Prerna Verma

Jaisaj Vyas

Nidhi Dave

Nirali Ghodasara

Kunal Raval

Services MarketingGuided by : Dr. Ashwini Vora

- As a Preferred Employer

Introduction to Google

• Google is an American multinational corporation

specializing in Internet-related services & products and

Information Technology (IT)

• Founded: September 4, 1998, Menlo Park, California,

United States

• CEO: Larry Page

• Headquarters: Mountain View, CA, United States of

America

• Founders: Larry Page, Sergey Brin

• Industry: IT, Computer Software, Internet

Introduction to Google

• Google is an American multinational corporation

specializing in Internet-related services and

products

• These include online advertising technologies,

search, cloud computing and software

• Most of its profits are derived from AdWords, an

online advertising service that places

advertising near the list of search results

• Google is the most valuable global brand with

brand value of $ 1,58,843 million

Introduction to Google

• Google is the most popular search engine and

easy-to-use, free service that usually returns

results in a fraction of a second

• Google is available in over 180 domains and

more than 130 languages

• In its short history Google has became a

preferred employer and was ranked number 1

in Fortune’s list of 100 best companies to work

for

• One study reported that one in four young

professionals wants to work at Google

Introduction to Google

• Google is the most popular search engine and easy-to-

use, free service that usually returns results in a fraction

of a second

• Google is available in over 180 domains and more than

130 languages

• In its short history Google has became a preferred

employer and was ranked number 1 in Fortune’s list of

100 best companies to work for

• One study reported that one in four young

professionals wants to work at Google

Google Products• Web (Web Search, Toolbar, Bookmarks, Google Chrome,

Helpouts)

• Mobile (Mobile, Maps, Search for mobile)

• Business (AdWords, Google Apps for Work)

• Media (YouTube, Image Search, Video Search, Books,News, Picasa)

• Geo (Maps, Panoramio, Earth)

• Specialized Search (Blog, Custom, Google Shopping,Finance, Scholar, Trends)

• Home & Office (Gmail, Drive, Docs, Sheets, Slides, Forms,Drawings, Sites, Calendar, Translate, Google Cloud Print,Google Keep)

• Social (Google Plus, Blogger, Groups, Hangouts)

• Innovation (Code)

Google Services

• Advertising (AdWords, AdWords Express, Learn with

Google etc)

• Publishing (AdSense, DoubleClick, +1 Button etc)

• Managing (Chrome for Work, Enterprise Search,

Google Maps, Google Shopping)

• Business Essential (Google MyBusiness, Google Ads,

Google Apps For Work, Google Analytics, More

business services)

Introduction to

Google’s Work Culture

Philosophy of Google!

• “To create the happiest, most productive workplace in

the world”

• These words from the Vice President of people

development at Google only serve to support that fact:

“It’s less about the aspiration to be No. 1 in the world,

and more that we want our employees and future

employees to love it here, because that’s what’s going

to make us successful.”

What Motivated to Google to be like this?

• Larry Page and Sergey Brin went looking out for

organizations that were known to care for people

• The objective of this search was to be able to draw and

keep great talent

• In their search, they found the SAS institute

• Interactions with SAS executives led the Google

founders to understand that people were really

successful in their jobs

• The result was the Google work culture as we know it

now with huge and plentiful perks, unconventional (or

weird) office designs, and amazing freedom, flexibility

and transparency, among other things

Happy Employees = Happy Customers

Employee Motivation!

• Google has 53,600 employees worldwide (As

per 2014)

• Just like other companies, Google offers the

usual extrinsic benefits

• However, Google is better known for some

really distinctive and “more than just attractive”

perks and benefits

The Googleplex

• The Google world headquarters building is

located in Mountain View, California, and helps

to attract and retain “Googlers” (employees)

• Some of the essential elements of the facility

• In the hallways, there are bicycles, large rubber

exercise balls are on the floors

• 3D rotating image of the world toggles between

displaying points of light representing real-time

searches

Recreation Facilities

• Workout rooms with weights and rowing machines

• Locker rooms

• Washers

• Dryers

• A massage room

• Assorted Video games

• Foosball

• A baby grand piano

• A pool table and

• A Ping-Pong

• Twice a week roller hockey is played in the parking lot

Unconventional Office Designs

• Google is known for its unusual and often wild office

designs

• The designs are done to serve several purposes

including casual collisions for creative people and

engineers to come together

• Idea generation and the triggering of maximum

creativity

• Ensures employee happiness.

• Googlers include a meeting room that resembles a pub,

in Dublin, ski gondolas in the Zurich office, and a

sidewalk café in Istanbul

• Google permits its software engineers to design their

own work stations

Fun is a Regular Aspect of Work

• In keeping with Google’s philosophy, life at Google is

not all work

• There are plenty of opportunities for fun which help

Googlers get out of their office

• The opportunities include frequent breaks, facilities for

wall climbing, beach volleyball or bowling and personal

creative sessions

• In addition, there are pajama days, dress up days and a

Halloween costume party

• Every April Fool’s Day, Googlers are permitted to plan

and implement some major gags and tricks to the world.

