DS Group’s approach to talent acquisition

In the extremely competitive fast-moving consumer goods (FMCG) market, attracting and retaining top talent is a constant challenge. Simin Askari, vice president of HR at DS Group, an Indian FMCG conglomerate, emphasizes that while skills and experience are undoubtedly important, the company places emphasis on aligning candidates with its core values ​​and culture. This helps build a workforce that is not only highly competent, but also deeply committed to the company’s long-term goals.

Askari shares her thoughts on how DS Group has created an environment where creativity, innovation and personal development are nurtured.

Here are excerpts from the interview.

What are your main approaches to attracting the best talent and how do you ensure that DS Group stands out to potential employees?

For almost a century, DS Group has been a leading force in the consumer goods industry. Our employees are our greatest asset. We offer more than just a job and cultivate a rewarding career path. Our commitment to product durability and superior quality appeals to potential employees looking for meaningful contributions. We create an environment conducive to creativity, innovation and personal development. Robust training programs, mentoring initiatives and advancement opportunities enable our employees to reach their full potential and thrive in this dynamic industry.

We are not just a company, but a legacy – a testament to the power of innovation and integrity. As we continue to redefine the boundaries of the industry, we invite passionate people to join us on this extraordinary journey. We are looking for people who are consistent with the ethos and culture of the organization.

Could you describe two specific strategies you use to attract top talent? How does DS Group communicate its unique value proposition to stand out from other FMCG companies?

We seamlessly combine tradition with the most modern ideas. Thanks to this, every employee, regardless of their position, has a sense of belonging and contributes to success. Our inclusive culture fosters collaboration, creativity and excellence, allowing everyone to bring their unique talents and perspectives to the table.

We believe in the power of talent in achieving success. That’s why we go beyond skills and qualifications. Our selection process ensures that for each role we find a person who is a perfect fit for our culture and values. But we won’t stop there. We see the potential of successful people who are not actively looking for a new job. By proactively reaching out to these ‘passive candidates’, we offer them exciting opportunities to develop and contribute to our dynamic environment.

Our idea is not just about filling positions; it’s about attracting the best and creating a path to success for them. We seamlessly integrate proven traditions with cutting-edge innovations, creating an environment where talents develop and aspirations are achieved.

How is DS Group using technology to upskill employees once they come on board? Can you share some specific examples?

The DS Group combines technology and talent to achieve extraordinary results. We use cutting-edge technology to empower our employees and help them succeed. The DS Group has revolutionized employee training. Our learning management portal, DiSha, is an AI and machine learning-enabled platform where employees engage in highly personalized learning journeys designed to overcome any skills gaps.

We use artificial intelligence to understand the strengths and development areas of new employees. It paves the way for a personalized training plan that maximizes your potential and aligns with your career aspirations.

We focus on learning beyond digital technology. Thanks to our self-service portal and regular training, employees stay up to date with industry trends and new technologies. We also offer hands-on training sessions to promote collaboration and knowledge sharing.

What are the biggest recruitment difficulties in your industry and how effectively have you dealt with them? What are DS Group’s most effective digital talent acquisition strategies?

The lack of easily qualified candidates is one of the main recruitment challenges in the FMCG sector. We have started recruiting highly-qualified people and then provide them with targeted training programs to improve the skills they need to succeed in our organization.

We offer competitive salaries and benefits, using market intelligence to provide value to employees. Additionally, we have addressed employee attrition, particularly in sales, through a revised variable pay structure and targeted interventions.

In the digital age, DS Group is leading the way in talent acquisition through technology, strengthening our reputation as an employer of choice. We redefine talent acquisition, set new standards and inspire others.

How to combine your talent acquisition strategy with the overall business goals of the DS Group?

Our recruitment process goes beyond simply assessing skills and places an emphasis on aligning candidates’ motivations and thought processes with the company’s vision and goals.

Matching your vision to your skill set: In an environment where talent acquisition often revolves around technical proficiency, DS Group stands out by placing greater emphasis on value and vision alignment. For us, the most important thing is to select candidates who match our organizational ethos and share our pursuit of excellence. Through meticulous selection and assessment, we identify people whose aspirations and motivations seamlessly align with the overarching goals of the DS Group, ensuring harmonious integration with our dynamic workforce.

Comprehensive training for shared success: Once selected, candidates undergo comprehensive training programs carefully tailored to equip them with the skills, knowledge and mindset necessary to contribute significantly to achieving our shared goals. By investing in the development of our employees and promoting a culture of continuous learning, we enable them to use their full potential and actively participate in the implementation of the strategic goals of the DS Group.

For us, talent acquisition is not just about filling positions; it’s about creating meaningful connections and cultivating a collective sense of purpose and belonging. By prioritizing vision alignment over skill set alone, we ensure that each member of our team is fully engaged in the journey toward achieving our shared goals.

What emerging employment trend do you predict will significantly disrupt the FMCG sector this year? How is the DS Group preparing for adaptation?

As consumer awareness of sustainability and ethical sourcing reaches unprecedented levels, FMCG companies are under increasing pressure to align their operations with these values.

Our proactive approach to sustainability aligns perfectly with this emerging hiring trend, positioning us as a leader in the movement towards a more equitable and environmentally conscious future. Our slogan “Create What’s Worth Creating” reflects our unwavering commitment to ethical practices and social responsibility that guide every decision we make.

Moreover, DS Group’s ongoing initiatives for social and economic improvement underscore our commitment to creating positive change in our communities. Through strategic investments in sustainable supply chain management, environmentally friendly product development and ethical business practices, we are paving the way for a brighter, more sustainable future for future generations.

Through cutting-edge research and development initiatives, we are ready to lead the way towards a more sustainable and ethical future, setting new standards of excellence for the entire industry.