A MINOR PROJECT REPORT

ON
EMPLOYEE RECRUITMENT, SELECTION, TRAINING & DEVELOPMENT PROCEDURES
USED BY HDFC BANK
SUBMITTED IN THE PARTIAL FULFILLMENT OF
DEGREE OF BACHELOR OF BUSINESS ADMINISTRATION
UNDER THE GUIDANCE OF:
MS
ASSISTANT PROFESSOR, FIMT
SUBMITTED BY:
BY:

BATCH NO. BBA SEM- 3RD

FAIRFIELD INSTITUTE OF MANAGEMENT AND TECHNOLOGY

Affiliated to Guru Gobind Singh Indraprastha University, Delhi.
FIMT Campus Kapashera, New Delhi- 110037

STUDENT DECLARATION
I hereby declare that the project entitled EMPLOYEE RECRUITMENT, SELECTION,
TRAINING & DEVELOPMENT PROCEDURES USED BY HDFC BANK under the
guidance of Ms. submitted to the Department of Management in the partial fulfillment of the
degree of Bachelor of Business Administration from Fairfield Institute of Management and

Technology, New Delhi. This is my original work and this project work has not formed the
basis for the award of any Degree to the best of my belief and knowledge.

[SIGNATURE OF STUDENT]
Place: New Delhi
Date:

CERTIFICATE
This is to certify that the project entitled EMPLOYEE RECRUITMENT, SELECTION,
TRAINING & DEVELOPMENT PROCEDURES USED BY HDFC BANK is an original
work of of Bachelors of Business Administration, 3rd Semester and has been duly completed
under my guidance and supervision.

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This work has been done in partial fulfillment of the requirement for the award of the degree of
BBA from Fairfield Institute of Management & Technology affiliated to Guru Gobind Singh
Indraprastha University, New Delhi and has not been submitted anywhere in any other
University for the award of any degree to the best of my knowledge

Signature of the Guide

, New Delhi.

ACKNOWLEDGEMENT
It is a pleasure to acknowledge many people who knowingly & unwittingly helped me, to
complete my project. First of all let me praise God for all the blessings, which carried me
through all those years.

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I am particularly indebted to Dr., Director of college, which inculcated in me utmost respect for
human values and groomed me up in the field of management to take on the challenges of the
competitive world.
First and foremost, I would like to express my regards to Ms for her constant encouragement and
support.
I would also like to express my immense gratitude towards all the lecturers of our college for
providing the invaluable knowledge, guidance, encouragement extended during the completion
of this project.
I extend my sincere gratitude to all my teachers and guide who made unforgettable contribution.
Due to their sincere efforts I was able to excel in the work entrusted upon me.
Last but not the least; I am grateful to my parents, my siblings, my friends and all well wishers
for their moral support and encouragement during the entire period of time.

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TABLE OF CONTENTS
Student declaration i
Certificate by the guide.ii
Acknowledgement..iii
Chapter Scheme.vi
List of Charts...v

CHAPTER-1

Page no.

About Organization/Company17
CHAPTER -2
Research Methodology..
CHAPTER -4
Analysis33
CHAPTER-5
Findings (If any)..46
CHAPTER-6
Suggestion........................................................................................................................48
CHAPTER-7
Conclusion...51
References
Annexures

CHAPTER 1
INTRODUCTION
About organization/company

COMPANY PROFILE
HISTORY
1994.
On 16.1.1995 90, 79,930 No. of equity shares were allotted to jarring ton Pte. Ltd. Another 400,
00,000 equity shares were allotted on private placement basis to NatWest Group on 9.5.1995.
500,00,000 shares were allotted to the public on 9.5.95 The Bank opened its first branch in Ramon
House at Church gate, Mumbai on January 16th.
The Bank has created an efficient operating system using well tested state-of-the-art software.
1995
70 No. of equity shares issued to subscribers to the Memorandum &Articles of Association on 30th
August 1994. On the same date 500, 00,000 equity shares were allotted to HDFC promoters. 509,
20,000 shares were allotted to HDFC Employees Welfare Trust and HDFC Bank Employees
Welfare Trust on 22nd December,
1996
HDFC Bank has entered the banking consortia of over 50 corporate, including some leading
multinational companies, flagship companies of local business houses and strong public sector
companies.
HDFC Bank has set up a state-of-the-art dealing room to handle all transactions possible in Indian
financial markets.
The Certificates of Deposits were awarded a PP1+ rating which is the highest rating for short term
instruments indicating superior capacity for repayment.

