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