nhrd journal october 2012 - infosys experience

October | 2012 NHRD Network Journal 85

About the Author

Dr. Sandeep K. Krishnan is a Practice Lead – Organization Development at Infosys Ltd. He is a Fellow of the Indian Institute of Management Ahmedabad and a Mechanical Engineer. He has expertise in the areas of Learning and Development, Talent Management, Compensation, and BeneÞ ts, Recruitment, and OD. He has published in highly regarded professional journals and magazines, and is a visiting faculty at various IIMs.

Shruthi Bopaiah is Practice Lead, Internal Communications at Infosys Limited. She has

over 8 years of experience across Recruitment, HR Outsourcing, Talent Branding and Internal Communications. She has a post graduate degree in HR from Symbiosis Institute of Management Studies, Pune and a Master’s degree in Labour Laws and Labour Welfare from Symbiosis University.

Divya Bajaj is a Senior Associate Lead, Internal Communications at Infosys Limited. She has over 6 years of experience specializing in communication spanning Advertising, Social media, Talent Branding and Internal Communications. She has a master’s degree in Marketing and Advertising as well as an Executive MBA from IIM, Calcutta.

Ruchi Prasad is an Associate Lead – Internal Communications at Infosys Ltd, and specializes in social media and talent branding. She has a masters degree in advertising and marketing. She volunteers with the NGO - Teach for India, and has worked on research projects with Harvard Business School.

ORGANIZATION, GENERATIONS AND COMMUNICATION – INFOSYS EXPERIENCE

Dr. SANDEEP K KRISHNAN, SHRUTHI BOPAIAH, DIVYA BAJAJ and RUCHI PRASAD

Abstract

This article describes the evolution of employee communication strategy and execution at Infosys. Based on research and feedback from employees, Infosys aligned its internal communication to the need of various segments of the employee base (Traditionalists,

Straddlers, Gen X, and Millenials). Basic principles of working with employees of various generations in a large organization were based on acceptance, listening, interaction

(feedback), and answering (responding). The communication strategy built on “Work, Play, and Share” involved leadership connect, employee sharing, extensive use of web 2.0 and new multimedia for communication. The outcome of the new strategy for employee

communication was increased employee participation, involvement, and better alignment of employees to organization goals.

86 October | 2012 NHRD Network Journal

Introduction:

It is known that effective internal communication is essential for the smooth running of any business, both to convey company culture and values and to stay on top of employee concerns. Clear and honest communication is also an important motivational tool. Involving employees in decision-making or at the very least keeping people informed of how the business is doing, will encourage loyalty, as well as mutual trust and respect. Effective communication positively affects staff retention, job satisfaction and customer service levels. In an organization as large as Infosys, it is important that each employee feels informed, trusted, valued and heard. His/her individuality must be given importance in order to maintain a high level of satisfaction and engagement.

One of the key aspectscovered in research and practice is the type of communication and preference of communication channels thatvarious generations prefer. This article looks at how Infosys has aligned itself to various generations of the workforce through a coherent communication strategy, and integrated communication channels.

At Infosys we looked at different generations and how we can customize our communication medium and style for the audience. If organizations want to reach their full audience, they need to adopt multiple forms of communication. Also, how different generations assimilated information and shared information has changed with technology. While the typical segmentations of generations (Traditionalists, Baby Boomers, Generation Xers, and Millenials) based on their birth

period has blurred, studies have shown that they respond differently and have varied preferences (Simon, 2010; Smith 2008; Spargue, 2008; Cekeda 2012)

Communication components and how generations perceive them.

Communication for different generations:

Previous research (eg: Dorsey, 2010; Simon, 2010; Smith 2008; Spargue, 2008; Cekeda 2012; Mahoney 2010; PWC 2012), has shown preferences that are aligned to the generations discussed above.

Media Consumption

Each generation is comfortable with a technology which is/was prevalent and popular at their time. Traditionalists (comprising approx. 6.5% of a workforce) & Straddlers (comprising approx. 35% of the workforce) favor verbal communication through channels like face-to-face communication, phone calls or e-mails. Gen X (comprising 29.5% of the workforce) prefers instant messaging (IM), which means they like connecting via SMS’s or chats. Communication has to be immediate and available as and when they want. Millenials (comprising approx. 27.5% of the workforce) have been exposed to multiple forms of media like video, audio and they mostly favor mediums that are interactive and social. They prefer their communication to be an experience rather than just a basic message.

