It is a black book project on recruitment at icici prudential life insurance.

1. OBJECTIVES
 To select the Best Source of Recruitment for ICICI Prudential.
 To assess the different Sources of Recruitment of the Company
 To understand the candidate and the Job Profile of the
Managerial Level.
 To suggest measures which can add value to the Operations of
the HR Department.
INTRODUCTION
“Manpower” or “Human Resource” may be thought of as “the total
knowledge, skills, creative abilities, talents and aptitudes of an organization’s
work force, as well as the values, attitudes and beliefs of an individual
involved….It is the sum total of inherent abilities, acquired knowledge and
skills represented by the talents and aptitudes of the employed persons.”
Human Resource Management includes all activities used to
attract & retain employees and to ensure they perform at a high level in
meeting organizational goals. It means employing people, developing
their resources, utilizing, maintaining and compensating their services in
tune with the job and organizational requirements.

2. These activities are made up of:
1. Recruitment & selection.
2. Training and development.
3. Performance appraisal and feedback.
4. Pay and benefits.
5. Labour relations.
COMPONENTS OF RECRUITMENT PROCESS
Recruitment
&
Selection
Selection
Training &
Development
Pay &
Rewards
Performance
Appraisal &
Feedback
Labour
Relations

3. TERMINOLOGIES:
Recruitment: -
It is the process of searching for prospective employees and stimulating them
to apply for jobs in the organization.
Selection: -
The selection procedure is the system of functions and devices adopted in a
given company, to ascertain whether the candidates’ specifications are matched with
the job specifications and requirements or not.
Training: -
It refers to the teaching and learning activities carried on for the primary
purpose of helping members of an organization, to acquire and apply the knowledge,
skills, abilities and attitudes needed by a particular job and organization.
Development: -
Development: - Development is a systematic process of building workers
skills to enable them to take on new duties.
PerformanceAppraisaland Feedback: -
Performance appraisal is ;the system of measuring both qualitatively and
quantitatively, an individual’s capacity and attitudes in relation to the job.

4. Pay and Rewards: -
These can be anything that attracts an employee’s attention and stimulates
him to work.
Labour Relations: -
Considers all activities managers perform to ensure there is a good
relationship with labour unions.
RECRUITMENT
Recruitment is “a process to discover the sources of manpower to
meet the requirements of the staffing schedule and to employ effective
measures for attracting that manpower in adequate numbers to facilitate
effective selection of an efficient workforce”.
Recruitment of good employees is a key survival issue in business
today. Executive and Managerial recruitment is even a more challenging
and vital task, as they are the decision makers of the organization.
Hence, the sources of recruitment should be selected very carefully and
the formulation of the recruitment policy and procedures should be
carried out after thorough job analysis, in line with the organization’s
objectives, the existing competitive environment and the changing
trends.
Objectives of Recruitment:

5. 1. To attract people with multi-dimensional skills and experiences
that suit the present and future organizational strategies,
2. To induct outsiders with a new perspective to lead the company,
3. To infuse fresh blood at all levels of the organization,
4. To develop an organizational culture that attracts competent
people to the company,
5. To search or head hunt/head pouch people whose skills fit the
company’s values,
6. To devise methodologies for assessing psychological traits,
7. To seek out non-conventional development grounds of talent,
8. To search for talent globally and not just within the company,
9. To design entry pay that competes on quality but not on quantum.

6. FACTORS AFFECTING RECRUITMENT
INTERNAL
EXTERNAL
Company’s Pay
Package Socio-Economic Factors
Quality of Work Life
Organizational Culture
Career Planning &
Growth Opportunities
Company’s Size
Company’s
Product/services
Geographical Spread of
the Company’s
Operations
Company’s Growth
Rate
Role of Trade Union
Cost of Recruitment
Company’s Name &
Fame
Supply & Demand
Factors (for Human
Resources)
Employment
Rate/Employment
Opportunities
Labour Market
conditions
Political, Legal and
Governmental Factors like
Reservations for SC/CT/BC &
Sons-of-the-soil
Information Systems like
Employment Exchanges of Tele-
recruiting like Internet