2001
The Bank has opened its first branch in Aurangabad. HDFC Standard Life Insurance has entered
into a memorandum of understanding with the Chennai-based Indian Bank. The Bank has launched
the international Maestro debit card in association with Master Card. HDFC Bank will launch its
credit card in June through link-ups with MasterCard and Visa.LTtrade.com has entered into a
strategic tie-up with HDFC Bank to provide Net banking BANK to online investors. Standard
Chartered Bank, HDFC Bank and Bharat Petroleum Corporation have joined the cash Forum which
has been set up by the Smart Card Forum of India. HDFC Bank has launched a new campaign for
its ease savings account. HDFC Bank entered into a strategic tie-up with Tally Solutions Pvt. Ltd. to
offer online real time accounting BANK to small and medium enterprises. The Bank has opened
four ATMs outlets in Bangalore at Coles Road, RT Nagar, Rajaji Nagar and Jaya Nagar on March
26. HDFC Standard Life Insurance has launched a `Development Insurance Plan' a low cost life
insurance product developed specifically to meet the needs of economically weaker sections. Two
Directors, Mr. S.S. Thakur and Mr. Amity Judge, have resigned from the board of the bank effective
from March 30. 2006 HDFC Bank files with US regulators to list more than 11 million American
Depositary Shares on the New York Stock Exchange.
Today HDFC Bank has 1,412 branches and over 3,295 ATMs, in 528 cities in India, and all
branches of the bank are linked on an online real-time basis. As of September 30, 2008 the bank had
total assets of INR 1006.82 billion. For the fiscal year 2008-09, the bank has reported net profit of
Rs.2, 244.9 crore, up 41% from the previous fiscal. Total annual earnings of the bank increased by
58% reaching at Rs.19, 622.8 crore in 2008-09.
2.2 ORGANIZATION STRUCTURE
Housing Development Finance Corporation Limited, more popularly known as HDFC Bank Ltd,
was established in the year 1994,
As a part of the liberalization of the Indian Banking Industry by
Reserve Bank of India (RBI), It was one of the first banks to receive an 'in principle' approval from
RBI,
For setting up a bank in the private sector, the bank was incorporated with the name 'HDFC Bank
Limited', with its registered office in Mumbai. The following year, it started its operations as a
Scheduled Commercial Bank.
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HDFC Bank Limited. The Group's principal activities are to provide banking and other financial
bank. The Group operates through four segments: Treasury, Retail Banking, Wholesale Banking and
Other Banking Business. The Treasury bank segment consists of net interest earnings on
investments portfolio of the bank and gains or losses on investment operations. The Retail Banking
segment serves retail customers through a branch network and other delivery channels. This
segment raises deposits from customers and makes loans and provides advisory bank to customers.
The Wholesale Banking segment provides loans and transaction bank to corporate and institutional
customers. The Other Banking Operations segment provides bank relating to credit cards, debit
cards, third party product distribution and primary dealership business and other associated costs.
The Bank was incorporated on 30th August 1994. A new private sector Bank promoted by housing
Development Corporation Ltd. (HDFC), a premier housing finance company.

LIST OF KEY MANAGEMENT PERSONNEL

Rajesh Renal -Managing Director
Phanesh M S V S Appointed Actuary
Girish Malhotra Director - Agency
Nick Taket -Chief Financial Officer
Sameer Bansal Director - BA & BP
K R Anil Kumar Director - Financial Planning & Controller
Sankaran P S Director - Business Support
K S Raghavan Chief Administrative Officer
Gaurav Sharma Director - Customer Service & Operations
Amita Maheshwari Director - Human Resources
Preetinder Chadha Deputy Director - Corporate Sales & Sales Training
Vijay Raghavan Director - Marketing & Strategy
CURRENT SALES, PRODUCT MIX
Business Focus
HDFC Bank's mission is to be a World-Class Indian Bank. The Bank's aim is to build sound
customer franchises across distinct businesses so as to be the preferred provider of banking
services in the segments that the bank operates in and to achieve healthy growth in profitability,
consistent with the bank's risk appetite. The bank is committed to maintain the highest level of
ethical standards, professional integrity and regulatory compliance. HDFC Bank's business
philosophy is based on four core values: Operational Excellence, Customer Focus, Product
Leadership and People.
Capital Structure
The authorized capital of HDFC Bank is Rs.450 crore (Rs.45 billion). The paid-up capital is
Rs.282 crore (Rs.28.2 billion). The HDFC Group holds 24.2% of the bank's equity while about
13.1% of the equity is held by the depository in respect of the bank's issue of American

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Depository Shares (ADS/ADR Issue). The shares are listed on The Stock Exchange, Mumbai and
the National Stock Exchange.
Times Bank Amalgamation
In a milestone transaction in the Indian banking industry, Times Bank Limited (another new private
sector bank promoted by Bennett, Coleman & Co. /Times Group) was merged with HDFC Bank
Ltd., effective February 26, 2000. As per the scheme of amalgamation approved by the shareholders
of both banks and the Reserve Bank of India, shareholders of Times Bank received 1 share of
HDFC Bank for every 5.75 shares of Times Bank. The amalgamation added significant value to
HDFC Bank in terms of increased branch network, expanded geographic reach, enhanced customer
base, skilled manpower and the opportunity to cross-sell and leverage alternative delivery channels.
Distribution Network
HDFC Bank is headquartered in Mumbai. The Bank at present has an enviable network of over 396
branches spread over 189 cities across the country. All branches are linked on an online real-time
basis. Customers in 90 locations are also serviced through Phone Banking. The Bank's expansion
plans take into account the need to have a presence in all major industrial and commercial centers
where its corporate customers are located as well as the need to build a strong retail customer base
for both deposits and loan products. Being a clearing/settlement bank to various leading stock
exchanges, the Bank has branches in the centers where the NSE/BSE has a strong and active
member base.
The Bank also has a network of over 900-networked ATMs across these cities. Moreover, all
domestic and international Visa/MasterCard, Visa, can access HDFC BANKs ATM network
Electron/Maestro, Plus/Cirrus and American Express Credit/Charge cardholders.
Management
Mr. Jag dish kapoor took over as the bank's Chairman in July 2001. Prior to this, Mr. kapoor was a
Deputy Governor of the Reserve Bank of India.
The Managing Director, Mr. Aditya Puri, has been a professional banker for over 25 years and
before joining HDFC Bank in 1994 was heading Citibank's operations in Malaysia.

