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be defined with the help of three core elements- 1) the extent to which employees feel
passionate, happy and committed to their jobs, 2) the extent to which they are connected with the
vision, mission and ethos of the company and 3) perhaps the most important element, ‘how
much discretionary efforts employees are ready to put in to achieve organizational goals to
ensure sustained, superior performance’. At times, engagement is also equated with how much
fun employees are having at the workplace however, engagement is a way deeper concept than
this and requires concerted efforts from both individuals as well as organization’s side.
Engagement has emerged as an important construct over all these years and if we quickly delve
into its genesis, we find that several eminent behaviourists recognized the criticality of the
construct and put forth their observations like, Mary Parker Follet in 1920s proposed the early
ideas around engagement and used terms such as employee morale, work ethics, productivity
and motivation. During the 1950s, Frederick Herzberg propounded the idea of vertical
enrichment where line managers provide developmental opportunities to the direct reports. The
era of 1990s saw ideas such as- personal engagement, burnout antithesis approach, needs
satisfying approach, popularized by William Kahn and Schmidt. However, it was Gallup which
took the concept to another level and developed extremely popular ‘engagement survey’ which is
still being used by the top companies.
Engagement in TVS
At TVS, the engagement framework is called as ‘visibility impact matrix’. The meaning of visibility
is `engaging self or others in initiatives or activities which provide high adrenaline rush but for a
temporary period of time’- organizing birthday parties, offsite, hosting fun events are some
examples of conducting high visibility programs. On the other hand, high impact programs target
at removing obstacles and bring more lasting impact on the organization as a whole. Such
programs garner more respect and attention from the key stakeholders. The effort should be
made to come up with high impact programs which should then be made visible so that the same
can be emulated for the larger good. For example, in TVS a robust succession planning program
was created which gave good returns by impacting the bottom-line. It was a high impact program
which was made visible when the same was presented in the company’s forum as one of the
most successful HR interventions. The need for HR managers is to be critical of themselves and
deliberate how others perceive HR as a function. There is a need to choose between being
popular vis a vis being respected for the work.
In TVS, the tool to maximize engagement is called as MAP (Mastery, Autonomy, Purpose) which
posits that ‘autonomy’ and ‘mastery’ give good control to the employees while ‘purpose’ shows
employees why are they here and what exactly they are trying to achieve. By giving MAP to the
employees their levels of engagement can be increased. Furthermore, leaders can play a huge
role in facilitating engagement among employees by bringing in alignment with the vision of the
organization and the competency levels.
Moments of Truth
How can leaders know if their employees are really engaged? ‘Moments of Truth (MOT)’, a
marketing concept can be used to determine the extent of engagement among employees. It is
basically a moment when customer interacts with a brand or uses it to form or change its
impression. MOT has various levels ranging from zero to three where the third level indicates the
highest level of brand advocacy. Similarly, within the context of engagement, it is desirable to
attain level three where employees become the true ambassadors of the organization and don’t
hesitate to put in discretionary efforts to achieve organizational goals. So in all, employees who
show more of discretionary efforts are deemed to be more engaged and connected to their
workplace. The question arises- can this third level of engagement be achieved- answer is yes
to a great extent with the help of some effective ‘Rewards and Recognition’ strategies.
Within an organization, employees can perform several roles; ‘core role’- doing only what is there
in the job description, ‘career role’- doing things meant to advance one’s career, ‘team role’ -
moving out of the core role and providing support to the team, ‘innovator role’- making
innovations leading to work improvement and ‘organization role’- helping organization by
demonstrating citizen-like behaviours. In order to increase engagement levels of the employees,
it is desirable to design variety of reward programs that felicitate employees for their contribution
at various levels. It is advisable to find out what motivates employees and then craft reward
strategies accordingly. Some employees value autonomy and flexibility so give them that and let
them decide their rewards, e.g. gift vouchers and cash prize will lend them this control. The 6Ds
beautifully summarize what engagement is for TVS – it is "Doing, Daily, Directly, Deliberately,
Diligently and Distributedly" says Madhu Raghunath, Head of HR and Organizational Capability,
TVS and Sons
To conclude, it can be said that engagement is not a onetime event rather a deep construct
which has the potential to impact organization wide outcomes. The efforts should be made to
provide conducive working conditions to the employees so that they willingly put discretionary
efforts to enhance the organizational outcomes. Furthermore, the need is to recognize
employees’ role in the organization and design reward and recognition strategies accordingly.