campus engagement programs
TRANSCRIPT
WELINGKAR INSTITUTE OF MANAGEMENT DEVELOPMENT & RESEARCH
SUMMER INTERNSHIP PROJECT REPORT
ON
STUDY ON CAMPUS ENGAGEMENT PROGRAMS
BY
PREM KUMAR PANKAJ
PGDM 2015-2017 TRIMESTER IV
SPECIALISATION: HUMAN RESOURCES
ROLL NO. 161
COMPANY CERTIFICATE
TO WHOM SOEVER IT MAY CONCERN 1. This is to certify that I Prem Kumar Pankaj, a student of Welingkar Institute of
Management Development & Research and pursuing two years full time Post Graduate
Diploma in Management (PGDM) underwent two months of summer internship with us from
2nd
May 2016 to 2nd
July 2016.
2. During the summer internship, Prem Kumar Pankaj has successfully completed the
project titled ‘A study of campus engagement programs in Organizations and the most
referred one amongst all’ under the guidance of Mrs. Garima Sangwan, Talent
Acquisition and Recruitment, Human Resources.
3. The Students performance during the summer internship and comments on his project
work are as under:-
Beyond our expectations.
He has clearly understood the project and its nuances.
He has given the right suggestions keeping SBI Life in picture.
I wish him all the best for his future endeavours.
_______________________________________
(Signature of the Authorized Company Official)
Name: Mrs. Garima Sangwan
Designation: Assistant Manager, TA & Recruitment
Date: 1st
July 2016
UNDERTAKING
I, Prem Kumar Pankaj, hereby declare that the report of the internship program titled,
"Campus Engagement Programs" is prepared by me. I also confirm that, the report is only
prepared for my academic requirement and not for any other purposes. The project contains confidential information of different organizations. Hence, such
information must not be used for any other purpose except for academic use. Being aware of
a project regarding its factuality and authenticity, I have tried my best to perform my task. All
the information mentioned here throughout the project is true to the best of my knowledge.
The theoretical part is gathered from various employees within SBI Life and websites whose URL’s have been mentioned in bibliography.
PREFACE
This project highlights the engagement activities undertaken by organizations to attract highly
talented students across B-Schools in India. Organizations are grappling with issues such as
high attrition rate, disengaged workforce and many organizations are unable to find the right
talent or highly talented individuals can’t be afforded.
Employer branding plays a very important role to solve these issues as it helps organizations to
project a better image and attempts to eradicate all myths and fads about the industry and the
organization. Campus Engagement Program is a sub-set of Employer Banding and it helps
organizations attract and retain best talent from B-Schools.
This project is a part of my summer internship project at SBI Life and the intention was to
understand the some of the best practices across different industries and also gauge what
students feel about these programs.
I hope you enjoy reading this report.
Prem Kumar Pankaj
Mumbai
ACKNOWLEDGEMENT
“In my deepest darkest moments, what really got me through was a prayer. Sometimes my
prayer was “help me’. Sometimes my prayer was ‘thank you’. What I have discovered is that
intimate connection and communication with my creator will always get me through because
I know my support, my help, is just a prayer away.” -Iyanla Vanzant
The project is an outcome of sincere efforts and time put in not just by me but by all those
who have been a part of this project and have reviewed and monitored my work on a regular
basis. I am eternally thankful to all those who have helped me and motivated me in this
journey.
I am lucky and grateful that I got an opportunity to be mentored by Vijayan Sir’s. Whether it
the research material, insights, contacts or questionnaire; he was there to guide me. It is
because of him I got into SBI Life and I am able to stand with confidence. I would also like
to thank all other professors, our seniors and placement committee for their constant support.
I am extremely thankful to my buddy- Garima Sangwan Ma’am who has constantly helped
me. She is my best friend at SBI; a person whom I can bank upon. She has answers to all my
problems; she is someone whom I look up to. Words are not enough to thank her.
I would like to extend my gratitude and love to Shharad Dhhakate Sir, Varsha Mondkar
Ma’am and all other employees who have helped me in making my internship journey and
experience more fruitful and enriching.
I would like to end this by thanking my family members and friends who have always been
there to support me. I am blessed to be surrounded by such people and I know that my help is
just a prayer away.
TABLE OF CONTENTS
CHAPTER DESCRIPTION PAGE No.
