Get Shouty


Let’s go to work
May 17, 2012, 7:13 pm
Filed under: Experience, passion

I was really intrigued this piece when I saw it over at swissmiss, which was created by W+K.

Its running as a pre-roll on YouTube, it’s over 2 minutes- and it’s been played (in addition to its ad spend) 1.775 million times since its launch in February.

It’s message: 

Its 8 am… MILLIONS of EMPLOYEES.. show up each day..for their names on a register…. The world we see around us..countries..and ..continents..have been built.. on the back of these signatures.. The future too will be written by these signatures.. Signatures of the EMPLOYEES… You.. are an EMPLOYEE.. Your BOSS is an EMPLOYEE… …….. … TRUTH is every EMPLOYEE is a HERO… Enough said… Let’s go do…what we all do our best.. Let’s go to work.. A TRIBUTE TO THE MAKERS OF OUR WORLD.

It’s a big call. A very big call. Who are these HCL guys? Who are they to say they speak on behalf of the millions of employees who turn up to work each day? Who are they to champion the overworked and unsung?

A bit of digging….

Employees First Customers Second (EFCS) is a journey of experiments which HCL started in 2005. It is a simple  philosophy that, at its heart, states that in the service industry, true value is not created by top management. Since employees are the closest interface with the customer, they are the new ‘value zone’ for companies: the place where value is truly generated for customers. And it is therefore the duty of the rest of the organization to foster and engender this value zone by creating the requisite enabling infrastructure.

Vineet Nayar (the head of HCL Technologies), wrote in Forbes that he does not do it to make his employees happy

The idea came from observing our company closely. We create value in one very specific place: the interface between our HCL employees and our customers. We call this the “value zone.” Every employee who works in the value zone is capable of creating more or less value. The whole intent of Employees First is to do everything we can to enable those employees to create the most possible value.

HCL decided:

  • to put its employees first and made every effort to provide them with a work environment and culture that they can take pride in.
  • employee development focused on giving people the tools and enabling the infrastructure they needed to succeed

Is it about employee engagement?

EFCS is not about making employees happy or comfortable. I don’t even really care if employees are happy. I don’t think that employee “satisfaction” is something a company should strive for. Satisfaction is a passive state, isn’t it? Satisfaction doesn’t produce change or improvement or innovation or much of anything.

As for employee “engagement,” that isn’t much better than satisfaction. I would hope that everybody, no matter what their job is, would be alert and paying some attention to what they do, would be engaged.

We have found that the Employees First approach produce s far more passion than any motivational or recognition program. Why? Because it proves that management understands the importance of the work being done by the employees in the value zone. It demonstrates that we are actively helping them in ways that make it easier for them to do their jobs. It shows that we trust them to do what needs to be done in the way they believe it should be done. And it shows that we respect them for the value they bring to the company.

We give them understanding, help, trust and respect–which is much better than potato salad and cold cuts.

The key enablers that made EFCS work -

  • Smart Service Desk (SSD) was introduced to make the enabling functions accountable to employees and resolve any issues that they may have within a stipulated time.
  • Directions, an annual interactive event, where the senior management along with the CEO meet employees to discuss company strategy, new processes and policies and what they think is the right agenda for HCL to adopt in the coming year.
  • U&I, an online discussion forum where every HCLite gets an opportunity to raise issues, share thoughts and ideas, as well as debate directly with the CEO.
  • Spot 360 Feedback was launched to make the management accountable to employees and to increase organizational accountability. A system where anyone could rate managers on various aspects.
  • Employee Passion Indicative Count (EPIC) assits employees in identifying their passion drivers – factors that drive an employee to excel at work.

Results?In the past three years,

  • HCL grew at a CAGR of 24 per cent
  • Market cap increased by 186 per cent
  • Number of $10 Mn, $20 Mn & $50 Mn customers doubled, and the number of $100 Mn customers tripled
  • Revenue per Employee is amongst the highest in the Indian IT segment today.
The EFCS mantra  – www.employeesfirstbook.com. (Read it-it has some lovely storytelling)

The book explores the steps of HCLT’s transformation as the company recognized the need for change, created a culture of trust through transparency, turned the organizational pyramid on its head, and shifted the responsibility of change from the office of the CEO to the employees using small catalysts, or “blue ocean droplets,” that produced big results.

The journey had four steps:

  • Confront the Truth
  • Build Trust
  • Support the Value Zone
  • Change at the role of the CEO

I think it’s interesting to note how this journey has facilitated their next step:

Employees Driven, Management Embraced [EFCS 2.0]

Employees are increasingly taking the lead in driving innovation. We call this phase EFCS 2.0 where we’re witnessing a change in ownership – Employees are taking charge and creating innovative programs in and around HCL, which are producing big impact. Here are some of the notable programs.

  • Meme: A platform created by employees to go from official to social at work; it now boards over 59,000 members.
  • MAD JAM: “Make a Difference” a bottom-up initiative designed by front line employees, for front line employees, that recognizes and celebrates the most innovative ideas at HCL.
  • MAD LTD: “Make a Difference, Lead the Difference”, a platform focused on nurturing young leaders to showcase and implement ideas for social impact. For more details, please visit  www.madltd.com
  • Power of One: A social responsibility initiative where HCLites spend a day with the community and donate a Rupee a day, which adds up to an avalanche of positive social activism.
  • arKMedes: A platform focused on making knowledge the currency across the organization by bringing together communities driven by passionate employees.

I think work is changing: as a ritual, as an enabler of identity, as a method of survival, as a framework for community- the horizon of change is vast. In Australia 40% of our workforce are employed on various insecure arrangements, casual, contract or through labour hire companies and in this climate we might do well to think about were value is generated, how it is created and where it can be amplified. Who makes your world? Have you told them they’re anything special lately?

 


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