IDFC Bank uses Twitter to lure prospective employees

The bank has launched #IDFCTwitterResume, an initiative that has already received nearly 116 million impressions and 16,000 mentions on the platform.

Millennials, today, are a most sought-after lot across the globe. They form a large part of the workforce, as is the case in India as well. Hence, when organisations want to reach out to them, the medium of choice is obviously digital. And, keeping with the trend is the private sector bank IDFC, which is currently hiring on the micro-blogging site Twitter.

The bank has initiated a campaign #IDFCTwitterResume, which was launched on May 16, as an extension of its motto 'Uncomplicating the banking experience'. As part of the initiative, people are being encouraged to share a 140-character resume, in the form of a tweet, for appointments to junior and mid-level positions. The openings have also been posted on other social media platforms including LinkedIn and Facebook.

With this initiative, IDFC aims to foster its tech-savvy positioning. So far the campaign has received 116 million estimated impressions, and 15,832 mentions on Twitter, claims the bank.

Says Gaurav Rajput, chief marketing officer, IDFC Bank, "The Twitter Resume campaign brings to life elements of simplicity, speed and social connect. It resonates with IDFC Bank’s key proposition, which is, uncomplicating the banking experience. One facet of the brand we are applying this to is hiring. The campaign urges people to think creatively, and the process also gives us an insight into a candidate’s ability to do things in a different manner."

"Essentially, we are looking for people with the right attitude and drive. People who have the ability to quickly adapt to situations, be innovative and think on their feet; qualities that are important in a start up."

The campaign is hinged on the insight that social media has dramatically impacted the way financial institutions reach out to and communicate with their customers. From Twitter banking to mobile wallets, the digital revolution has brought banking a long way, and today, products and services are being designed keeping in mind the online ecosystem.

Other organisations, too, have earlier carried out similar HR initiatives. In 2014, HCL Technologies launched a global Twitter recruitment campaign titled #CoolestInterviewEver. The IT major conducted a series of 'interviews' exclusively over Twitter, wherein the winning candidate got an opportunity to work on a year-long strategic project with the company's top management.

#IDFCTwitterResume having worked in SBI for 9 years, I would like to work in a more unconventional bank with disruptive ideas i.e. IDFC

— Vivek Kumar (@vivekaspeaks) May 16, 2016

An avid reader and writer, my analytical and intellectual abilities will prove to be an valuable asset for @IDFC_Bank ! #IDFCTwitterResume

— Jigyasa (@Que90sBella) May 17, 2016

Last year, the online ticketing website BookMyShow also came up with an innovative microsite to hire fresh talent. The site described what kind of a person BookMyShow was looking for through colourful illustrations and also elucidated the organisation's working philosophy.