8. Methods or Techniques of Recruitment:
FOR INTERNAL CANDIDATES:
PROMOTION: - It is the transfer of an employee to a job which pays more money
or one that carries some preferred status.
TRANSFER: - Employees will be stimulatedto workin the new sections or places
if management wishes to transfer them to the places of their choice.
EMPLOYEE REFERRALS:-
FORMER EMPLOYEES:-
PREVIOUS APPLICATION:-
FOR EXTERNAL CANDIDATES:
Scouting: - Scouting means sending the representative of the organizations to various
sources of recruitment with a view to persuade or stimulate the candidates to apply
for jobs.
Advertising: - It includes different media like newspapers, magazines of all kinds,
radio, television, etc.
PLACEMENT AGENCIES:
EMPLOYMENT EXCHANGES:

9. E-RECRUITMENT OR WEBSITES:
CAMPUS RECRUITMENT:
MODERN TECHNIQUES:
Walk-in: - As per this technique,the potential candidates are required to attend for
an interviewdirectlyandwithout a prior application on a specified date, time and
at a specified place.
Consult-in: - The busy anddynamic companies encourage the potential job seekers
to approach them personally and consult them regarding the jobs.
Head-hunting: - These are also known as search consultants. The companies
request the professional organizations to searchfor the best candidates particularly
for the senior executive positions.
Body Shopping: - Professional organizations and the hi-tech training institutes
develop the pool of human resources for the possible employment. The prospective
employers contact these organizations to recruit the candidates. These professional
and training institutions are calledbody shoppers andthese activities are known as
body shopping.
Business Alliances:-Business alliances like acquisitions,mergers andtake-over help
in getting human resources. The company with surplus human resources offers the
services of their employees to other needy organizations.

10. Tele-Recruitment: -This technique involves the use of the Internet, to advertise job
vacancies and also for the candidates to apply online.
SOURCES OF RECRUITMENT
Recruitment is more likely to achieve its objective if recruiting
sources reflect the type or position to be filled. Certain recruiting sources
are more effective than others for filling certain types of jobs. There are
mainly two sources of recruitment and they are:
INTERNAL SOURCES: - Most large organizations will attempt to develop their
own employees for positions beyond the lowest level.
EXTERNAL SOURCES; - These sources lie outside the organization. They
usually include new entrants, the unemployed, etc.
INTERVIEW:
An interview is an attempt to secure maximum amount of information from
the candidate concerning his suitability for the job under consideration. It can be
said to be a formal meeting in person, especially one arranged for the assessment
of the qualifications of an applicant.
There are several different ways to structure and conduct valid selection
interviews and it is important to select the one that best meets your needs, both in
terms of the major job requirements that you have decided to measure as well as

11. the time frame you have established to get a new person on board. Hence, the
different types of interviews are:
Types of Interview
TYPES OR METHODS OF INTERVIEW
Patterned or Structured Interview: This is the most common method of
interview. The whole process of interview, from the kind of questions to
be asked to the close of the interview is well structured and planned.
Such interviews are also called standardized interviews for they are pre-
planned to a high degree of accuracy and precision.
Patterned or
Structured
interview
Non-directive
or Free
Interview
Depth or
Action
Interview
Group
Discussion
Interview
Panel Or
Board Of
Interview
Stress
Interview
Interview
via the
Internet
Tele-
Interview

12. Non-directive or Free Interview: This type of interview is unstructured
and is relatively non-planned as to format.
Depth or Action Interview: It is semi-structured in nature and utilizes
questions in keys areas, which have been studied in advance by the
interviewer. This type of interview demands more mature understanding
of human behavior and development and, therefore, more careful selection
of the interviewee.
Group Discussion Interview: In this type of interview, groups rather
than individuals are interviewed. The object of conducting such an
interview is to see how well individuals perform on a particular task or
in a particular situation.
Panel or Board Interview: In case of such types of interviews, a
candidate is interviewed by a number of interviewers. Questions may be
asked in turn or asked in random order as they arise on the topic.
Stress Interview: In the stress interview, the interviewer assumes a
hostile role toward the applicant. He deliberately puts him on the
defensive by trying to annoy, embarrass or frustrate him. The purpose is
to find out how a candidate behaves in a stress situation.
Tele-Interview: This is one of the modern methods of interviewing. In
such cases, interviews are conducted over the telephone.

