1. Managing people is a major challenge for BPOs in rural India due to low education levels and employability rates in rural areas. 2. Sourcing talent requires non-traditional methods like village promotions and newspaper advertisements. Training programs need longer durations focused on building English language and computer skills. 3. Retention is also difficult due to lack of career growth opportunities. BPOs implement multi-level hierarchies and continuous training to motivate employees to stay. Finding qualified managers to lead rural centers remains a challenge.

1. Lecture-2 Managing People in a
BPO
“Empowered Outsourcing”
Presented By
Bharat Bongu

2. Contents
1 People
2 Challenges
3 Tackling Issues
4 Is Rural India any different??

3. Talent Pool??
Problem:
• Over10 million graduates YOY
• Of them around 5 lakh are tech graduates
• 15% of these graduates are employable (it is 20-25% for tech
gradates)
• In three- tier and Rural places the conversion rate varies
between 2-5%
Solution:
• English medium education should be promoted
• Industry oriented training should be part of the curriculum

4. People Manager –Roles & Responsibilities
Three major Roles
The three major roles of the HR department in Sourcing
any BPO can be classified into:
Consultants, employee referrals,
Sourcing Walk-in’s,Job Fairs etc..
Process specific training – Urban BPO
Training
Training Foundation Training- Rural BPO
Retention Training
Retention R&R???

5. Sourcing
Job Consultants
• 50-70% of the hiring process is outsourced to consultants
• Cost per hire is between 10000-12000 INR
PRO’s
- Complete End to End Solution
- Reduction in HR workforce
CON’s
- Fraudulent ways of hiring
- Loss of organizational culture

6. Sourcing
Employee Referral
• 15-20% of the hiring process is done through
• Employees get a bonus for referring people, it ranges between 3-5K.
PRO’s
- Reduction in Recruitment cost
- Organization culture kept in-tact
- Eradicating Mediators

7. Sourcing
Direct Recruitment
• 10-15% of the hiring process is done through direct recruitment
methods like job fairs, Walk-ins, Job portals etc.
CON’s
- Huge amounts are spent in
organizing recruitment drives
- Throughput from Job Fairs is
sometimes as low as 10-15%

8. Training
For Call Centers: (2-3 week module)
- Communication or what is called accent training
- Voice modulation & floor training
- Process Training
- Behavior & soft skill training
Issues :
- Low training throughput
(as low as 45% at times)
- Costs incurred per candidate
are high (65000-80000 INR)

9. Employee Retention
Attrition Bug:
- The BPO industry has been bit by attrition. “It is like Rust”
- The attrition rates are sometimes as high as 100%
- The average attrition rate is between 50-75%
Reasons
- Lack of job satisfaction
- Monotonous life
- Low paying jobs
(or the other BPO is paying higher)

10. So what’s the issue?? (Employee
Perspective)

11. Employee Retention Strategy
Lot of levels are introduced
VP
to retain employees
GM
Continuous R&R??
AVP
SDL
Group Leader
Team Leader
Agent

12. People Issues in Rural India
• A completely different ball game
• The Medium of education is in “Regional Languages”
• The throughput rate in Recruitment drives is as low
,ranges between 10-15%
• The throughput from training also is very low (sometimes
as low as 30%)
• Lots of time is invested in training as it is a foundation
training in “English Language” (3-4 months followed by
process specific training)

13. Sourcing People
Biggest challenge
Consultants, Portals (this accounts to 70% in Urban India)
Town hall sessions (“Rozghar Divas” )
Employee Referrals

14. Reaching out to People
Rural Marketing Channels used
Process Reach
Pamphlets in Newspapers High
Newspaper Article High (very important to have a
supporting newspaper article in the
same week when the pamphlets are out
for credibility)
Newspaper Advertisement High(expensive method)
Marketing in Educational Institutes Focused Marketing –Very High
focussed reach
Village wise promotion High

15. SourcePilani’s Marketing Drive
Newspaper Ad for the Rozghar
Divas
Banner’s in Pilani for the
Rozghar Divas

16. Training
The focus of training is mainly on English language skills & computer skills
GRAMMAR READING WRITING COMPREHENSION LISTENING SPEAKING
WEEK 1 hour 1hour 1/2hour 1/2hour 1/2hour 1/2hour
News paper for
Sentences, Structure reading aloud in
of a sentence, Forms class and About 15 to 20 Listening to
of sentences.Subject- recording the lines on topics Reading simple Simple stories on
Predicate, parts of same.Reading like Myself, My passages of 10th audio tapes and
Speech,Noun, Kinds small story books Village, The class standard and answering
of noun, Articles, like Panchtantra nearest town, answering questions questions based
ONE Singulars_Plurals. etc silently Capital city based on them on them Self introduction
Reading aloud About 20 lines Listening to Asking information
from the book they on topics like Reading simple recorded News about himself /
Pronouns, Kinds of have read silently My Hobby, passages of from different herself from the
pronouns,Verbs, the day before. Favourite Intermediate level news channels person sitting
Kinds of Verbs, Reading Sport, Movie, and answering and answering beside him / her.
Forms of Verbs, newspapers Book, Holiday questions based on questions based Intrducing the
TWO Tenses. silently. Spot etc. it. on them neighbouring
Sample English curriculum

17. Organization Structure
Finding a
motivated Mgmt
Management team
is the next big
challenge for Project Tough to
Rural BPO’s Manager/Admin find smart
manager Team
leaders &
Team Leader PM’s
Agent

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