More than Resource Mines and Salerooms: How to attract BRIC talents

Companies carefully watch the economic developments of the so-called BRIC(S) countries, for the growing middle classes in Brazil, Russia, India and China provide outstanding sales and growth opportunities. Now, large corporations start to involve their HR departments in their BRIC strategies to also look at the well-educated and motivated talent in these countries. A new report by Ernst & Young has surveyed 1,109 professionals in BRIC countries to identify drivers of satisfaction, engagement and retention in each market. The results might well motivate more companies to implement a broader Diversity approach which will also foster a differentiated internal and external employer brand that also taps into the potential of BRIC talent.

The latest Ernst & Young BRIC report highlights the significant potential these countries may provide in closing the talent gap that has been projected since years. At the same time, there are strong recommendations against a one-size-fits-all approach. According to EY, Brazilian talents aim for a high energy and socially oriented culture while Russian employees favour individual career growth and a positive work environment. Indian and Chinese workers rather focus on hard-facts like fast promotions and corresponding salary increases (India) and proves to work for a rapidly growing organisation. Clearly, companies have the best chances to recruit local talent if they respond to cultural preferences and offer an international and open-minded corporate culture. The current EY BRIC report equals an additional business case for Diversity: It reconfirms the urgency for international companies to create and foster open-minded corporate cultures where inclusive behaviour prevails, and processes and policies support individual career development for talent globally. The scope includes and also goes beyond international mobility which forms one element of the framework. Flexibility and cultural sensitivity are two more aspects where Diversity & Inclusion will directly contribute to tapping into the potential of BRIC countries – both on the market and on the talent side.