13. Interview Via the Internet: In recent times, as candidates come from
different places and due too constraint of time, many times interviews
are conducted online through various ways, like e-mails, online chats,
video conferencing, etc.
INDUSTRY PROFILE
Insurance in India has been under public sector for over
four decades. The Life Insurance Corporation (LIC) was
nationalized in 1956 by merging 245 private insurance
companies, and the General Insurance Corporation was formed.
A number of foreign insurance companies have set up
representative office in India and have also tied up with asset
management companies.
When insurance is sold, a promise is sold. A promise from
the insurance company to compensate for losses, if and when the
event insured against occurs. The event insured against is a
tragic one that causes damage and loss to the policyholder. The
insurance helps to relieve the impact of the tragedy partly, thus
performing an intrinsically satisfying service. Hence the market

14. for general insurance is unlimited. Any person who owns an
asset of economic value and is engaged in economic activity needs
insurance. This market is very big one, geographically and
otherwise, and the risks to be insured against are varied, from
cattle to pump sets to hi-tech satellites and oil wells.
The present government has gone ahead to announce the
liberalization of this sector. In effect, liberalization means that
private and foreign investors can participate in the Indian
insurance sector. But, there are certain rules governing the
Indian and Foreign companies.

15. Rules Governing Indian Companies
 Minimum paid up capital of Rs.1 Billion
 To invest policy holders’ fund only in India
 International companies holding restricted to 26%
 Indian promoters to dilute their equity holding to 26% over 10 year period.
 No company allowed to deal in life and non-life insurance on as a single entity
 New players to deal in 15-18 months
 Domestic player cannot be a subsidiary of a foreign company
 3% of gross premium income to be kept in RBI deposits
Rules Governing Foreign Companies
 26% equity participation
 Cannot appoint majority directors on the board
 Cannot have say in the day to day workings of the company
 Can affect only special resolutions

16. Insurance tie – ups in India
S.No.
Foreign Partner
Firms
Country Indian Partner Sector
1 Prudential Life UK ICICI Life
2 Allianz AG Germany Bajaj Auto Ltd Non-Life
3
American
International
USA
The TATA
Group
Non-Life
4
American
International
USA
The TATA
Group
Life
5 CGU Life UK Dabur Life
6 Sun Life Canada
The Aditya
Birla Group
Life
7 Chubb Group USA ----------- Non-Life
8 ING Group Netherlands Vysya Bank Life
9 Standard Life UK HDFC Life
10 CIGNA USA ------------ Health
11 AMP Australia Sanmar Life
12 Guarian AXA France ------------ Non-Life
13 Zurich Switzerland Hero Group Non-Life

17. 14 Metlife US J&K Bank Life
15 Legal and General Australia ----------- Non – Life
16
Royal and Sun
Alliance
UK
Sundaram
Finance
Non – Life
17 Yasuda Fire Japan ---------- Non-Life
18
Tokyo Fire and
Marine
Japan IFFCO Non-Life
19 Aegon NV Natherlands IL&FS Life
20 Mitusui Marine Japan ---------- Non-Life
21 GE Capital USA ---------- Non-Life
22
NEW York Life
International
USA Max India Ltd. Life
23 Old Mutual South Africa
Kotak
Mahindra
Finance Ltd.
Life
24 Aetna US ----------- Life
25 BUPA UK Piramal Health Care
26 ----------- ------------
Reliance
General Ins
Co. Ltd.
Non-Life
27 ----------- ------------
Reliance Life
Insurance Co.
Life

18. 28 Cardiff France
State Bank of
India
Life
General challenges to theinsurance sector
How to identify specific need for insurance cover, and develop a
suitable product accordingly Actuary (one who specialize in the
mathematics of insurance). Actuary science and deciding of a specific
premium is the biggest problem on which basis business model is
based.
Training and development of insurance agents who will act as
sales representatives.
India is a vast country with a population of one billion, with
predominant problems of poverty, unemployment, illiteracy etc.
Insurance sector has to face the challenge of how to make insurance
buying a priority in the lower and middle income class.
Like any other service sector, Insurance will also face challenges
of branding, packaging, product-price-place-promotion and revenue
model. Challenges of organizational structure: From public sector to
private sector, with predominance of joint ventures, how a new
organizational format will emerge is another management challenge the
insurance sector will have to manage.