At Infosys, we ensure that the same communication is available in multiple formats like video, e-mailers, audio or


interactive networking platforms so that we adequately cater to the needs of every generation group.

Tone

The tone of communication can either foster acceptance or a sense of hostility from the recipient. Traditionalists prefer communication to be professional and ‘correct’, Straddlers on the other hand prefer communication to be personalized. Generation X prefers communication to be causal and informal. Millenials are accustomed to universal networks and understand that communication is sent out to several people at the same time and accept communication that is not personalized and sent out to the organization as a whole.

Feedback

The perception of feedback differs across generations. Traditionalists believe that there is a time and place for feedback and will provide feedback only when asked. Straddlers share detailed feedback only when requested. Generation X thinks feedback is necessary and will provide feedback regularly in a clear and coherent manner. Millenials want to provide instant feedback, as and when they receive communication. Some other highlighted

behavioral differences are covered in the table below:

Infosys conducted an internal research across 9 cities in India with over 2000 employees to understand the communication needs across generations. The objective was to understand employee preferences and correlate them with the larger known preferences (Table 1). The research covered:

– Different generations and their characteristics

– The value system of each generation and how those values affect motivation and behavior in the workplace

– Develop an understanding of how different generations communicate and how it affects relationships in the workplace

– Determine how your approach may need to change when coaching, managing and leading employees of different generations

Infosys also administers bi-annual communication surveys to understand employee perception and expectation. Apart from that, all communication formats are always accompanied by feedback and tracking mechanisms.

Table 1

Traditionalists Straddlers Millennial Gen X

Meaning of Career Goals

Build a legacy Build a great career

Build Parallel Careers

Build a portable Career

Meaning of Rewards

The satisfaction of a job well done

Money, Title, Recognition

Meaningful work

Freedom

Meaning of Job Change

It’s a stigma It puts you behind

It’s part of life It is necessary

Meaning of feedback

No news is good news

Once a year, all documented

Whenever I want at the push of a button

Sorry to interrupt, but how am I doing


Some keytakeawaysfrom the survey:

Employees need instant access to 1. communication

They would like to connect with each 2. other

They would like to hear their leaders 3. speak often and to be heard

They want avenues to express 4. themselves

The want to have fun with 5. communication at the workplace along with the serious communication.

Ongoing feedback from employees also

infl uences the communication strategy.

For example, apart from the bi annual

feedback initiative, the HR team has

regular focus group discussions with

employees across all levels and years of

experience, representing all age groups,

fi elds and industries. A typical process

is as follows.

Why is it important for organizations to address this challenge?

Since most organizations havedifferent generations working together, it is important to acknowledge the differences in opinions and ways of getting the same task done; differences in the way of communicating; differences in ideologies andthought processes.

These differencesimpact everything at the workplace from hiring, appraisals and progressions toteam-building, motivat ing employees and most importantly communication. It is also important for leaders to understand their workforce demographics and preferences to communicate effectively (Sue, 2000)

Infosys and the Generations:

Like most organizations, our hiring is marked by diversity in geography, skill set, age and gender amongst other

factors. Even though a larger percentage of Infosys comprises of Millenials, we haveensured that every generation at the workplace has communication which meets their needs and speaks to them in a language they understand and feel comfortable with. Our research and feedback from employees gave us the guiding principles for evolving the

communication strategy.

What can you do as someone who employs people from multiple generations?

Talk to them: Employees need to be recognized as individuals as well as teams. Infoscions can connect with anyone using any one of the various communication platforms; as a result, thelines of communication are always open irrespective of the generation or position of the employee.InfyBubble, Infosys’ own enterprise networking platform is a combination of Facebook and Twitter in an internal setting, thus encouraging employees to connect with anyone they wish to network with.

Hear them out and ‘listen’ to them: Social media platforms have features such as ‘like’, ‘dislike’, ‘comment’. Collaboration is the new management paradigm – all voices must be heardAt the workplace this translates to communication always being two-way.Every platform at Infosys is built on the interactive model - whenever communication is sent out employees are always welcome to offer their suggestion.A platform known as the Bulletin board houses opinions of employees from all over the globe about topics ranging from cafeteria food to the new business strategy. It is a great forum to gauge the pulse of the organization and prioritize larger employee concerns which need to be addressed.