1 EXECUTIVE SUMMARY Page 7
2 INTRODUCTION Page 8-10
Campus Engagement/Connect
Benefits to Organizations
Benefits to Students
3 INDUSTRY OVERVIEW Page 11
Real Estate Sector: Domestic
Real Estate Sector: International
Human Resource Challenges faced
4 COMPANY PROFILE Page 12-13
Vision and Values
Key People and Parentage
5 RESEARCH METHODOLOGY Page 15-20
6 DATA ANALYSIS, FINDINGS & CONCLUSION Page 21-29
HR Questionnaire Analysis
Student Questionnaire Analysis
Combined Analysis
7 RECOMMENDATIONS Page 30
8 BIBLIOGRAPHY Page 31-32
CH. 1- EXECUTIVE SUMMARY
Organizations are grappling with issues of high attrition rate, reduced productivity and
disengaged Gen Y workforce. Same tonic used 5 years before won’t be helpful for issues
pertaining to millennials. According to a study conducted by Deloittee and HUL, they are
different and should be treated differently.
Organizations have identified Campus Engagement Programs as a powerful tool to engage
students across campuses. These programs not only help them in building an employer brand,
but it also helps them in attracting and retaining the right candidates from such campuses.
Such programs can be tested for the reliability on various parameters which can be decided
by respective organizations from time to time.
SBI Life is a prominent recruiter from Tier II (+) B-Schools in India and it is planning to
build a strong employer brand and strengthen connect with students at campuses from which
it recruits.
For this purpose a study was conducted in 2 phases. One was meant for HR Managers and the
other for the students. The idea was to understand what form of campus engagement program
is popular among students and HR Managers and how can we use this inference/analysis to
build a robust campus engagement program for SBI Life.
CH. 2- INTRODUCTION
Campus Engagement Programs are the emerging trend in Recruitment and Employer
Branding these days. By means of these programs organizations try to create a better picture
of themselves as an employer across various campuses that they are targeting. This could be
undertaken for various purposes-
To attract highly talented students from B-Schools
Employer Branding
To be able to recruit from Tier I colleges in India
Reducing attrition rates among the college recruits.
Campus Engagement/Connect
Recruiting and retaining the right talent at the right time is a herculean task for recruiters. Old
methods have lost their charm in attracting Generation Y. Building relationship and rapport
with students and their respective campuses is not easy and takes a lot of time which must be
administered on a regular basis.
Organizations have deployed robust Campus Connect Programs which ensure that students
have them at top of the list while they think of a job. It can help recruiters hit two birds with
one stone
Benefits to an Employer-
Stronger brand visibility and recognition
Attract and hire from a highly talented lot of students.
Benefits to students-
Allows them to connect with culture of the company from level zero
Helps them to compare other recruiters while selection
How we recruit champions?
#STEP-1 Requisition- Man Power Planning
It is important to identify the number of vacancies before we initiate a process. It is done by
identifying present vacancies, future requirements and current business contingencies/. These
figures are provided to us by various channel/vertical heads.
#STEP 2 Supplier Identification- What should be in mind while selecting campuses?
1 CRISIL Ratings
2 NAAC Ratings
3 Rapport with Placement Cell
4 Past Experience
#STEP 3 Contacting Colleges and Opening Positions
At this stage, we fix a date during placement season and open positions based on a match
between requirements of individual departments and skill sets of the students.
#STEP 4 Selection Process- It is a 3 step process which includes-
1. Aptitude Test
2. GD Round
3. Personal Interview
#STEP 5 Deployment- Decision is based on the comments given by panellists on Interview
Assessment Sheet and skill sets of the selected candidates.
# Pre and Post Recruitment Initiatives- Presently, SBIL is involved in both pre and post
recruitment engagement activities. Prior to recruiting students SBIL invites students for an
interaction (Pre-Placement Talk) where the senior executives of the company answer
questions from students related to any aspect of SBIL. SBIL is an extended family for its
employees. All newly recruited students are pampered by the company. Right from sending
journals, goodies to wishing them before examinations; SBIL does it all.
Why are we doing this?
A strong campus connect program would engage students, build stronger relationships and
would act as a recruiting multiplier. Presently all initiatives are at personal front which other
students are not aware of. We are working towards strengthening our ties with campuses to
communicate better with students and motivate them to work with us. This would in turn
make us the preferred job destination amidst students.
This research would help SBIL to identify what other organizations are doing in this context
and how can SBIL learn from such practices and implement a full proof and robust plan that
enhances the image of SBIL as an employer at campuses.
Creating a tailor-made program and implementing it properly will mark the beginning of
SBIL’s success story.
How to go about it?
To understanding what can benefit us and how it should be implemented; we must embark on
a journey of research that involves interviewing/ one-on-one interaction with Change
Champions across 4-5 industries and 10 or more companies. Such interactions will help us
identify what they are doing in context of Campus Connect Programs and how are they being
benefited from such initiates.
After this we need to talk to students across campuses who have heard of companies taking
such initiative and how they have been motivated to join such companies.
This would involve primary research based on questionnaires and/or interactions with our
stakeholders. Sample space would be the organizations that have engaged themselves in such
initiatives and students across campuses, looking for jobs.
It would also involve secondary research and review of literature which will help us to
answer and clarify challenging research conundrums.