19. COMPANY PROFILE
ICICI Prudential Life Insurance Company is a joint venture between ICICI
Bank, a premier financial powerhouse and Prudential plc, a leading international
financial services group headquartered in the United Kingdom. ICICI Prudential
was amongst the private sector insurance companies to begin operations in
December 2000 after receiving approval from Insurance Regulatory Development
Authority (IRDA).
ICICI Prudential’s equity base stands at Rs.5.25 billion with ICICI Bank
and Prudential plc holding 74% and 26% stake respectively. As of September 30,
20013, the company hadissuedover 4,50,000 policies,witha sum assuredexceeding
Rs.11,000 crore and premium income of nearly Rs.800 crore. The company has a
network of over 25,000 advisors; as well as 11 Bancassurance tie-ups. Today the
company is the #1 private life insurer in the country.
ICICI and Prudential came together in 1993 to form Prudential ICICI
Asset Management Company, which has today emerged as one of the leading
mutual funds in India. The two companies bring together two of the strongest
financial servicebrands in Asia,known for their professionalism, excellent quality
of service and long term commitment to you. Riding on the success of this
relationship, the two companies joined hands once more in 2000, to form ICICI
Prudential Life Insurance, with a commitment to provide leading-edge life
insurance solutions.
ICICI Bank has 74% stake in the company, and Prudential plc has 26%

21. ICICI Bank
ICICI Bank (NYSE:IBN) is India’s second largest bank with an asset base of
Rs.1,06,812 Croce. ICICI Bank provides a broad spectrum of financial service to
individuals and companies. This includes mortgages, car and personal loans, credit
and debit cards, corporate and agricultural finance. The bank service a growing
customer base of more than 7 million customer accounts and 5 million bondholders
accounts through a multi-channel access network. This includes about 450 branches
and extension counters, 1675 ATMs, call centers and Internet Banking
(www.icicibank.com). ICICI Bank posed a net profit of Rs.1,206 Crore for the year
ended March 31, 2014.’ ICICI Bank is the only Indian company7 to be rated above
the country rating by the international rating agency Moody’s and the only Indian
company to be awarded an investment grade international credit rating. The Bank
enjoys the highest AAA (or equivalent) rating from all leading Indian rating agencies.
Prudential plc
Established in 1848, Prudential plc is a leading international financial
services company in the UK, with around US$250 billion funds under
management, and more than 16 million customers worldwide. Prudential has
brought to market an integrated range of financial services products that now
includes life assurance, pensions, mutual funds, banking, investment management
and general insurance.In Asia, Prudential is UK’s largest life insurance company
with a vast network of 22 life and mutual funds operations in twelve countries –
China, Hong Kong, India, Indonesia, Japan, Korea, Malaysia, the Philippines,
Singapore, Taiwan , Thailand and Vietnam. Since 1923, Prudential has
championedcustomer-centric products and services, supported by over 60,000 staff
and agents across the region.

22. Board of directors
The ICICI Prudential Life Insurance Company Limited Board comprises reputed
people from the finance industry both from India and abroad.
Mr. K.V. Kamath, Chariman
Mr. Mark Tucker
Mrs. Lalitha D. Gupte
Mr. Danny Bardin
Mrs. Kalpana Morparia
Mrs. Chanda Kochhar
Mr. M.P. Modi
Mr. R. Narayanan
Mr. S.P. Subhedar, (Alternate Director to Mr. Danny bardin)
Mr. Derek Stott, (Alternate Director to Mr. Mark Tucker)
Ms. Shikha Sharma, Managing Director
Management Team
Ms. Shikha Sharma, Managing Director
Ms. Anita Pai, Chief – Operations & Underwriting
Mr. Bill Lisle, Chief Agency Officer
Mr. Sandeep Batra, Chief Financial Officer & Company
Mr. Saugata Gupta, Chier – Marketing
Mr. Shubro J. Mitra, Chief – Human Fesources
Mr. V. Rajagopalan, Appointed Actuary

23. Mr. Anil Tikoo, Head – Information Technology
THE COMPANY
ICICI Prudential Life Insurance Company is a joint venture between
ICICI, a premier financial powerhouse and Prudential plc, a leading international
financial services group headquartered in the United Kingdom. ICICI Prudential
was amongst the first private sector insurance companies to begin operations in
December 2000 after receiving approval from Insurance Regulatory Development
Authority (IRDA).
ICICI Prudential’s equity base stands at Rs.525 crore withICICIBank and
Prudential plc holding74% and 26% stake respectively. As of September 30, 2013,
the company had issued over 450,000 policies, with a sum assured exceeding
Rs.11,000 crore andpremiumincomeofnearly Rs.800 crore. Today the company is
the #1 private life insurer in the country.
HR Policies & Procedures
The policies and procedures laid down here promote the
philosophy of the Company with regard to standards of excellence; terms
of employment; employee development; and employee services. The
objective of this section is to inform you of the Policies related to Travel,
Compensation, Mediclaim, Transfers etc.
Performance Management

24. ICICI Pru is committed to creating a performance driven culture
through effective management of performance of all staff members in a
way that is mutually beneficial. It drives the same by linking individual
performance objective to business objectives and evaluating performance
consistently and fairly.

