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BRICs require individual approaches, suggests report

Businesses operating in India should emphasise speedy promotions and corresponding salary increases if they want to engage and retain talent, research suggests.

But companies in China would drive better satisfaction among workers by demonstrating they are a rapidly growing organisation that caters to key talent.

These recommendations, from Ernst & Young (EY), follow a survey of more than 1,100 professionals in BRIC (Brazil, Russia, India and China) economies.

The report recommends employers will be more successful in recruiting and retaining employees if they understand the different professional values of each nation.

It highlights that in Russia workers are driven by career growth and positive work environments. But Brazilians favour a high-energy and socially-oriented work culture.

EY's human capital division global talent and reward leader Bill Leisy said multinational companies should “avoid a one-size-fits-all approach”.

“Understanding cultural differences and professional preferences will position an organisation to develop an employer brand that not only attracts the best people in the first place but also implement a strategy to engage and retain them,” he said.

The report, Differentiating for success: securing top talent in the BRICs, also studied differences between engineers, IT and business workers.

It found business and IT professionals were more likely to want flexible work arrangements than engineers.

Business professionals were also significantly more interested in quick promotions than those in IT and engineering.