In the end data will be collated and analysed. Based on the analysis, suggestion would be
made to strengthen the campus connect program- ASCEND.
CH. 3- INDUSTRY PROFILE
The insurance industry of India consists of 53 insurance companies of which 24 are in life
insurance business and 29 are non-life insurers. Among the life insurers, Life Insurance
Corporation (LIC) is the sole public sector company. Apart from that, among the non-life
insurers there are six public sector insurers. In addition to these, there is sole national re-
insurer, namely, General Insurance Corporation of India (GIC Re). Other stakeholders in
Indian Insurance market include agents (individual and corporate), brokers, surveyors and
third party administrators servicing health insurance claims.
Out of 29 non-life insurance companies, five private sector insurers are registered to
underwrite policies exclusively in health, personal accident and travel insurance segments.
They are Star Health and Allied Insurance Company Ltd, Apollo Munich Health Insurance
Company Ltd, Max Bupa Health Insurance Company Ltd, Religare Health Insurance
Company Ltd and Cigna TTK Health Insurance Company Ltd. There are two more
specialised insurers belonging to public sector, namely, Export Credit Guarantee Corporation
of India for Credit Insurance and Agriculture Insurance Company Ltd for crop insurance.
CH. 4- COMPANY PROFILE
SBI Life Insurance is a joint venture between State Bank of India and BNP Paribas Cardiff.
SBI owns 74% of the total capital and BNP Paribas Cardiff the remaining 26%. SBI Life
Insurance has an authorized capital of Rs. 2,000 crores and a paid up capital of Rs 1,000
crores.
SBI Life has a unique multi-distribution model encompassing vibrant Bankassurance, Retail
Agency, Institutional Alliance and Corporate Solutions distribution channels.
SBI Life extensively leverages the State Bank Group relationship as a platform for cross-
selling insurance products along with its numerous banking product packages such as housing
loans and personal loans. SBI’s access to over 100 million accounts across the country
provides a vibrant base for insurance penetration across every region and economic strata in
the country, thus ensuring true financial inclusion. Agency Channel, comprising of the most
productive force of over 80,000 Insurance Advisors, offers door to door insurance solutions
to customers.
Vision:
“To be the most trusted and preferred life insurance provider”
Mission:
“To emerge as the leading company offering a comprehensive range of life insurance and
pension products at competitive prices, ensuring high standards of customer satisfaction and
world class operating efficiency thereby becoming a model life insurance company in India
in the post liberalization period.”
Values:
• Trustworthiness
• Ambition
• Innovation
• Dynamism
• Excellence
KEY PERSONS-
Name of Key person Role/designation
Mr. Arijit Basu Managing Director & CEO
Mr. Anand Pejawar Executive Director - Marketing
Mr. Ravi Krishnamurthy Executive Director - Marketing
Mr. M Anand Executive Director - Marketing
Mr. Sanjeev Pujari Executive Director - Actuarial & Risk Management and
Chief Risk Officer
Mr. Gopikrishna Shenoy Chief Officer Investments
Mr. Sangramjit Sarangi Chief Financial Officer
Mr. Dipak Mazumder Chief Audit Officer
Mr. Subhendu Bal Appointed Actuary
Ms. Smita Ganesh Prabhu Compliance Officer
PARENTAGE-
Along with its 5 Associate Banks, State Bank Group has the unrivalled strength of over
18,000 branches across the country, arguably the largest in the world.
BNP Paribas Cardiff is the life and property & casualty insurance arm of BNP Paribas, one of
the strongest banks in the world. BNP Paribas Group, having presence in more than 80
countries ranks highly in Retail Banking, Investment Solutions and Corporate & Investment
Banking. BNP Paribas Cardiff is one of the world leaders in creditor insurance and its life
and non-life insurance units have received an AA rating from Standard & Poor’s.
CH. 5- RESEARCH METHODOLOGY
This project revolves around students and HR managers who handle campus engagement
programs in different organizations. The entire research has been split into these 2 distinct
components.
The project involves a lot of field visits/ interactions with HR Managers and students to
collect data. For HR Managers; one-on-one interviews were scheduled for close to 20 HR
Mangers from different organizations. Out of these, 10 responses were elicited in total. Out of
these 10 responses only 9 added value. The research covered 7 industries.
For the students; links for the questionnaire on google forms was sent through email and
WhatsApp. Only for NMIMS; questionnaire was physically handed over to the co-ordinator.
The research was done over students from 8 different institutes in India. A total of 154
meaningful responses were received. Students under study belonged to 5 different
specializations and 4 different courses.
No project is complete without secondary research. For this purpose, I have searched for
articles related to Employer Branding on hbr.org and Forbes. Research on my topic is not
available and it is perceived differently in other countries.
