The Employer Brand Advantage

Mohit Jaggi - Senior Manager - Human Resources

 

“Today people are the most effective marketing channel of your brand.“

 

An organisation is only as strong as its people is. An organization cannot succeed without the success of its people, so it is imperative that we pick the right people.

 

A big part of my role is to define and drive Employer Branding at MakeMyTrip. As a team, we are looking for the best fit, one who will instinctively understand the values that we stand for, grow with us and also help take the organization to new heights. This is not an easy task.

 

In our attempt to attract the right talent pool, we decided to revamp our Careers page. We wanted prospective candidates to come to our site and understand our legacy, our values, and the history of a nineteen-year young organization that employs 3000+ people all over the country. We wanted to set the expectations right from the word go.

 

We decided that the careers page had to be both informative and engaging. We created a microsite that talks in depth about our values, success stories, our legacy and our strong belief in making tourism responsible and sustainable. Through real pictures and videos of our employees in our office, we tried to show what working at MakeMyTrip entails. Our objective was to help a candidate visualize what it means to be part of the team.

 

We believe that innovation is at the heart of what we do - and want to attract product managers who are passionate about creating something new, and working on incremental improvements. We highlighted the hackathons, the campus recruitments, the projects and growth opportunities as ‘Tech is at the heart of what we do’. Therefore, a big part of our revamp focussed on technology and innovation at MakeMyTrip.

 

The revamping of the website was also a great learning for the team as it made us reflect on the values that are at the heart of the organization. By altering the smallest of details, we could make a big impact. For e.g., we redefined the format of job description. We called these Opportunity Profiles (Ops) where the business leader to senior engineers and stakeholders, everyone shares a crisp snapshot of the expectation and vision for the said role. This small tweak not only helps us assess candidates in a more efficient manner, but also prepares them to put their best foot forward in an interview.

 

So how do we measure success? In the first four month of the launch of the new career website, we saw time-to-fill drop 47 percent, to 52.5 days, and cost-per-hire fall more than 60 percent. Other positive changes included a 123 percent increase in traffic to our career site, 162 percent increase in click-thrus to online job applications and a drop in applications needed to generate a hire, from 280 to 126.