NEXT GENERATION HR - CIPD

NEXT GENE
Inspiring a bigger sense of purpose
Many Asian countries are facing exciting times. And people know this. It is a time to dream
and to think about nation- and community-building. The best organisations tap into this and
inspire their people with a sense of bigger purpose and of grand ambition.
Case study: Indian construction company
We spoke to one of India’s premier infrastructure businesses. And it has to attract a highly
scarce resource – construction project managers. They do this by appealing to a larger
sense of purpose.
‘First we plan our campaign. We never build a road. We build a highway…and it is part
of building a new India…. We then launch the project to the press. Really build up the
prestige of it. It is only at that point that we begin to talk to potential project managers.
And by this stage we have something really prestigious and exciting to sell them. They feel
as if they are making a difference.’
Case study: Glaxosmithkline
Glaxosmithkline, a global pharmaceutical, is tapping into the increasingly intensive
competition in attracting and retaining sales people in China. And one way it does this is
by tapping into a sense of broader ‘societal’ purpose – expanding access to medicines.
‘A lot of people in emerging markets are inspired by the potential of pharma to expand
access of medicines for developing countries. The Asian employment offer for GSK might
then become inspiring purpose, geographical travel and great development.’
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NEXT GENERATION HR