Call centres in India are facing a recruitment crisis because of poor management and the industry’s ‘one size fits all’ approach to systems.

Highly educated graduates are tempted into the jobs with promises of a rewarding, fun job – but quickly leave when they face the harsh, target-driven reality of the work.

Most of the call centres follow the same work model, so the mistakes are replicated across the economy.

Massive demand for call centre work from companies around the world means that many call centre companies in India are looking to double their size, says Karen Drury, partner at brand management firm fe3.

But unless call centre companies rethink their recruitment strategies and working practices, they are unlikely to achieve their targets, Drury told Recruiter. Massive staff turnover means they are constantly having to take on new employees.

Figures from online business resource BPO India revealed that 35% of call centre workers change jobs each year, but fe3 says the figures could be even higher – up to 80% for voice-based services.

“The way they will improve their recruitment strategy is to sell the job more accurately. What they are saying is not a true reflection of the job and there is a disconnect from reality,” said Drury.