uh11054 sip ubl final reportv1
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Summer Internship Project ReportUnited Breweries Limited
Project Mentor:
Mr. Suvro Raychaudhuri
Controller, Human Resources at United Breweries Ltd.
Email: [email protected]
Submitted By:Swati Panigrahi
Roll-UH11054
Email:[email protected]
Area of Internship: Corporate Social Responsibility
&
Talent Acquisition
Xavier Institute of Management, Bhubaneswar (XIMB)
www.ximb.ac.in
mailto:[email protected]:[email protected]:[email protected]://www.ximb.ac.in/http://www.ximb.ac.in/http://www.ximb.ac.in/mailto:[email protected] -
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Table of Contents
Acknowledgement ................................................................................................................. 3
Company Overview: United Breweries Group ....................................................................... 4
About United Breweries Limited ........................................................................................... 7
Human Resources @ United Breweries Limited .................................................................... 9
Summer Internship Assignments ..........................................................................................10
Assignment 1: Standardization of Talent Acquisition ............................................................11
Assignment 2: Benchmarking of Corporate Social responisbility initiaitives ..........................14
Conclusion ...........................................................................................................................20
Key Learnings ......................................................................................................................20
References...24Error! Bookmark not defined.
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Acknowledgement
I would like to thank and extend my heartfelt gratitude to Mr. Suvro Raychaudhuri,
Controller Human Resources, United Breweries Limited for being my project mentor
and for providing his guidance throughout the tenure of my summer internship. I am
also grateful to the entire HR team of United Breweries Limited, Bengaluru for their
support during my summer internship.
I am also thankful to our Faculty Placement Coordinator, Prof. Saveeta Mohanty and the
entire placement team for providing me this learning opportunity which I feel will play
very crucial role in my career development.
I would like to express my gratitude to my friends and seniors for his valuable insights
and moral support.
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Company Overview: United Breweries Group
United Breweries Groupor UB Group is an Indianconglomerate based in Bangalore,
India. The company has annual sales of over US$4 billion and a market capitalization of
approximately US$12 billion. Its core business includes beverages, aviation, electrical
and chemicals. The company markets beer under the Kingfisher brand and also owns
controlling stake in Kingfisher Airlines, which has off-late fallen from grace. United
Breweries is India's largest producer of beer with a market share of around 48% by
volume.
The company chairman is Vijay Mallya who had been a member of the Indian
Parliament.United Breweries now has greater than a 40% share of the Indian brewing
market with 79 distilleries and bottling units across the world. Recently UB financed a
takeover of the spirits business of the rivalShaw-Wallace company giving it a majority
share of India's spirits business. The group owns theMendocino Brewing Company in
the United States.
The UB Group was founded by aScotsman,Thomas Leishman,in 1857. The Group took
its initial lessons in manufacturingbeer fromSouth India basedBritishbreweries.At the
age of 22,VittalMallya was elected as the company's first Indian director in 1947. After a
year, he replacedR G N Price as the chairman of the company. United Breweries made its
initial impact by manufacturing bulk beer for the British troops, which was transported
in huge barrels or "Hogsheads". Kingfisher, and 60s, the company expanded greatly by
acquiring other breweries.
Beverage Alcohol
The bread and butter company of the group, this CBU consists of the crown jewels of the
UB Group viz. USL & UBL.
United Spirits Limited
United Spirits Limited (USL), the largest spirits company in the world by volume*, sold
122.75 million cases for cases for the fiscal ending March 31,2012 with revenues at
Rs.9200 crores (consolidated) for the same financial year.
Besides Whyte & Mackay and Bouvet Ladubay being 100% subsidiaries of USL, thecompany has 22 millionaire brands (selling more than a million cases a year) in its
portfolio and enjoys a strong 59% market share for its first line brands in India. United
Spirits' brands have won the most prestigious awards for flavors, ranging from Mondial
to International Wine and Spirit Competition (IWSC) to International Taste & Quality
Institute (ITQI); more than 165 awards & certificates.
The Company is known to be an innovator in the industry and has several firsts to its
credit like the first pre-mixed gin, the first Tetrapack in the spirits industry in India, first
single malt manufactured in Asia and the first diet versions of whisky and vodka in India.
