Sustaining Employer Branding at Whirlpool of India Ltd
It was 7.15pm in the evening, Mr. Rehan Mehta (Rehan), Vice President, Whirlpool of India Ltd., was busy meeting guests at the company’s annual meet dinner. All the arrangements were perfect. Employees were enjoying themselves in different groups. Mr. Sanjeev Oberoi, CEO made a sudden announcement.
“Good evening ladies and gentlemen! It brings me immense pleasure to congratulate you all for the exemplary performance in this financial year and because of your combined efforts, the stock prices are at INR780. I appreciate the initiatives and new practices adopted by Rehan for the organization. A big round of applause for Rehan.”
Everyone was praising Rehan and his well thought actions for managing employees through employer branding. Rehan was very happy and he soon was in his own reverie reflecting his journey at Whirlpool since his joining............
Whirlpool of India Ltd.: An Overview
Founded as “Upton Machines” by Louis and Emory on November 11th 1911 with the funding from Lowell Bassford to produce electric and motor driven wringer washers. In 1929, the Upton Machines was merged with Nineteen Hundred Washer Company of Binghamton, New York to be known as Nineteen Hundred Corporations. The corporation went on its manufacturing journey and in the year 1950 was renamed as “Whirlpool Corporations” with the launch of its first automatic top loading washing machine under the Whirlpool brand................
Employer Branding Status
According to the Whirlpool Annual Report 2013–14, the Human Resource Department’s key focus was to work on building capability, retaining talent and engaging the workforce. The company launched the initiatives of “i-grow” for improvements in the front and sales managers ‘through engagement and motivating the sales force. The Whirlpool Service Academy has trained more than 1,200 engineers helping them to design their career path and...............
Employer Branding Initiatives at Whirlpool
Whirlpool of India Ltd., carried out an extensive research based on secondary data sources to identify the most important criteria that candidates look for while selecting the employers. According to the (Association of Graduate Recruiters, 2013), the young graduates are considering career progression as the important factor to work for any employer. It is followed by job type/function, training and Concerned for the job enrichment and the organization’s culture..............
The Challenge
Whirlpool adopted the employer branding initiatives and was recognized as the best employer for 2016.4 Thus, It continued the trend of having............
Assignment Questions
The following questions will facilitate a more nuanced discussion of the caselet:
I. Can you relate the Stakeholder management theory to the issue of managing the external and internal stakeholders for the HR function of an organization?
II. .................
Exhibits
Exhibit I: Company Profile: Whirlpool of India Ltd.
Exhibit II: Reaping Profits at Whirlpool of India Ltd. from Employer Branding
Exhibit III (a): CC-Opex Approach at Whirlpool of India Ltd.: Conceptual Schema of Program Development
Exhibit III (b): CC-Opex Approach at Whirlpool of India Ltd.: Timeline of Program Development
Exhibit IV: Employer Branding Initiatives at Whirlpool of India Ltd., along Four Thrust Areas