Bharti Airtel strengthening brand through technology

With the telecom industry witnessing several upheavals in terms of competition, technology, regulation along with evolving consumer behavior, the need for Airtel to be on its toes at all times and providing the best customer experience has been crucial. But Airtel has been known for championing change internally and externally. And this sentiment is visible in its employer branding and the many initiatives that Airtel has adopted in the recent times for its employees. 

With the ultimate goal to strengthen its employer brand while ensuring that employees get a unique experience, Airtel’s ‘Hive’, an internal social media application, connects every employee to what’s going on at the ground — whether town hall meetings, events, product launches, marketing campaigns, recognition events etc. Within Hive, a ‘Wood-o-meter’ section is built around the fundamentals of Say, Stay and Strive, and gauges employee responses on what they feel about the company, what makes them connected and how they make their career journey better. 

Another one of Airtel’s initiatives ‘iLearn’ is a self-learning, self-development and self-discovery platform that promotes a culture of learning and development and makes learning a natural part of the experience and evolution, rather than being a mandatory exercise. 

Airtel’s values and vision of ‘AIR’ – Alive, Inclusive and Respectful, have been embedded in the organization’s culture, working, processes and relationships. These values continue to provide the direction and form the bedrock of all Airtel’s people interventions. Alive is about being in tune with the changes and the vibrancy in the world, not being static and embracing change and innovation as a virtue; Inclusive is about being fair and transparent to bring out the best in everyone, and implementing the idea that everyone, from top to bottom is responsible and capable of both ideation and execution; and Respectful is the first step to empowering employees, and giving them the power to be open, free and in control. 

Airtel’s vision is to give its employees a sense of ownership and involvement in a thriving ecosystem where ideas and achievements flourish.