The final analysis had been derived using MS Excel and suggestions are given based on my
analysis.
Campus Engagement Questionnaire
Name: Date:
Designation: Email Id:
Organization Contact:
Part I: Talent Acquisition Process
1. When did you start hiring from campus, as part of Talent Acquisition process? Was it a
conscious effort? Why was this initiative taken?
___________________________________________________________________________
___________________________________________________________________________
______
2. How do you determine which campuses should be visited? When was the last time the list
was expanded/deleted?
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
_______________
3. Do you run analytics before visiting a campus? What are those and how do they impact
your decision?
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
4. What does visibility, with respect to campus recruitment and employer branding mean to
you? How do you measure it?
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
Part II: The Program
5. Do you run campus engagement program? How many of these do you run? Can you share
some details?
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
6. What is the frequency and duration of the program? Is there a fixed interval-
date/month/quarter for such events?
___________________________________________________________________________
___________________________________________________________________________
7. How long did it take to introduce and establish this program? When did you commence
these programs?
___________________________________________________________________________
___________________________________________________________________________
8. Which colleges do you target and is the list same as mentioned in Q2? What is the
objective?
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
*Program 1-__________________________ Program 2- ____________________________
Program 3-__________________________ Program 4- ____________________________
9. What type of program is it?
Program 1 Program 2 Program 3
Program 4
Scholarship
CSR- Social Initiative
Lecture Series/Guest Faculty
Sponsored Events/Festival
Internship Challenge
Certification Program
Competition
Quiz
Case Study
B-Plan
Others
10. Is there a reward for the winners/participants? What is it?
Program 1 Program 2 Program 3 Program 4
Cash Prize
Goodies/Hampers/Gifts
Coupons/Vouchers
PPO/PPI
Others
11. Where is it organized?
Program 1 Program 2 Program 3 Program 4
College Campus
Company premises
Elsewhere
12. Who is your target audience? How many do you target in each segment?
Program 1 Program 2 Program 3 Program 4
College Recruits
Interns
Others
All of these
13. Students pursuing which specialization/degree/course can participate?
Program 1 Program 2 Program 3 Program 4
Under Graduates
Engineering
Arts
Commerce
Science
Others
Post Graduates
MBA
Non-MBA
Part-time courses
Open to all
14. Do you have a/an-
Program 1 Program 2 Program 3 Program 4
Logo
Website
Application( Android/Windows/iOS)
Part III: Management of the Program
15. Who manages the program?
Program 1 Program 2 Program 3
Program 4
HR Department
Corporate Communications
Marketing Department
Others
16. Is it self-financed or sponsored/partnered program? What is an estimated annual budget
allocated for the program/s?
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
17. Where do you promote it?
Program 1 Program 2 Program 3
Program 4
Social Media
YouTube Channel
Others
Print Media
TV
Website/s
Others (Please specify)
18. Which of these channels is most effective in terms of cost and reach?
___________________________________________________________________________
___________________________________________________________________________
19. Do you hire experts for specific activities of the program? Who are those experts?
[Yes/No]
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
Part IV: Facts and Conclusion
20. Is the application process for such competitions online? How many applications do you
receive on an average for a program?
[Yes/No]
___________________________________________________________________________
___________________________________________________________________________
21. How would you define a successful program? How is it quantified? How does it impact
your business?
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
22. Is campus engagement limited to only such competitions/events? What are the other
initiatives undertaken by your company?
[Yes/No]
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
23. Why was the need felt for campus engagement program?(Please rank them)
Employer Branding
Increase visibility at B-schools during placement season
Attract highly talented and motivated students across campuses
Be able to recruit from premiere colleges in India
Keeping the new recruits from campuses stay longer- reduce attrition rate
Others (please specify)
____________________________________________________________
____________________________________________________________
Campus Engagement Questionnaire
Name: ____________________________ Institute: ___________________________
Course: ___________________________ Specialization: ___________________________
1) Which is your preferred industry or sector where you would want to work in near future? 1._________________ 2._________________ 3.__________________
2) Which company do you associate with or recall for the list of industry or sector
mentioned in Q1? (List 2-3 dream companies in respective sector/industry)
Industry/Sector Organization
1
2
3
3) What attributes do you look for in your dream company? (Please rank these
attributes according to your preferences; where 1 being the lowest and 5 being the
highest.)
Attributes Scale
1. Work-Life Balance 1 2 3 4 5
2. Fortune 500 Company 1 2 3 4 5
3. Compensation/Salary 1 2 3 4 5
4. Job Posting/Location 1 2 3 4 5
5. Growth Opportunity 1 2 3 4 5
6. Employer Brand 1 2 3 4 5
7. Industry/Sector 1 2 3 4 5
8. Employee friendliness 1 2 3 4 5
9. Work Environment 1 2 3 4 5
10. Role clarity and quality 1 2 3 4 5
4) Which campus connect program, in your opinion, is the most popular at your
campus? (Please select only 3 options.)