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The Bank's Board of Directors is composed of eminent individuals with a wealth of experience in
public policy, administration, industry and commercial banking. Senior executives representing
HDFC are also on the Board.
Senior banking professionals with substantial experience in India and abroad head various
businesses and functions and report to the Managing Director. Given the professional expertise of
the management team and the overall focus on recruiting and retaining the best talent in the
industry, the bank believes that its people are a significant competitive strength.
Technology
HDFC Bank operates in a highly automated environment in terms of information technology and
communication systems. The entire bank's branches have connectivity, which enables the bank to
offer speedy funds transfer facilities to its customers. Multi-branch access is also provided to retail
customers through the branch network and Automated Teller Machines (ATMs).
The Bank has made substantial efforts and investments in acquiring the best technology available
internationally to build the infrastructure for a world-class bank. In terms of software, the Corporate
Banking business is supported by Flex cube, while the Retail Banking business by Fin ware, both
from I-flex Solutions Ltd. The systems are open, saleable and web-enabled.
The Bank has prioritized its engagement in technology and the internet as one of its key goals and
has already made significant progress in web-enabling its core businesses. In each of its businesses,
the Bank has succeeded in leveraging its market position, expertise and technology to create a
competitive advantage and build market share.
Business Profile
HDFC Bank caters to a wide range of banking services covering commercial and investment
banking on the wholesale side and transactional / branch banking on the retail side. The bank has
three key business areas: a) Wholesale Banking Services
The Bank's target market is primarily large, blue chip manufacturing companies in the Indian
corporate sector and to a lesser extent, emerging mid-sized corporate. For these corporate, the Bank
provides a wide range of commercial and transactional banking services, including working capital
finance, trade services, transactional services, cash management, etc. The bank is also a leading

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provider of structured solutions, which combine cash management services with vendor and
distributor finance for facilitating superior supply chain management for its corporate customers.
b) Retail Banking Services
The objective of the Retail Bank is to provide its target market customers a full range of financial
products and banking services, giving the customer a one-stop window for all his/her banking
requirements. The products are backed by world-class service and delivered to the customers
through the growing branch network, as well as through alternative delivery channels like ATMs,
Phone Banking, Net Banking and Mobile Banking.
The HDFC Bank preferred program for high net worth individuals, the HDFC Bank Plus and the
Investment Advisory Services programs have been designed keeping in mind needs of customers
who seek distinct financial solutions, information and advice on various investment avenues. The
Bank also has a wide array of retail loan products including Auto Loans, Loans against marketable
securities, Personal Loans and Loans for Two-wheelers. It is also a leading provider of Depository
Services to retail customers, offering customers the facility to hold their investments in electronic
form.
HDFC Bank was the first bank in India to launch an International Debit Card in association with
VISA (VISA Electron) and issues the MasterCard Maestro debit card as well. The debit card allows
the user to directly debit his account at the point of purchase at a merchant establishment, in India
and overseas. The Bank launched its credit card in association with VISA in November 2001. The
Bank is also one of the leading players in the "merchant acquiring" business with over 25,000 Pointof-Sale (POS) terminals for debit / credit cards acceptance at merchant establishments. The Bank is
well positioned as a leader in various net-based B2C opportunities including a wide range of
Internet banking services for Fixed Deposits, Loans, Bill Payments, etc.
c) Treasury Operations
Within this business, the bank has three main product areas - Foreign Exchange and Derivatives,
Local Currency Money Market & Debt Securities, and Equities. With the liberalization of the
financial markets in India, corporate need more sophisticated risk management information, advice
and product structures. These and fine pricing on various treasury products are provided through the
bank's Treasury team. To comply with statutory reserve requirements, the bank is required to hold

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25% of its deposits in government securities. The Treasury business is responsible for managing the
returns and market risk on this investment portfolio.
MARKET POSITION
HDFC Bank offers a bunch of products and services to meet the every need of the people. The
company cares for both, individuals as well as corporate and small and medium enterprises. For
individuals, the company has a range accounts, investment, and pension scheme, different types of
loans and cards that assist the customers. The customers can choose the suitable one from a range of
products which will suit their life-stage and needs. For organizations the company has a host of
customized solutions that range from funded services, Non-funded services, Value addition services,
Mutual fund etc. These affordable plans apart from providing long term value to the employees help
in enhancing goodwill of the company. The products of the company are categorized into various
sections which are as follows:

