Employer Branding
Group 7
Sunlight Pharm Company Pvt. Ltd.
 Sunlight Pharma was founded in the year 2010. It is amongst the leading companies which works
as an aggregator for established pharma companies, responsible for distribution of prescription
medicines online . The company also has the largest number of empaneled doctors who take
online consultation . Sunlight pharma was the first organization to launch an app based model in
2010 .
 The company has a staff strength of 1000 employees. Being app based the staff strength of
engineers and doctors are close to 50% of the overall staff strength.
 The company has been doing extremely well in the last decade with a turnover of 100 Cr.
annually.
 During COVID times when the demand for app based format increased phenomenally the
company had the first mover advantage and it managed to grow at 40% for two consecutive
years .
Challenges Post Covid
The company witnessed attrition close to 74.6%.
The attrition was mainly due to the following reasons:
 The phenomenal growth of the organization coupled with covid scenario was not supported with
enough employee centric programs ,trainings .
 The competition in the market increased due to entry of 15 new app bases players in the same
format in 2020.
 The demand in the market for experienced engineers and doctors who have experience in online
format increased .
 The fast pace of growth of the organization overlooked employee fatigue and led to a 25*7 work
culture to meet the sudden growth
 Poor work life balance
 While the company provided growth to some employees , there was a general dissatisfaction
amongst employees who considered themselves deserving but did not get promoted .
 Lack of transparency in communication prevailed.
Targeted personas
Background/ Characteristics
Motivators
Challenges
•
Embrace Autonomy
Defined career path
Learning opportunities
Investment in modern tools
Craft Enticing Projects
Recognition
Increasing demand of capable
engineers
Lack of hands on experience
Hunger for money and growth
Attraction towards newer and
better technology
Tendency of holding more than
one job
•
•
•
•
•
Well Educated
Curious
Critical Thinking
Logical thinking
Attention to Detail
Teamwork and
communication
Communication channels
IT Engineers
Networking
Social Media
Webinars
All kinds of latest journals
Linked In
Glassdoor
Targeted personas
Background/ Characteristics
Motivators
Challenges
Communication
Empathy
Ethics
Professional
Compassion
Humility
Confidence
Knowledge
Courage
Garner Prestige
Job Security
High Income
Flexibility
Fame
High demand of good doctors
Less attraction towards private
practice
Frequent job changes based on
payout
Communication channels
Doctors
Publicity
Feedback
Networking
Medical journals
Research results
Research Type
Mode Of Research
Findings
Internal research –
Employees
Exit Interviews
High work pressure, poor work life balance
Lack of transparency in communication
Lack in Career opportunities - training /promotions /lack of upskilling.
Pulse Surveys
Day 1 - Joining, Day 7 - Induction, Day 30 - Onboarding, Day 60 - Knowledge
transfers, Day 90, Repeat every 6 months
Research Type
External research
Mode Of Research
Findings
Glassdoor
reviews
Overall rating : 3.6
Reliable, high performance, ethical, agile, good exposure, job enlargement
Lacking in job enrichment, upskilling, cross skilling
No proper Job descriptions
Survey through
consultants
Pay Parity - below the market benchmark, for IT employees and doctors
above average for Supply chain and logistics, customer service, marketing
specialists
EVP Pillars
Be the best you
Personalized rewards
Continuous recognition
High quality work
Coaching and
mentoring
Market leadership in
compensation
Catalyze the change
Add more to life
Stay sustainable
Driving positive
influence
Community impact
High impact projects
Entrepreneurial work
Flexible work options
Sense of belonging
Culture of fun
Interest based
communities
Equity and Inclusion
A world of learning
opportunities
Wholesome well being
Innovation and
technology
An experience that moves people
EVP – motivators matrix
Catalyze the change
Add more to life
Stay sustainable
IT Engineers
Personalized rewards
Coaching and
mentoring
Market leadership in
compensation
High impact projects
Entrepreneurial work
Flexible work options
Culture of fun
Equality and Inclusion
A world of learning
opportunities
Innovation and
technology
Doctors
Personalized rewards
Continuous
recognition
Driving positive
influence
Community impact
Sense of belonging
Interest based
communities
Equality and Inclusion
Wholesome well being
Innovation and
technology
Be the best you
Employer branding strategy
Goals - To enhance company’s attractiveness as an employer among candidates and
employees
-To strengthen company’s brand image
Areas to cover - Awareness, Interest & Desire, Action, Live, Exit & Alumni – All 5 stages of
employee life cycle
Channels – Professional social network, Career websites, Online events, Review sites,
Surveys
Timeline - 12 months
Implementation plan channels
Awareness