Types of Campus Connect Programs
1. Quiz Competition (E.g. TATA Crucibles)
2. Case Study (E.g. HUL LIME)
3. B-Plan Competition (E.g. Wipro)
4. Scholarship (E.g. L&T)
5. Lecture Series/Guest Faculty/Industry Academia Interaction
6. Events/fest sponsored by companies
7. Certification Program (E.g. KPMG- Six Sigma Certification)
8. Internship Challenge (E.g. P&G- Ambi pur)
9. CSR- Social Initiatives
10. Other(Please Specify)
5) On a scale of 1 to 5, where 1 being the lowest and 5 being the highest; assess SBI Life
on the following parameters of a potential Campus Hiring employer?
Parameters Scale
1. Brand Visibility 1 2 3 4 5
2. Pay Master 1 2 3 4 5
3. Impact of Campus Connect Program- ASCEND 1 2 3 4 5
4. Alumni Connect 1 2 3 4 5
CH. 6- DATA ANALYSIS, FINDINGS AND CONCLUSION
1) Type of Program run by organizations listed below-
The table above plots the different kinds of programs run by these 9 organizations as per set
category of programs in the questionnaire.
*Note- Others SLI indicates senior leadership program within “Others” category.
The table above shows the most popular programs run by organizations and their share out of
total 33 programs. The total is 30 because GE Aviation has 4 programs of the same type-
Structured In-take Program.
The table above shows the break-up of other type of programs run by different organization
under my scope of study. Senior Leadership Interaction is the most popular program within
this segment.
Program Number of Companies % Total
Structured In-take Program 1 9.1%
Senior Leadership Interaction 6 54.5%
Indirect 1 9.1%
Coding Contest 1 9.1%
Job Rotation 1 9.1%
Passion/Dream Projects 1 9.1%
Total 11 100.0%
Others
Types of Program Count % Total
Lecture Series/Guest Faculty 6 20.0%
Internship Challenge 4 13.3%
Others- SLI 6 20.0%
Others 5 16.7%
Remaining Programs 9 30.0%
Total 30 100.0%
Company P1 P2 P3 P4 No. of Programs in each Company
HP Others Others Others Others 4
Infosys Case-Study Competition Others Scholarship Lecture Series/Guest Faculty 4
Lenovo Social Initiative-CSR Case-Study Competition Sponsored Events/Festivals Lecture Series/Guest Faculty 4
Godrej Others Internship Challenge Others Lecture Series/Guest Faculty 4
Reliance Communication Others Internship Challenge Lecture Series/Guest Faculty 3
GE Aviation Others Others Others Others 4
L&T- FAIC Lecture Series/Guest Faculty Case-Study Competition Scholarship Internship Challenge 4
ICICI Prudential Sponsored Events/Festivals Quiz Competition Others Others 4
HCL Lecture Series/Guest Faculty Internship Challenge 2
The table above represents the company running SLI and their Program code.
2) Rewards for winners/participants-
The table above represents whether the top 4 programs reward the participants or not.
This table shows the different kinds of rewards associated with each type of program and
their % wise break-up between rewards and no rewards.
The table above represents Rewards under the Internship Challenge category. Stipend is the
most common form of reward.
Rewards Count %
Cash Prize 2 40.0%
Goodies/Hampers 2 40.0%
Others (PPO/PPI) 1 20.0%
Total 5 100.00%
Case Study Competition
Rewards Count %
PPO/PPI 3 37.5%
Goodies/Hampers 1 12.5%
Others 4 50.0%
TOTAL 8 100.0%
Internship Challenge
Types of Program Count Rewards No Rewards
Lecture Series/Guest Faculty 6 1 5
Others- SLI 6 4 2
Internship Challenge 4 4 0
Case Study Competition 3 3 0
Programs With
Types of Program Reward 1 Reward 2 Reward 3 % Rewarded %Non-Rewarded
Lecture Series/Guest Faculty Goodie/Hampers/Gifts 16.7% 83.3%
Others- SLI Cash Prize Goodie/Hampers/Gifts Others- Salary 66.7% 33.3%
Internship Challenge Goodie/Hampers/Gifts PPO/PPI Others 100.0% 0.0%
Case Study Competition Cash Prize Goodie/Hampers/Gifts Others 100.00% 0.00%
What Types of Rewards Given?
Program Name Company Program Code
Welcome To HP HP P2
Intern Day HP P3
Spark Infosys P2
Gallop Godrej Consumer Products Ltd. P3
Aamantran ICICI Prudential P3
BLP ICICI Prudential P4
Others-Senior Leadership Interaction
The table above shows the kind of rewards given under case study competition. Here Cash
Prize and goodies are together the most popular form of rewarding winners/participants.
