CONTENTS

1.

INTRODUCTION..............................................................................................................1

2. PRELIMINARY INTERVIEW................................................................................................3
3. OUR OBSERVATIONS.............................................................................................................3
4. INTERVIEWS WITH employees.............................................................................................3
4.1. QUESTIONNAIRE..............................................................................................................4
5. CHANGE MODEL....................................................................................................................7
6. EMPLOYEE Readiness For Change.......................................................................................8
7. INTERVENTION......................................................................................................................8
7.1. Human Resource Management.............................................................................................9
8. Diagnosis.....................................................................................................................................9
9. CONCLUSION........................................................................................................................10

1.

INTRODUCTION

Symmetry Group offers a range of interactive marketing and digital media services. They tend to
attain customer satisfaction to retain customer relationship that last a lifetime. They have
launched a flagship initiative to various companies to multiply their profit. Symmetry Group
always stays ahead in competitive markets. Symmetry Group comprises of three agencies,
namely, IRIS Digital, Symmetry Digital and Creative Jin. Symmetry Group was jumpstarted by a
group of young entrepreneurs in 2003 and it has been a market leader ever since. They are digital
media group that offers a spectrum of interactive marketing.
Vision
Symmetry Group is a renowned leader in the local digital media industry and hopes to emerge as
a one of the leading forerunners for digital media agencies in the region.
Mission
Symmetry Group subsist to add precision value to our clients and their marketing strategies by
providing a panoramic array of digital services that are founded on research, innovation and
creativity.

Symmetry group is a UAE based Investment Company and is fully owned subsidiaries of
Symmetry FZC. They have numerous investments that are the leaders of Pakistans digital
agencies and they are:
Symmetry Digital is one of Pakistans largest digital media agency and shines as a pioneer built
on innovation and creativity.
Iris Digital is one of Pakistans youngest full-service digital media agencies that exploded in the
industry and delivers a fresh vision on various matters.

Creative Jin is the second full service media agency owned by Symmetry FZC and focuses on
robust ideas supported by design and development.
The services of Symmetry Group is designing that is to create original, connected and unique
designs in this age of browsing online relationships have become more valuable and demanding.
Symmetry Group of Agencies handles a large chunk of Media spending in the industry and is
reason of the development of some major players in the market. It is Pakistans first and foremost
name in the digital media industry.

2. PRELIMINARY INTERVIEW
The interview was conducted with the co-founder of the company, Mr. Adil Ahmed to let us
know over the problems currently faced by the organization and how would they want the
improvements to be seen. Then he told following problems currently faced by Symmetry Group.

Employees feel demotivated because they think that the salary they draw is not market-

competitive
Under-resourced for the work that is being done by the department
Deadlines are generally short which builds in a lot of pressure
Generally, the working hours are very long which results in employees not having enough
time with the family

3. OUR OBSERVATIONS
After pondering over the problems highlighted to us through the co-founder, we went through
observations to know exactly whether the problems actually exist or not. Once executed, our
observations are as under:

On-the job and off-the-job trainings are available and provided to the employees while
the treatment is very good too. However, the salary drawn by the employees are less than
the market
3

Working hours are generally higher as the company is under resourced

Short deadlines from clients are accepted which leads to a lot of pressure on the
employees

4. INTERVIEWS WITH EMPLOYEES

We then moved forward and conducted interviews from the employees working in the
organization and got their views about the organization and workout the solution after finding the
gap between objectives of employers and performance of employees.

Employees names and designations:

NAME

DESIGNATION/DEPARTMENT

Mr. Ovais Ayaz

Executive - Strategy & Planning

Syed Kashif Ali

Assistant Manager - Creative Department

Mr. Umer Bin Waqar

Waqar Qayoom Senior Developer

Mr. Hammad

HR Department

4.1. QUESTIONNAIRE
We asked following question in interviews:
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1. What was your induction process?

2. What will be your basic motive behind switching other than money?
3. What types of jobs have you held in the past?
4. What did you like most/least about the position?
5. How many times does your project get rejected?
6. How do you deal with stress in the workplace?
7. Do you guys feel any integration issue?
8. What are your normal entry and exit timings?
9. How do you define the role of HR?
10. How do you check the performance of employee?
11. Where do you spend the most of your time?
12. Do you feel overstuffed with the things?

