Dabur Recruitment Process

2. The Introduction
 FMCG Industry
b) Advantages
c) Challenges
d) Process
 Recruitment process in FMCG Industry
f) Job
g) Background
h) Challenges
i) Sources

3. The objectives
• Effectiveness of DIL’s Recruitment Process
• Comparison with other FMCG giants
• Over all industry trend for FMCG sector
• Demarcation between FMCG & other industries
• Their recruitment & our retention

4. One
EffEctivEnEss
of
REcRuitmEnt pRocEss
in DiL

5. 1.0 Methodology
• Got the list of people who joined DIL in 07-08
• Segregated the data on the basis of
d) Source
e) State
f) Designation
g) Division
h) Industry
• Did the analysis on the basis of above criteria
• Did some more analysis on the basis of some more criteria,
by combining two or more parameters above

6. 1.1 Source wise
RECRUITMENT CHANNELWISE
ERS CONSULTANCY
7% 14%
DIRECT
79%
CONSULTANCY DIRECT ERS
Channel NO. OF EMPLOYEES
CONSULTANCY 8
DIRECT 44
ERS 4
TOTAL 56

7. 1.2 Consultancies’ contribution
COMPARISON AMONG CONSULTANCIES
U.BASU HRD
13% 13%
CICERONE
24% NEW MANAGEMENT
37%
CAREER POINT
13%
HRD NEW MANAGEMENT CAREER POINT CICERONE U.BASU
Sl.No. CONSULTANCIES NO. OF EMPLOYEES
1 HRD 1
2 NEW MANAGEMENT 3
3 CAREER POINT 1
4 CICERONE 2
5 U.BASU 1
6 TOTAL 8

8. 1.3 Previous Organization
2%
PREVIOUS CO. CONTRIBUTION IN % 2%
2%
2%
2%
2%
2%
2%
2%
2%
2%
2%
2% 32%
2%
2%
4%
2%
4%
2%
2%
2%
2%
2%
2%
2%
2%
2%
2%
2%
2%
2%
2%
2%
2%
2%
2%
DIL GUJRAT CO-OPERATIVE MILK MARKETING FEDERATION LTD
CIPLA LTD. CRYAN OILS LTD.
HEALTH FOOD PRODUCTS (P)LTD. VISHNU SOLUTIONS
HIMALAYA DRUGS CO. ALKEM LABORATORIES
VADILAL ICE-CREAM LTD. W IPRO LTD.
FRESHER INDIA INFOLINE LTD
GODREDJE SARA LEE LTD TOPS SECUIRITY LTD.
THE ZANDU PHARMACEUTICAL WORKS GILLETTE INDIA LTD.
G.M. PEN (P)LTD. RANBAX LABORATORIES
Y
HUL PARAS PHARMACEUTICAL LTD
TATA AIG SATER AGRA PRODUCT PVT. LTD.
VALIANT HEALTH CARE LTD. COMPETENT CARRIER
DABUR AYURVEDIC CENTRE ACRO PAINTS
HUGHO'S COMMERTIALIZATION KARAMCHAND APPLIENCES
MULLAR & PHILLIPS LTD SHAKTI AUSADHALYA
HEINZ KEPL(P&G)
KHANDELWAL LAB ARISTRO PHARMA LTD.
EMAMI LTD. DEY'S MEDICAL
WOCHARDT PARENTAL DIVVISSION

9. 1.4 DIL’s Industry preference
NO. OF EMPLOYES
4% 2%
34%
54%
4% 2%
FMCG FRESHER IT PHARMA BANK & Ins. CONSULTANCY
INDUSTRY NO. OF EMPLOYEES
FMCG 31
FRESHER 1
IT 2
PHARMA 19
BANK & Ins. 2
CONSULTANCY 1

10. TWO
compaRison with othER
fmcG Giants

11. 2.0a METHODOLOGY
1. Data collected: Collected CV’s, from naukri.com
2. Of people who are presently working with the respective
organizations
3. Joined the organizations within the time-period of 03-08
4. Collected information like – age, ctc, previous organization,
date of joining i.e. demographical information

