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Analysis of

recruitment process

at WIPROSubmitted by: Ayush Shukla | Bhavna | Debomita

Mukherjee | Dick Francois | Mansi Praveen

Submitted in partial fulfillment of the Course on Selection under the guidance of Prof. Anita

Sarkar.

11/29/2011

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E-RECRUITMENT PROCESS

E-recruiting is the use of internet for attracting, recruiting, and retaining job seekers and

employees. The concept of E-recruiting encompasses many different recruiting, tools,technologies, and platforms including:

Career Website/Online Application

The analysis of Wipros Career Website is done on the basis of the essential characteristics

described in the adjoined framework.

The three design inputs which form the design components of the virtual recruitment are

Consumer characteristics (Job Applicants), Influence Routes and Sources (website features).

The final effectiveness is measured in terms of the intention of the applicants to pursue the job

and finally apply to the jobs through the website.

CareerWebsites/Online

Application

http://careers.wipro.com/index.htm

Job Boards (Monster,Naukri, Shine)

Social Media

(Facebook,Twitter,Linkedin)

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1. Consumer Characteristics:With respect to E-Recruiting, there are 3 levels of employees being taken into consideration-

Senior (>10 years experience), Middle (3-6 years) and Fresher (No work experience).

Search Motivation Job KnowledgeFreshers High level of motivation :

Excitement of first time job search Exhaustion of all possible

application avenues possible

because of less knowledge about

effectiveness of each application

alternative

Low level of Job Knowledge:

New Entrants into the workforce Limited idea about job

opportunities, job characteristics,

and might have an unrealistic job

preview.

Middle High level of motivation :

Looking for better alternatives forcareer advancement or career shift

Need for a more realistic jobpreview as the individual knows

about the intricacies and general

culture of working in the industry.

Relatively High Level of Job

Knowledge: Enough exposure to the industry to

make good judgements about

various career alternatives

Clear idea about ones own careeraspirations

Senior Low level of motivation:

Direct application alternative orthrough references is preferred ascompared to online application

generally.

Greater job opportunities throughHead Hunters

High Level of Job Knowledge:

Long exposure and duration ofexperience

In-depth knowledge about theindustry, alternatives and career

alternatives.

The website will serve as a good platform for attracting fresher and middle level employeesrelatively more than senior level employees. This is because the experienced employees might

require much more in-depth information about not only the job characteristics and

responsibilities but also the work culture, political environment and career development

opportunities by the organization. It also gives them a scope to negotiate employment terms

and conditions in a better n=manner if they apply directly to the company or through

employee references.

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2. Influence Route:The website is design is modern yet formal and hence satisfies both the central processing as

well as the peripheral processing routes. The interactive mode is highly structured and

uncluttered which makes perusing through the content of the site a convenient task. The

balance to attract both kind of audience- mature experienced (focussing on central processing

cues) and young inexperienced one (focussing on peripheral cues) is successfully attained by

the website design and interaction platform. It is engaging and interesting without taking away

the attention from the content of the site.

3. Website Features:Content and Information

The site opens with 3 alternating appearing messages indicating how WIPRO is considered asone of the leading recruiters for different levels of employees. This aspect seems like an

additional attempt to convince audience about their choice of Wipro as an employer choice,

which is a good initiative however the messages Wipro is trying to deliver is not very clear and

the messages are changing relatively quickly to even hold the attention of the audience on

even a single one of them.

Recommendations: Instead of the 3 different alternating messages, the same messages fordifferent level of potential candidates can be displayed on a single page in a collage format.

This current aspect of the site is a time consuming distraction without the message being

successfully delivered to the audience.

The Home page of the site is successful in delivering a clear recruitment message OpportunitiesBeyond Boundaries which indicates that Wipro as an employer is the company to be in given

the career paths and opportunities it offers to the diverse workforce. The page also displays anynew announcements and an index which covers the details about every aspect of job

application process at Wipro.

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The career website for Wipro is a comprehensive one making the job search for an applicant avery structured and a simplified activity. The job search options are advanced covering the

different experience groups, job profiles, functional expertise and geographic locations. The job

search shows the availability of jobs resulting from these specific combinations.

There site also acts like an information hub for most of the recruitment related queries andsupport and covers areas like:

o Fresher Section: It covers about the programmes and opportunities for freshers fromvarious backgrounds and application process and brochure for the same. The

information it provides is comprehensive as it mentions about the eligibility as well as

the other nuances about the programme. There is also an option to apply directly on the

same page for any of the programmes.

o Search: Covers all aspects of application for candidateso Resources: Offers basic support in terms of resume writing and interview tips

Interactivity and Vividness:

The interaction platform is structured, clear and clutter free. And good characteristic about the

platform is that all the content does not come upfront to the audience. All the information canbe accessed through tabs and shortcuts on a need to know basis.

The vividness of the website design is not too bright but indicates a modern and a sophisticated

taste and is bound to attract a mix of young as well as experienced professionals.

Recommendations:

There is no option for contacting the company for any queries regarding the applicationprocess. There should be an option for this on the website.

There are no FAQs or Frequently asked questions section, which generally proves as animmense source of guidance and help to the audience and the potential candidates, and hence

that should be incorporated in the content design of the site.