MAJORITY OF EMPLOYEES GIVE ANSWERS AS:

1. What was your induction process?
Reference of internal employees
2. What types of jobs have you held in the past?
Most of them have worked in another similar organization
3. What did you like most/least about the position?
Most: Its a challenging which requires perfect balance in every aspect
Least: Things make the employee feel too much burdened
4. What will be your basic motive behind switching other than money?
Long working hours, too much pressure, short deadlines, over working
5. Do you guys feel any integration issue?
No
6. What are your normal entry and exit timings?
9am to 9 pm
7. How do you check the performance of employee?
Client satisfaction, Performance, Working hours
8. Where do you spend the most of your time?
Integrating with clients and channels, aligning the work with creative etc
9. Do you feel over burdened with work?
As a strategy planner having to do all the work themselves from pitches to presentations,
working on big idea, making media plans, running campaigns, interacting with the
clients, social media management, website development etc. makes it a little difficult to
give your 100% every time

After conducting all the interviews, we were under the opinion that employees are demotivated
due to multiple factors; hence, the consultation from OD is required.

5. CHANGE MODEL
ACTION

No change now

PROBLEMS

Shortage of workforce

REASONS

Because of industry practices

and induction of HR
department.

Longer Deadlines

Long Working Hours

As agency long working hours

are a given it is normal

We can work on these data

Rejection of projects

from clients.
Timing(working hours)
Role of HR
Performance evaluation

system.
Consuming most of
time in integrating with

We
can
work
on
these

We Are Working On First

Problem As It Needs
Organization Development
Practices To Solve.

clients and channels.

Workload.

6. EMPLOYEE READINESS FOR CHANGE

As per our Investigation we came to the conclusion that employees of our target company had
high enthusiasm for change due to poor satisfaction with existing environment and lower risk
perceived personal risk about change.

Lower Satisfaction with current environment

After a detailed diagnosis on organization through our interviews and observation, we came to
the conclusion that employees were very much frustrated about current system of organization.
Repetitive rejection of presentation by clients have led them to become demotivated as they
arent meeting their targets henceforth their performance isnt up to the par. Majority of the
employees were frustrated about present condition which surely rises the readiness for change by
employees.

Lower Personal Risk by Change

Several of the employees at Symmetry Group were either fresh recruits or their experience was
relatively lower. The organization had a very high turnover and so people dont really stay with
the more than couple of years. The intervention or planned change to improve the existing
condition would not only increase their job security at current organization also will not create
any personal risk for the employees.

7. INTERVENTION
After joint diagnosis of problem and feedback of the data to the head of organization, we come
with an intervention to enhance employee motivation which could certainly decrease employee
turnover. The type of intervention that we come up was Human Resource management
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7.1. Human Resource Management

Our suggested intervention brought a Human Resource change; all the members of
the organization should identify problems, set action targets, and begin working on
problems

Employees know best what issues they are facing and they will feel motivated and
empowered when they will get a chance to voice their problems and make strategies to
resolve it themselves. Moreover hiring more employees in coming months was also
considered

Employees will also be paid an overtime so that they do not feel more demotivated by
such long working hours

We also helped them construct a proper appraisal document so that employees know how
to grow and so that they may know what their future in the organization is. Right now
turnover is high as employees think there are no growth opportunities in the organization

8. DIAGNOSIS
After implementation of both interventions, we tried to diagnose the impact of change on the
whole organization. As a change cannot be rapid and it takes a good amount of time to
implement a change and identify its impact. We tried to link the performance of the organization
considering the presentations made to the clients. After our discussions with the employee we
came to know that they have hired a few new resources as a result employees did not seem over
burdened with work. Deadlines were still short but as the number of employees had increased
burden on employees had decreased a bit.

9. CONCLUSION
After the initial observations at the organization, we understood that employees at Symmetry
Group were demotivated due to being over worked, long working hours and short deadlines.
These results were ultimately leading to wastage of time for handling clients and channels. Our
initial observations were then supported by interviews conducted by personnel from various
departments. The interviews supported initially recognized issues. After Feedback, including the
observations with Co - Founder, we were allowed to work out on the mentioned problems in the
organization.
After joint consultation with the Co - Founder, changes in their processes were suggested and it
was proposed that the more employees are hired, employees are paid an over time.
After four weeks of implementation of interventions, we further tried to observe whether
suggested intervention made any improvement in the organization. As certain type of change is
implemented gradually, improvement can be observed after certain period of time. It is not easy
to gauge employee motivation and turnover in a span of four weeks. We linked the change in
performance by relating it with the rejection level of presentation by clients. After successful
implementation of intervention a gradual improvement was seen in working conditions and
employee satisfaction.

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