12. 2.0b Limitations of the SAMPLE
• The sample constitutes only those who have registered
themselves in naukri.com, i.e. the sample doesn’t include
those candidates who have not registered with naukri.com
• It doesn’t show the channel of recruitment i.e. whether its
through Job-Portal or consultancies, except internal
recruitment

13. 2.1a Nestlé (I)
2.1a Nestlé (I)
INDUSTRY PREFFERENCE
RETAIL
6%
OTHERS
DABUR
6% FRESHERS
0%
31%
FMCG
19%
FINANCE TELE
0% 0%
PHARMA
38%
FRESHERS TELE PHARMA FINANCE FMCG DABUR RETAIL OTHERS
• Unlike DIL, they have made NO. OF EMPLOYES
31% of their recruitment 4% 2%
from fresh background
• They’ve also recruited 1
34%
candidate each from Retail &
Consultancy background, 54%
though none from Telecom 4% 2%
or Finance sectors
FMCG FRESHER IT PHARMA BANK & Ins. CONSULTANCY

14. 2.2a HUL (I)
2.2a HUL (I)
HUL’s industry preference for recruitment
4%
0% 4% 4%
23%
17%
4%
44%
FRESHERS TELE PHARMA FINANCE FMCG (OTHERS) DABUR INTERNAL CONSULTANCY
• As likely as DIL they have NO. OF EMPLOYES
preferred recruiting from FMCG
& not from fresh-pool 4% 2%
• They have recruited 23% of 34%
their total requirement from
internal-pool, whereas DIL did it
32% of the total recruitment 54%
• Unlikely DIL they’ve recruited 4% 2%
17% from the banking sector &
taken very less candidates from FMCG FRESHER IT PHARMA BANK & Ins. CONSULTANCY
PHARMA background

15. 2.3a MARICO (I)
2.3a MARICO (I)
MARICO’s industry preference for recruitment
FINANCE
0%
PHARMA FMCG (OTHERS)
8% 42%
FMCG
TELE 83%
DABUR
8% 42%
FRESHERS
0%
FRESHERS TELE PHARMA FINANCE FMCG (OTHERS) DABUR
• It has recruited mainly (83%) NO. OF EMPLOYES
form FMCG industry of which 4% 2%
50% is from DIL
• Has not recruited any fresher &
34%
candidates from
Banking/Insurance background 54%
4% 2%
FMCG FRESHER IT PHARMA BANK & Ins. CONSULTANCY

16. 2.4a RECKITT BENCKISER (I)
2.4a RECKITT BENCKISER (I)
RECKITT BENCKISER’s industry preference for recruitment SOME MAJOR SOURCES IN FMCG
FRESHERS
16%
HUL
DABUR TELE 15%
0% 0%
GCMMFL
PHARMA 15%
5%
FINANCE FMCG (OTHERS)
11% 70%
FMCG (OTHERS)
68%
FRESHERS TELE PHARMA FINANCE FMCG (OTHERS) DABUR HUL GCMMFL FMCG (OTHERS)
NO. OF EMPLOYES
• Following the same trend it has
recruited mainly (68%) from 4% 2%
FMCG sector
• Unlike DIL, HUL & MARICO it 34%
has taken quite a handful (16%)
of fresher, but, has not 54%
recruited from Telecom at all
4% 2%
• In FMCG recruited 15% from
both HUL & GCMMFL FMCG FRESHER IT PHARMA BANK & Ins. CONSULTANCY

17. 2.5a HEINZ (I)
2.5a HEINZ (I)
HEINZ’s industry preference for recruitment
DABUR
0% FRESHERS
FMCG (OTHERS) 26%
37%
TELE
FINANCE 11%
PHARMA
5% 21%
FRESHERS TELE PHARMA FINANCE FMCG (OTHERS) DABUR
• Unlike DIL, it has not left any of NO. OF EMPLOYES
the 5 sectors unexplored; it has 4% 2%
recruited from all the sectors
almost uniformly, but mainly 34%
from FMCG & then from
PHARMA 54%
4% 2%
FMCG FRESHER IT PHARMA BANK & Ins. CONSULTANCY