USL has a global footprint with exports to over 37 countries. It has a sizeable presence inIndia with distilleries and sales offices all across the country, and a committed team of
over 7500 people dedicated to the fulfillment of the company's mission. It has
http://en.wikipedia.org/wiki/Conglomerate_(company)http://en.wikipedia.org/wiki/Kingfisher_Airlineshttp://en.wikipedia.org/wiki/Market_sharehttp://en.wikipedia.org/wiki/Indian_Parliamenthttp://en.wikipedia.org/wiki/Indian_Parliamenthttp://en.wikipedia.org/wiki/Shaw-Wallacehttp://en.wikipedia.org/wiki/Mendocino_Brewing_Companyhttp://en.wikipedia.org/wiki/Scotlandhttp://en.wikipedia.org/w/index.php?title=Thomas_Leishman&action=edit&redlink=1http://en.wikipedia.org/wiki/Beerhttp://en.wikipedia.org/wiki/South_Indiahttp://en.wikipedia.org/wiki/United_Kingdom_of_Great_Britain_and_Irelandhttp://en.wikipedia.org/wiki/Brewerieshttp://en.wikipedia.org/wiki/Vittal_Mallyahttp://en.wikipedia.org/w/index.php?title=R_G_N_Price&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=R_G_N_Price&action=edit&redlink=1http://en.wikipedia.org/wiki/Vittal_Mallyahttp://en.wikipedia.org/wiki/Brewerieshttp://en.wikipedia.org/wiki/United_Kingdom_of_Great_Britain_and_Irelandhttp://en.wikipedia.org/wiki/South_Indiahttp://en.wikipedia.org/wiki/Beerhttp://en.wikipedia.org/w/index.php?title=Thomas_Leishman&action=edit&redlink=1http://en.wikipedia.org/wiki/Scotlandhttp://en.wikipedia.org/wiki/Mendocino_Brewing_Companyhttp://en.wikipedia.org/wiki/Shaw-Wallacehttp://en.wikipedia.org/wiki/Indian_Parliamenthttp://en.wikipedia.org/wiki/Indian_Parliamenthttp://en.wikipedia.org/wiki/Market_sharehttp://en.wikipedia.org/wiki/Kingfisher_Airlineshttp://en.wikipedia.org/wiki/Conglomerate_(company) -
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established manufacturing and bottling plants in every state of India. In addition, to
deliver its products to customers located anywhere in India, USL has established a
robust distribution network covering the whole country.
United Spirits represents the merged entities of the erstwhile McDowell & Co. Limited,Phipson Distillery Limited, United Spirits Limited, Herbertsons Limited, Triumph
Distillers and Vintners Private Limited, Baramati Grape Industries Limited, United
Distillers India Limited, McDowell International Brands Limited, Shaw Wallace
Distilleries Limited and Shaw Wallace & Company Limited. The erstwhile McDowell &
Co. Limited was first established as a proprietary business in 1826.
USL acquired Balaji Distilleries Limited in December 2010. This acquisition gave the
company the strategic advantage to consolidate the Group's leadership position in a
critical, large and growing State like Tamil Nadu.
Whisky Brandy Rum Vodka & Gin
Bagpiper
McDowell's No.1
Director's Special
Old Tavern
Haywards
McDowell's Green Label
Gold Riband
Royal Challenge
DSP Black Signature
McDowell's No.1 Platinum
Whisky
DerbySpecial Whisky
McDowell's No.1
Honey Bee
McDowell's VSOP Brandy
McDowell's No.1
Celebration Rum
Old Cask Rum
Bagpiper Rum
White Mischief
Romanov
Carew's Dry G
United Spirits acquired Andhra Pradesh (AP)based, Tern Distilleries, in 2009, in a bid
to augment its primary distillation capacity. This is the company's third manufacturing
unit in the region given that one fifth of USL's sales volumes come from AP.
*USL Millionaire Brands(Those that sell more than a million cases per annum)
United Breweries Limited (UBL)The beginning of what is today The UB Group is rooted in the flagship company, United
Breweries Limited, (UBL) also referred to as the Beer Division of the UB Group. Led by
Mr. Kalyan Ganguly, President & Managing Director, it is the market leader for beers in
India.