25. Training & Capability Development Programs
The focus of our Training & Capability Development Programs is
to develop key competencies and skills among staff members so as to
facilitate attainment of full people potential.
Pace
The peoplesoft initiative P.A.CE is an enabler for our People Processes. It is
Personalized, Accessible, Convenient and Easy and a key stepping-stone in
providing a platform for HR processes that are truly world standard.
Financial Growth of the company
ICICI Prudential clocks growth of 170% in H1 of Fy04
ICICI Prudential Life Insurance, the leading private life insurer in the country,
has maintained the fast pace of growth during the first half of the current year ended
September 2013. the company has garnered Rs.184 crore of premium (in terms of
WAPI) IN THE PERIOD OF April – September 2013, clocking a growth of 170%
over premium income of Rs.68 crore in the corresponding period of the previous year
( Apr – Sept 2013). ICICI Prudential issued nearly 1,14,000 policies during the
period, compared to 77,183 policies during the same period last year.

26. ‘We believe that scale in terms of reach, product portfolio, and channels is
extremely critical to the success of the life insurance business. At the same time, we
have ensured that this growth is built on a foundation of a strong brand, sound
processes, positive customer experience and robust risk and investment
management’, said Ms. Shikha Sharma, CEO & MD, ICICI Prudential Life
Insurance.
The company has grown to 41 locations in the past quarter, recently adding
Bhubhaneshwar, Goa, Guntur, Jalandhar, Jodhpur, Kanpur, Karnal, Kottayam,
Thrissur, Vijayawada and Vizag to its distribution network. It has also tied up
with 4 co-operative banks in the past 2 months, and has launched three new
savings and investment products. The company has implemented a 6 Sigma
quality programme to ensure consistent service delivery to the widening customer
base, and has a sound risk and investment management systems to ensure the
long-term health of the business.
The greatest growth has come from the increased pick up and sale of unit-linked
plans. These plans, in all their forms – retirement, child, savings and investment-
contribute over 75% new business. In the past quarter, the company also
launched two new Smart Kid unit-linked child plans; one a regular premium
option, the other a single premium option.

27. Annualized Returns on the company’s unit-linked funds for period September
30, 2013 – September 30, 2014 are as below.
ICICI Pru Fund Return%
Protector 14.2
Balancer 33.6
Maxi miser 65.6
Protector Pension 14.0
Balancer Pension 34.2
Maxi miser Pension 66.5
Marketing
Marketing at ICICI Pru covers an array of activities – advertising,
branding, market development, channel support, direct and alliance
marketing and corporate communications. The people in each of these sub-
functions perform a unique job, of which you can learn more through this
section. The advertising and branding section has the schedules of
advertising campaigns and a detailing on what ICICI Prudential’s corporate
identity stands for, why its important to be consistent and the guidelines that
must be adhered to. This sections also details the branding across training,
advisor and advertising collaterals with references.
Market development has lucid presentations about the products and
how they compare to those of competition. It also gives recent updates on
the recent happening in the life and pension sector.
Channel marketing aims to streamline the design and development of
collaterals across distribution channels. You will find examples of posters,
flyers, banners, danglers, sales tools, etc developed for tied agents,

28. bancassurance and corporate agents, as well as for product launches and
campaigns.

29. Direct channels comprise direct marketing and alliance marketing.
Direct marketing taps databases to generate high quality leads for profitable
business. Under direct marketing you will find creative of recent campaigns,
as well as details such as database list, target audience. Alliance marketing
seeks to tie up with channel partners that have synergies with ICICI
Prudential and develop programs that benefit the customer, ICICI Prudential
and the channel partner.
Corporate communications handles media relations and is responsible
for some of the news clips regarding ICICI Prudential that we see in the
press.
What is Life Insurance in India?
Life Insurance made its debut in India well over 100 years ago. Life
Insurance is a contract providing for payment of a sum of money to the
person assured on the happening of the event insured against. Usually the
contract provides for the payment of an amount on the date of maturity or at
specified dates at periodic intervals or on the death of the assured if it occurs
earlier. Among other things, the contract also provides for the payment of
premium usually periodically to the insurer by the assured. Life Insurance is
superior to other forms of savings since its advantages are in the form of
‘protection’, ‘Aid to Thrift’, ‘Protection against Creditors’, ‘Liquidity’, ‘Tax relief’,
‘Cash Estate and ‘Money when you need it’.
These advantages overweigh the ones available in other kinds of
savings such as Bank deposits, Unit Trust of India, Public Provident Fund,
Post Office Savings etc. Unlike other saving plans, it affords full protection
against risk of death. In cases of death, full sum assured is made available