18. 2.1b Nestlé (D)
2.1b Nestlé (D)
NO. OF CA N I A TE
DD S
M DC
E I AL
D TA I
E LI G
N
OFFI E
C R
19%
SA LES
OFFI E
C R
N TR TI
U I ON 50%
OFFI E
C R
31%
SA LES OFFI E
C R N TR TI
U I ON OFFI E
C R M DC
E I A L D TA I
E LI G OFFI E
N C R
• They’ve mainly recruited
DESIGNATIONWISE COMPARISON
for SOs, which is very
likely as we’ve seen in the AREA SALES
EXECUTIVE 4%
case of DIL SALES TRAINEE
5%
SENIOR SALES
OFFICER 5%
• They’ve mainly recruited OFFICER-
PROFESSIONAL
MARKETING 20%
for SOs, which is very SALES OFFICER
66%
likely as we’ve seen in
the case of DIL SALES OFFICER
SENIOR SALES OFFICER
OFFICER-PROFESSIONAL MARKETING
SALES TRAINEE
AREA SALES EXECUTIVE

19. 2.2b HUL (D)
2.2b HUL (D)
De s ignation w is e r e cr uitm e nt tr e nd in HUL
Sr Supvsr
4%
SO CSO
TLTM
4% 4%
4%
TSI
• Mainly recruited for
9%
TSO level as DIL did
TSO
for its SO level (both 75%
are equivalent levels)
TSO TSI TLTM Sr Supvsr SO CSO
• Mainly recruited for TSO DESIGNATIONWISE COMPARISON
level as DIL did for its SO AREA SALES
EXECUTIVE 4%
level (both are equivalent SALES TRAINEE
5%
levels) SENIOR SALES
OFFICER 5%
OFFICER-
PROFESSIONAL
MARKETING 20%
SALES OFFICER
66%
SALES OFFICER OFFICER-PROFESSIONAL MARKETING
SENIOR SALES OFFICER SALES TRAINEE
AREA SALES EXECUTIVE

20. 2.3b MARICO (D)
2.3b MARICO (D)
Designation w ise recruitment trend in MARICO
Sr.TSO SO
TSI
8% 9%
8%
SR
• Recruited mainly for
8%
TSO (equivalent to SO)
TSE
8%
level TSO
59%
SO TSO TSE SR TSI Sr.TSO
• Recruited mainly for TSO DESIGNATIONWISE COMPARISON
(equivalent to SO) level AREA SALES
EXECUTIVE 4%
SALES TRAINEE
5%
SENIOR SALES
OFFICER 5%
OFFICER-
PROFESSIONAL
MARKETING 20%
SALES OFFICER
66%
SALES OFFICER OFFICER-PROFESSIONAL MARKETING
SENIOR SALES OFFICER SALES TRAINEE
AREA SALES EXECUTIVE

21. 2.4b RECKITT BENCKISER (D)
2.4b RECKITT BENCKISER (D)
NO O
. F CANDI DAT ES
• All the recruitment is done
for SO level
TSI
100%
TSI
• All the recruitment is done DESIGNATIONWISE COMPARISON
for SO level AREA SALES
EXECUTIVE 4%
SALES TRAINEE
5%
SENIOR SALES
OFFICER 5%
OFFICER-
PROFESSIONAL
MARKETING 20%
SALES OFFICER
66%
SALES OFFICER OFFICER-PROFESSIONAL MARKETING
SENIOR SALES OFFICER SALES TRAINEE
AREA SALES EXECUTIVE

22. 2.5b HEINZ (D)
2.5b HEINZ (D)
De signa tion w ise re cruitme nt tre nd in HEINZ
FOOD SO
Sr .SO
5%
5%
SO
90%
SO Sr.SO FOOD SO
• Has recruited mainly for DESIGNATIONWISE COMPARISON
SO level AREA SALES
EXECUTIVE 4%
SALES TRAINEE
5%
SENIOR SALES
OFFICER 5%
OFFICER-
PROFESSIONAL
MARKETING 20%
SALES OFFICER
66%
SALES OFFICER OFFICER-PROFESSIONAL MARKETING
SENIOR SALES OFFICER SALES TRAINEE
AREA SALES EXECUTIVE

