Marketing assignment on : Google

IntroductionGoogle Incorporation is a multinational corporation which provides internet related product and services to its customers. Some of the product & service offerings offered by Google too its customers are cloud computing, search engine, software’s, medium to advertise, etc. It has been seen that, advertising from AdWords generates all the profits for the enterprise. Apart from providing intensive web search engine to its viewer Google has engaged itself in various other services. The chain of products offered by Google to its viewers has helped it to have a competitive advantage as compared to its competitors. The company offers online productivity software such as email, medium of social networking & office suite. With the introduction of the android mobile phones, Google provides high levels of development within its operating system (OS). With time, Google has become one of the leading hardware organizations which partners with various high end electronics manufacturers. With the product offering to the users along with the levels of satisfaction to the employees has helped the enterprise to be one of the best organizations all across the globe.

BodyGoogle is a fourteen old internet communication portal headquartered in California, United States (US). Google has been ranked amongst the 100 best organizations to work with. There are 440 and more companies who want to be ranked as one of the best companies but Google drags the position of being one the best & most secretive organization across the globe. When asked by the employers of Google, it has been said that there are various unique & special benefits such as opportunities to travel, learn, grow & have fun within the premises of the enterprise. It has been seen that, some of the offerings which are provided to Googlers are in form of $500 as a meal fund to the new parents, a chance to perform community service, opportunities to converse with the founders and ask their vision or where do they see Google ten years down the lane etc. Google is an accumulation of all the offerings mentioned above and provide Googlers with an incredible workplace. In the year 2007, Google was ranked as number 1 position enterprise due to the work culture portrayed within the same.There is high levels of competition in any or every field where in the organization operates yet Google shows to be on number 1 position. It has been seen that, Google acts upon one of the great role models which help to maintain healthy culture within the enterprise. It is due to this healthy culture that, Google enjoys high levels of success. Apart from creating their own path, Google is also known as a Genentech i.e. it is one of the major sources which provides various innovative ideas as well as a guide for the growth of the enterprise. In the past many years, Google has grown up as an enterprise which has contributed towards the success of the organization.

95 percent of the employees associated with Google have reported in an Audit that, Google is one of the best companies to work with. Google has their own set of formula i.e. treating people with respect, high sentiments as well as adhere to the motto of “Don’t be evil”. The motto don’t be evil is neither a rocket science nor a magic it’s sheer common sense. The culture audit at Google states that, people who work in the enterprise call themselves as Googlers. Googlers are everything for the enterprise. Google has been referred to as an organization which has the ability to attract as well as retain intellectual and business people all across the globe. Google motivates its employees by saying that, they are lucky to hire such creative, innovative & hard working stars that the success of the organization as a whole entirely depends upon the Googlers. Google is the first enterprise which is known to keep its employees in the best of the manner. They reward the employees & treat them well as compared to the other IT companies.Google seeks out creative, innovative, brainy people and provide strong support to them so as to enrich the individuals on professional & personal front. Google provides small programs & training and development sessions in order to

The following practices reflect a small selection of the programs and practices that Google uses to build its own great workplace.  These programs and the specific ways in which they support and build the Google culture are what make them work for this company. Google seeks out brainy, creative, entrepreneurial people to join its ranks and so provides strong support for people’s professional growth and development – all of which is consistent with its spoken emphasis on the importance of respecting people. Googlers also like to have a lot of fun during the work-day – to relieve stress, build camaraderie and fuel creative thinking – so there are lots of opportunities to have fun at work as well.

The reasons as to why Google has been referred to as one of the best organization have been highlighted in this portion of the essay. Firstly, Google is enterprises which build high levels of credibility.

Build Credibility: Credibility is built through three interdependent sets of behaviors and attitudes found in the practice of two-way communication, competence and integrity.  Effective communication invites two-way dialogue.  Leaders and managers are clear and comprehensive with the information they share; mechanisms are available to employees that afford them the opportunity to begin conversations about what they might need or want to hear.  Competence is seen in the skills and behaviors needed for the effective coordination of people and resources, directing employees’ work with the right amount of oversight, and clearly articulating and pursuing a vision for the organization as a whole and for individual departments.  Management’s integrity depends on honest and reliable daily actions.  Managers strive to be consistent in what they say and do, and promises are kept.  Additionally, employees have confidence that their managers run the business ethically. TGIF is a weekly, company-wide get-together started by Google co-founders, Larry Page and Sergey Brin. While it is used as a time to welcome new employees and for senior leaders to present news about Google and Google-related events that have transpired over the previous week, the highlight of TGIF is the Question and Answer section. This section reflects the leaders’ belief that employees should feel comfortable asking even the most senior members of the management team any question and that the executives should talk with employees as openly as possible. At Google, there are many internal e-mail lists dedicated to the discussion of particular ideas, issues and complaints. For example, on the “Google Ideas” website, Googlers regularly submit their thoughts on product improvements or provide suggestions about how to make things better around Google. Their colleagues can then weigh-in by providing their feedback through comments and ratings – from 0 (Dangerous or harmful if implemented) to 5 (Great idea! Make it so). The management team pays very close attention and is responsive to issues that Googlers deem important enough to discuss on one of their internal e-mail lists. Sometimes, the conversations started on one of these e-mail threads have actually become the topic of a larger discussion at a TGIF.

