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Family First: India Inc. Takes Staff Motivation to the Source

CASE FLYER, HUMAN RESOURCE MANAGEMENT
ET Cases, 4 pages
AUTHOR(S) : Vandana Jayakumar and Dr. Nagendra V. Chowdary

Case Preview

Family First: India Inc. Takes Staff Motivation to the Source

 

Expected Learning Outcomes

• Relationship between employee motivation and employee engagement
• Need and importance of employee engagement in an organizational context vis-à-vis few companies’ innovative employee engagement initiatives

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I. Employee Motivation and Employee Engagement

  • 1. How many of you are engaged to your academic proficiency mandate?
  • 2. How to determine whether you are engaged/committed to your academic proficiency mandate or not?
  • 3. Let’s take the example of a professional athlete or any sportsperson. How do you measure his/her engagement/commitment to his pursuit?
  • 4. In most of the resumes, HR personnel get to see ‘committed’ as one of the most often quoted strengths. What does the term commitment connote?
  • 5. .........................

II. Employee Engagement Practices: A Few Examples

1. Why do you think employee engagement is so critical for organizational success?

2. List out the companies featured in the base article whose innovative HR practices have been showcased. Analyze from the list of companies the various employee engagement initiatives.

3. Of the following company types, where do you think engaged employee requirement is relatively high and critical:

a. B2B companies
b. B2C companies
c. C2C/P2P companies
d. B2G companies
e. G2G companies

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Teaching Note Preview

Family First: India Inc. Takes Staff Motivation to the Source

 

Synopsis

This Case Flyer enables a discussion on the concept of employee engagement and helps in understanding the same vis-à-vis commitment and motivation. It helps in developing an understanding on the concept by relating it to commitment and engagement of students and successful sportspersons. The Case Flyer also helps in analyzing the family-centred employee engagement initiatives at several companies and debates on the pros and cons of these initiatives. How effective are these family-centred employee engagement initiatives and what should be done to sustain the effectiveness of these initiatives? What else can be done to increase the level of employee engagement at companies?

Prerequisite Conceptual Understanding

  • • “Driving Performance and Retention Through Employee Engagement”, http://www.usc.edu/programs/cwfl/assets/pdf/Employee%20engagement.pdf, 2004 (accessed date: October 28th 2015) – To understand employee engagement
  • •  Stephen P Robbins, et al., “Motivation Concepts”, Organizational Behavior, 15th Edition, Dorling Kindersley (India) Pvt. Ltd. , 2013 – To understand the concept of motivation

 

Case Positioning and Setting

This Case Flyer can be used in MBA Program or Executive Development Program for either of the following:

  • • HRM Course – To understand the connotation, need and importance of Employee Engagement and examine some of the employee engagement practices in some of the Indian and global companies
  • • Organizational Behavior Course – To discuss the concept of motivation and connect the same to employee engagement

 

Preamble to this Case Flyer Analysis

Engaged employees enable companies to deliver effectively and efficiently. However, getting the required engagement levels is a herculean task given the intricate human behavior. However, as the base article points out, several companies have been making honest attempts to get the employees engaged effectively and efficiently. Will these be enough and sustainable? How can these employee engagement initiatives be translated into higher motivation levels? Based on this premise, this case flyer was discussed in the classroom under two broad headings [Exhibit (TN)-I]. The classroom analysis of the case flyer was carried out by discussing the questions of the case flyer sequentially. In each section, the participants had an elaborate discussion on one of the questions which formed the ‘anchor point of discussion’ for the given section.

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Case Analysis/Case Flyer Discussion

Before coming for this Case Flyer discussion, the students/participants should be encouraged to read the book chapter and the article cited as Prerequisite Conceptual Understanding. This would help in better participation and understanding during the classroom discussion.

I. Employee Motivation and Employee Engagement

The main idea behind the discussion in this section was (a) to understand the difference between ‘engagement’ and ‘commitment’ and (b) understand ‘motivation’ vis-à-vis ‘engagement’. Accordingly, questions were posed and the discussion was orchestrated. The discussion was largely based on the employee engagement framework given in the article suggested as Prerequisite Conceptual Understanding.

• Being engaged to academic proficiency mandate

All the 52 students/participants out of the class of 52 answered in the affirmative of being engaged to academic proficiency mandate. This prompted discussion on the next question

• Determining the Engagement/Commitment of a Student to His/Her Academic Proficiency Pursuit

Engagement/commitment can be understood with the help of a framework [Exhibit (TN)-II], designed to determine employee engagement. The students would have already read this framework in the context of employees (article cited as PCU). They could therefore juxtapose the same framework to analyze a student’s commitment.............

Exhibits

Exhibit (TN)-I: Discussion Dashboard

Exhibit (TN)-II: Employee Engagement/Commitment

Exhibit (TN)-III: A Student’s Engagement/Commitment

Exhibit (TN)-IV: A Professional Sportsperson's Engagement/Commitment

Exhibit (TN)-V: Usage of the Word 'Commit’

Exhibit (TN)-VI: Various Theories of Motivation

Exhibit (TN)-VII: Motivating Factors for Self and for Others

Exhibit (TN)-VIII: ‘Being Engaged to Someone for Life’

Exhibit (TN)-IX: Meaning of an Engaged Employee

Exhibit (TN)-X: Employee Engagement and Employee Performance

Exhibit (TN)-XI: List of Companies with Innovative Employee Engagement Initiatives

Exhibit (TN)-XII: Employee Engagement Requirement Across Various Businesses

Exhibit (TN)-XIII: Pros and Cons of Involving Employees’ Families for Employee Engagement

Exhibit (TN)-XIV: Effectiveness of Employee Engagement Tools for Employees

Exhibit (TN)-XV: Analysis of Various Employee Engagement Initiatives at Companies

 

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Product code: HRM-4-0043, HRM-4-0043A

Abstract


The purpose of this Case Flyer, based on the article in The Economic Times “Family first: India Inc takes staff motivation to the source' (April 10th 2015) by Anumeha Chaturvedi, et al., is to highlight an innovative employee engagement and employee motivation practice touted and practiced by several Indian and foreign companies. This innovative employee engagement practice involves family members to engage with an employee. While for over a century and beyond, innumerable studies (Taylorism for instance which is a factory management system designed to improve efficiency), articles and books have been written to engage the employees for organizational mission, employee motivation seems as intriguing as ever. Yet, the companies keep renewing their efforts to engage and motivate their employees. One such effort is connecting with employees' parents and family members to create engaged employees. Companies like Ericsson, Vodafone, LinkedIn, Maruti, HCL, ITC and Microsoft are using several methods, including conducting workshops and competitions, events and involving employees' parents and family members. Would  these initiatives enable the required employee engagement? What is the relationship between motivation and employee engagement?



Pedagogical Objectives

  • To examine and debate on the relationship between employee motivation and employee engagement
  • To understand the need and importance of employee engagement in an organizational context in the light of a few companies’ employee engagement initiatives

Case Positioning and Setting

This Case Flyer can be used in MBA Program or Executive Development Program for either of the following:

  • HRM Course - To understand the connotation, need and importance of Employee Engagement and examine some of the employee engagement practices in some of the Indian and global companies
  • Organizational Behavior Course - To discuss the concept of motivation and connect the same to employee engagement



This Case Pack Includes:
- Abstract
- Case Flyer
- Analysis
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