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Job Portals

A review of job portals such as Monsterindia.com or Naukri.com shows that WIPRO maintains a

position only with respect to its job openings. The web pages have all the description about the

job and the application process as the WIPRO Careers E-recruitment portal which too has been

analyzed separately. In fact, once somebody clicks on the Apply button or on any advertisement

on these job portals, one is redirected to the WIPRO Careers relevant page.

After a thorough review, we feel that WIPRO has a significant presence on the job portals when

it comes to jobs for middle and senior level managerial positions and for technical leads. Once

one reaches the WIPRO Careers page, one will find relevant application details such as a

comprehensive Job Description, a formal description on the easy to Apply process. As per the

Elaboration Likelihood Model, WIPRO is following the Central Route to attitude formation. The

website is neat, clearly laid out with relevant information for an applicant to make a call on the

application. This is apt for WIPRO given the fact that it is trying to recruit at Senior and Middle

level functions. Peripheral Route is not the best means to impress such applicants.

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Social Media-Facebook, Twitter and

LinkedIn

WIPRO being such a big group and technology company maintains a significant presence on all

the social media sites. On FaceBook, WIPROs all 3 divisions have their Career Pages. These 3

business units are WIPRO Consulting, WIPRO BPO and WIPRO Technologies. The primary

method of attracting applicants is the Peripheral Route of the ELM Theory.

Given the fact that programs such as WASE and WiSTA are meant for bulk recruitment of

applicants from the fresher pool, the information furnished with respect to the roles isminimalist. Just the basic qualifications are mentioned.

However, some of the online advertisements which accompany these openings are a cause of

worry. For example, we noticed openings for WIPRO BPO which try to impress the applicants

with the alternate persona which they will be assuming as BPO operators.

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It seems to convey a sense of under-achievement and lack of confidence in the Self. It seems

like the advertisements are trying to sell the alternate persona as being the more desirable. This

may be detrimental to the recruitment process as it may be thought of being insensitive by a

majority of the youth whom we are trying to recruit and whom we often refer to as the

Generation-I. This generation prides in itself and what it stands for and this advertisement may

not appeal to them. It raises certain ethical questions too. Hence, we feel that these

advertisements should be modified to adhere to the sensitivities of the applicant pool so that it

is still able to attract them to WIPRO jobs.

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Twitter and LinkedIn

Unlike the FaceBook pages, the Twitter site of WIPRO seems to be loaded with problems. There

are inherent limitations because of the medium which is being used here, i.e., Twitter. While

analysing the Twitter account of WIPRO we do consider the fact that posts have to be limited to

140 characters. However, WIPRO tries to update the Twitter account with all the updates that

they have been posting on the FaceBook page. This results in posts such as:

Come to "Walk-in for Science Graduates of 2011 for Wipro!" Saturday, November 19 from 9:00 am to

12:00 pm....

The information on where and for what roles is lacking. As a result, applicants will have to visit

the Facebook page or the WIPRO Careers webpage. This beats the purpose of the post. Our

suggestion is that the post should contain a link which will automatically reroute the interested

applicant to the relevant FaceBook page or web-page.

Another point to be noted is the frequency of updates on the Twitter account. This account

sees an average daily of 12 updates. Posts get lost in this sea of updates and hence any

interested applicant may miss an important update or relevant job opening. We suggest that by

restricting the number of daily posts and by attaching links to these posts, we will be able to

retain the interest of the applicants.

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WIPRO maintains a significant presence on LinkedIn as well. All the job openings which are

listed on the Job Portals and it Careers website is listed on LinkedIn too. The listings follow a

similar pattern as was followed in the case of Job Portals. Openings are usually only for people

with greater than 3 years of work experience. This has been done to assist in lateral

recruitment. It too follows the Central Route to attitude formation.

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Print Ad for Junior Level

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AIDA Analysis

At the onset, when one looks at the pictures of Wipro, we see a pattern. Each of the pictures

has a standard layout. They all have a picture of a professional with text alongside. They do not

have the attention parameter at all. Interest is also no generated by the picture. A little interest

is generated by the text as the advantages of the position are mentioned. The third parameter

of proving that it will satisfy their need, that is desire, is not covered in the junior level

advertisements. At the middle level, it is mentioned that innovation and leadership

Attention Interest Desire Action

Print Ad for Middle Level

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opportunities are provided, which is what people at the middle level look at. Hence this might

be good at generating desire.

NOTE: No print ads have been provided for Wipro at the Senior Level. However, we have

generated ads for all three levels (attached as annexure).

Comparing the same with the advertisements that we have generated, our print ads have a

high level of attention because the images are of high resolution and attractive. Also they

attract one, because of their uniqueness and the fact that normal recruitment ads are not alike.

However, they still maintain the sanctity and contain all the relevant parts of the ad should

have like the job information and company logo. The interest is maintained as the tagline above

the pictures state the purpose of the ad and demonstrates the advantages of the position and

company. The candidates can identify with the tagline with what they might want from a job. At

the middle management level, a picture which is attractive, yet staid is given. This also links

directly to the job description which is related to innovation. At the senior position, we did not

mention anything other than Applying thought which Wipros tagline is. This helps the senior

manager to identify that his role is directly linked to the organizational goals.

Thus all the print ads are directly linked to the position and have generated attention and

interest.

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Appendix-1

Figure 1-Junior Level Positions

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Figure 2- Middle Level positions

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Figure 3- Senior Level Positions