Personal Banking

Savings Accounts

Salary Accounts

Saving Accounts

Fixed Deposits

Denman Account

Safe Deposit Lockers

Loans

Credit Cards

Debit Cards

Prepaid Cards

Investments & Insurance

For Services

Payment Services

Net Banking

Instant Alerts
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Mobile Banking

Instant Query

ATM

Phone Banking

NRI Banking

Rupee Savings Accounts

Rupee Saving Accounts

Rupee Fixed Deposits

Foreign Currency Deposits

Accounts for Returning Indians

Quick remit (North America, UK, Europe, Southeast Asia)

India Link (Middle East, Africa)

Coequal Lock Box

In todays world many companies have emerged who have taken a serious note on the importance
of market research and he advantages of using it for the better growth and development of the
company. Hence, our competitors are those companys who are in the market research and
development field as well as the consultancies, since they also make use of market research and
business developers.
The products and Bank of our competitors are as follows:
A. Customer Satisfaction Analysis:
Customer analysis involves gathering data about the customers and their characteristics. They also
conduct tailored customer satisfaction surveys to gauze customer satisfaction.
B. Product Research:
The conduction of extensive product research by this service helps the competitors to find out the
marketability of a product or service. The research can be utilized to leverage the major decisions of
a company on the marketing of its products.
C. Advertising Research BANK:

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Advertising research strives to gain valuable information about the effects and reach of advertising
the products in different forms of media.

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Market profile of the organization:HDFC Bank Limited provides various financial products and services. It operates in three segments:
Retail Banking, Wholesale Banking, and Treasury. The Retail Banking segment provides various
deposit products, including savings accounts, current accounts, and fixed deposits and demats
accounts. It also offers auto, personal, commercial vehicle, home, gold, and educational loans; loans
against securities, property, and rental receivables; and health care finance working capital finance,
construction equipment finance, and warehouse receipt loans, as well as credit cards, debit cards,
depository, investment advisory, bill payments, and transactional services. In addition, this segment
sells third party financial products, such as mutual funds and insurance, as well as distributes life
and general insurance products through its tie-ups with insurance companies and mutual fund
houses. The wholesale banking segment provides loans, non-fund facilities, and transaction services
to large corporate, emerging corporate, small and medium enterprise, supply chain, public sector
undertaking, central and state government departments, and institutional customers. It offers deposit
and transaction banking products, supply chain financing, working capital and term finance,
agricultural loans, and funded, non-funded treasury, and foreign exchange products. These segments
services include trade services, cash management, money market, custodial, tax collection, and
electronic banking. In addition, it provides correspondent bank services to co-operative banks,
private banks, foreign banks, and regional rural banks; and wealth management products for nonresident Indians. The Treasury Services segment operates primarily in areas, such as foreign
exchange, money market, interest rate trading, and equities. In todays growing world everyone
needs to diversify their business so as to keep in touch with the rapid development. By analyzing
the growing concerns of the market, HDFC has clients varying from investment banking sector,
retail, web designing companies, etc. Due to this rapid development HDFC Group has many teams
working for the above mentioned sectors.
Direct marketing addresses some of the biggest challenges in marketing a business - lead
generation, converting those leads into high quality customers, and then systematically growing
customer profitability. Marketing experts estimate that your prospects and customers are bombarded
with more than 3000 marketing messages (direct mail, email marketing, radio/TV advertising,
billboards) every day. Direct marketing helps you get through the marketing noise, and delivers
a high return on investment for your marketing spend.

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With prospects being presented with so many choices, they seldom, if ever, buy at the first contact.
In fact, it can take anything from 9 to 15 contacts before they have sufficient trust in you to finally
buy your product.
Little wonder that so many entrepreneurs and sales people hate cold calling as the chances of early
success are dismally low.
An alternative to the pain of cold calling is a consistent set of processes that attracts qualified leads
to your business, and then keeps them in the loop until they convert into customers.
Systematic Direct Marketing is that set of processes - a marketing strategy based on direct
marketing methods which will deliver an immediate and sustainable sales improvement.
By improvements we mean:

your lead generation costs will drop,

converting leads into sales will not be due to profit-killing price discounts, and

your quality clients will form enduring relationships - providing you with profitable
repeat sales

The Highly Effective Cycle of Systematic Direct Marketing

In order to attract, retain and nurture a list of highly profitable customers, you need to craft your
direct marketing strategy around a number of marketing activities that can start in a fairly simple
way, but over time develop into a fairly sophisticated set of direct marketing processes.
If you cycle through the following direct marketing activities you will experience an
unprecedented improvement in your businesss results:
Each direct marketing cycle will create a set of clients who can start providing you with referrals.
These lowest cost prospects will supplement the prospects that you attract through your normal
ongoing lead generation techniques, yielding an ever-increasing prospect base for you to convert
into customers.
Marketing a service-base business is different from marketing a goods-base business.
There are several major differences, including:
1. the buyer purchases are intangible
2. The service may be based on the reputation of a single person
3. It's more difficult to compare the quality of similar services
4. The buyer cannot return the service

