ABOUT THE COMPANY & CHALLENGE


ABOUT THE COMPANY & CHALLENGE


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. 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.

THE RESULTS


THE RESULTS


40% Boost in Retention

70% Reduction in Hiring Cost

EXECUTION STRATEGY


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.

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


SERVICES DEPLOYED


USER RESEARCH

TARGET ACQUISITION

RETENTION

CONTACT US

CONTACT US