Fast moving consumer goods, retail, e-commerce and direct-to-consumer companies are among the top sectors with increased intent to hire in the October-December quarter, with metro and Tier-1 cities leading the post pandemic bounce-back with intent to hire at 56%, a new report by TeamLease said.
Companies said they are stepping up hiring significantly in sales and consumer-tech functions, with key new businesses such as direct-to-consumer and tech-facing verticals, requiring top talent.
“Relaxation of Covid-19 restrictions has motivated businesses to resume to pre-covid levels of engagement. Boosted by festive demand, there has been an increase in the number of hirings in the e-commerce and consumer goods sectors,” TeamLease Services co-founder Rituparna Chakraborty, said.
Executives said consumer-facing companies are leading demand for employees with digital orientation, as well as to meet diversity targets.
Nestle chairman Suresh Narayanan said at the company’s new factory in Sanand, over 60% of factory workforce would be women. “It'll be probably one of the largest components of women employed in manufacturing of this kind in the Nestle world.” Nestle also onboarded thousand interns through its Nesternship programme last year and is on track to onboard another thousand this year, Narayanan said.
In response to the demand surge, e-commerce platforms Flipkart and Amazon are leading hiring of seasonal workforce. While Flipkart said it is creating direct seasonal employment for more than 1.15 lakh people compared to 70,000 in the pandemic-hit last year, Amazon intends to create over a lakh seasonal jobs, a 50% increase over 2020.
“Hiring is up in all these sectors; consumer, retail, e-commerce,” executive search firm Korn Ferry International senior client partner Ashutosh Khanna said. “Lot of these sectors have faced attrition from companies in the new economy, and there is some degree of inorganic churn with reinterpretation of the same roles by organisations,” he said.
Hiring firms said new rapidly emerging FMCG retail models such as direct-to-consumer and social commerce platforms are fuelling demand for consumer-facing tech talent. Large traditional FMCG players such as HUL, Tata Consumer, Marico, Cavinkare and Orion have all escalated their D2C channels in recent months.
“Consumer buying behaviour has changed so the way to reach consumers also needs to change, and employers are looking at different sets of experiences and skills - digital ready or with digital adaptability,” Khanna added.
According to TeamLease, employment in September 2021 is estimated at 406.2 million, which is less than pre-covid employment numbers. “With a projected intent to hire at 41% (3% increase from the previous quarter), and if the trend as observed in the month of September continues, the workforce is likely to expand to 430 million by end of December,” Chakraborty said. She said if industry can maintain the current growth, hiring would surpass pre-covid levels of employment.
SunTec Business Solutions, a pricing and billing company which works closely within the retail sector and has 650 employees globally with 89% based out of India, is coming up with a recruitment drive to hire over 200 employees in India.