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Employer branding

Suman Saha
****Rahimafrooz Group has undertaken this to brand the company as well as induct new recruits to the group's core values, guiding principles, aspirations and quality policies****
PEOPLE generally require passports to travel abroad, as the document identifies the person's identify, country of origin and other details. But it is really interesting when a conglomerate introduces passports for its employees.
Rahimafrooz Group has undertaken this to brand the company as well as induct new recruits to the group's core values, guiding principles, aspirations and quality policies.
"We have introduced the passport mainly to the new employees to make them aware of the company's guiding principles and core value,” says Arif Shahriar, chief operating officer of corporate division and group head of human resources at Rahimafrooz.
He says issuing passports for the new employees is one of the employer's branding initiatives.
It helps employees to understand the company's vision, organogram and business operations, says Shahriar.
The employees can easily get acquainted with the board members of the diversified company as there is a group picture of the company board members in the passport, he adds.
With the group founder's picture at the beginning of the passport, it welcomes the new recruits by giving a brief history of the company.
The passport reads, "We welcome you to the Rahimafrooz family and wish you all the
best in maintaining and enhancing the quality of our services and products for our customers, patrons and well wishers.”
It also explains the T + 10 programme' that is widely practiced in Rahimafrooz to enhance team performance and self- development.
The first part of the programme is the “I Plan”. The main focus is the individual for success of all, that is, each person needs to act first by himself or herself to reflect success.
Three essentials of “I Plan”
1.1 am the person who needs to change, (the focus)
2.1 am the person who can bring the
change, (the belief)
3.1 need to ensure honesty, fairness and impartiality in my actions and words for the change. (The ultimate actions)
The second part involves the use of 10 habits — these habits have been identified from best practices in behavioural and management effectiveness.
The 10 habits:
1.Respond rather than react
2.Be purposeful
3 .Choose to grow
4 .Work towards success for all
5 .First enter the other person's world before inviting them to your world
6 .The even better, third alternative
7 .Constant and never ending improvements
8 .The magical right brain and the logical left brain
9 .Lighten up
lO .Give more than expected
A new recruit has to cover two sessions of the “I + 10” programmes initially. The first will be an awareness session followed by a 360 degree community session, where the individual is given feedback by his team members relating to these 10 habits.
This community session helps an individual develop and better himself in all aspects. After an awareness session, as a regular practice, an employee covers two community sessions every a along with his team members.
suman.saha@thedailystar.net