1. The journey to becoming an employer of choice
CASE STUDY
Established in 2006, Bharti AXA Life Insurance is a joint venture between India’s leading business group, Bharti
Enterprises and Paris-headquartered financial protection and wealth management company, AXA.
Bharti AXA
Life Insurance

2. THE OBJECTIVES
Change perspectives of job seekers towards the insurance industry in general
Diversify - attract talent from outside the industry
Make Bharti AXA Life Insurance an appealing brand and an organization people
would love to work for
JITIN PAUL
Chief Marketing Officer,
Bharti AXA Life Insurance
JITIN PAUL
Chief Marketing Officer,
Bharti AXA Life Insurance
Insurance sector being a demanding segment of our market instilled
many challenges in generating valuable leads. So we decided to
synergize our acquisition and marketing efforts towards the common
goal of shaking off this undesirable tag, by working on a strong
consumer brand and an equally powerful talent brand.

3. THE SOLUTION
Building a talent brand
A strong employer brand not only helps in recruiting the best talent, but also in setting
new benchmarks. In harmony with this central thought, the team identified the one unifying
message to send out – Redefine Life with Bharti AXA, a sentiment perfectly in sync with
the global AXA theme of redefining standards to better care about people.
Leading Global
Company
InnovativeProducts&
BetterQualityofService
Open Working
Enviroment
Challenging&Empowering
JobsWithStrongExpertise
&Learning
Opportunities
"AXA is redefining
standards to better
care about people."

4. THE SOLUTION
With the message defined, the medium became key to effective implementation of the communication plan.
Bharti AXA zeroed in on LinkedIn as the platform best suited to take the message to the desired target audience.
Highlight
jobs at the
company
Company
Overview
Showcase your
culture

5. THE SOLUTION
Engaging candidates at every step of the journey
Discovery
Establish connect
with talent
Attraction
Tell them what
it is like to work
with Bharti AXA
Application
Call to action HIRED
#1 #2 #3

6. STAGE 1 : DISCOVERY
Through broad-based content such as industry trends, overall awareness of the organization and
thought leadership, Bharti AXA added value to candidates.
Overall AwarenessIndustry Trends
Thought Leadership

7. STAGE 2 : ATTRACTION
Internal employee stories showed candidates what working at Bharti AXA was like. Content included snippets
from employees, engagement at work, diversity and inclusion, and showcased a culture of empowerment.
Engage professionals with
passions of employees
Celebrating employees’
professional milestones
Engagement and
employee showcase

8. STAGE 3 : APPLICATION
This was the final stage before actual hire where suitable career opportunities were shared with relevant candidates.

9. #1 Talent Brand in Indian Life Insurance Industry in 2016
RESULTS
Increased followers to 2X within 6 monthsof launching campaigns
33%InMail acceptance rate (2015-16)
Job application rate went up from 18%to 23%in a year
40% of the Head Office positions were closed during the year through LinkedIn

10. Founded in 2003, LinkedIn connects the
world’s professionals to make them more
productive and successful. With over
500 million members in more than 200
countries and territories worldwide,
including executives from every Fortune 500
company, LinkedIn is the world’s largest
professional network
offers a full range of solutions to help
organizations in various stages of growth
recruit relevant talent, build their brand,
and grow their business
If you're curious about social recruiting,
join us in discovering the possibilities.
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