Image Description  WE ARE ALL NEW  Image Description  WE ARE ALL NEW  Image Description  WE ARE ALL NEW  Image Description  WE ARE ALL NEW  Image Description  WE ARE ALL NEW  Image Description  WE ARE ALL NEW  Image Description  WE ARE ALL NEW 

Image Description  WE ARE ALL NEW  Image Description  WE ARE ALL NEW  Image Description  WE ARE ALL NEW  Image Description  WE ARE ALL NEW  Image Description  WE ARE ALL NEW  Image Description  WE ARE ALL NEW  Image Description  WE ARE ALL NEW 

ICICI BANK CASE STUDY

40% BOOST IN RETENTION. 70% REDUCTION IN HIRING COST.

INTRODUCTION

ABOUT

ICICI is a distinguished name in the Indian Banking industry and is one of the Big 4 banks in India headquartered in Mumbai. ICICI offers a range of banking and financial services for both corporate and retail customers.

Add Your Heading Text Here

Add Your Heading Text Here

CHALLENGE

The challenge was to reduce the high attrition rate at ICICI by reaching people who have a better probability of staying back in the organization, through our digital marketing efforts.

GOAL

Our goal with ICICI Bank was to reduce high attrition rates within the organisation. Our objective was to identify and target individuals with a higher likelihood of long-term retention through digital marketing efforts.

Add Your Heading Text Here

RESULTS

EXECUTION STRATEGY

To have a better understanding of the kind of employees who tend to work in ICICI for a longer duration, we created User Personas. The strategy employed was to use appropriate channels to target these personas online and drive better quality applications. The channels used were Google Display Ads, Facebook Ads and Quora Ads and this choice has been made based on the ability to target specific user personas.

For the creation of User Personas, we, with the help of the ICICI team, identified demographic, psychographic, similarities and analysed their social media behaviour to create a full picture of the ideal set of candidates who would exhibit greater retention in the organization.
Upon interacting with our ads, interested candidates were taken to the Careers page on the ICICI website and to understand the effectiveness of our efforts, we were tracking the number of resumes received and the KPI was Resume Acquisition Cost.

Using the key elements from the user personas, we were able to target the right candidates online and out of the three channels used, Facebook proved to be the most effective channel among the three by getting us the lowest Cost/Conversion. To have the maximum impact, we created marketing assets that are in line with ICICI’s brand guidelines do have to portray continuity and consistency across both the organic and the paid channels.

1.  We began with a thorough audit to uncover issues affecting the blog’s search performance. The next steps involve repurposing existing content and creating new, relevant pieces. Initially, we’ll focus on low-competition topics to build authority before tackling high-volume, competitive ones.

2. Post the SEO audit and fixes, our team collaborated closely with Decathlon’s Content team. During our content audit, we found that much of the existing content was tailored for the European audience and needed adjustments to align with the Indian market.

3. Next, we delved into keyword and topic research to pinpoint the content Decathlon should create for an immediate traffic boost. We discovered numerous monthly topics that significantly increased their traffic.

1.  We began with a thorough audit to uncover issues affecting the blog’s search performance. The next steps involve repurposing existing content and creating new, relevant pieces. Initially, we’ll focus on low-competition topics to build authority before tackling high-volume, competitive ones.

2. Post the SEO audit and fixes, our team collaborated closely with Decathlon’s Content team. During our content audit, we found that much of the existing content was tailored for the European audience and needed adjustments to align with the Indian market.

3. Next, we delved into keyword and topic research to pinpoint the content Decathlon should create for an immediate traffic boost. We discovered numerous monthly topics that significantly increased their traffic.

Within 3 months of starting, we increased the traffic to 10x and were able to achieve a sustainable growth of 100% month on month.

solution

From the digital marketing efforts, ICICI Bank was able to improve the quality of job applications received online who matched the user personas of those who had better retention rates.

With our efforts, we were able to improve the retention by 40% in our first drive of activities and this resulted in the reduction of Cost to Hire by 70%.

SERVICES DEPLOYED

User Research

Target Acquisition

Retention

Lets Talk!

Get in touch with us and let’s make magic happen!