UBL has an association with brewing dating back over nine decades, starting with 5
breweries in South India in 1915. From bullock cart-loaded barrels or 'hogheads' of
frothing ale, the beer business has gone on to become the undisputed 'king' in the Indian
beer market. UBL today boasts an impressive spread of own and contract manufacturing
facilities throughout the country. Here, innovative, creative and aggressive marketing iscomplemented by a strong distribution network. A management focused on building
brand equity on one hand and exploiting it to the hilt on the other.
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Quality and hygiene are the key elements of the United Breweries' manufacturing
philosophy. To this end, the Central Scientific Laboratory (CSL), headquartered at
Bangalore sets standards for all its breweries. Quality Management Systems laid out
along the lines of ISO 9000 are strictly adhered to, controlling quality at every stage of
production,from raw materials to the end product. Also, besides controlling theproduction process, the CSL analyses the Company's beer taken off market shelves all
over the country, the competition's beers and beers from across the world. These beers
are tested as per the standards laid down by the European Brewery Convention on 40
different parameters. By these standards, United Breweries' beers don't just equal, but
even surpass, several Dutch and American beers.Its flagship brand 'Kingfisher', has
achieved international recognition consistently, and has won many awardsin
International Beer Festivals. Kingfisher Premium Lager beer is currently available in 52
countries and leads the way amongst Indian beers in the International market. It has
been ranked amongst the top 10 fastest growing brands in the UK.
Aviation
Kingfisher Airlines Limited is one of India's leading airlines, operating more than 100
flights a day with a wide network of destinations. In May 2009, Kingfisher Airlines
carried more than a million passengers, giving it the highest market share among Indian
airlines.
The airline started operations on 9 May 2005. At the launch of the airline, Dr.Mallya said
"we are committed to achieving our ambition of making Kingfisher Airlines, India's
largest private airline both in capacity and market share. The Airline ushered in a new
era of luxury in India's domestic aviation sector with its brand new aircraft with stylish
red interiors, and smartly dressed crew and ground staff. Kingfisher was the first Indian
airline to have in-flight entertainment (IFE) systems on every seat with guests being
able to watch live TV in-flight"
Fertilizers
Mangalore Chemicals and Fertilizers Limited (MCF), with a turnover of over
Rs.2,470Crore (FY 2008-2009), is the only manufacturer of chemical fertilizers in the
state of Karnataka. The factory is strategically located at Panambur, 9 km north of
Mangalore City, on the banks of the Gurpur River, in front of the New Mangalore Port.
The plant is well connected, both by rail and road. The West Coast National Highway
(NH-l7) from Kochi to Mumbai separates MCF from the New Mangalore Port.
The Company is a part of the UB Group with Group shareholding of 30.44%. Dr. Vijay
Mallya is Chairman of the Board of Directors. The operations are managed by a team of
highly dedicated and experienced professionals. The New Mangalore Port is an all-
weather port capable of handling ships up to 30 feet draft. Naphtha, Fuel Oil, Ammonia
and Phosphoric Acid - the main raw material are obtained through the port. The plantsite is well linked, both by rail and road.The Company has capacity to manufacture
2,17,800 MT Ammonia (intermediate product), 3,79,500 MT Urea, 2,55,500 MT
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Phosphatic Fertilizers (DAP & NP 20:20:00:13), 15,330 MT Ammonium Bi-Carbonate
(ABC) and 33,000 MT Sulphuric Acid (SAP) annually. The design and engineering of the
Ammonia/Urea plants was done by Humphreys & Glasgow Limited, London, a leading
international firm in the fertilizer field and their associates, Humphreys & Glasgow
Consultants Pvt. Ltd., Bombay. (The firm is now merged with Jacobs Engineering, USA).The Phosphatic plant is designed and engineered by Toyo Engineering Corporation,
Japan.
UB Engineering-Fabricating Dreams & Building Reality
UB Engineering- the UB Group's Engineering Division - is one of the foremost Indian
engineering companies in the field of installation of industrial plants. UB Engineering's
activities are strongly focused on the Turnkey Division for projects in Power, Fertilizers,
Oil & Gas, Fire Fighting, Effluent Treatment, Agrotech and other sectors like - concept to
commissioning, on-site fabrication, installation, overhauling and maintenance. The
range of its operations and concept to commissioning services combined with excellent
track record in industrial construction worldwide has allowed UB Engineering to cut
across several geographical and political boundaries.