30. under the Life Insurance Policy whereas under other saving schemes, the
total accumulated savings along will be available.
LIFE INSURANCE CONTRACT
A Contract of Insurance is a contract of utmost good faith, technically known as ‘
Uberrima Fides’. The doctrine of disclosing material facts is embodied in this
important principle, which applies to all forms of presumed to have means of
knowledge, which are not accessible to the Insurer, who is the other party to the
contract. Therefore the proposer is bound to tell the insurer, everything effecting
the judgment of the insurer no matter how so ever unimportant it may seem to
him. In all contracts of insurance, the proposer is bound to make full disclosure
of material facts. Misrepresentation, non-disclosure of fraud in any document
leading to acceptance of the risk automatically discharges the insurer from all
liabilities under the contract.
For issue of Life Insurance Policy the following requirements have to
be fulfilled:
1. The proposer has to make a proposal with consideration of
payment of first premium in the form of deposit.
2. The insurer has to accept the proposal mentioning the precise terms
on which the proposal has been accepted.
3. The proposer has to carry out the terms of the acceptance letter
where after alone the policy can be issued.

31. The financial aspect of Life Insurance is based on the
Actuarial principles which are the most important and the
complicated ones.
Insurance has been described as the institution which
eliminates risk and substitutes certainty for uncertainty.’
Howis Life Insurance different from other forms ofInsurance?
One important difference between Life Insurance and other forms of Insurance is
that:
In other forms of Insurance, namely fire, marine, miscellaneous, the contract is
for a short period usually for one year and is renewable at the end of the that
period. On the other hand, in Life Insurance, it is usually for a long period
extending over a number of years as the contingency insured against namely,
hazard of death is bound to happen, the uncertainty only being as to when it will
happen.
The risk of death, further, increases with the age of the life insured if
therefore, the life insurance contract were to run for one year only and were to renew
year after year by mutual consent, the insurer will have to re-assess the risk and
charge a higher premium commensurate with the increased risk due to higher age.
Thus, as the need for Life Insurance would increase with age, so would the cost; and
the latter would become prohibitive at advanced ages when the need for insurance
would be the greatest.
To overcome this difficulty life insurance contracts run for a long period and
a uniform or level annual premium is charged to cover an increasing risk.

33. STATEMENT OF THE PROBLEM, NEED & THE
IMPORTANCE OF THE STUDY AND
OBJECTIVES OF THE RESEARCH
Introduction:
Recruitment is the process of finding and attracting capable applicants
for employment. The process begins when new recruits are sought and ends
when their applications are submitted. The result is a pool of applicants from
which new employees are selected.
Selection is the process of differentiating between applicants in order
to identify (and hire) those with a greater likelihood of success in a job.
Recruitment and selection of good employees is a key survival issue in
business today. Executive and Managerial recruitment is even a more
challenging and vital task, as they are the decision makers of the
organization. Hence, the sources of recruitment should be selected very
carefully and the formulation of the recruitment policy and procedures should
be carried out after thorough job analysis, in line with the organization’s
objectives, the existing competitive environment and the changing trends.
1. STATEMENT OF THE PROBLEM:
In the age of globalization, an organization can raise physical resources
(property, asset and financial resources) but the growth, development and
performance of an organization is mainly the hard work of its employees i.e. the
human capital. Organizations must therefore focus on their employees to

34. produce, to expand, to meet the challenges of the global economy. An employee
is now a key asset, who can play a crucial role in the growth and development of
the organization.
2. NEED AND IMPORTANCE OF THE STUDY:
ICICI Prudential is India’s number one Life InsuranceCompanywhere
recruitment for sales personnelis always on.Companyhas got five sources from
where it gets the candidate to fill up the positions vacant.The resources are
Consultants,Campus Recruitments,EmployeeReferral,Advertisements and
direct walk-ins.This study was aimedto have a detail insight on the
Recruitment process followedin the company andto identify the best source of
Recruitment so that more efforts can be taken to streamline the Recruitment
process of ICICIPrudential.The Study is also important becausethe
respondents who were contractedare from managerial level andhenceit also
helps to understandthe take of managers about the recruitment policies
followedin the company.
The study is also important as its objectivealso includegiving suggestions to
the HR Department so that it can improve its operational functioning and can
build a good rapport through out the region for which it has look into matters
beyond recruitment and training. HR Department is more in to operations which
includes processing papers for offer letter generation after taking telecom of the

