Winning Secrets: How Luxofters are encouraged to share their experiences and learn from one another

Winning Secrets: How Luxofters are encouraged to share their experiences and learn from one another

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Huong Nguyen, Head of Employer Branding (APAC), Luxoft on translating Luxoft’s values, culture, approaches, and personality to its targeted audience through a variety of initiatives.

Luxoft is the design, data and development arm of DXC Technology, providing bespoke, end-to-end technology solutions for mission-critical systems, products and services. 

At the 10th annual edition of HR Excellence Awards, Singapore in 2022, Luxoft won bronze for 'Excellence in Employer Branding’.

In view of this achievement, we catch up with Huong Nguyen, Head of Employer Branding (APAC), Luxoft on the employer branding strategy, rooted in creating a positive impact, that ensures higher talent acquisition and retention.

Q Congratulations on the achievement! Could you take us through the highs and lows of your winning strategy?

It’s all about the people and ensuring that every voice is heard. Luxoft is built by 'Luxofters' from a diverse pool of talent, from all across the world, who are encouraged to share their experiences and learn from one another through our EVP campaigns. This is fundamental to our employer branding approach and has been instrumental in empowering and encouraging our people.

Our strategy is rooted in creating a positive impact that ensures higher talent acquisition and retention. This includes translating Luxoft’s values, culture, approaches, and personality to our targeted audience through a variety of initiatives, for example, building strong partnerships with educational institutions and job portals. Apart from our active participation in career fairs, webinars, and other events that drove awareness and engagement with aspiring tech talent, our collaborative culture and DNA of the company have also helped us establish strong brand equity for Luxoft.

All these efforts have contributed to a surge of interest in our company and job opportunities.

In terms of challenges, the initial disruption in the workplace caused by remote working impacted our ways of connecting with our people. As our approach is extremely employee-driven, a challenge we sometimes faced was getting prompt responses from our colleagues. Our solution for this challenge revolved around ensuring direct and clear communication — leveraging various communication touchpoints to promote the campaign to our employees — and making the process more interactive through campaign gamification and leveraging social media.

Q How did the Employer Branding team identify and align the business & employee needs, and craft out this perfect solution?

Collaboration and communication are the values that are the core of our employer branding strategy.

Clear communication with key stakeholders is an extremely important factor behind any successful campaign. Regular cadence with the management, HR, and department heads helped us gain better insights into their hiring needs and supported us with valuable sentiments from employees and applicants regarding their job motivations and challenges.

All of these insights helped us confidently plan and decide on which key initiatives we should introduce, proceed with, or halt. This led to a collaborative way of working that increased the levels of trust and support, which helped us to align on the needs of our people, leading to business results, as an engaged workforce is critical to success.

Q Could you share the results that your strategy has delivered –be it on the business, HR, or people side?

Measurable results create a positive impact and help us continually improve our strategy and activation. We have ensured that our campaigns and approach are aligned with our goal – to be the employer of choice that ensures higher talent acquisition and retention.

One of our most successful initiatives is '#ProudLuxofter', which enables Luxofters to share their career journey and highlights Luxoft’s work culture as well as what makes these employees proud to be a part of our community. Following our #ProudLuxofter initiative, our employees received a high volume of likes and shares on their posts, and we observed the same upward trend in the traffic to our website. These efforts have helped increase our outreach and generate interest in our company and job opportunities.

Additionally, earlier this year, we were officially certified as a 'Great Place to Work'. Further, 86% of Luxofters say that our organisation is a great place to work. This recognition has given all Luxofters a boost in their morale.

Q What is your message to all the stakeholders who have supported you in this journey?

Empowerment is an essential part of a strong work culture, and all of us at Luxoft endeavour to live up to it – we are grateful to everyone at Luxoft for their continuous support and guidance.

It is uplifting to have colleagues across various departments participating in our campaigns, content and design teams who create attractive assets, and our management team, who trusted us entirely to run the campaign.

Q What are you most excited about when you think about the future of work?

The future of work is moving towards a flexible, diverse, and inclusive working culture. Flexible workplaces entail adaptation to circumstances such as geographic location (hybrid work or remote work), and schedule (flexible working hours or condensed work week), whereas diversity and inclusion involve hiring employees of different backgrounds and experiences, providing them equal access to opportunities and resources, and valuing their unique contributions. At the same time, employees today are looking for much more than financial stability – they are also looking for an opportunity to make a meaningful impact, and for work-life harmony.

This poses an exciting opportunity for the human resources and the employer branding teams to collaborate closely to create a strong and positive work culture that supports employees with the aforementioned, thereby strengthening our employer branding strategy in an organic manner. After all, employees who are satisfied in their jobs are an organisation’s greatest advocates.

Image / Luxoft

Read more interviews on why organisations have won trophies for their HR practices - head over to our Winning Secrets' section!

Follow us on Telegram and on Instagram @humanresourcesonline for all the latest HR and manpower news from around the region!

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Follow us on Telegram and on Instagram @humanresourcesonline for all the latest HR and manpower news from around the region!

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