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Service Marketing mix adds 3 more ups, i.e. people, physical evidence, process service and
follow-through are keys to a successful venture. The major difference in the education of
services marketing versus regular marketing is that instead of the traditional "4 P's," Product,
Price, Place, Promotion, there are three additional "P's" consisting of People, Physical evidence,
and Process. Service marketing also includes the services cape referring to but not limited to the
aesthetic appearance of the business from the outside, the inside, and the general appearance of
the employees themselves. Service Marketing has been relatively gaining ground in the overall
spectrum of educational marketing as developed economies move farther away from industrial
importance to service oriented economies. What is marketing? Marketing is the flow of goods
and services from the producer to consumer. It is based on relationship and value. In common
parlance it is the distribution and sale of goods and services. Marketing can be differentiated as:
Marketing of products
Marketing of services.
Innovative Developments
DIRECT COMPETITORS

ICICI BANK
AXIS BANK
PUBLIC SECTOR BANK

FUTURE PLANS
Perception is how we see ourselves and the world we live in. However, what ends up being
stored inside us doesnt always get there in a direct manner. Often our mental makeup results
from information that has been consciously or unconsciously filtered as we experience it, a
process we refer to as a perceptual filter. To us this is our reality, though it does not mean it is an
accurate reflection on what is real. Thus, perception is the way we filter stimuli (e.g., someone
talking to us, reading a newspaper story) and then make sense out of it.

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Perception has several steps.

o Exposure

Sensing a stimuli (e.g. seeing an ad)

o Attention

An effort to recognize the nature of a stimuli (e.g. recognizing it is an ad)

o Awareness

Assigning meaning to a stimuli (e.g., humorous ad for particular product)

o Retention
o Adding the meaning to ones internal makeup (i.e., product has fun ads)

How these steps are eventually carried out depends on a persons approach to learning. By
learning we mean how someone changes what they know, which in turn may affect how they
act. There are many theories of learning, a discussion of which is beyond the scope of this
tutorial, however, suffice to say that people are likely to learn in different ways. For instance,
one person may be able to focus very strongly on a certain advertisement and be able to retain
the information after being exposed only one time while another person may need to be exposed
to the same advertisement many times before he/she even recognizes what it is. Consumers are
also more likely to retain information if a person has a strong interest in the stimuli. If a person
is in need of new car they are more likely to pay attention to a new advertisement for a car while
someone who does not need a car may need to see the advertisement many times before they
recognize the brand of automobile.
Marketing Implication:
Marketers spend large sums of money in an attempt to get customers to have a positive
impression of their products. But clearly the existence of a perceptual filter suggests that getting
to this stage is not easy. Exposing consumers to a product can be very challenging considering
the amount of competing product messages (ads) that are also trying to accomplish the same
objective (i.e., advertising clutter). So marketers must be creative and use various means to
deliver their message Once the message reaches consumer it must be interesting enough to

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capture the attention (e.g., talk about the products benefits). But attending to the message is not
enough. For marketers the most critical step is the one that occurs with awareness.
Here marketers must continually monitor and respond if their message becomes distorted in
ways that will negatively shape its meaning. This can often happen due in part to competitive
activity (e.g., comparison advertisements). Finally, getting the consumer to give positive
meaning to the message they have retained requires the marketer make sure that consumers
accurately interpret the facts about the product.
Knowledge
Knowledge is the sum of all information known by a person. It is the facts of the world, as
he/she knows it and the depth of knowledge is a function of the breadth of worldly experiences
and the strength of an individuals long-term memory. Obviously what exists as knowledge to an
individual depends on how an individuals perceptual filter makes sense of the information it is
exposed to.
Marketing Implications:
Marketers may conduct research that will gauge consumers level of knowledge regarding their
product. As we will see below, it is likely that other factors influencing consumer behavior are in
large part shaped by what is known about a product. Thus, developing methods (e.g., incentives)
to encourage consumers to accept more information (or correct information) may affect other
influencing factors.
Attitude
In simple terms attitude refers to what a person feels or believes about something. Additionally,
attitude may be reflected in how an individual acts based on his or her beliefs. Once formed,
attitudes can be very difficult to change. Thus, if a consumer has a negative attitude toward a
particular issue it will take considerable effort to change what they believe to be true.
Marketing Implication:
Marketers facing consumers who have a negative attitude toward their product must work to
identify the key issues shaping a consumers attitude then adjust marketing decisions (e.g.,
advertising) in an effort to change the attitude. For companies competing against strong rivals to
whom loyal consumers exhibit a positive attitude, an important strategy is to work to see why
consumers feel positive toward the competitor and then try to meet or beat the competitor on

