uh11054 sip ubl final reportv1

8/12/2019 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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2Summer Internship Project Report

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.
http://en.wikipedia.org/wiki/Kingfisher_(beer)http://en.wikipedia.org/wiki/Kingfisher_(beer)


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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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