IT firms woo families to curb attrition

Incessant attrition is leading information technology and IT-enabled services companies to take recourse to the time-tested family connections.

These companies have logged on to a new -- and uniquely Indian -- method of bonding with their employees, one that seeks to utilise the influence that families have always had on their members.

Thus, the companies seek organise picnics and visits and institute awards that are conferred not on the employees but their family members -- all in the hope that family will convince the employee to stay with the company because of its 'inherent goodness'.

"In India, parents still influence the career decisions of their children. So it makes sense to bond with them," said Michael Messier, vice-president, human resources, Progress OpenEdge.

Progress organises such 'family bonding' events only in India.

"In the US, career decisions are taken on an individual basis. My mother did not even know when I changed my job. But in India, the influence of parents with regard to workplace decisions is still very strong," he added. 

SumTotal Systems has taken this initiative one step forward by inviting families to accept awards on behalf of employees. Congratulatory letters are also sent to families on their children's achievement.

"It is a good way of ensuring that the family members connect with the company. Besides, it ensures word-of-mouth publicity as parents tend to discuss their children's professional progress within their social circuit, thus creating a favourable image of the company in the market," Lekha Sishta, director (human resources and personal development), SumTotal Systems said.

According to Richard F Farrand, COO, HSBC Global Resourcing (South Asia), the company recognises the importance of family as a significant number of their employees are fresh out of college.

"The average age of our employees is about 25," he added. So the company invites family and friends of employees for various corporate social responsibility projects like walkathons.

The Family Day is another regular initiative undertaken by the global major. HSBC Global Resourcing runs these programmes in other Asian countries too.

"Through such initiatives, not only are the family members ensured of the job satisfaction of their child, but it also motivates them to encourage others to join the organisation," Farrand said.

So the next time, your aunt coaxes you to join a company that her daughter is working for, you know where that is coming from.