Festive hiring becomes a talent pipeline as companies look beyond seasonal demand

festive hiring as an opportunity to identify talent through real-world performance to see how someone handles increased responsibilities, adapts to a fast-paced environment, and demonstrates their capabilities during one of the most demanding periods of the year,” he said.

However, Rastogii cautioned that organisations need to manage the process thoughtfully, ensuring seasonal recruitment complements rather than undermines the efforts and growth opportunities of existing employees.

Performance, adaptability and ownership determine retention

Identifying workers who can contribute beyond the festive season requires employers to look beyond immediate productivity and sales targets.

Organisations assess seasonal workers using a combination of quantitative performance metrics and behavioural indicators, beginning early in the employment cycle.

These include output against targets, attendance, punctuality, and error or return rates. Employers also examine how quickly workers adapt to changing processes, take initiative during demand spikes and manage customer or peer friction under pressure.

Their familiarity with operational processes and customer expectations can reduce the learning curve, helping organisations deploy experienced workers more quickly when longer-term requirements emerge.

Given how high attrition is in these roles, anyone who performs above average should get a look-in for a permanent role.

“The first thing I’d look at is attendance, especially in the week before Diwali, when many people drop off. The second is accuracy in sending out wrong items, billing errors at a store counter, etc. The third is willingness to do more, like picking up an extra shift,” said Jayanth Neelakanta, CEO, Equip.

Blended workforce models balance flexibility and continuity

While seasonal hiring offers access to additional talent, companies are also rethinking how permanent employees, temporary workers, apprentices, gig workers and automation can work together during demand peaks.

Deepshika Thakur, CPO, Bikaji Foods International, said the organisation follows a blended workforce model based on the duration and nature of the requirement.

“For short-term, project-based needs, we engage employees for assignments lasting approximately 60 to 90 days,” she said.

The company also engages apprentices and trainees through the National Apprenticeship Promotion Scheme (NAPS) and the National Apprenticeship Training Scheme (NATS), alongside paid internships.

Permanent employees continue to manage core and longer-term responsibilities, while temporary, project-based and trainee resources provide flexibility during periods of increased demand.

Automation and digital tools further support operations by improving efficiency and managing repetitive processes.

However, Thakur said workforce planning must account for role complexity, continuity, skills, confidentiality and the expected duration of assignments.

Clear role allocation is essential to avoid duplication and confusion while maintaining productivity.

Ensuring proper onboarding, clear performance expectations, fair compensation and a positive employee experience for temporary workers is equally important.

On the technology front, Thakur said AI and automation are unlikely to replace seasonal hiring completely in the immediate future, given the continued need for people in operational, customer-facing and execution-related activities.

Over time, however, automation could reduce the need for certain repetitive roles while creating opportunities in system management, data analysis, process supervision and human oversight.

As companies refine their festive workforce strategies, the challenge is to align short-term flexibility with longer-term talent requirements.

Seasonal hiring may offer a practical way to assess potential employees, but converting that potential into permanent employment will depend on business needs, demonstrated performance and a workforce strategy that considers both new and existing talent.