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Training for Recruitment at Somany Ceramics Limited*

CASE STUDY, HUMAN RESOURCE MANAGEMENT
ET Cases (GSMC 2014), 7 pages

Case Preview

Training for Recruitment at Somany Ceramics Limited

 

“SCL remains committed to the enrichment of skill set and up-gradation of its human resource through training, performance appraisals and various welfare activities. Industrial relations continued to remain cordial throughout the year. However, availability of skilled/semi-skilled human resource and their retention at desired  compensation levels continued to be a challenge.”1

- Shreekant Somany, Chairman and Managing Director, Somany Ceramics Limited


Director HR of Somany Ceramics Limited (SCL) was heading for a meeting with the top executives of the company to present the new training cum recruitment initiative taken by his team. He was trying to recollect all his thoughts about his team’s new initiative. His team took a new initiative and offered a training programme “Certificate Programme in Ceramics” to overcome the shortage of technical manpower at a time when the industry was facing acute shortage of technical industry ready manpower. Not only did this initiative help his team to fulfil the yearly manpower requirement of technically trained personnel but also ensured a continuous pipeline of technically certified professionals on a regular basis for the company. In the process this new training programme became the source for trained technical manpower for the entire ceramic industry.

He recollected the previous year’s meeting which had created tremendous pressure on him as well as on the recruitment team as they were not able to meet the technical manpower requirement, demanded by the production department. The company was growing rapidly and so was the technical manpower demand. At that juncture, he and his team designed a training programme to prepare industry ready ceramic professionals. The initiative showed such good results that he wanted to extend similar initiative for rest of the manpower requirements. But before he could think through the details, the phone rang and jarred him back to the meeting he had to attend...............

 



1 “Somany Ceramics Limited - Annual report 2012-13”, https://www.somanyceramics.com/wp-content/uploads/2014/04/Somany-AR_2012-13F2155503.pdf, May 21st 2013, page 59

Teaching Note Preview

Training for Recruitment at Somany Ceramics Limited

 

Synopsis

The case study enables a discussion on how well aligned training and development initiatives help in generating more profits and reduces attrition in any industry. Training initiatives when deployed in an organization through a proper TNI (training needs analysis) is also an answer to proper hiring, employee retention and higher productivity of the organization. The case study takes into account the training and development initiative taken-up as a response to the technical manpower shortage faced by Somany Ceramics Limited (SCL). The company was facing acute shortage of technical manpower due to which SCL was not able to expand rapidly. Most of the competent ceramic/construction personnel were keen on joining construction sector other sectors such as IT, but were not keen to join ceramic industry and those who were available were not industry ready. This was mainly due to reasons like: non-rewarding career choice with uncompetitive compensation structuring; unhealthy working environment; lack in the glamor quotient and demand for heavy manual labor.

To counter the negatives and compete with the Chinese players, SCL realized that adding value to employee in terms of knowledge and application could be the only differentiator to both attract and retain employees in the company. It was a period of growth and SCL wanted to expand rapidly in order to cope-up with the competition from both domestic as well as Chinese players, scale-up the existing operations for achieving economies of scale; capture market share; fulfilling the growing demand of ceramics products in Indian and international market. “Somany Learning University” (SLU) was the response to the crisis faced by SLU. A variety of training programs were offered to support organizational requirements...................

Prerequisite Conceptual Understanding

The case study presupposes an understanding of the organizational processes and a fair knowledge of the HR department’s role in identifying the roles and requirement of business; the alignment between training and development outcomes and organizational goals; how T&D contributes to the overall development of the organization which reflects on its topline and how HR is needs to be sensitive to understand where to plug in T&D initiatives, at what time in the stage of business and how to design the programs so that they are always outcome driven.

Case Positioning and Setting

This case study is intended for MBA and Post Graduate Diploma in Management students in Organizational Behavior and Human Resource Management.

  • • The case study would be best suited for Talent Acquisition, Strategic Human Resource Development and Strategic Training –How HR initiatives when aligned with T&D and ultimately to the organizational objectives gives higher dividends due to increased sense of employee engagement and value add by the organization to individual - To expose how training and development initiatives can be used as a strategic partner to solve various problems and challenges related to employee performance, manpower requirement, CSR, recruitment and selection, branding, etc.

 

Expected Learning Outcomes

  • • Identify how training and development in the success of an organization and can be used as a strategic partner to solve problems and challenges related to employee performance, manpower recruitment, CSR, branding, etc.
  • • Assess the opportunities and propel thinking on how well planned T&D initiatives when aligned to the organizational objectives maximizes value to the organization
  • • ................

 

Assignment Questions

  • I. What were the major challenges faced by the Somany Ceramics Ltd.?
  • II. Evaluate the Certified Programme in Ceramics (CPC) in the light of present and future challenges. What would have been your approach? Validate your response.
  • III. ..............

 

Case Analysis

The classroom discussion can be facilitated around three fundamental principles:

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Abstract


This case study's objective is to establish how systematic training and development initiatives can become the answer to the technical manpower shortage. Presented through the dynamic case of Somany Ceramics Ltd., the case study traces the how a robust and systematic training initiative helped Somany Ceramic Ltd., helped the company cope with the acute shortage of technical manpower and gave a fillip to its expansion.



Pedagogical Objectives

  • To identify how training and development in the success of an organization and can be used as a strategic partner to solve problems and challenges related to employee performance, manpower recruitment, CSR, branding, etc.
  • To assess the opportunities and propel thinking on how well planned T&D initiatives when aligned to the organizational objectives maximizes value to the organization
  • To internalize the potential effect of training and development on various HR related processes: how environmental challenges to an organization dictates the type of training an organization requires; how dramatic changes in business and external environment force HR department to respond quickly to cope-up with the challenges

Case Positioning and Setting

This case study is intended for MBA and Post Graduate Diploma in Management students in Organizational Behavior and Human Resource Management.

  • The case study would be best suited for Talent Acquisition, Strategic Human Resource Development and Strategic Training – How HR initiatives when aligned with T&D and ultimately to the organizational objectives gives higher dividends due to increased sense of employee engagement and value add by the organization to individual - To expose how training and development initiatives can be used as a strategic partner to solve various problems and challenges related to employee performance, manpower requirement, CSR, recruitment and selection, branding, etc.



This Case Pack Includes:
- Abstract
- Case Study
- Teaching Note (**ONLY for Academicians)

* GSMC 2014, IIM Raipur
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