EMPLOYER BRANDING SCHLUMBERGER- FOCUSED ON FEMALE ATTRACTION

Abstract

Schlumberger limited, a French based oil and gas company, has been a prominent player in its industry. The organization is undergoing a transformation and has plans to achieve gender diversity as it is currently suffering from gender imbalance. Thus, the focus is upon improving its female population by 20% globally, therefore, resulting in an overall improvement in the female to male ratio of the organization. In order to do that, it is extremely important to understand the needs of the company’s target audience and to know how the company’s message is going to be perceived by the target population. It’s important to understand that both the genders have different needs and they are attracted by different elements that are offered by the company. The report focuses upon how the message communicated to the target audience can be more specific and recommendations are made to put more emphasis on the things which are more attractive to the female population. The company has well integrated and exceptional culture and HR practices( such as it uses the Ulrich’s 3 legged stool model, Business Partner role, strategic HRM, HR line Relationship, devolution etc) which can be used as the foundation upon which employer branding can be built. Over recent years, these HR practices has been regarded as the best practices (CIPD, 2011a: 1), (Reilly, Tamkin and Broughton (2007) (Truss, 2001). The purpose of this report is to study the organization and its culture and to suggest a plan for using concepts such as employer branding to attract the female population to the organization.