23. THREE
ovER aLL inDustRy tREnD
foR fmcG sEctoR
paRt-1

24. 3.0 METHODOLOGY
• Data collected: Collected CV’s, from naukri.com
• Of people who are presently working with the respective
organizations
• Joined the organization within the time-period of 03-08
• Collected information like – age, CTC, previous organization,
date of joining etc

25. 3.1 Over all industry preference
OTHERS PHARMA
FRESHER INDUSTRY OVER ALL CHOICE
4% 18%
18% PHARMA 13
FMCG 34
TELECOM 4
FINANCE
9% FINANCE 7
TELECOM FMCG FRESHER 13
5% 46% OTHERS 3
NO. OF EMPLOYES
• FMCG has contributed the
PHARMA FMCG TELECOM FINANCE FRESHER OTHERS
maximum 4% 2%
• Fresh-Pool is competing quite 34%
successfully with PHARMA
• Finance sector is much more 54%
preferred than Telecom
4% 2%
FMCG FRESHER IT PHARMA BANK & Ins. CONSULTANCY

26. THREE
ovER aLL inDustRy tREnD
foR fmcG sEctoR
paRt-2

27. 3.7 METHODOLOGY
• Prepared a Questionnaire
• Collected data by surveying HR-Managers of:
• Mainly qualitative data was collected
• Data which could be converted to quantitative value, used for
analysis to get a trend

28. 3.8 Reasons for recruitment
M CRO-A NA LY SI
I S
TERM NA TI
I ON
10%
RE GNA TI
SI ON
NEW-POSI ON
TI 38%
23%
PROM OTION
29%
RE GNA TI
SI ON PROMOTION NEW-POSI ON
TI TERM NA TI
I ON
CO. RESIGNATION PROMOTION NEW-POSITION TERMINATION
CADBURY 3 4 2 1
EVEREADY 4 3 2 0
MARICO 4 3 1 2
COLGATE-PALMOLIVE 4 3 2 1
CAVINKARE 4 1 3 2
HUL 3 2 4 1
PEPSI 0 0 0 0
HIENZE 3 4 2 0
GKB 0 0 0 0
EMAMI 4 3 2 1
AMUL 0 0 0 0

29. 3.9 Is there any Trend ?
TREND EXISTS ?
NO
38%
YES
62%
YES NO
CO. YES=4 NO=4
CADBURY 4 0
EVEREADY 0 4
MARICO 4 0
COLGATE-PALMOLIVE 4 0
CAVINKARE 0 4
HUL 4 0
PEPSI 0 0
HIENZE 4 0
GKB 0 0
EMAMI 0 4
AMUL 0 0
TOTAL 20 12

30. 3.10 SBU-centric sales-force
M ICRO-ANALYSIS
YES
43%
NO
57%
YES NO
CO. YES=4 NO=4
CADBURY 0 4
EVEREADY 0 4
MARICO 0 4
COLGATE-PALMOLIVE 0 0
CAVINKARE 4 0
HUL 4 0
PEPSI 0 0
HIENZE 0 4
GKB 0 0
EMAMI 4 0
AMUL 0 0
TOTAL 12 16

31. 3.11 Source preference
M I C R O - A N A L YS I S
ERS
CONSULTANCY
23%
30%
JOB- PORTAL
47%
ERS JOB- PORTAL CONSULTANCY
CO. ERS JOB-PORTAL CONSULTANCY
CADBURY 1 3 2
EVEREADY 2 2 2
MARICO 0 3 0
COLGATE-PALMOLIVE 1 3 2
CAVINKARE 1 2 3
HUL 3 2 1
PEPSI 0 0 0
HIENZE 2 3 1
GKB 0 0 0
EMAMI 0 3 2
AMUL 0 0 0

32. FOUR
DEmaRcation bEtwEEn
fmcG
&
othER inDustRiEs

33. 4.0 METHODOLOGY
• Prepared a Questionnaire
• Collected data by surveying HR-Managers of:
• Mainly qualitative data was collected
• Data which could be converted to quantitative value, used for
analysis to get a trend