Fully experienced in erecting plants running into millions of dollars in India and abroad,
specialised multi-disciplinary teams adapt their skills to engineering and constructing
smaller and medium size plants with speed and efficiency.
"UB Engineering Limited was recently awarded ISO 9001:2000 Certification for its
operations covering Installation, Erection, Commissioning, Testing and Maintenance of
Mechanical Projects. During the financial year 2004-05, the company recorded a
turnover of Rs.150 Crores. The company achieved a turnover of Rs.162 Crore during the
first 3 quarters of 2005-06 as against the previous year's annual turnover of Rs.150
Crore. The Company has already booked orders worth Rs.257 Croreupto January 2006
during the year 2005-06."
One of the foremost Indian engineering companies in the field of installation of
industrial plants.
Strongly focused on the Turnkey Division for projects in Power, Fertilizers, Oil & Gas,
Fire Fighting, Effluent Treatment, Agrotech and other sectors.
Bagged a $21 million contract for installation of electro-mechanical and
instrumentation works in Abu Dhabi.
About United Breweries Limited
UBL has an association with brewing dating back over nine decades, starting with 5
breweries in South India in 1915. From bullock cart-loaded barrels or 'hogheads' of
frothing ale, the beer business has gone on to become the undisputed 'king' in the Indian
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beer market. UBL today boasts an impressive spread of own and contract manufacturing
facilities throughout the country. Here, innovative, creative and aggressive marketing is
complemented by a strong distribution network. A management focused on building
brand equity on one hand and exploiting it to the hilt on the other.
The group Mission Statement embodies these objectives:
To be the recognized leader in our target markets.
To be the preferred employer wherever we operate.
To recognize the value of our human assets.
To be the partner of choice for customers, suppliers, and other creators of
innovative concepts.
Quality and hygiene are the key elements of the United Breweries' manufacturing
philosophy. To this end, the Central Scientific Laboratory (CSL), headquartered at
Bangalore sets standards for all its breweries. Quality Management Systems laid out
along the lines of ISO 9000 are strictly adhered to, controlling quality at every stage of
production,from raw materials to the end product. Also, besides controlling the
production process, the CSL analyses the Company's beer taken off market shelves all
over the country, the competition's beers and beers from across the world. These beers
are tested as per the standards laid down by the European Brewery Convention on 40
different parameters. By these standards, United Breweries' beers don't just equal, but
even surpass, several Dutch and American beers.Its flagship brand 'Kingfisher', has
achieved international recognition consistently, and has won many awardsin
International Beer Festivals. Kingfisher Premium Lager beer is currently available in 52
countries and leads the way amongst Indian beers in the International market. It has
been ranked amongst the top 10 fastest growing brands in the UK.
ALLIANCE WITH HEINEKEN
Heineken Group (Heineken),holds 37.5% equity shares in United Breweries Ltd. Thealliance will offer consumers the best portfolio of national and international brands in
India, including Kingfisher, the number one Indian brand, and Heineken, the largest
global beer brand.UBL's outstanding skills as India's leading brewer and Heineken's
global best practices will provide further strength to the business.
The UB Group's brewing entity called United Breweries Limited (UBL) - has also
assumed undisputed market leadership with a national market share in excess of 50%.
Through a process of aggressive acquisition and market penetration, The UB Group
today controls 60% of the total manufacturing capacity for beer in India. The flagship
brand,Kingfisher, is now sold in over 52 countries worldwide, having received manyaccolades for its quality.
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Human Resources @ United Breweries Limited
The Human Resource Department of UBL Bangalore is a six member team headed by Mr.
Joe Noronha. The HR team is organized into sourcing team, staffing team, HR Operations
team and HR business partners. It includes both internal on payroll and external off-payroll associates.