Listening is not the same as hearing.Infosys listens to employees by encouraging them


to provide feedback on upcoming policies on ‘My Voice’. The model cannot be one of ‘command and control’, rather it should be one that asks questions and accepts feedback.Employees write directly to the CEO/HR head/Top leaders with their queries or concerns and receive a personal response from them. This culture of a ß at organization is one of the factors which keep employees highly motivated and passionate.

Understand and answer them: It’s particularly important to understand and address generational differences and tensions. It is important to use metrics and benchmarking to segment your workforce in order to understand what Millenials want and how these desires might be different from the Traditionalists. Infosys is building a culture of addressing every employee’s query, through the newly launched initiative called ‘Closing the loop’. Employees respect their leaders and mentors and it would only be appropriate for the organization and our leaders to reciprocate the gesture!

Entertain them: Entertainment is the way to communicate and engage with them. Communication needs to be multimedia, and needs to be interactive as well as innovative; otherwise, you run the risk of boring your audience.

InfyRadio is a perfect blend of entertainment, employee engagement as well as Infy-related updates.

Accept them: Every generation is unique, be it their values, goals, aspirations, work style orinterpretations. While communicating with diverse generations we should not look at the task as an impediment, rather, we should look at it as an opportunity to grow, learn and develop further. Every communication channel and platform should appeal to the beliefs of all generations without excluding anyone.

Our Communication strategy!

When ideas are shared so is success. In an era where employees thrive on collaboration, being in an environment where they are encouraged to ideate, nourishes them and helps them grow.

Infosys believes in this philosophy and therefore, every medium of communication is innovative and interactive because it is essential for the management to be able to gauge the pulse of the organization.

Over the last 2 years, we have been focusing on a ‘Pull’ strategy as opposed to a ‘Push’. This means that information is always available to employees in a form they prefer. Web2.0 (extensive use of social networking and user centered design) helps us tailor communication; Employees can choose if they want an e-mail notiÞ cation, or regularly visit the company’s intranet where most of the updates are put up.Every communication platform at Infosys is showcased on the organization’s intranet – Sparsh. This ensures that information is available to everyone in various formats at a single place. This helps us further our communication strategy of ‘work, play, and share’.

Apart from the above, the communication strategy aligns itself with our business strategy of “Building Tomorrow’s Enterprise”and we aim to achieve the following:


Forum Objective Action Outcome

Leaders Blog F o r e m p l o y e e s

to build a rapport

with the leaders and

understand their

views on a range

of subjects. For the

leaders it gives them

an opportunity to

share information or

educate employees

on the organizations

strategy, industry

and business. Or

somet imes share

t h e i r p e r s o n a l

and profess ional

experiences.

Blogs are published

4 times a month and

often cover topics

such as organizational

goals, new market

trends, insightful

experiences by leaders

etc. This is a 2 way

forum; employees

can comment and

share their views or

pose questions to

the leader and the

leaders responds

making it almost a

conversation.

Employees across

the globe now feel

connected to their

leaders and see real

mentors in them.

They feel involved

and love the freedom

that this instant and

real communication

gives them. This

forum often acts

as a platform for

Traditionalists and

Straddlers to pass

on their legacy and

w i s d o m , w h i l e

helping the Millenials

learn from senior

leader’s experiences

in a format they are

comfortable with.

Ask Shibu

(Ask the

CEO)

Direct interaction

between the CEO

and employees. This

is an effort to move

away from top down

communication to 2

way interaction.

Every quarter we

receive an average

of 300 queries which

are voted for by

Infoscions. The most

popular questions are

then responded by

Shibulal. The column

has seen increased

participation since

its launch and is the

most popular channel

among Infoscions.

Employees are not

only updated with

leadership thought

but also realize that

the company values

their satisfaction. The

video format of this

initiative appeals to

the Traditionalists

and Straddlers, while

t h e i n t e r a c t i v i t y

appeals to Generation

X and the Millenials.

Strategic Communication forums:

For and by Leaders:

Leaders are the most important spokespersons of an organization. Leaders

can inspire, encourage and also disappoint and frustrate employees. Therefore, it is essential for organizations to communicate with leaders effectively and efÞ ciently and also ensure that the leaders connect with employees.