34. 4.1 Reasons for recruitment
M CRO-A NA LY SI
A S
TERMINA TION
10%
RESIGNA TION
NEW-POSITION 37%
26%
PROM OTION
27%
RE GNA TI
SI ON PROMOTION NEW-POSITION TERM NA TI
I ON
MICRO-ANALYSIS
• Resignation went down by
1% & promotion went TERMINATION
10%
down by 2%. This 3% NEW-POSITION
23%
RESIGNATION
38%
down-turn has added up
to new position & it has PROMOTION
become 26%
29%
RESIGNATION PROMOTION NEW-POSITION TERMINATION

35. 4.2 Source preference
MACRO-ANALYSIS
ERS
CONSULTANCY
26%
32%
JOB-PORTAL
42%
ERS JOB-PORTAL CONSULTANCY
M I C R O - A N A L YS I S
• Job-portal has decreased
by 5%, which got ERS
CONSULTANCY
redistributed in 30%
23%
consultancies preference
(thus, increasing it by 2%)
& in ERS preference JOB- PORTAL
47%
(thus, increasing it by 3%)
ERS JOB- PORTAL CONSULTANCY

36. FIVE
thEiR REcRuitmEnt
&
ouR REtEntion

37. 5.0 METHODOLOGY
• Data collected form naukri.com i.e. collected CVs of employees
who had been with DIL, but left during 06-08 & now, are
working with some other organization
• Done analysis with parameters like organization, state,
designation & industries
• Combined some parameters & done some more analysis on
the basis of these combined parameters

38. 5.1 Which organizations are preferring DIL ? Reliance Telicom
NO.OF CANDIDATES Limited/Reliance Communication
Limited
MARICO LIMITED
BHARTI AIRTEL SERVICE
LIMITED
2%
2% EMAMI LTD
2%
2% AIRCELL/Dishnet wireless Ltd
2%
2% COLGATE-PALMOLIVE
2%
2%
ICICI BANK LTD
2%
2%
PHILIPS INDIA LTD (LIGHTING)
2% 13%
2%
13%
2% Tata Tele Services Ltd
2%
6% Agro Tech Foods Limited
2% 7%
2% 4% 6% 4% 6%
Bajaj Consumer Care Ltd
2%
2%
2% Cadbury Inia Ltd
2%
2% CavinKare Pvt Ltd
4%
EMCURE PHARMACEUTICALS
LTD
FABER CASTELL (I) PVT. LTD
GSK
HCL INFOSYSTEMS LTD-NOKIA

39. 5.2 Some important recruiters
a) Reliance Telecommunication Ltd.
b) Marico
c) Emami
d) Others: Bharti, Aircell, ICIC Bank

40. 5.2 a Reliance Telecommunication Ltd.
RTL DISTRIBUTION ON THE BASIS OF DESIGNATION RTL DISTRIBUTION OVER STATES
NE
0%
ORS
ASE TSI 14% JKD
14% 14% 0%
ASM
14%
WB BHR
29% 57%
SO
58%
TSI ASM SO ASE JKD BHR WB ORS NE
• Recruited mainly for SOs, but ASM/ASE i.e. higher
position’s recruitment is also quite high (28%)
• haven’t recruited from GUWAHATI & RANCHI
• Mainly from Bihar as it’s the largest territory
• Then from WB
• Orissa being the least preferred state

41. 5.2 b Marico
M ARICO DISTRIBUTION OVER STATE NO.OF CANDIDATES
JKD
0%
NE
14% BHR
0%
ORS
14%
WB
72%
TSI
100%
JKD BHR WB ORS NE TSI
• They have mainly recruited for SO position which is
equivalent to TSI in MARICO
• They have recruited mainly for KOLKATA (72%)
• Equally recruiting from GUWAHATI & BHUBANESWAR
i.e. 14% each
• PATNA being such a large state they haven’t recruited
any (at least in the present sample)
• They haven’t recruited from RANCHI too