The sourcing and staffing team at UBL is responsible for recruitment and on-boarding of
the employees. The activities include sourcing and screening of CVs, interviewing
candidates, offer processing and induction of new joinees in association with the DEO
Team. Each individual of the sourcing team is assigned responsibility of some line
functions. Their responsibility is to scan through the CVs and shortlist suitable people as
per the job description provided from the line function end. Then the staffing team along
with HR business partner and line function manager will go ahead with interview and
further recruitment process to select the appropriate candidate. The staffing partners of
the staffing team report to the staffing manager who sets the roles and responsibilities
of the staffing team.
Each HR business partner is given the responsibility of the HR activities of one or more
line function of UBL. The role of HR business partner is to,
Staffing as per the requirements in the line function with the staffing partner
Coaching the people managers of line functions different HR policies and
processes like requirement assessment of vacancies and new job roles, employee
engagement, performance management, compensation, leaves and working
hours of employees.
Understanding the problems, difficulties and grievances of associates in the line
function and coordinating with company policies and preferences to act in best
interest of the company.
The HR Operations team supports the HR business partners and the line functions by
sharing the responsibilities of compensation and payroll management, leaves
management, full and final settlement, management of retirals and benefits, maintaining
attrition reports, headcount reports and other reports pertaining to business. They arealso responsible for maintaining Sampark portal of employees, documentation of all
kind of letters like confirmation, promotion, and other kinds of official letters.
UBL Bangalore is committed to brand itself as Best Employer and an organization that
provides best workplace culture, appreciates and rewards its associates, encourages
them to develop their cross-functional knowledge and grooms their leadership skills.
For this the Organizational Development team continuously plans, monitors and brings
about changes in policies and practices of the organization. Various initiatives that has
been taken in this regard which are as follows,
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To promote cross-functional knowledge and best practices across line functions in
UBL Bangalore. It includes workshops, lecture series, knowledge sharing sessions
and discussion forums.
To arrange fun filled activities, cultural and sports events, carnivals and competitions
in order to ensure that associates are not successful at work but achieve a work-lifebalance.
To promote CSR activities and to give back to society through work with
underprivileged children and elders.
Corporate Social Responsibility
Over the past few years UB has undertaken social programmes with a vision to bring
about sustainable social development.CSR programmes at United Breweries Limited are
not conducted as an impromptu humanitarian activity but as a sustainable effort to
improve the quality of life of the employees and their families as well as of the localcommunity and society at large. The concept of CSR is deeply ingrained in UB's culture.
Mission:
To contribute positively to the community well being.
Objective:
Undertake a comprehensive social development program in the identified areas topromote The identified areas are:
Primary Health
Primary Education
Water
UBL went through an entirely automated system to support its HR functions like goal
setting, performance management and recruitment. They have take the help of
SuccessFactors to implement the same. Also, they have an e-learning portal UBL
University to provide the employees with the learning modules. The re-energisedemployee engagement portal- SAMPARK has been a key initiative to provide
fun,business and learning on a single platform. The following is a snapshot of the key
applications and their relative positions:
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Summer Internship Assignments
Two assignments were part of my Summer Internship. The titles of these assignments
are as follows:
Standardization of Talent Acquisition by analyzing the Job Descriptions based on
the key responsibilities, business context and success measures.
Cross company analysis of various Corporate Social Responsibility initiatives and
benchmarking the same for United Breweries Limited.
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Assignment 1: Standardization of Talent Acquisition Process
Talent acquisition is the process of finding and acquiring skilled human labor for
organizational needs and to meet any labor requirement. The talent acquisition process
in United Breweries Limited involves internal as well as external recruitment. The
external recruitment is facilitated by applications received through external site and
through recruitment agencies.. With the help of Successfactors, the entire talent
acquisition process has been made online. However this process needs to be
standardized.
Objective:
A talent acquisition involves several steps. It is highly essential to have an standardized
process such that the lead time involved in each step can be minimized. The
standardization process has two primary objectives:
To reduce the lead time in various steps of the talent acquisition process.
To define the roles and responsibilities related to each of the job positions such
that there is more clarity.
