It’s a growing trend now. While for years, brands have used ad films to influence the consumers, they are now using this vehicle to lure potential employees.
The automobile company Volvo Eicher has launched a film, which boasts of its multicultural setup and how it stands tall for its values. The film has employees sharing their experiences and their passion for the brand. It shows how employees from different cultures and backgrounds, enjoy the freedom to perform and excel at work at Volvo Eicher.
The message that it wishes to convey is how it has strived to create a multicultural and performance-driven environment. Almost 20 per cent of the employees in the executive management teams are non-Indians from different cultures.
Kinjal Chaudhary, senior vice-president and Group CHRO, VE Commercial Vehicles, says, “We never compromise on values. This is why candidates who show no inclination to adopt the Company values are rejected, because values are inherent in nature and difficult to teach.”
The Company claims that the average tenure of its employees is 18 years. In its endeavour towards making the workplace inclusive, the Company has strived to create a multicultural and performance-driven environment.
“The proof of the pudding does not lie in the policy initiatives but in the manner of execution, and also on how we live it on a day-to-day basis. Our values are sacrosanct for us and followed by one and all, irrespective of hierarchy, religion or gender,” adds Chaudhary.
A lot of thrust is given to its values, which are mandatorily followed uniformly across the organisation. One of the employees in the video says that the Company’s values are in sync with that of its employees. Some of the core ones are, value for people, processes and systems, and utmost importance to being fair and ethical in dealing with customers, employees and suppliers.
“We never compromise on values. This is why candidates who show no inclination to adopt the Company values are rejected, because values are inherent in nature and difficult to teach.”
These values are reiterated in all platforms so that there is uniformity in the way of working. Employees are made familiar with these values at the time of induction and potential employees with similar values are identified during the interview.
The candidates are put through competency-based tests or difficult situations, where the ways and means adopted by them to achieve the goals indicate the values the candidates possess.
The video illustrates the Company’s initiatives over a long period. The idea is to create awareness regarding its work culture, and to reiterate its commitment to the automobile sector, especially in the commercial heavy vehicles segment.
When it comes to creating an inclusive workplace, the Company starts at the family level, by organising family days and events. On such occasions, family members are invited, offering an opportunity for them to bond.
The Company also ensures that the needs of multigenerational employees are addressed. Its policies are designed such that all employees, irrespective of age are covered and satisfied.
The commercial vehicle industry is unfortunately not a gender friendly one. But the Company makes a conscious effort to provide equal opportunities. It employs women at all levels, from junior- to senior-management, across all verticals, including marketing, finance, R&D, branding and manufacturing.
The film is an attempt to portray Volvo Eicher’s values and its relationship with all stakeholders. It sends out a strong message to prospective candidates about how they can imbibe the same values and nurture their passion to grow in the organisation.