35. candidates outside Bangalore and sending their papers to the corporate office,
which is in Mumbai from where all the activities are controlled. This study is
important as an

36. attempt is made to suggest the company to look beyond recruitment and other
operationalactivities are controlled. This study is important as an attempt is made
to suggest the company to lookbeyondrecruitment andother operational activities.
It was a challengeto workon this project as the whole region, which includes five
states Karnataka,Kerala,Andhra Pradesh,Tamilnadu andGoa,all the recruitment
activities of these states are managed by the Bangalore Office. This project work
was carriedon witha beliefthat it will helpto streamlinethe recruitment activities
and a best source of Recruitment out of the ones which are already in use so that
the company can concentrate more on that particular source.
3. OBJECTIVES OF THE RESEARCH:
The Objectives of this project has been divided into two:
PRIMARY OBJECTIVE
To Select the Best Source of Recruitment for ICICI Prudential.
SECONDARY OBJECTIVES
A. To assess the different Sources of Recruitment of the Company.
B. To understand the candidate and the job profile of the Managerial Level.
C. To Suggest measures which can add value to the Operations of the HR
Department.

37. REVIEW OF LITERATURE
Research work follows the vast reading of literature, which is already
available about the topic, which helps to form a clear idea before the
research starts. Before starting the project “A Study on understanding the
sources and identifying the best source of Recruitment in ICICI Prudential
references were done to collect the information about the topic which
helped immensely while doing the study. The details of which are
discussed under the following heads namely-
1.Purpose
2.Methodology
3.Conclusion
1. Purpose:
The first step of the research is literature survey. In literature survey the
specific areas and issues upon which data has to be collected is decided
based on the objectives of the study.
 To know the recent happenings and trends in the field of
Recruitment.
 To get more information from the previous studies.
2. Methodology
This project is done by adopting descriptive research method. For this both
primary and secondary data are collected. Primary data is collected by using
questionnaire and personal interviews. Secondary data is collected from the
brouchers of the agency, magazines, books and websites. The information was
collected from the book “ Essentials of Human Resource Management and Industrial
Relations”- P.Subba Rao. The information regarding the basic concepts of

38. recruitment was taken from the book “Human Resource and Personnel Management”
– Aswathappa. Other sources of collecting information was suffering the net and
information were particularly gathered from websites www.google.com,
www.iciciprulife.com, humanresources.about.com, www.humancapitalonline.com,
shodhganga.com, Maximum part of this study is based on primary data.
3. Conclusion
After making survey of the literature it could be concluded that lots
of books have talked about Recruitment, Sources of Recruitment and
related topics but with ICICI Prudential’s perspective to find the best
source of Recruitment which was the primary objective was something
which nobody has tried to find before. Therefore this should be considered
as a work about which nothing has been done before.
RESEARCH METHODOLOGY
Type of Research:
The research is done by using the descriptive research method. In a
descriptive research the main aim will be to provide an accurate snapshot. A
descriptive study was undertaken and data has been collected using both
primary and secondary sources of data. Under the primary source, data has
been collected through questionnaire and interview method. Under the
secondary source, data has been collected through company database,
records, manuals, articles and websites.
Sampling Technique:
25 respondents were selected from the managerial level on random
basis.

39. Sample Size:
The universe consisted of 25 personnel at the management cadre of
the Company. A census study of this universe was conducted.
Sample Description:
Sample constitutes 25 people from the managerial level in ICICI
Prudential, Churchgate Branch,Mumbai. Sample included people from all
departments namely – Sales, HR, Operations, Administration and Training
Department.
Instrumentation Techniques:
Questionnaires have been used to collect data from 25 personnel from
the management cadre. It included open-ended questions and many other
questions having multiple options, as answers. The data collected was
classified and tabulated for the purpose of analysis. Simple statistical tools
were used for anlaysis. Percentages were calculated for the purpose of
generalization. Charts, graphs and diagrams have also been drawn, based
on the tabulation. Inferences were drawn and conclusions made. Data has
also been collected from the organization’s Human Resource (HR) Manual,
website and journals.
Actual collection of data:
The sources of data for this research study are mainly through
two sources:
A) Primary Data
B) Secondary Data
Primary Data