Show respect: Respect is demonstrated through practices that provide professional support to employees, encourage collaboration and allow for expressions of care both in the workplace and outside.  Professional support is shown to employees through the provision of training opportunities and the resources and equipment necessary to get work done, as well as through the expressions of appreciation for accomplishments and extra effort.  Collaboration between employees and management requires that leaders and managers genuinely seek and respond to employees’ suggestions and ideas, and involve people in the decisions that affect how they get their work done.  Managers demonstrate caring by providing a safe and healthy working environment, and by showing an interest in people’s personal lives.  Caring managers are also aware of the impact the work has on employees’ personal lives. Google promotes the professional growth and development of its employees through an education reimbursement plan. Googlers can be reimbursed up to $8000 per calendar year on pre-approved, work-relevant courses that are provided through external training providers or academic institutions. Engineers can also enroll in the MS at Stanford Program, a one year program at Stanford University designed to increase an engineer’s knowledge through a master’s program in a technical field. The cost of this program is fully covered by Google. Google understands the stress of bringing home a new baby and that is why they have a takeout food benefit to ease the transition. The take-out benefit allows new parents to be reimbursed for up to $500 within the first 4 weeks that they are home with the baby. It is a highly used benefit from our employees as 90% of new parents take advantage of this perk.Ensure fairness: The three principles that support the practice of Fairness in an organization are equity, impartiality and justice.  A sense of equity is conveyed through balanced treatment of all people in the distribution of intangible and tangible rewards.  Manager impartiality is displayed through an avoidance of favoritism in hiring and promotions practices, and absence of politicking in the workplace.  Justice is seen as a lack of discrimination based on people’s personal characteristics, and the presence and utilization of a fair process for appeals. Google’s compensation philosophy is to deliver pay in ways that support its primary business objectives, which includes supporting the company’s culture of innovation and performance and attracting and retaining the world’s best talent. To achieve these objectives, Google has developed its compensation programs on a pay-for-performance platform intended to provide “start-up-like” reward opportunities for strong performance as well as downside exposure with underperformance. This philosophy applies to all Google employees, with increasing proportions of “leveraged” or “at-risk” compensation being tied to increasing levels of leadership and responsibility. Diversity at Google is not just a “HR Program” focused on recruiting its own workforce. Instead, it is something that runs throughout all levels of the organization, and extends outward to developing a pipeline to encourage girls and underrepresented minorities to pursue studies in math, science and engineering. To this end, Google supports several organizations – Sally Ride Science Festival, FIRST Robotics, Expanding Your Horizons, TechBridge, Citizen Schools – that provide after school programs, mentoring relationships, competitions, and technical skill workshops for girls and underrepresented minorities who might not otherwise have been exposed to opportunities in science and technology.

Developing pride within the organization amongst the employees is one of the reasons why Google has been ranked the best organization all across the globe. It shall be taken into consideration that, employees take pride in their work which helps them to increase the levels of productivity thereby leading to high revenues for the organization. At Google the managers try to build pride within the employees. Google regards the fact that, the work which is accomplished by the employees acts as a support to the enterprise. The employees of Google take pride in the company as a whole especially when they stand within a community. The fact that, they work at Google gives them a feeling of pride due to the reputation attached along it. One of the main reasons which portrays why Google has been referred to as the best enterprise is that the work associated with Google is nowhere related to profit alone. The main focus of the work done at Google is to provide the user with a user friendly interface to work upon.At Google, the main focus is to make use of its talent, technology in the best of the manner. It makes use its resources in such a way which helps to contribute towards the welfare of the society as a whole. Google Incorporation donated approximately $90 M to Google.org. The money donated will be used in alleviating poverty as well as addressing the environmental issues. Apart from generating high revenues, Google also keeps in mind the concept of corporate social responsibility (CSR) and gets involved within the community as a whole. People from all over Google collected cash & contributed to Second Harvest Food Bank. The approximate amount of contribution which was done by Google was $50, 000 and more.

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