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The globalization of individuals has increased difficulties of firms to retain their valuable employees (Sokro, 2012, p 170). Employees being the most important resource in an organization, HR managers are packaging more benefits and rewards aimed at greater employee retention. Employers are focusing on Employee Value Proposition (EVP) to combine benefits and rewards which are received by the employees in return for the performance they deliver at the workplace (Frow et al, 2014, p 330). Rubicor in Australia focuses on employee value proposition by providing opportunities for improvisation of employees. The current scope of this essay discusses Rubicor’s employee value proposition by discussing the opportunities that the organization provides. The extent such value proposition’s alignment with its business strategy and drawing from unique strength is discussed.
The Rubicor Group happens to be leading recruitment and human resource service provider in Australia, New Zealand, and Asia. The company provides HR consulting, management, workforce recruitment and payroll services (Rubicor, 2019). They have an extensive network of a specialized team providing personal services in a customized manner. Rubicor has offices across Australia, New Zealand and Asia that offers employees to work with the world’s leading employers in their respective region. It is providing EVP to their employees through rewards, development, inspiration, and opportunity. EVP includes offerings that the organization provides in exchange of capabilities, skills, and experience, that an employee contributes to the organization as per Minchington (2005). Manpower Australia is a human resource consulting firm that delivers recruitment solutions to diversified clients in Australia, they are providing EVP through extensive development and by providing an opportunity to employees. With increasing employee diversity and internationalization of employees, attracting and retention of talent has become harder than ever before, hence EVP has emerged to be highly relevant in organizations.
Mirvis (2012) states that rewards, development, and opportunity can provide best practices to attract employees. Rubicor draws its unique strength from being able to reward the high performing supporting and front line staffs. According to DiVanna (2002) states that EVP focuses on supporting corporate value proposition and he defined EVP as a portfolio comprising of experiences and skills, which an organization considers as assets. The company has several rewards and wellbeing programs, performance-based short term incentives, equity-based long term incentives, high performer packages and advice and assistance with retirement planning along with another specialist financial and debt assistance with assistance from external partners. Rewarding through compensation, retirement benefits, health benefits, and flexible working enables aligning with the business' key strategy which aims to retain employees. Manpower Australia and other companies in the market, on the contrary, are focusing solely upon providing ample opportunity through corporate tie-ups. The best practices in EVP from several academic kinds of the literature reveals that HR firms, as well as professionals, have a planned strategy for communication of their EVP along with Employer Branding for attracting future candidates (Åkesson, Skålén, Edvardsson and Stålhammar, 2016, p 359). Rubicor’s rewarding strategy is in line with current existing literature that reveals most employers make use of rewards for their EVP.
Rubicor has an extensive client base; some of its prominent clients are Google, Australian Government and so on. Rubicor offers its employees tremendous development opportunities by working with these companies. By building its reputation in consulting and solution providing, they have strengthened their market position. Hence, its employees get the opportunity for a future career opportunity, stability, and meritocracy. This is aligned to its business strategy that focuses not only in attracting talents but also allowing them to grow. The company differentiates themselves when compared against other recruitment companies for focusing on the solution and consulting by investing in technology in delivering a solution to clients with convenience. The company’s business strategy has enabled low rates of employee turnover at the senior and middle levels. The development strategy allows aligning with its overall business strategy as it focuses on retaining and providing clients with the best possible talent. As employee development has a significant cost attached to it, companies in the market such as Morgan Consulting, Manpower Consulting does not much focus upon it. On the contrary, they have a pool of talent (database) from which they provide required employees to their clients. Academic literature reveals that elements of EVP comprise of compensation, benefits, career, work environment and culture. Amongst the several EVP components employee development that aids to support career is an integral component (Shuck, Ghosh, Zigarmi and Nimon, 2013, p 25). Career represents an opportunity to progress and develop employees in the current generation views development in high regards. Development is seen with high employee retention at middle and senior levels, as Rubicor is seen to have relatively lower rates of attrition from the senior levels.
Rubicor aims at inspiring employees with a focus on culture as being their key element. They recognize weaknesses to implement continuous improvement of employees. They assists employees grow with them so that they can thrive. They implement camaraderie, coworkers quality, manager quality, collegial work environment, people management and with senior leadership reputation. The spirit of culture enables Rubicor in attracting talents and in their retaining. This is truly aligned with the business strategy of the organization, which aims to inspire and improve to thrive. This business strategy has enabled the company to add various services to its portfolio. Inspiration is a part of Rubicor’s culture and it draws from its strength to project it as a leading company. Culture is an integral component of EVP as most academic literature indicate. Studies reflect that employee’s leaders, managers and colleagues have a relevant role in EVP. Having a supportive environment with a collaborative team spirit ensures the presence of EVP (Sengupta, Bamel and Singh, 2015, p 315). Cultural fit is found to be one of the key determining factors in EVP hence organization need to adapt this key component.
Rubicor provides a diverse opportunity for its employees with various clients, who are large and small in nature. Rubicor offers its clients with varied solutions capable of delivering outcomes. In order to provide diversified opportunities to their employees, they offer business travel, job interest alignment, innovative work, work-life balance, level of impact and recognition. This is one of the key driving business strategies that aim to find opportunities for employees. Opportunity is a part of benefits offered by the organization, it provides employees with several benefits such as flexibility, time off, holidays, satisfaction with the system, retirement, education, insurance and so on (Edvardsson, Klaus, Payne and Frow, 2014, p 2). Employees regard these opportunities highly and consider it as a way in which companies care for them. Hence opportunities are regarded highly in academic literature, which has the capability in depicting EVP. Best practices within EVP are those which deliver opportunities for their employees. When all the components of EVP are present, an organization can attract and retain talent in a better manner.
EVP has emerged to be the key driver in attracting employees and a related concept in employer branding. EVP is thus used as an underlying offer which enables an organization's employer brand marketing and management activities. Tandehill (2006) states that EVP compels organizations towards the development of a statement of the total work experience at the organization being superior to others in the industry. The value proposition identifies the central reasons people commit themselves towards the organization's goals and focus on the strategies.
Organizations develop EVP for providing a platform for employer branding and experience management. EVP has emerged as a new magnet that attracts talented candidates. With a set of associations and offerings, EVP provides organizations with an employee-centered approach aligned with integrated workforce planning strategies. EVP offered at Rubicor is unique, relevant and compelling. It acts as a key driver for attracting talent, retaining them and in employee engagement. This drives the competitiveness for the business in comparison with its competitors. Thus, Rubicor emerges as an organization that consistently delivers efficient employees for their clients.
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