In a post-Covid-19 world, where employees are demanding more work-life balance, greater flexibility and a better and more inclusive workplace culture, startup like Wakefit, Dream11The Good Glamm Group, BeatO e cetto they are stepping up efforts to make employees happy at a time when attrition is high and competition is intense to attract the right talent.
From nap times to birthday leaves and vacation refunds, chatbots connecting with employees to gauge how they feel to employee-led benefit programs, startups are doing what they can to change the way the old works. serious corporate culture.
“Initiatives like this have a compounding effect. Anyone alone will not be a loyalty tool; but they all add up, ”Ramalingegowda told ET.
“It’s about constantly pushing the envelope. If it resounds, great; if not, we phase it out, “she says.
The emergence of multiple new opportunities for talented employees, coupled with a weakening of the emotional bond between employees and the organization due to the long duration of the WFH, has resulted in severe friction,
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“To manage this, organizations are taking a multi-pronged approach. They have become very innovative in customizing their perks to uniquely position themselves in front of employees to ensure a stronger connection, ”says Rajul Mathur, Head of Talent & Rewards, Willis Towers Watson.
Fantasy sports platform Dream11 previously introduced the Proximity to Stadium benefits program to encourage employees to approach the stadium (the office) by contributing up to Rs 1 lakh each month to the HRA. More recently, it offered an instant relocation policy when it anticipated the end of pandemic-related restrictions. Based on this, the new and current Dreamsters could return to Mumbai with their families and their end-to-end relocation, including five-star hotel accommodation for up to three weeks, has been paid for.
“This policy is among the main reasons why more than 2/3 of the Dreamsters who were already taking advantage of the proximity advantage to the stadium, resumed working with us full time in February. We believe our culture and the way we work are tremendous motivators for our talent to be with us in the long run, ”said CHRO Kevin Freitas.
Other startups are trying different things. How The Good Glamm Group eliminated the attendance system. About a month ago, he introduced the Amber chatbot to put in place a continuous listening mechanism where he connects with employees about how they are feeling, if they are exhausted etc. “Amber has worked very well for us as a retention tool because it helps us identify which employees are disengaged. In a way we are able to do ‘residence interviews’ rather than ‘exit interviews’,” says the chief people officer. Kartik Rao.
It is no longer a one size fits all
Grocery startup Zepto recently conducted a survey asking employees what they want in terms of benefits, then launched a benefits program that includes multiple options for employees to heal what works for them. “The intent was to ensure that the benefits ultimately matter and help each of our employees,” said CHRO Roma Bindroo. This week it is launching a vacation reimbursement, under which all employees will be encouraged to take a few days off and be reimbursed for it.
Healthcare startup BeatO recently launched 1: 1 one-on-one employee meetings with founders, to provide employees with a platform to express / communicate their problems and solved them, HR chief Sugandha Jain said.