3) Where are these programs organized?
The above table represents the where these programs are conducted. “Engineers” (Infosys)
case study competition’s regional/zonal rounds are conducted at campuses and finals are held
at company premises.
Lecture Series is always conducted at campuses while Internships are always done at
company premises. For the other programs, Company premises are the most favoured region.
4) Target Audience-
Type Of Program College Campus Company Premises College+Company Premises Elsewhere Total
Lecture Series/Guest Faculty 6 6
Others- SLI 4 2 6
Internship Challenge 4 4
Case-Study Competition 2 1 3
Company College Recruits Interns Others Open To All Total
Lecture Series/Guest Faculty 6 6
Others- SLI 5 1 6
Internship Challenge 4 4
Case-Study Competition 3 3
Total 5 5 0 9 19
Company % College Recruits % Interns % Others % Open To All % Total
Lecture Series/Guest Faculty 100.00% 100.00%
Others- SLI 83.33% 16.67% 100.00%
Internship Challenge 100.00% 100.00%
Case-Study Competition 100.00% 100.00%
Total
Type Of Program % College Campus % Company Premises College+Company Premises % Elsewhere Total
Lecture Series/Guest Faculty 100.0% 100.0%
Others- SLI 66.7% 33.3% 100.0%
Internship Challenge 100.0% 100.0%
Case-Study Competition 0.0% 66.7% 33.3% 0.0% 100.0%
Rewards Count %
Cash Prize+Goodies 1 25.00%
Only Goodies/Hampers 2 50.00%
Only Others (Salary) 1 25.00%
Total 4 100.00%
Others- Senior Leadership Interaction
Count as per Company
Lecture Series and Case-Study Competitions are open to all while Internships are meant only
for 1st year students. SLI targets college recruits mostly, followed by Interns.
5) Who can participate?
Data in the above table reveals that case study competitions are built around PG-MBA
students and internships are mostly meant for UG-Engineering and PG-MBA students.
Others-SLI and Lecture series are mostly open to all.
6) Do companies have Logo/Website or Application?
Most of the programs are not branded except for the ones managed by Godrej.
7) Management of the program
Most of these programs are managed by the HR Department except for a few which are
managed in collaboration with Marketing/Corporate Communication/Other Departments.
Competition UG- Engineering PG- MBA UG-Engg+PG-MBA PG-MBA+UG-Engg+UG-Others Part-time Courses Open To All Total
Lecture Series/Guest Faculty 2 1 1 2 6
Others- SLI 1 1 4 6
Internship Challenge 1 3 4
Case-Study Competition 2 1 3
Total 2 5 5 1 0 6 19Competition % UG- Engineering % PG- MBA % UG-Engg+PG-MBA PG-MBA+UG-Engg+UG-Others % Part-time Courses % Open To All Total
Lecture Series/Guest Faculty 33.33% 16.67% 16.67% 33.33% 100.00%
Others- SLI 16.67% 16.67% 66.67% 100.00%
Internship Challenge 25.00% 75.00% 100.00%
Case-Study Competition 66.67% 33.33% 100.00%
Company Logo Website Application Logo+Website None Total
Lecture Series/Guest Faculty 1 5 6
Others- SLI 1 1 4 6
Internship Challenge 1 3 4
Case-Study Competition 1 2 3
Total 1 0 0 4 14 19
Company Logo% Logo % Website % Application % Logo+Website None % Total
Lecture Series/Guest Faculty 16.67% 83.33% 100.00%
Others- SLI 16.67% 16.67% 66.67% 100.00%
Internship Challenge 25.00% 75.00% 100.00%
Case-Study Competition 33.33% 66.67% 100.00%
Total
Programs
HR
Depart
ment
HR+Corporate
Communication
s
Marketing
DepartmentOthers
HR +
Marketing
HR + Marketing +
OthersHR+Others Total
Lecture Series/Guest Faculty 50% 17% 17% 17% 100%
Others- SLI 100% 100%
Internship Challenge 75% 25% 100%
Case-Study Competition 33% 33% 33% 100%
8) Whether these programs are sponsored or partnered?
All of the programs are fully funded by the organizations that run such programs.
9) Where are these programs promoted?
All of these programs are mostly advertised over social media as it one of the most effective
promotion platforms in terms of both cost and reach. Since, most of the students have online
presence on social media; organizations must also adopt this route in order to reach out to
them.
