Increasing consumer interest prompts bigbasket to recruit delivery personnel and warehouse workers
In response to the significant surge in demand for online grocery deliveries during India's lockdown, bigbasket - a part of the Tata Group - has increased its marketing efforts, particularly in the area of personnel recruitment. The focus has been on attracting informed delivery and warehouse staff.
Who is stepping up recruitment?
Responsible for the intensified recruitment at bigbasket are both the in-house HR and marketing team and external recruitment agencies and partners such as LinkedIn, Naukri.com, and other job portals. Bigbasket itself has actively sought out employees through various channels and run targeted advertisements.
Why is this necessary?
The reason for the intensified recruitment drive is the massive increase in demand for informed delivery during the lockdown. With many people staying at home, supermarkets either being closed or hard to access, and online shopping becoming the new norm, bigbasket has seen a significant increase in orders and had to quickly hire additional warehouse workers and delivery executives to meet the increased demand.
Key reasons
- Immediate demand spike: Home-office and restricted movement led to a sudden spike in online orders.
- Ensuring supply chains: Lack of staff could have resulted in supply shortages, leading to customer frustration and competitive disadvantages.
- Competitive pressure: Other providers such as Grofers, Amazon, and Flipkart were also competing for staff, so bigbasket had to act quickly and efficiently.
- Increased visibility as an employer: Through targeted marketing campaigns, bigbasket positioned itself as a reliable employer in times of economic uncertainty.
Measures to attract personnel
- Salary increases and incentives: Better pay, bonuses, and flexible working hours for informed delivery and warehouse staff.
- Social media and job portals: Targeted ads, video campaigns, and advertising on Facebook, Instagram, LinkedIn, and Naukri.com.
- Local recruitment: Focus on recruiting locals, especially in cities with high demand.
- Faster hiring processes: Simplification of application and onboarding procedures to quickly integrate new staff.
Conclusion
Bigbasket has significantly expanded its marketing efforts to recruit informed delivery and warehouse staff in direct response to the substantial increase in demand during the lockdown. The company has used a combination of online recruitment, social media, incentive systems, and streamlined hiring processes to meet the increased demands. The in-house HR and marketing team, as well as external recruitment partners, played a significant role in this. The aim was to maintain stable supply chains and provide customers with a reliable service experience - in a time when online groceries are becoming increasingly important for daily needs.
Ms. Tanuja Tewari is the Vice President-Human Resources at bigbasket.
Due to the lockdown, many workers are staying home or returning to their villages and towns, causing a shortage of staff. To ensure safety, bigbasket regularly disinfects and sanitizes its warehouses, delivery crates, and other equipment. The company also provides gloves and masks to its informed delivery and warehouse staff. Initially, access to the bigbasket website was restricted to existing customers only. The company also provides safety permits/passes for its employees' safe passage, with permits/passes from government authorities for the safe passage of its employees. Bigbasket aims to serve more customers while providing employment during this difficult time. The company's salary and benefits package is attractive during this period, and many people are in need of employment during this difficult time. The teams at bigbasket have been working round the clock to address the issue of demand.
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