Employer Branding in BFSI Sector

BFSI
Industry
Industry Overview
Banking Structure in India
Banking
Sector
Financial
Institute
Insurance
Sector
42.8
Banking Sectors
Indias Banking
Share in total BFSI
Penetration Score
Employment
Key Growth Drivers

Unbanked
Total number of
Population in
Scheduled
Government Regulations.
India
Technology and Analytics. commercial bank in
India
Non Performing Assets
Banking Deposits
Total Banking Assets
Project Methodology
What is Employer Branding ?

Employer branding is used by potential employees to differentiate between employers and
assist their decision making. A human resource management perspective employer branding
has three elements:
Firstly, the value proposition is developed
Second, this value proposition is marketed to potential employees
Thirdly, the value proposition is also marketed to current employees so they enact the
companys values. It helps in increasing employee productivity and retention.
Successful employer branding has been shown to:
increase the quantity and quality of job applicants
contribute to the bottom line of the rm by reducing the costs of recruitment through better
communication with potential employees
contribute to employee retention thus reducing the costs of turnover
enhance employee engagement and corporate culture
Company Overview
Axis Bank
RBI
Third Largest Private Sector bank in India
Established in 1935
Offer Financial Services to large consumer

segment
Central bank of India
Most Trusted Private Sector Bank'second

year in a row in 'Most Trusted Brand Survey',
conducted by Brand Equity, Economic
Times,2014
19 regional offices and 9 Sub offices

across India.
Monetary stability, currency

management and supervision of
payment system.
Title of Superbrand 2014-2015, by

Superbrands.
Regulates the issue of bank Notes
No. 1 Promising Banking Brand of 2015,

ET Best Brands 2015
ICICI Bank
ICICI Bank is India's largest private sector

bank with total assets of Rs. 6,461.29
billion
ICICI Bank was originally promoted in 1994

by ICICI Limited
'Most Trusted Private Sector Bank' in

'Most Trusted Brand Survey', conducted by
Brand Equity, Economic Times,2015
Recognised as one of the 'Top

Companies for Leaders' in India in a
study conducted by Aon Hewitt
Employer Branding
Practices
1.
AXIS BANK
2.
RESERVE BANK OF
INDIA
3.
ICICI BANK
Axis Bank
Axis Bank Young Bankers Program
To create a talent pool of young bankers by

providing necessary banking skills.
Associated with Manipal and Amity Business

School.
LEARN
EARN
GROW
Axis Bank
Women Leadership Program- (WE Lead)
Associated with Indian School of Business
To attract, design and engage existing women talent who

is keen to pursue their career in banking sector.
Successful completion of the program will give them an

opportunity to work with Axis bank across diverse roles.
ICICI Bank
Campus Connect Program-:
Tied up with prestigious B-Schools for creating specialized curriculum for

banking.
In 2005, Tied up with NMIMS for 3 year MBA course in Banking.
Layoff Policy-:
Change in Layoff Policy.
Not to layoff underperforming employee.
Social Activities-:
Partners with state blood transfusion council to organize blood

donation drive.
Organize Daan Utsav, an annual event by GiveIndia.
Employee Benefits and Perks-:
Foreign trips to manager on meeting their target.
Organize internal competition to improve team dynamics.
ICICI Banks organize cricket matches and other extra curricular activities
Reserve Bank of India

Most coveted and glamorous jobs in India considering salary, perks,
facilities, lifestyle and overall career growth opportunities.
GRIP(Great Lakes RBI induction Program)
60 days, 360 hours program
Total 120 Participants from RBI.
Curriculum includes Financial. accounting, managerial accounting,

business analytics
Flexi working hours
Introduced in Jan 2013, Crucial 4 hours. (11 AM to 3 PM)
Office timings from 8 AM to 8 PM. Advantage to those who want

to spend their time with family.
Social Media tool
Using Social media such as twitter, Facebook and Youtube to put

information in public.
To get notify about complaints of consumer.
Comparative study of Employer

Branding Practices in BFSI Sector
Along with ICICI,RBI and AXIS bank, we included SBI in our comparative study as SBI is the
largest Nationalized bank of India. The most important employer brand attributes to attract
talent and status of employer brand strategy across our research was:
Factors
Compensation and
Benets
Corporate reputation and
culture
Leadership
Work Environment
Recruitment and induction
processes
ICICI
SBI
RBI
AXIS
Key factors
Good Condition of Service
Means of Career Development
Core Values of Organization
Reward and Opportunities
Ethical Behavior
Quality products and services
Condentiality of Information
Undertakes CSE
Appendix
Appendix- Reviews on Quora and

Glassdor about their company
RBI
Axis
References
http://www.gktoday.in/blog/structure-of-rbi/
https://rbi.org.in/History/Brief_History.html
http://www.ibef.org/industry/banking-india.aspx
https://www.rbi.org.in/commonman/English/Scripts/Organisation.aspx
https://www.rbi.org.in/scripts/BS_SpeechesView.aspx?Id=692
http://www.axisbank.com/media-center/Awards-Recognition.aspx
http://www.axisbank.com/media-center/bank-prole.aspx
http://www.icicibank.com/aboutus/awards.page?year=2014&type=Awards
http://www.icicibank.com/aboutus/history.page

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BFSI

Key Growth Drivers

Non Performing Assets

Total Banking Assets

What is Employer Branding ?

Firstly, the value proposition is developed

Second, this value proposition is marketed to potential employees

increase the quantity and quality of job applicants

contribute to employee retention thus reducing the costs of turnover

enhance employee engagement and corporate culture

Third Largest Private Sector bank in India

Offer Financial Services to large consumer

Central bank of India

Most Trusted Private Sector Bank'second

19 regional offices and 9 Sub offices

Monetary stability, currency

Title of Superbrand 2014-2015, by

Regulates the issue of bank Notes

No. 1 Promising Banking Brand of 2015,

ICICI Bank is India's largest private sector

ICICI Bank was originally promoted in 1994

'Most Trusted Private Sector Bank' in

Recognised as one of the 'Top

To create a talent pool of young bankers by

Associated with Manipal and Amity Business

Associated with Indian School of Business

To attract, design and engage existing women talent who

Successful completion of the program will give them an

Tied up with prestigious B-Schools for creating specialized curriculum for

In 2005, Tied up with NMIMS for 3 year MBA course in Banking.

Change in Layoff Policy.

Not to layoff underperforming employee.

Partners with state blood transfusion council to organize blood

Organize Daan Utsav, an annual event by GiveIndia.

Employee Benefits and Perks-:

Foreign trips to manager on meeting their target.

Organize internal competition to improve team dynamics.

Reserve Bank of India

GRIP(Great Lakes RBI induction Program)

60 days, 360 hours program

Total 120 Participants from RBI.

Curriculum includes Financial. accounting, managerial accounting,

Flexi working hours

Introduced in Jan 2013, Crucial 4 hours. (11 AM to 3 PM)

Office timings from 8 AM to 8 PM. Advantage to those who want

Social Media tool

Using Social media such as twitter, Facebook and Youtube to put

To get notify about complaints of consumer.

Comparative study of Employer

Good Condition of Service

Means of Career Development

Core Values of Organization

Reward and Opportunities

Quality products and services

Appendix- Reviews on Quora and

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