Careers pages
Interest & Desire
 Employee

Testimonials
Blogs


Employee
Referral
Third party websites


Job
Descriptions
Social Media


Review
Sites
Job portals


Company
website
Events & Conferences
 Job Descriptions

Campus:
 Perks & Benefits
Hackathons
 Industry Network 
Campus Engagement

Webinars

Incentivize Referrals
Boomerang hires
(Minimum 2 years
experience in the firm)
Action
Application Process
Interviews
Offer discussions
Recruiter relations
Pre-joining
engagement
Onboarding and
induction
First Day engagement
Buddy connect
Mentor program
Live
Exit & Alumni
 Learning & development  Exit Interviews
 Last day of working
 Performance
management - half
 Separation process
yearly appraisals
 Alumni engagement
 Internal mobility
 Rewards & Recognition
 Growth
 Inclusion and
equity(higher female
ratio in CXO positions)
 Incentives (bike,
medical coverage for
family, foreign posting,
etc.)
 Wellness groups and
activities
 Hybrid/Flexi working
Employer brand operating model (A summary)
Who do we sell to?
Persona(s)
Doctors
Engineers
BRAND IDENTITY
How do we communicate it?
BRAND OFFER
What are we offering?
What are we selling?
EVP
4 LEVELS OF NEED
PERSONA’S QUESTIONS WE
HAVE TO ANSWER
Be the Best You
How does My work
Contribute to my Life?
Catalyze the change
How does My Job make a
difference?
How do I feel at my
workplace?
Add more to live
Stay sustainable
LinkedIn
Social
Media
conference
Website
How does my organization
stay sustainable?
Careers
page
Webinars
Digital
Marketing
How do you sell?
experiences
No of social media
Social Listening
followers, average
No of
unique
Visitors
No of
applications
Employee
generated post
What are our
goals and KPIs
Pulse Survey
ENPS Score
engagement per post
ACQUISITION
RETENTION
referrals , Glassdoor rating
Budget Allocation (As Percentage of Total Budget)
Awareness (20%)
Action(18%)
Live (30%)
Exit & Alumni(7%)
Review Sites
TA process
Cross/up skilling
Separation process
Company Website
Pre-joining
Interest & Desire
(15%)
Social Media
Campus
Engagements
Third Party Websites
Blogs, press
releases
Webinars,
Incentives, mobility
Last Day of working
Onboarding and
Induction
Wellness promotion
Testimonial posts
First Day at Work
Communities
External Accolades/
Buddy/Mentor
Rewards/Recognitio
Surveys
interactions
n
Industry network
Conferences
Digital
marketing/tools
USD 15K
USD 11.25 K
Total Budget = USD 75 K
10% allocated as buffer for adhoc activities.
USD 13.5 K
USD 22.5K
Alumni engagement
USD 5.25K
Implementation plan - Timeline
QTR 3:
QTR 1:
•
•
•
•
•
•
Rewards &
Recognition
awareness
Perks &Benefits
Flexi and Hybrid
Work Option
Recruitment Cycle
Planning
Mentor Program
Planning
Learning and
Development
•
•
•
•
•
•
QTR 2:
•
•
•
•
•
•
•
Mentor Program
Launch
Half Yearly Review
Half Yearly Appraisal
Wellness Group
Activity
Incentive plan
Social media
Planning
Revamping careers
page
Growth and promotion
Events
Conference
Webinars
Social media –Theme
Based Advocacy(1.5
months)
Social media –
Supporting Used
generated content(1.5
months)
OTR 4:
•
•
•
Exit
Interviews
Alumni
Engagement
Social mediaCo-create
Content
Creating the brand advocates
External
Advocates:
Internal
Advocates:
•Sales
representative
•Project managers
•Business Unit Heads
•Employees who are alumni of
targeted campuses
•Doctor network
●Alumni
●Customers
Delivery partners
●Consultants
●Social Media Influencers
•Earned media (organic media
coverage, employees on social
media)
14
Impact metrics
Smooth
Smooth
job job
application
applicationprocess
process
through
through career
careerpage
page
Impact Metrics Short term
InternalInternal
communication
communication
channels
channels
– Open
– Open
and
and
transparent
transparent
Organic content
pieces - user
generated and
cocreated
Decrease in
attrition rate
Impact Metrics Long Term
Increase Social
media followers
Wellbeing initiatives
Need based offer
adjustments
Increase in
employee
satisfaction score
Transparent career
path
Decrease in time
to hire
Increase in no of
relevant applications
and Candidate
retention rate
Additional perks and
benefits
Decrease in Cost
to Hire
Increase ratings on
review platforms
Desired Results
 A simple approach for applying for jobs is provided
through the career page and internal communication
channels.
 User-generated, co-created, open, transparent, and organic
content
 Increased social media following
 Lower attrition rate
 Improvement in the employee satisfaction rating
 Increase in the number of pertinent applications and the
rate of candidate retention