among 77

students from across 12
B-schools of India.
Questionnaire
Q1. Rate the following aspects of an Q2. Rate the following Q3. Rate the following companies on
internship/job that are most important to you companies on basis of basis of your awareness of them &
while applying: your awareness of them & likeliness of applying for a job/internship:
likeliness of applying for a
● Brand Image & Reputation job/internship: ● HUL
● Compensation ● Mahindra & Mahindra
● Scope for Career Advancement ● Sun Pharmaceuticals ● GSK Consumer care
● Global and Cross-functional exposures ● Cipla ● Aditya Birla Group
● Good Management Trainee Programme ● Abbott Laboratories ● Microsoft
● Social Media Presence ● GSK Pharmaceutical ● Airtel
● Employee friendly HR policies ● J&J ● Mckinsey & Co.
● Job Security ● Dr. Reddy’s ● GSK Pharmaceuticals
● Work-life balance ● Piramal ● ITC Limited
● Conducive work environment & Open ● RPG Group
Culture
Results
Overall ranking of job
attributes considered
while applying for a job:
Results
Average ranks were
calculated according to
which within the
pharmaceutical sector,
J&J was the most
preferred company
closely followed by GSK
Pharmaceuticals and
Cipla.
Results
Average ranks were
calculated according to
which across sectors,
HUL, McKinsey,
Microsoft, ABG, and
ITC were the Top 5
choices
 Particulars Description
Designing EVP : Framework
1. GSK Offerings Inclusive Work Space, Work-life
balance, Brand Repute, Early
Empowerment, Defined career path

2. Offerings from High Compensation, Global

Competitors Opportunities

3. Target Audience Brand Repute, Defined Career Path,

Needs Efficient Management Trainee
Program, Early Empowerment

4. Competitors Compensation, Brand Repute

Strengths

5. Irrelevant to TA Social Media Presence

6. Undifferentiated Work-life balance, Brand Repute

7. EVP Positioning Early empowerment, Defined career

path
S.No. Particulars Description

1. GSK Offerings Inclusive Work Space, Work-life balance, Brand

Repute, Early Empowerment, Defined career
path

2. Offerings from High Compensation, Global Opportunities

Competitors

3. Target Audience Brand Repute, Defined Career Path, Efficient

Needs Management Trainee Program, Early
Empowerment

4. Competitors Compensation, Brand Repute

Strengths

5. Irrelevant to TA Social Media Presence

6. Undifferentiated Work-life balance, Brand Repute

7. EVP Positioning Early empowerment, Defined career path

EVP for GSK
“To provide you with empowering and enriching
opportunities and support you towards your career
development through an environment of science and
innovation”

The EVP mentioned above is with the view that GSK as a brand:

1.Promotes empowerment of its employees by making them responsible and accountable at early
stages of their careers.
2.Encourages an entrepreneurship and innovation driven culture among its employees.
Current Culture and Values at GSK
Current Culture and Values at GSK
Communication Strategy of EVP : Framework

The key components of employer brand

platform must focus on:

1. Core Positioning – which defines the

focus

2. Supporting Pillars – which defines

consistency

3. Tailor made marketing content and

activities – which defines relevance
EVP to be communicated to Employees
 Internal Communication Plan

The internal communication plan must Method Recipient Purpose

encompass the following objectives:
Personal Employee The personal profiles of employees would help them to know
● Supporting the roll-out of a new Profiles their colleagues
corporate brand/mission and
Games Employee Recreation activity is one of the major motivators for employees
values.
● Clarifying the consequences of Events Employee Collaborative events such as Townhall/Webinar would help the
employees to connect with each other
organizational change to the
employees in a successful manner Question & Employee Leadership team can circulate email communication with
Answer question and answers
● Improving levels of employee
engagement and retention by using Guidelines Employee Employee Handbook plays a vital role in communication the
EVP of the organization
innovative ideas
● Driving higher levels of proactive Infographic Employee Infographics can be used to communicate the EVP to the
s employees
advocacy and referral process in the
organization
 External Communication Plan

The external communication plan must encompass the following objectives:

● Raising overall awareness of your employer brand in the external market and improving the brand
perception amongst the general public
● Addressing misperceptions about the organization
● Driving for higher quality or higher volume recruitment with minimum turnaround time
● The EVP can be communicated through Advertising, Personal Profiles, Inside Stories, Job Descriptions,
Games, Events, Q&A, Guidelines, Infographics, Insights & Opinions, Website
Method Recipient Purpose

Job Description Prospective Employee Job Description brings to light the information on what the organization values

Website General Public The communication on the company’s webpage would communicate the EVP to the general
public

Advertising General Public + Prospective Employees The advertising that the organization uses to advertise the jobs bring to light the value
system in the organization
Thank you.