42. 5.2 c Emami
EMAMI DISTRIBUTION OVER STATES
EMAMI DISTRIBUTION OVER DESIGNATIONS
NE
SO 0%
25%
ORS JKD
50% 50%
ASE BHR
75% 0%
WB
0%
ASE SO
JKD BHR WB ORS NE
• Though, EMAMI recruited only 7% of the given sample
but, still they’ve mainly (75 %) targeted ASEs
• GUWAHATI being a remote place, KOLKATA & PATNA
being a large territory, still they haven’t targeted any of
them
• Their points of concern were only RANCHI &
BHUBANESWAR
• Out of 4 they recruited 3 ASEs & 2 are from ORISSA

43. 5.3 Which states are more vulnerable
STA TE WISE DISR BU ON
TI TI
NE
BHR
11%
22%
ORS
17%
JKD
17%
WB
33%
NE ORS WB JKD BHR
• BIHAR being a larger state than others STATE FREQUENCY
has only 22% recruitment, whereas
KOLKATA has the highest share of NE 6
33%
ORS 9
• For RANCHI & BHUBANESWAR it’s
average WB 18
• GUWAHATI being comparatively
JKD 9
smaller & remote territory has conceded
11% of the total sample BHR 12

44. 5.4 Which industries are preferring DIL?
DABUR TO WHICH INDUSTRY ?
IT
2% OTHER
0%
PHARMA
6% BANKING
7%
TELE
30%
FMCG
55%
BANKING FMCG TELE PHARMA IT OTHER
• FMCG preference is only 55% INDUSTRY FREQUENCY
• Another striking finding is that
BANKING 4
PHARMA, which may have been the FMCG 30
2nd option, is dwindling at only 6% TELE 16
• It’s the Telecom industry which is
PHARMA 3
recruiting heavily (30%) from DIL
IT 1
• Banking & Insurance sector is at 7%
OTHER 0

45. SIX
consuLtancy’s
EXpEctations fRom its
cLiEnt

46. 6.0 METHODOLOGY
• SEMI-STRUCTURED INTERVIEW
• VISITED 4 CONSULTANCIES WORKING FOR DIL;
NAMELY
c) THE HEAD-HUNTERS
d) CAREER POINT
e) NEW MANAGEMENT DEVELOPMENT CONSULTANCY
f) U. B. BASU & ASSOCIATES

47. 6.1 CONSULTANCY’S EXPECTATIONS
• Specific, Updated & Perfect Job-Description without any
confusion
• Intimation before the interview & after the interview from
clients end
• Exact or proper scheduling
• Feed back or follow-up is one of the major resources which a
consultancy needs to deliver properly

48. Recommendation
• As we have seen that ERS is one of the most cost effective,
reliable & efficient source of recruitment, DIL may try to think
on it
• Revitalize the brand in the mindset of people in remote
places, from a recruiters view point
• Why don’t we propose an agenda to fight other industries with
coalition?
• We should be very careful regarding 3 organizations; EMAMI
is aiming mainly for ASEs (ORS), RTL is one of the major
candidate for recruiting from DIL (BHR) & Lastly MARICO
which is another organization competing with RTL in the
same business
• We have to find out why SOs in WB are not happy? & what
they’re getting extra in MARICO?
• We have to find out why ASEs are not happy in ORISSA? &
what they’re getting extra in EMAMI?
• Find out why SOs in CHD are not happy?

49. Concepts
1. ERS
2. JOB-PORTAL
3. CONSULTANCIES
4. MANUFACTURING INDUSTRY
5. SERVICE INDUSTRY
6. HEAD HUNTING
7. FMCG SALE-FORCE

50. Technical leanings
1. JOB-PORTAL
2. DATA-BASE
3. REFERENCE
4. SCHEDULING
5. LINE-UP
6. PROCESS MANAGEMENT
g) CV COLLECTION
h) PROFILING FORM
i) TEST-CONDUCTION
j) EVALUATION
k) PROFILING
l) INTERVIEW
• EXCEL
• OUTLOOK

51. Behavioral leanings
1. DELEGATION
2. TALK n MAIL
3. CONTACTS & APPOINTMENTS
4. LEARNING ATTITUDE
5. FOLLOW UP