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these issues. Alternatively, a HDFC Bank can try to locate customers who feel negatively toward
the competitor and then increase awareness among this group.
Personality
An individuals personality relates to perceived personal characteristics that are consistently
exhibited, especially when one acts in the presence of others. In most, but not all, cases the
behaviors one project in a situation is similar to the behaviors a person exhibits in another
situation. In this way personality is the sum of sensory experiences others get from experiencing
a person (i.e., how one talks, reacts). While ones personality is often interpreted by those we
interact with, the person has their own vision of their personality, called self-concept, which may
or may not be the same has how others view us.
Marketing Implication:
For marketers it is important to know that consumers make purchase decisions to support their
self-concept. Using research techniques to identify how customers view themselves may give
marketers insight into products and promotion options that are not readily apparent. For
example, when examining consumers a marketer may initially build marketing strategy around
more obvious clues to consumption behavior, such as consumers demographic indicators (e.g.,
age, occupation, income). However, in-depth research may yield information that shows
consumers are purchasing products to fulfill self-concept objectives that have little to do with the
demographic category they fall into (e.g., senior citizen may be making purchases that make
them feel younger). Appealing to the consumers self concept needs could expand the market to
which the product is targeted.
Lifestyle
This influencing factor relates to the way we live through the activities we engage in and
interests we express. In simple terms it is what we value out of life. Lifestyle is often
determined by how we spend our time and money.
Marketing Implication:
Products and services are purchased to support consume it ions carry certain responsibilities yet
it is important to understand that some of these responsibilities may, in fact, be perceived and not
spelled out or even accepted by others. In support of their roles, consumers will make product
choices that may vary depending on which role they are assuming. As illustration, a person who

22

is responsible for selecting snack food for an office party his boss will attend may choose higher
quality products than he would choose when selecting snacks for his family.
Motivation
Motivation relates to our desire to achieve a certain outcome. Many internal factors we have
already discussed can affect a customers desire to achieve a certain outcome but there are
others. For instance, when it comes to making purchase decisions customers motivation could
be affected by such issues as financial position (e.g., can I afford the purchase?), time constraints
(e.g., do I need to make the purchase quickly?), overall value (e.g., am I getting my moneys
worth?), and perceived risk (e.g., what happens if I make a bad decision).
Marketing Implication:
Motivation is also closely tied to the concept of involvement, which relates to how much effort
the consumer will exert in making a decision. Highly motivated consumers will want to get
mentally and physically involved in the purchase process. Not all products have a high
percentage of highly involved customers (e.g., milk) but marketers who market products and
services that may lead to high level of consumer involvement should prepare options that will be
attractive to this group. For instance, marketers should make it easy for consumers to learn about
their product (e.g., information on website, free video preview) and, for some products, allow
customers to experience the product (e.g., free trial) before committing to the purchase.
EXTERNAL INFLUENCES
Consumer purchasing decisions are often affected by factors that are outside of their control but
have direct or indirect impact on how we live and what we consume.
Culture
Culture represents the behavior, beliefs and, in many cases, the way we act learned by interacting
or observing other members of society. In this way much of what we do is shared behavior,
passed along from one member of society to another. Yet culture is a broad concept that, while
of interest to marketers, is not nearly as important as understanding what occurs within smaller
groups or sub-cultures to which we may also belong. Sub-cultures also have shared values but
this occurs within a smaller groups. For instance, sub-cultures exist where groups share similar

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values in terms of ethnicity, religious beliefs, geographic location, special interests and many
others.
Marketing Implication:
As part of their efforts to convince customers to purchase their products, marketers often use
cultural representations, especially in promotional appeals. The objective is to connect to
consumers using cultural references that are easily understood and often embraced by the
consumer. By doing so the marketer hopes the consumer feels more comfortable with or can
relate better to the product since it corresponds with their cultural values. Additionally, smart
marketers use strong research efforts in an attempt to identify differences in how sub-culture
behaves. These efforts help pave the way for spotting trends within a sub-culture, which the
marketer can capitalize on through new marketing tactics (e.g., new products, new sales
channels, added value, etc.).
Other Group Membership
In addition to cultural influences, consumers belong to many other groups with which they share
certain characteristics and which may influence purchase decisions. Often these groups contain
opinion leaders or others who have major influence on what the customer purchases.
Some of the basic groups that may be included:

Social Class

Represents the social standing one has within a society based on such factors as
income level, education, occupation

Family

Ones family situation can have a strong effect on how purchase decisions are
made

Most consumers simultaneously belong to many other groups with which they
associate or, in some cases, feel the need to disassociate.

Marketing Implication:
Identifying and understanding the groups consumers belong to is a key strategy for marketers.
Doing so helps identify target markets, develop new products, and create appealing marketing
promotions to which consumers can relate. These opinion leaders, if well respected by the group,
24

can be used to gain insight into group behavior and if these opinion leaders accept promotional
opportunities could act as effective spokespeople for the marketers products.
Decisions about the elements of Marketing
For all decisions marketers must consider the overall environment in which their business
HDFC Bank operates. Important factors include not only the legal, cultural, political, and
economic environments of the overall society but also the companys corporate environment and
the financial constraints in which it operates. Marketing research is the phase of Marketing
concerned with obtaining usable information, to make it more effective it is necessary to define
carefully what information is required to make a better decision. After defining the problem, the
marketers specify the source of information to be collected and analyzed. Consumer research is
another important aspect of Marketing research, concentrates on buyer behavior. Segmentation is
also an important aspect of Marketing. The consumers who need product category are diverse;
not everybody will want the same thing from the product category, will want to buy it in the
same place, and is interested in the same kinds of features or services. On the other hand it is not
realistic to offer a unique product for each customer. There are group of customers with similar
sets of needs, and the market can be divided into such groups. This concept is known as Market
Segmentation.
Once the needs of the market are understood, the marketer considers the details of what the
HDFC Bank might offer. It should try to develop the product that will satisfy the needs of the
consumer in the market segment that had been identified and selected; provide the product at a
price customers are willing to pay; create a distribution system that makes the product available
to the customer in the place where it can be purchased; and communicate the appropriate
information to promote the product, making customers aware of and interested in the product,
helping them understand what the product offers, and reminding them that the product is
available. These four elements: - product, price, promotion and place constitute the marketing
mix. They are sometimes referred to as the four Ps of Marketing. The appropriate Marketing
mix varies with the market targeted.