40. The primary data are those, which are collected afresh, and for the first
time, thus it happens to be original in character. Primary data have been
used to study and select the best source of Recruitment in ICICI Prudential.
The questionnaires have been prepared to study it and the sample size was
25.
Secondary Data
The secondary data are those, which have been already collected by
someone else. Secondary data also has been used to get the information.
Various books on Recruitment, journals, magazines etc were referred to
gather the information.
Software used for data analysis:
Limitations of the study:
1. Study is restricted to the respondents who are from Churchgate branch of
ICICI Prudential so the results could not be applicable to other branches of
ICICI Prudential unless changes are made and opinions are taken from the
managers of the respective branches.
2. It is limited only to the executive and managerial cadre.
3. Confidential matters were not easily revealed.
4. Time constraint is another limitation of the study.
5. Sample size is restricted to 25 respondents only.

41. QUESTIONS
Q.1
TABLE
CHART
INFERENCE
Conclusion of the study undertaken with perspective to the
objectives specifically chosen for the purpose of the study:
SUGGESTIONS

43. QUESTIONNAIRE
Note: - It is important that you complete every question.
Dear Sir/Madam,
Kindly spare a few minutes to answer the following questions:
1. Name: _______________________________
2. Age: _____________
3. Designation: _________________________
4. Department: __________________________
5. Sex:
Male Female
6. Educational Qualification
Graduate
P.G

44. Any other. Please Specify ______________________________
7. If previous job held, what was your designation?
______________________________________________________________
8. How many years of experience did you have, prior to joining this
organization?
0 – 1 yrs
3 – 5 yrs
7 yrs and more
1 – 3 yrs
5-7 yrs
9. Are you aware of the different sources of Recruitment of the company?
Yes
No
Not very clear
10. How many years have you been working in this organization?
0-1 yr
Recently joined
1-3 yrs

45. 11. How did you come to know about the job vacancy in this Company?
Internal Reference
Advertisements in Media/Internet/Website
Human Resource Recruiting Consultancy
By Casual Application
Campus Recruitment
12. What attracted you to apply for this job?
Vision of the Company
Good Working Environment
Organization’s Reputation
Job itself
Growth Opportunities
Pay Package
13. Do you agree that the four rounds of interview are very tiring for a
candidate?
Yes
No
Appropriate
14. What is your opinion about the interview that had been conducted?
Very Good
Good
Satisfactory
Poor

46. 15. Do you view the HR interview that had been conducted?
Formality
Necessity
16. Does the offer or appointment letter give sufficient information on the
service conditions relating to your appointment?
Yes
No
17. Are the joining formalities time-consuming and procedural?
Yes
No
18. How do you rate the Recruitment Process followed by the company?
Excellent
Average
Good
Poor

47. 19. Which sectors should company aim at to get good candidate?
IT
Pharmaceuticals
Banking
Please mention others
20. In you earlier organization, was the recruitment procedure better than the one in
ICICI Prudential, Bangalore?
Yes
No
Similar
21. Are you aware of the talent@hunt Scheme run by the company?
Yes
No
22. Have you referred any candidate under Talent@hunt scheme?
Yes
No

48. 23. Do you think the amount which is given under the Talent@hunt Scheme is
appropriate?
Appropriate
Should be reduced
Should be increased
24. The Two forms of job advertisement (Newspaper & Internet), which are used by the
company-do, you think its effective?
Yes
No
Should be more presentable
25. Should Company goes for other means of job advertising also?
Magazines
Trade Journals
Any other
26. Do you agree that the consultants are doing a good job for ICICI Prudential?
Yes
No
Reasonable

49. 27. Should company invite consultants to work with?
Yes
No
Can’t Say
28. Who do you think is the best consultant associated with ICICI Prudential?
Pearl
Corporate Buddha
Resource Link
Reach
Specify Others
29. Do you think company should adopt a different rating policy for different
consultants based on their performance?
Yes
No
30. Do you think company should put extra effort in streamlining any particular source
of recruitment?
Yes
No
Can’t Say
If yes, according to you which source should be given more priority?
Consultant

50. Advertisement
Direct
Employee Referral
Campus
31. According to you, which is the best source of Recruitment?
Consultant
Advertisement
Employee Referral
Direct
Campus
Thank you.
BIBLIOGRAPHY
BOOKS
WEBSITES