Wow Force

The Client

A US $41 billion (Rs. 2,50,000 crore) corporation, the Aditya Birla Group is in the League of Fortune 500 with over 120,000 employees, belonging to 42 nationalities. Over 50 per cent of its revenues flow from its overseas operations spanning 36 countries. The Group is a diversified conglomerate comprising of businesses in cement, aluminum, textiles and fibers, chemicals, financial services, retail, insulators, mining and metallurgy, carbon black, wind power, solar power and telecom.

The Objective

The Aditya Birla Group Human Resources Talent Staffing and Employee Engagement team engaged with Fountainhead Digital MKTG to create a destination for specific recruitment of women and showcase the Group as a great place to work for women.

‚ÄčThe Solution

We designed a targeted landing destination on the official careers website, showcasing inspirational stories of women leaders and testimonials of women talking about their experience of working with the group.

Further, in order to create a database generation activity on the website for potential candidates, we designed a fun quiz to profile users with questions about their lifestyle, in exchange for coupons and offers from abof.com, the group’s apparel ecommerce business. These users are stored in a database and sent targeted marketing, to drive them to apply for careers at the Group.

The Results

The Group’s women recruitment initiative has been launched with great initial success. While it is still in it’s infancy, it’s well on its way to add more women to the workforce and solidify the Group’s standing as one of the best employers in the world, as rated by Aon Hewitt.

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