CRISIL: Designing A Compelling Employee Value Proposition
(8 pages of text)
CRISIL Limited (CRISIL) was a pioneer in the ratings business in India and a market leader in the industry. However, the company was facing a high level of competition in attracting and retaining talent not only from ratings companies but also from other sectors such as start-ups, banks, and financial institutions. Against this backdrop, one of the major strategic tasks for the president and head of Human Resources was to identify the main dimensions of an employee value proposition that could be used to position CRISIL as a strong employer brand in the minds of current and potential employees.
The case is suitable for a course on employer branding or strategic human resources management and is also appropriate for an MBA course or executive program on employer branding or human resources management. While the case focuses on the ratings business in India, the design and communication of employee value proposition are similar across industries, making the insights from the case useful for other sectors. After completing the case, students should be able to
- understand the concept of employer brand and employee value proposition;
- recognize the steps involved in designing an employee value proposition;
- effectively communicate an employee value proposition to both an internal and an external target audience; and
- position an employer in a competitive employment market.
Finance and Insurance
India, Large, 2013-2017
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