BANGALORE, INDIA: The economic downturn in India has generated a powerful sense of engagement between workers and bosses, with more than a third of employees surveyed saying they are more loyal to their employer, according to the latest survey from global workforce solutions leader Kelly Services.

The survey, conducted between early October 2009 and the end of January 2010, finds that 36 per cent say the economic downturn has made them more loyal, while 5 per cent say it has made them less loyal, and 58 per cent say it’s made no difference.

Those workers who are more loyal to their employers attribute the shift to positive management, positive morale, and pay levels that have improved or remained steady. Those who are less loyal say it’s due to falling pay, poor management, and low company morale.

The impact of the economic slowdown on work attitudes has been greatest among Gen X (aged 30-47) and baby boomers (aged 48-65) where 39 per cent of both generations say the downturn has made them more loyal, compared with 35 per cent of Gen Y (aged 18-29).

 
Kamal Karanth, managing director, India for Kelly Services said, "Employers who have communicated openly with their staff about the difficult economic conditions and tried their best to look after staff, have been able to build strong levels of trust in their organizations.  This heightened loyalty is likely to become a real advantage, with a more committed and focussed workforce, as the economy recovers.”

Key Findings:

* 60 percent of respondents say they feel ‘totally committed’ to their current employer, ranging from 69 per cent among Gen X, 67 per cent for baby boomers and 57 per cent for Gen Y.

* When asked to name the one thing that would make an employee more committed to their job, 52 percent cite ‘more interesting or challenging work’, followed by ‘more meaningful responsibility’ (21 per cent).

* Company reputation is considered ‘very important’ in job selection and retention by 68 per cent of baby boomers, 66 per cent of Gen X and 62 percent of Gen Y.

* 60 per cent of Gen Y are ‘very confident’ in their employers’ ability to be good corporate citizens, higher than for both Gen X (57 per cent) and baby boomers (49 per cent).

 
The reputation of an organization is shown to be a key element in the way that employees and prospective employees weigh their career decisions. In assessing a firm’s reputation, employees place most weight on the quality of its leadership, products and services, and employees. Least important are features such as global presence, financial performance and initiatives aimed at fostering corporate social responsibility.

 “When we look at the things that motivate people in the workplace, it’s clear that opportunities for personal growth and development are critical, as is the chance to perform stimulating and challenging work,” noted Karanth.

He concluded that Pay is certainly a motivator but it’s not as big as some imagine, which means that employers have to examine a broader range of employee conditions and business features if they want to have the workforce performing at its best.