Methodology:
Identification of all job positions within United Breweries Limited
Standardization of the Job Descriptions of all positions
Defining the competencies and its weightage for each of the job title
Creation of job requisitions for the identified job positions
Creation of user manual to guide the hiring manuals
HTML coding for incorporating the job descriptions under families and roles
Key Deliverables:
Standardized Job Descriptions
Updated Job requisitions on Success Factors
User Manual for Hiring Managers
Prior to talent acquisition process, it is essential to identify various job positions in the
organization that need to be filled. With each job position there are some attributes
associated like job essentials, key responsibilities, competencies,etc.
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In UBL, there were 98 distinct job positions. During the standardization process, for each
of the job positions, the key responsibilities and competencies were defined.
The above figure depicts the changes achieved during the standardization process.
The talent acquisition process in UBL requires the hiring managers to make the jobposting for the identified position online. This involves several steps like defining
various parameters associated with the job besides the job description. This lead time
was minimized by providing the hiring managers with the designed template of each job.
This was a very crucial step as this step took a long time prior to the standardization.
The hiring manager could now use the already available templates and take the talent
acquisition step forward.
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Assignment 2: Cross company analysis of various Corporate Social
Responsibility initiatives and benchmarking the same for United
Breweries Limited.
According to World Business Council for Sustainable Development Corporate SocialResponsibility is thecontinuing commitment by business to behave ethically andcontribute
to economic development while improving the quality of life of the workforce and their
families as well as of the localcommunity and society at large.
At UBL, the CSR activities are taken up in three key areas namely, primary health,primary education and water. Activities in the identified areas are carried out in 18
locations across the nation. However, it is highly essential to have a standardized system
for the same so as to have a check of the progress of the activities.
Objective:
To identify the trend of CSR activities in the three identified areas.
To prepare a metrics to measure the effectiveness of CSR activities
To propose a method to build on CSR branding of UBL
Methodology:
Analysis of cross industry data on Corporate Social Responsibility
Analysis of Corporate Social Responsibility initiatives in UBL
Identification of areas of improvement under the three areas of CSR
Recommendations on branding and streamlining of CSR within UBL
Identification of NGOs in and around the breweries
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Key Deliverables:
Corporate Social Responsibility Survey Questionnaire
Responses for Corporate Social Responsibility Survey Questionnaires
Cross Industry Data on CSR Activities
Recommendation for streamlining CSR Initiatives
Recommendation for CSR Branding
A cross industry trend analysis was done to find the current trends in sustainable
development of the society in the following areas.
Primary health
Primary education
Water
The cross industry analysis covered 61 companies over 7 sectors namely, FMCG, PSU,
telecommunication, manufacturing, pharmaceuticals, beverages and software. The
sources of the data collected are :
Company Websites
CSR Policies
Press Releases
An intra organization analysis was conducted on the 18 locations where CSR activities
have been adopted. The mode of data collection was a CSR survey questionnaire
designed for the HR Unit Heads of these locations. The objective of the questionnaire
was to assess the scope of the work done and requirement analysis (Appendix 1). Other
organization sources include:
HR Meet Information
Internal magazine - Beer Update
CSR data on kingfisherworld.com
Observations:
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The industry analysis shows us that companies conduct their CSR activities
through third party involvement such as NGOs,etc.
There is huge amount of branding of the CSR activities via various media.
Social Networking sites have become one of the emerging trends in CSR branding. The key areas of CSR activities are:
o Primary Education
Adopting Municipal Schools
Building good infrastructure
Imparting Vocational Training
o Primary health
Using Mobile Medical Units(MMU) Focus on hygiene
Focus on awareness camps
o Water
Rain Water harvesting
Recycling water
Recommendations:
Establish a common CSR policy for all Units
There should be proper involvement of unit Heads
Emphasis should be on Requirement Analysis Survey
Details of all villages in the catchment area of the project should be
acquired.
Ensure involvement of all stakeholders
Documentation regarding all metrics should be provided
Create three different categories of units depending on their production
capacities
Coverage of villages to be proportional to units capacity
Media Coverage
Publish an annual sustainability report
Association with NGOs
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Key initiatives in the three identified areas can be as follows :
Primary Education
Infrastructure Hygiene Education Others
Benches/Desk Health
Check-ups
Adoption of Municipal Schools Extra
curricular
activities
Uniforms Sanitation Attendance Checks &Incentivization of 100%
attendance
SubsidizedFees
Stationery Safe
drinking
water
Parent Teachers Meets Sponsor
Higher Studies
Tree
plantation
Records of students getting
promoted
Vocational
Training
Primary Health
Medical Camps
Free Medicine Supply
Health Awareness Camps
Mobile medical services
Water
Safe Drinking Water
Bore Wells/Ponds
Corporate Level Involvement
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CSR initiatives provide multiple benefits to corporate viz.