Perks and Benefits• Reimbursement of up to $5000 to employees for legal

expenses

• Maternity benefits of a maximum of 18 weeks off at about100 percent pay

• The father and mother of the newborn are given expensesof a maximum of $500 for take-out meals in the initial 3months

• Financial support for adopting a child (Google’s AdoptionAssistance)

• On-site car wash, oil change, bike repair, dry cleaning,gym, massage therapy and hair stylist are available at thecompany’s headquarters in Mountain View

• At the Googleplex, there’s an onsite doctor and free fitnesscenter and trainer and facility to wash clothes among otherbenefits

• Lunch and dinner is available free of charge

Voice and Value• The company hosts employee forums on all Fridays

where there is an examination of the 20 most askedquestions

• Employees can make use of any of a number ofchannels of expression to communicate their ideas andthoughts

• Channels include Google+ conversations, a wide varietyof surveys, Fixit, TGIF and even direct emails to any ofthe Google leaders

• Googlegeist, the company’s biggest survey seeksfeedback on hundreds of issues and then employsvolunteer employee teams

• Employees are regularly surveyed about their managers

• The results of the survey are used to publiclyacknowledge the best managers

• The worst managers are provided with vigorous supportand coaching

Transparency

• After the first few weeks of every quarter, Google’s Executive

Chairman shares with all Googlers

• The material includes launch plans and product roadmaps in

addition to team and employee OKRs (quarterly goals)

• Following annual surveys of employees in which 90 percent

of them participate

• Not only do the employees see the results of their own

group, they also see those of all the other groups (privacy is

protected)

• In addition, when the company takes action on the collective

feedback from their employees

• 30 minutes of a weekly all-hands meeting hosted by

Google’s co-founders and called TGIF are devoted to a Q

and A session - anything can be debated or questioned

Freedom over How and When Work is

Completed

• Google’s employees are allowed greater discretion on

their hours of work

• When they can go and have some fun whether it

involves getting a massage, heading to the gym or just

indulging in volleyball

• In addition, the firm allows each of its employees to give

20 percent of his time (1 day every week) to doing

anything they like

• This can range from assisting with another project to

even just sleeping

• Anything that is ethical and lawful is okay with Google

Flexibility

• In this flat hierarchy organization, engineers have plentyof flexibility

• When it comes to selecting the projects they work on

• The organization also encourages its staff to pursuecompany-associated interests

• In addition, instead of being trained by top managementon the protocol for tasks

• For example, employees are allowed to expressthemselves by scrawling on the walls

• They can also arrive for work at any time they like, wearcasuals if they want or even bring their dog along

• The relaxed, creative and fun environmentpsychologically benefits

• Provide motivation, dedication and productive workforce

Inspiring Work

• One of the reasons why people don’t feel motivated at

their jobs is that the work assigned to them is frequently

deficient in variety or challenge

• The monotonous nature of the work with no growth in

sight dulls employee enthusiasm

• At Google, things are different with the organization

putting in effort to make sure its employees have

inspiring work

• The 20 percent allowance for projects of their own

interest is one step in this direction

• One Google engineer by the name of Chade-Ment Tan

appears to have really benefited from this 80-20 rule

Dining Facilities

• Google runs 11 free gourmet cafeterias at itsheadquarters and offers free meals to all itsemployees

• Its food stations include “Charlie’s Grill”, “Backto Albuquerque”, “East Meets West” and“Vegheads”

• Snack room contains bins packed with variouscereals, gummy treats, M&M, toffee, licorice,cashew nuts, yogurt, carrots, fresh fruit andother snacks, as well as dozens of differentdrinks, including fresh juice, soda and make-your-own cappuccino

STRATEGIES

FOR

DELIVERING

SERVICE

QUALITY

THROUGH

PEOPLE

HIRE THE RIGHT PEOPLE

• They look for people who are great at lots of things, love big challenges

and welcome big changes. They can’t have too many specialists in just one

particular area. They’re looking for people who are good for Google—and

not just for right now, but for the long term.

• This is the core of how they hire. Their process is pretty basic; the path to

getting hired usually involves a first conversation with a recruiter, a phone

interview and an onsite interview at one of their offices. But there are a

few things they’ve baked in along the way that make getting hired at

Google a little different.

• Google expects great things. It wants brilliant people who can come up

with innovative ideas that anticipate trends in the market and the future

desires of Google customers.

