Relative Increase in Reverse Migration at Digikala

Increasing Reverse Migration at Digikala: Interview with Soheil Azimi

Background and Importance of Digital Technology in HR:

According to Iran digital economy annotation, digital technology has significantly enhanced quality and productivity across various sectors. However, in the strategic realm of human resources, its adoption has been relatively slow. Soheil Azimi notes that in Iran, employer branding often translates to social media content rather than reflecting the actual work environment within companies.

Reverse Migration and Workforce Attraction:

Azimi highlights a trend of increasing reverse migration at Digikala. He believes that creating conducive working conditions can motivate skilled professionals to return to Iran, suggesting that providing good work opportunities locally can be a powerful draw.

Authenticity in Employer Branding:

According to Azimi, authentic employer branding should convey a true and positive image of working at the company, rooted in employees’ real experiences rather than idealized portrayals in social media and press events. He emphasizes that an employer brand should emerge from the internal organizational culture and reflect the genuine experience of the workforce.

Employer Branding at Digikala:

Digikala strives to maintain a positive experience for job seekers from their first interaction with the company until they join the organization. The company aims to ensure that even those who are not hired become ambassadors for Digikala.

The Role of Employer Branding:

Employer branding involves a mix of culture, communication, branding, marketing, and human resources. While traditionally a subset of HR, it encompasses multiple disciplines.

Impact of Corporate Events:

Corporate events, such as year-end ceremonies and product launches, can positively influence employer branding if they genuinely enhance employee satisfaction and engagement. However, if these events merely project a misleading image, they may not have a lasting impact.

Specialized Events and HR Trends:

Azimi notes that many HR events often recycle familiar content without offering new insights. He suggests that these events should focus on current trends and real-world experiences in HR to be more beneficial.

Corporate Response to Ecosystem Changes:

How companies respond to external events significantly impacts both their corporate and employer brands. A strong, timely response can enhance the brand’s perception, whereas a lackluster response can harm it.

Relevance of Employer Branding for Different Sized Companies:

Employer branding is crucial for both large corporations and smaller companies, though the focus may differ. For established companies, maintaining stability and innovation is key, while for startups, growing the employer brand’s popularity is crucial.

Key Aspects of Employer Branding and HR Challenges in Iran

Neglected Aspects of Employer Branding in Iran:

Soheil Azimi, Manager of Employer Branding and Employee Experience at Digikala, points out that while efforts have been made to create a lasting impact in the Iranian market, certain aspects of employer branding are often overlooked. He emphasizes that authentic employer branding should reflect the real experiences of employees rather than just producing content for social media. Initiatives such as social responsibility and collaboration between academia and industry are crucial for meaningful impact.

Future Skills for the Innovation Ecosystem:

Azimi suggests that with the advancement of artificial intelligence, machine learning, and technology, traditional hard and technical skills may become less crucial. Instead, strategic decision-making, systemic thinking, and cultural adaptability will be important. Understanding and integrating with diverse cultures and mastering communication skills will become essential, reflecting a global trend towards more inclusive organizational cultures.

Main HR Challenges:

A strong, consistent organizational culture aligned with core values can significantly impact employee satisfaction and retention. Azimi believes that creating a positive work environment can influence migration patterns, potentially reducing employee turnover.

Digikala’s Use of Recruitment Platforms:

Digikala relies heavily on employee referrals and its job opportunities page, which are the most utilized channels for recruitment. While other recruitment platforms are also used, they are not currently a primary focus. The emphasis is on ensuring that current employees have a positive experience, which naturally leads them to recommend the company to their networks.

Migration Trends at Digikala:

While exact numbers are not available, Azimi notes a decrease in employee migration, attributed to either economic conditions or improvements in employee experience. Notably, there has been an increase in reverse migration, with former employees returning to work at Digikala, particularly those with technical and product expertise. This trend suggests that creating good working conditions in the country can encourage skilled professionals to return.

Overlooked HR Areas:

Companies often neglect aspects such as company culture, employee training, development, and ensuring that Employee Value Propositions (EVP) are effectively communicated to retain talent.

Common HR Mistakes:

A frequent issue is the failure to balance the interests of employees and job seekers. Maintaining this balance is crucial for sustaining employee satisfaction and loyalty.

Future Trends in HR and Employer Branding:

There is a need for increased digitalization in HR processes. Azimi suggests moving towards automated processes that better address employee needs and integrating various HR functions into cohesive platforms. This shift can enhance the overall employee experience by eliminating isolated approaches.

Suggestions for the Next Employer Branding Event:

Azimi recommends including perspectives from employees, CEOs, and founders to provide a comprehensive view of HR practices. Understanding the real-world application of digital HR practices in the Iranian business context and addressing any gaps in the current approach are crucial for future events. This will help align HR strategies with broader digital trends seen in sales, marketing, and other business areas.