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India – Adecco launches loyalty scheme and plans for organic growth

23 April 2015

Adecco India has launched a loyalty programme for its temporary workers and staff members in a bid to increase employee engagement and retention, reports business-standard.com.

Angelo Lo Vecchio, who was appointed Country Manager and Managing Partner of Adecco India at the end of 2014, has outlined a three-pronged strategy which includes increasing sales intensity, a new delivery model and increasing permanent placement and professional staffing.

‘Adecco Life’, the employee loyalty programme, gives employees who sticks with Adecco for six months or more, discounts on many a product at select retail outlets with which Adecco signs up.

Currently, it has signed up with about 20 partners, Mr Lo Vecchio told Business Standard. “Adecco will be the first HR solutions company to have such a programme in the country.”

However, he said the actual results of the programme would be visible only by June next year.

Meanwhile, the company, which had up until a couple of years ago been looking at acquisitive growth as a means of expanding in the country, has now changed its strategy. It wants to now only look at organic growth.

Some of the earlier acquisitions of the company had proven particularly challenging, as there had been difficulties pertaining to HR and how to infuse Adecco’s culture into the acquired entity.

As part of its growth plans, it has started “verticalisation” of its talent pool. It has opened two verticals, one focussing on banking, financial services and insurance sector and the other pertaining to health care and pharma.

“We are having a separate focus on the verticals,” Mr Lo Vecchio explained.

The permanent staffing business is about USD 600 million in the country today. However, it’s highly fragmented with many small players and Adecco is pushing to gain a major chunk of their business.

The company is planning to increase the number of its staff in six months from 350 to 500 to focus on its permanent and professional staffing business.

Meanwhile, the company is planning to hold roadshows from the second quarter of this year to make companies aware of compliance and laws of the country.

With its expansion plans that it has charted out, it is taking up more office spaces in major cities across the country. The company, present across 55 locations, is now in the process of extending more solutions to Mumbai and Chennai.