Programs Sponsored Partnered Count % Sponsored % Partnered % Count
Lecture Series/Guest Faculty 6 6 100% 100%
Others- SLI 6 6 100% 100%
Internship Challenge 4 4 100% 100%
Case-Study Competition 3 3 100% 100%
Total 19 0 19
Programs FacebookSocial Media Print Media TV Website/s Others Total
Lecture Series/Guest Faculty 7 1 1 9
Internship Challenge 7 1 2 10
Case-Study Competition 7 1 8
Others 50 3 1 3 1 58
Total 71 5 1 7 1 85
Programs FacebookSocial Media Print Media TV Website/s Others Total
Lecture Series/Guest Faculty 9.9% 20.0% 0.0% 14.3% 0.0% 10.6%
Others- SLI 9.9% 20.0% 0.0% 28.6% 0.0% 11.8%
Internship Challenge 9.9% 0.0% 0.0% 14.3% 0.0% 9.4%
Case-Study Competition 70.4% 60.0% 100.0% 42.9% 100.0% 68.2%
Total 100.0% 100.0% 100.0% 100.0% 100.0% 100.0%
Programs Social Media Print Media TV Website/s Others Total
Lecture Series/Guest Faculty 78.0% 11.0% 11.0% 100%
Internship Challenge 70.0% 10.0% 20.0% 100%
Case-Study Competition 87.5% 12.5% 100%
Others 86.2% 5.2% 1.7% 5.2% 1.7% 100%
10) Purpose behind Campus Engagement Programs
The HR questionnaire tried to gauge what was the reason behind such campus engagement
programs. At the end of the research it was identified that Employer Branding was the 1st
priority followed increasing visibility at B-schools.
Based on the rankings provided by HR managers from various companies; weighs were
allocated to different attributes. In cases when a HR Manager selected a mix of all; then 0.5 was
given to all. In case of tied ranks an average of ranks was allotted.
Student Questionnaire Responses-
1) Participants
Attributes HP Infosys Lenovo Godrej Reliance Communication GE Aviation L&T- FAIC ICICI Prudential HCL Total
Employer Branding 3 1 0 0.5 0.5 0.5 3 1.5 0.5 10.5
To Increase visibilty 0 2 3 0.5 0.5 0.5 2 0 0.5 9
Attract highly talented students 2 3 0 0.5 0.5 0.5 1 0 0.5 8
Recruit from premiere B-Schools in
India0 0 0 0.5 0.5 0.5 0 1.5 0.5
3.5
To reduce Attrition Rate 1 0 0 0.5 0.5 0.5 0 0 0.5 3
Others 0 0 0 0.5 0.5 0.5 0 0 0.5 2
Why was the need felt for campus engagement programs?
Attributes Total
Employer Branding 10.5
To Increase visibilty 9
Attract highly talented students 8
Recruit from premiere B-Schools in
India 3.5
To reduce Attrition Rate 3
Others 2
Rank Weights
#1 3
#2 2
#3 1
#None 0
Mix of All 0.5
Tied Ranks Average of the weights
Institute Count %
We School, Mumbai 57 37.0%
NMIMS, Mumbai 64 41.6%
KJ Somaiya, Mumbai 20 13.0%
Others 13 8.4%
Total 154 100%
Participants
The table above shows the % wise break-up of the participants from 7 campuses. We found out
that out of 154 responses maximum responses were received from NMIMS, Mumbai followed
by We School, Mumbai.
2) Courses
Participants from 4 different courses participated in the research. Maximum participants
belonged to PGDM Course followed by MBA.
3) Specialization
Maximum responses were received from students pursuing Marketing as their specialization;
followed by Finance and HR.
4) Ranking Dream Company based on Average Scores-
Based on the average scores derived- Growth Opportunity ranked highest. Surprisingly for Tier
II (+) colleges students ranked Compensation 4th
.
Course Count %
MBA 63 40.9%
PGDM 70 45.5%
MMS 19 12.3%
Others 2 1.3%
Total 154 100.0%
Course Wise Break-Up
Specialization Count %
Finance 49 31.8%
Marketing 75 48.7%
HR 22 14.3%
Operations 6 3.9%
Others 2 1.3%
Total 154 100.0%
Specialization Wise Break-Up
Attributes #Rank Average
Growth Opportunity 1 4.525974026
Role Clarity and Quality 2 4.493506494
Work Environment 3 4.344155844
Compensation Salary 4 4.298701299
Employee Friendliness 5 4.181818182
Work-Life Balance 6 4.149350649
Employer Brand 7 3.948051948
Job Posting/Location 8.5 3.922077922
Industry/Sector 8.5 3.922077922
Fortune 500 Company 10 3.422077922
Dream Company Attributes
5) Rate SBI Life on the following parameters-
SBIL has not performed well on any of these parameters. For all other parameters; average
scores are very low and SBIL needs to pay immediate attention to these.
6) Most favoured Programs
Case Study competition is the most preferred form of engagement amidst students followed by
B-Plan Competition and Certification Programs.