Managers

Portal

A one stop shop to

engage and interact

with managers within

the organization.

T h e m a n a g e r

community is an

important segment

of the workforce

and they have the

onus of managing

and motivating their

teams.It alsofosters

collaboration among

peers from the same

generation.

Updates and news

related to Infosys

and the industry are

shared on a regular

basis. A series of

online video modules

called “Manager in

c o m m u n i c a t i o n ”

which helps new

managers and also

the existing ones

enhance their skills

and abilities, is also

available. Exciting

news and information

re la ted to c l i en t

wins, awards and

other organization

related significant

achievements are

shared in the ‘Smart

Talk’ segment for

managers to discuss

with their teams.

‘Meeting in a box’, a

communication kit

with the latest internal

news and org updates

is updated every

month and creates

a d i rec t channe l

of communication

between the manager

and their teams.

T h e p o r t a l i s

especially relevant

to generations like

the Straddlers and

Generation Xers, as it

fosters networking in

an environment which

brings together only

certain generations.

M a n a g e r s o f t e n

discuss management

styles and challenges

which they might be

facing as a result of

the generation mix.


Employee Engagement


InfyRadio I n d i a ’ s f i r s t corporate radio s t a t i o n w a s l a u n c h e d w i t h great fanfare last year for employee e n g a g e m e n t through innovative but non-intrusive communication.

The radio station plays a mix of music (Hindi/E n g l i s h / R e g i o n a l ) , Infosys related content (campaigns on values and sustainability, events for employees, interactive contests etc.) as well as generic content. We run interviews with leaders at Infosys (Like NRN, Kris) and also musical geniuses (like A R Rahman and KK). We collaborate with various departments like Sustainability and Corporate Planning f o r c a m p a i g n s .

On an average, we receive 8,000 hits a day . As a resul t , employees are engaged and entertained and also informed of all company activities in a fun and interactive manner. Music is a universal language; it surpasses all barriers of age or background. I n f y R a d i o u n i t e s all generations by entertaining Infoscions across generations.

InfyBubble Putting a face to c o l l e a g u e s w e write to everyday, foster collaboration and innovation on the cloud while sharing knowledge.

From aspiring authors to thought leadership - InfyBubble with o v e r 2 0 0 o n l i n e communities is helping like-minded people gather on the cloud to discuss whatever their interests are. The follow feature on InfyBubble a l lows Infosc ions t o s t a y u p d a t e d w i t h L e a d e r s h i p thought in a casual enterprise networking p l a t f o r m s e t t i n g

Currently there are 109,972 employees r e g i s t e r e d o n InfyBubble. Infoscions h a v e e s t a b l i s h e d 405,697 connections across the world. As a result, employees feel connected through an internal platform that replicates the social m e d i a p l a t f o r m s externally. It fosters a n e n v i r o n m e n t o f c o l l a b o r a t i o n , generations and ages become irrelevant as the network encourages employees across generations to connect based on interests and knowledge rather than designations a n d p o s i t i o n s .



InfyTV This is the era of YouTube and V i d e o w h e r e people are using video as a medium of communication. Keeping this in mind; InfyTV, our internal TV station was launched in M a y 2 0 0 8 a n d today it is updated with all the latest S o c i a l m e d i a features like rate, comment and share.

InfyTV has all the social media features like, rate a video, comment on a video, share a video and upload the video to InfyTV portal. Infoscions can view the videos as latest, most viewed, and top rated. Currently every video receives o v e r 7 0 0 0 v i e w s .

InfyTV combines the needs of multiple g e n e r a t i o n s . T h e video format appeals to Tradi t ional i s ts and Straddlers and the interactive (social media) format appeals to Generation X-ers a n d M i l l e n i a l s .

Conclusion:

In order to keep up with changing times and generations, every organization’s success is dependent on its ability to adapt and grow along with its employees.And communication is the key to understanding a generation that shapes the world we live in today.

Employee communication that is planned with principles of relevance, need, and

embracing possibilities of technology, can help large organizations reach out to their employees effectively. At Infosys, the communication strategy and its execution has helped usconnect with a large and varied workforce. The carefully planned and executed strategy has helped to create a sense of community, access to information, enabling an employee to express, and all with involvement and scope for fun.

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nhrd journal october 2012 - infosys experience

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