Strengthening the corporate brand
Enhancing standing & negotiation power with govt. & local
populace
Some of the corporate level initiatives which can be taken include:
Joy of Giving Week
Adoption of Municipal Schools
Mandatory employee involvement
Metrics For Effectiveness Measurement
Essential for ensuring standardization of systems & processes across
board
Essential to ensure swindling of funds under the guise of CSR is avoided
Its needed to ensure the efficiency of the overall program is enhanced
Some important metrics under each action area include monitoring:
Primary Education
No. of villages covered
No. of students covered
% of students attending schools
Primary Health
No. of people covered
Water
Area covered
No. of people benefitted
To ensure effectiveness of these metrics, we should get them audited/reported by help
of third party interfaces like XIMB,XLRI, TISS, IMRB etc.
CSR Branding:
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There can be a foundation exclusively dealing with CSR activities of UBL UBL
We Care
Corporate Social Responsibility has to be UBs way of helping its employees
contribute back to the society
To effectively convey the message to a wider employee audience, it is
imperative that the Top Management join in the efforts of CSR
An effective method for the same would be to create a UB Care Foundation
which would take a lead in CSR activities, a number of firms including the
Aditya Birla Group and Vodafone India have a similar plan in place
The foundation though must not be an avenue to outsource CSR but should
involve employees and management in every activity conducted for effective
implementation
There can be involvement of NGOs to facilitate the sustainable development
process.
o This gives good amount of branding to the organization
o This also ensures that the work is conducted by reputed NGOs which helps
in gaining peoples confidence.
o The organization gets highlighted on their websites and other events.
Social networking sites are a good way to promote CSR branding. The followingsnapshots depict example of companies using social networking sites for CSR
branding.
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Conclusion
With an objective to revamp and accelerate the talent acquisition process for UB Group,
Job descriptions are standardized for all positions and shared with all hiring managers
in a common system that would help them create job requisitions for existing positions
faster.
Corporate Social Responsibility has to be the UB way and has to be branded to rebuild
the society oriented image of UB group. Major tie ups with NGO, media groups and other
facilitating organizations with wider focus will help the same. There has to be a common
CSR policy across all business units with focus on primary education, primary healthcare
and safe drinking water. Constant efforts with corporate level initiatives involving the
employees will help the same.
Key Learnings
The role of Human resource function in a complex matrix structured organization
and various challenges that it faces pertaining to development of policies and
strategic human resource planning that should be in coherence with the
organizational goals and objectives.
Understanding various human resource processes like talent acquisition and
recruitments, talent management, performance management, learning and
development, goal setting, other HR operations like compensation and payroll
management, leave management, full and final settlement of employees leaving theorganization, etc.
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Understanding the various roles and responsibilities associated with each of the job
positions in an organization is one of the key factors for effectiveness of the job.
Defining the competencies for each of the job positions is important not only in
recruitment, but also for on-the-job training and performance analysis.
Corporate Social Responsibility plays a vital role in building the brand image in thesociety. Hence, CSR branding is highly essential to highlight the organizations effort
in contributing to the development of the society.
Corporate Social Responsibility is an ongoing process and can be made sustainable
only by the involvement of the employees. Involvement of NGOs and various third
party can only facilitate the smooth functioning of the process.
References
1. United Breweries Limited Intranet (Sampark)
2. United Breweries Limited e-learning portal (UBL University)
3. Official Website of United Breweries Limited (www.kingfisherworld.com)
4. HR Policy documents of United Breweries Limited
5. Suvro Raychaudhuri (2012) Technology For HR Effectiveness - A Case Study From
United Breweries Limited -
6. Official Websites of various organizations
7. Corporate Social Responsibility policy for various companies
8. Richard S. Mansfield (1996) Building Competency Models: Approaches for HR
Professionals
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