Hi Mahesh
If you don't want to use Launchpad for Employee search application then you need to copy another role & work on Homepage framework configuration for those two services (Who's Who & Change own data) and change the Overview Iview settings like below
WDJ:
and for Webdynpro ABAP you need to assign your customized application name in the Overview Page under the Overview Iview settings like below
WDA:
provide these two customized roles using User Admin to the employee's. This is the way you can run both type of services in one portal where for Employee search without Launchpad you can work.
Below are the points where i doubt in your case:
1) Can you see those 5 customized WDA services which you have done??? Is your customized services are appearing in your portal???
2) If you are unable to view your customized services in portal then you might have not pointed your launchpad properly in the customization. check this
3) If you have not created any folder then in Portal under the Overview page you may not be able to view the Area, so it's Important that you need to create a Folder with some name & application like who's who under that or Just try from Related links
Menu: ESS (Std)
Instance: Related links (Std)
where provide only Link text & Application category as Portal Page & provide the path which is available from Portal.
Cheers 
Pradyp