25

Marketing Strategy
All four elements of the Marketing mix are closely related in formulating the Marketing strategy.
Marketing planning involves establishing objectives for marketing activity, determining and
scheduling the steps necessary to achieve the objectives, and then allocating the necessary
resources. Marketing strategy includes the activities of finding a competitive advantage, planning
for the companys growth, analyzing the companys portfolio and allocating the companys
resources.
Marketing control involves a careful monitoring of the results of the Marketing plan to ensure
that the plan is achieving the objectives that were set and that it is cost-effective. Facts of
Marketing These are diverse facts of Marketing, but the tasks of Marketing remain the same: to
understand the customer, know who is involved in making a purchase decision, and then develop
a Marketing mix- product, price, distribution system, and communication- that will satisfy those
customers.

26

CHAPTER 2
RESEARCH METHODOLOGY

27

1.1 OBJECTIVE OF THE STUDY:

The purpose of this study was to:-

To find out the appropriate method of selecting candidates.

To focus upon the manpower planning and its relevance with respect to entire process of
recruitment and selection.

Recruitment and selection process of the company and its relevance with respect to other
methods of the same.

To get an exposure in the real working environment in the corporate sector.

To have a better understanding of the investment options available.

To have an understanding of Recruitment and Selection process in HDFC

28

RESEARCH METHODOLOGY:
Research methodology is a way to systematically solve the research problem. It may be
understood as a science of studying how research is done scientifically. In it we study the various
steps that are generally adopted in studying the research problem along with the logic behind
them.
Research methodology is a careful investigation for inquiring a systematic and finding solution
of a problem. It comprises the defining and redefining of problem formulating collection and
evaluation data making decisions and research conclusion.
This research includes:
o Research design
o Sampling design
o Method of data collection
o Sources of data collection
o Limitations

29

1.3.1. Research Design:

The method adopted for research is Experience Survey i.e. survey of people who have
practical experience of soft drinks, NCR in such a research design the decision regarding what,
where, whom, how much, by what means are concerned. It is the blue print for the research
undertaken.
The research is based on EXPLORATORY DESIGN. An exploratory study is generally based
on the secondary data that are readily available. It does not have a formal or rigid design as the
researcher may have to change his focus or directions , depending on the availability of raw ideas
and relationships among variables. An exploratory study is based on the nature of a preliminary
investigation wherein the researcher himself is not sufficiently knowledgeable and is therefore,
unable to frame detailed research questions.
Measurement and Scaling Technique for Research:
In this research the rating scale technique is used. Rating scale involves qualitative description of
a limited no of aspects of thing or of traits of a person. In rating scale we judge properties of
objects without reference with other similar object.
The ranking can be done by graphic rating scale as:

Like very much

Like some what

Natural

Dislike some what

Dislike very much

30

Data collection - Primary and Secondary Data:

Sources of data collection:
Primary data
For Research, data is needed. Data is the raw information which is analyzed in order to obtain
information. Data can be defined as a collection of facts from which conclusions may be drawn.
Primary Sources are those sources from which the information is gathered for the first time.
Information is gathered by the researcher himself. Following are the methods of collecting
primary data:
Secondary data
A secondary data is that data that is required to conduct the study and can be obtained from
books, journals, magazines, records etc. Secondary data is data taken by the researcher from
secondary sources, internal or external. Secondary data is collected from following sources: 1) Magazines and journals
2) Company websites.
3) Internet
4) Books

Sample Size
100 respondents

31

32

Limitations of Study:
Many constraints were involved in doing this study. Some of them are as follows.

The most significant limitation has been the individuals involved in this study were very
busy and did not spare much time in discussion.

The sample size selected for the survey was too small as compared to large population.

The project was carried out only in the Delhi, so findings on data gathered can be best
true for Delhi only and not applicable to other parts of state and country.

Indian stock market is a market where sentiments play a major role in price; hence 100%
accurate predictions cannot be made about its future path

33

CHAPTER 3
ANALYSIS AND INTERPRETATIONS

1. According to you and Manpower Programme of HDFC Bank should be designed to(Select
only one)

34

Reduce anxiety
Promote two-way communication
Promote a positive employee attitude
Assimilate the employees in the organization.

Reduce anxiety

Program should be
designed to

Promote two-way
communication
30%

40%

10%

Promote a positive
employee attitude

20%

Assimilate the
employees in the
organization

Interpretation: This question gives us insight in the HDFC Bank

Manpower programmed that

out of our sample size of 50 employees. 40% i.e. 20 employee feels that the Manpower
programmed is Assimilate the employees in the organization. While 30% people out of our
sample size given their views that Manpower program me reduce anxiety.