Attributes #Rank Average
Brand Visibility 1 3.597402597
Alumni Connect 2 2.961038961
Pay Master 4 2.811688312
Impact of Campus Connect Program- ASCEND 3 2.935064935
Rate SBI Life
Campus Engagement Program Count #Rank %
Quiz Competition 57 4 12.3%
Case Study 126 1 27.3%
B-Plan Competition 62 2 13.4%
Scholarship 12 9 2.6%
Lecture Series/Guest Faculty/Industry
Academia Interaction52 5 11.3%
Events/fest sponsored by companies 35 7 7.6%
Certification Program 59 3 12.8%
Internship Challenge 44 6 9.5%
CSR- Social Initiatives 15 8 3.2%
Other 0 10 0.0%
Total 462 100%
Program Wise Break-Up
CH. 7- RECOMMENDATION
HR Managers prefer Lecture Series because-
1) Easy to execute
2) Very little investment of time and money
3) Can be customized easily
Case study is not popular because-
1) Expensive to execute
2) Involvement of teams- Inter-department activity
3) Rewards and Promotions are a must
4) Lots of Planning is involved
Lecture series ranks 5th
among students and 1st among HR Managers. It is not very
successful because-
1) Thy are planned on Saturdays and Sundays
2) They reward less and punish more.
3) Students are never interested to attend lectures.
4) It should be combined with SLI’s to make it more engaging.
5) They are less competitive.
Case Study is the most favoured amidst Students because-
1) Offer Internships to the winners
2) Students want competitive programs
3) Cash Prize and PPO a motivating factor
B-plan and Quiz show similar trends. Suggestions-
1) Gamified lecture/ Interactive sessions using multi-media in form of quiz
2) Classroom simulations can be used to replicate B-Plan competitions.
Since, the preferences of both, HR Managers/ Organizations and students are not similar so
we have to equate both sides by adding or deleting components of respective references to
derive a coherent conclusion.
CH. 8- BIBLIOGRAPHY
1) https://hbr.org/2014/11/the-us-chairman-of-pwc-on-keeping-millennials-engaged
Date: 16th
May, 2016 Accessed At: 10:20 a.m. Source: hbr.org
This article talks about identifying what works for the millennials at PWC and how have the
company’s HR policies evolved over time. It also talks about the drastic difference between
the thought processes of baby boomers and Generation Y. The article also describes why
manages must change their attitudes towards them.
2) https://hbr.org/2010/06/the-productivity-paradox-how-sony-pictures-gets-more-out-of-
people-by-demanding-less
Date: 16th
May, 2016 Accessed At: 10:45 a.m. Source: hbr.org
The article focuses on how managing our energy is more important than managing time. The
article briefly discusses how Sony implemented various rituals to increase engagement and
reduce disenchantment.
3) https://hbr.org/2014/12/deltas-ceo-on-using-innovative-thinking-to-revive-a-bankrupt-
airline
Date: 16th
May, 2016 Accessed At: 11:00 a.m. Source: hbr.org
Delta Airlines was into losses for quite some time and they decided to restructure the entire
business. They acquired few companies, reorganized their fleet and pricing strategy etc. But it
didn’t work much in their favour. Then they decided to have more employee focused
policies; offered stock options and bought shares in companies where they had tie-ups to be
more involved. Finally it worked and they emerged as leaders again.
4) https://hbr.org/2010/03/engaging-the-pole-vaulters-on-your-staff
Date: 16th
May, 2016 Accessed At: 11:20 a.m. Source: hbr.org
This article talks about the 4 different classifications of employees in an organization based
on their level of engagement and enthusiasm at work. What are the HR implications of these
categories of employees and how can disengagement be dealt with.
5) https://www.peoplematters.in/article/employee-engagement/why-its-time-hr-master-real-
time-communities-13393
Date: 16th
May, 2016 Accessed At: 11:59 a.m. Source: peoplematters.in
This article talks of how technology is a game changer and how businesses must interact with
it to benefit from it. Communication at organization has seen a paradigm shift with coming
up of social media like Facebook and WhatsApp. They said that social media and other
innovative forms of interaction a gaining momentum and they are effective because of
Interactivity, Transparency and ease of use. Building online communities and managing them
is an upcoming role for HR managers today to engage people at work place.
6) http://www.eremedia.com/ere/15-employer-branding-best-practices-you-need-to-know/
Date: 17th
May, 2016 Accessed at: 1:00 p.m. Source: eremedia.com
Identify and answer 5 questions. What practices are best in context to employer branding.
7) http://hudsonrpo.com/portals/rpo/images/content/Employer-brand-engagement-model.png
http://hudsonrpo.com/digital-and-sourcing-innovation-consulting-services
Date: 17th
May, 2016 Accessed at: 2:00 p.m. Source: hudsonrpo.com
Employer Brand Engagement Model