LEADERSHIP ROLE –

RELATED

KNOWLEDG

E

HOW YOU

THINK

GOOGLEYNE

SS

They’ll want to

know how you’ve

flexed different

muscles in different

situations in order

to mobilize a team.

They’re looking for

people who have a

variety of strengths

and passions, not

just isolated skill

sets. They also

want to make sure

that you have the

experience and the

background that

will set you up for

success in your

role. For

engineering

candidates in

particular, they’ll

They’re less

concerned about

grades and

transcripts and

more interested in

how you think.

They’re likely to

ask you some role-

related questions

that provide insight

into how you solve

problems.

They want to get a

feel for what makes

you. They also

want to make sure

this is a place

you’ll thrive, so

they’ll be looking

for signs around

your comfort with

ambiguity, your

bias to action and

your collaborative

nature.

• They believe that if you hire great people and involve them intensively in

the hiring process, you’ll get more great people. Over the past couple of

years, they’ve spent a lot of time making their hiring process as efficient

as possible - reducing time-to-hire and increasing their communications

to candidates. While involving Googlers in their process does take longer,

they believe it’s worth it.

• These core principles are true across Google, but when it comes to

specifics, there are some pieces of their process that look a little different

across teams.

• At Google, they don’t just accept difference - they celebrate it, they

support it, and they thrive on it for the benefit of their employees, their

products and their community. Google is proud to be an equal opportunity

workplace and is an affirmative action employer.

DEVELOP PEOPLE TO DELIVER

SERVICE QUALITY1. Cut it Out!

• In 2011, Google offered more courses to their employees than had ever been

done previously. They removed the classes that were no longer working and

revamped the others.

• So in this case, if you have a training effort in place and it’s not quite clear

what the results are in terms of numbers, or if the results aren’t clear,

tangible, and positive, time to let it go.

2. Hit the Nail on the Head

• Professor David Bradford, Director of the Executive Program in leadership

at Stanford University noted that employees often take a class and then,

return to their jobs with the same old habits.

• Google has managed to find a way to help employees utilize their training in

their work by being very precise about when it offers classes and to whom.

They use performance feedback surveys to create coursework

recommendations at the end of every semester. They also are careful to

provide coursework based specifically on department (Software Engineering

vs. HR) and stage in career development (entry level vs. mid-level)

3. Connect:

• In 2011, Google conducted a massive study internally to determine what

were the 8 most highly valued attributes of the best Google managers.

• “What employees valued most were even-keeled bosses who made

time for one-on-one meetings, who helped people puzzle through

problems by asking questions, not dictating answers, and who took

an interest in employees’ lives and careers.”

• By using hard data, Google was able to take 10,000 observations about

managers across 100 variables and then create a list with actual

substance. They then used this list below to instruct in training programs

and individual coaching sessions with employees. They found dramatic

improvements in about 75% of their lowest -performing managers.

RETAIN THE BEST PEOPLE

Here are a few strategies to help in the quest of recruiting and retaining the

best and brightest stars.

1. Get it right the first time

• Hire the right person for the right job. Use tools to aid in identifying these

candidates, the ones who possess the suitable characteristics desired for

the job. "Identifying accurate job characteristics may seem like a daunting

task, but it is actually quite straight-forward when you have the right tools

at your disposal," explained Bud Haney, Founder of Profiles

International. It is crucial that when looking at a person's eligibility for a

job, that you are looking at them as an opportunity for future success, not

just as a function of human resources.

2. Understand that money is not everything

• Money - as important as it is in our daily lives, is just one component of

employment value. Businesses must ensure that they offer a great

workplace, life balance, career development, quality leadership and work

flexibility. These additional benefits add to the employment value and

can range from a great financial package to employee appreciation and

3. Create a caring work environment

• Wages and salaries are the main reason why people come to work and do

their jobs, but it is not enough to motivate high productivity and

innovation. A genuine, warm and caring workplace has a high impact on

staff and the quality of their work. The philosophy here is simple: Give

and you will get back tenfold. How employees and applicants are treated

shows a clear indication of the organizations passion for the business that

they are in.

4. Promote from within

• Give your people an opportunity to advance from within. This

perpetuates company culture and creates drive to further careers.

"Knowing your employees' strengths, weaknesses and what makes them

productive gives employers a distinct advantage in retaining and

developing their workers," says Dario Priolo, Chief Marketing Officer of

Profiles International. Treat your people with dignity and respect, nurture

those who want to move ahead and create an environment in which they

can excel.

5. Build your reputation

• Organize and plan effective strategies. A successful brand and image in

the workplace is key to attracting and retaining good workers. Everyone

wants to believe in and feel a part of something. Employees are no

References

• www.google.co.in/about/products/

• www.google.co.in/about/careers/lifeatgoogle/hiringproce

ss/

• www.google.com/diversity/at-google.html

• www.entrepreneurial-insights.com/google-way-

motivating-employees/