2. Which section of the Manpower process do you feel is most important for meeting the
needs of your job in HDFC Bank ?

35

Organizational issues
employee and organization benefits
introductions
job duties

Fig- pie chart of man power process

Interpretation: This question will asked for the HDFC Banks group 50 employees which gives
and fair idea what employee thinks about the Manpower program me in a company and what
they perceive which function is most important for the Manpower program me. I gather the data
and above the pie chart depicted 52% people think Job Manpower organized in HDFC Bank
due to make them clear to understand JOB duties and there day by day routine work. Also 24%
people think that it is important with the Organizational Point of view where in Manpower
employees are learned how to go about the organization. Also 16% employee showed their
interest for Manpower program me beneficial because according to his/her that is doing as a
practice in HDFC Bank

due to of employee and organizational benefits.

36

3) What special things should the organization provide to make new employees feel comfortable,
welcome and secure?)
Desk
work area
equipment
special instructions

Fig- equipments needed by employees

Interpretation: From this question some interesting facts I got from HDFC Bank

employees. I

asked 50 employees to according to him/her what special things the organization should provide
to make new employees feel comfortable, welcome and secure.
I gathered the data and plot the Pie chart I got very interesting result of it out of 50 employees
40% employee are special instruction given by the HR person would gave him/her feel
comfortable, welcome and secure. Same 34% employees answered that if they has a better work
area then they have more comfortable and feel secure.

37

4) What things according to you would new employees need to know about the work
environment that would make them comfortable?
Names and titles of key executives
Company policy and rules
history of the company
product / services offered

38

Interpretation: We would asked this question to the 50 employees in HDFC Bank

Delhi

office to just understand What things according to employee would need to know about the
work environment that would make them comfortable. That comfort zone is very much required
because every company tried pulling their employee advantage from the first day.
According to my survey 46 % employee think that company policy and rules should be familiar
with in a Manpower program me make him more comfortable than other given option. Also 13
employees out of 50 gave their answer in favour of names and titles need to known for the new
employees to make him/ her more comfortable.
5

Working period of employees in the company

WORKING PERIOD OF EMPLOYEES IN THE COMPANY

8%
19%

37%

<1
1-2 YRS
2-3 YRS
3-5 YRS

36%

The above chart depicts that most of the employees are doing service. As per the survey of 36
employees most of the employees are young in the organizations, they dont have the past
experience of any change in recruitment and selection.
On a survey of 36 employees done, it has been shown that employees completed 1 year of
service comprised 37%. Similarly employees 1-2 years of service comprise 36%. But there is
39

only less number of employees there about between 2-3 years comprised 19%. The rest i.e. 8%
comprised of the group of people who have been in the organization for 3-5 year.

40

6. Employees are actively involved in planning.

(1) Strongly Agree
(3) Disagree

(2) Agree
(4) Strongly Disagree

This question brief us about the employees of HDFC Bank

are actively involved in planning

and implementing so this we determine how employee contributed to the HDFC Bank

with

their mindset. And what is their involvement to formulation of any s in their organization.
According to our survey result out of 100 people which is our sample size said 28% people are
strongly agree with this views that HDFC Bank

are actively involved in planning and

implementing and people thought they involved in the s that happened. And 39% people agreed
with this views that HDFC Bank

are actively involved in planning and implementing and

people thought they involved in the s that happened But 20 % people said they disagree with a
views of HDFC Bank didnt want him/his actively involved in planning and implementing and
people thought they involved in the s that happened adding of this the 13% people as our
respondent are strongly disagree with the statement that HDFC Bank

didnt want him/his

actively involved in planning and implementing and people thought they Recommendation for
HDFC Bank

would be they may continue with this management thought because more than

68% respondent is has strong believed that HDFC Bank are actively involved in planning and
implementing and people thought they involved in the s that happened but HDFC Bank need to
focus on 33% of the respondent which says no HDFC Bank doesnt.

41

7. This organization rewards innovation and creativity on Manpower Planning.

(1) Strongly Agree

(2) Agree

(3) Disagree

(4) Strongly Disagree

Fig- rewards innovation

This question brief us about the Manpower Planning at in HDFC Bank is an organization
rewards innovation and creativity. We determine what employee perception about the
organisation is. According to our survey result out of 100 people which is our sample size said
29% people are strongly agree with this views that HDFC Bank

rewards innovation and

creativity. And 40% people agreed with this views that HDFC Bank

rewards innovation and

creativity But 13 % people said they disagree with a views of Manpower Planning at in HDFC
Bank

rewards innovation and creativity adding on this 18% people as our respondent are

strongly disagree with the statement that HDFC Bank

rewards innovation and creativity ,

Recommendation for HDFC Bank would be company continue with this management thought
because more than 69% respondent is has strong believed that HDFC Bank rewards innovation
and creativity rest of 31% respondent which says HDFC Bank doesnt rewards innovation and
creativity which is very bad impression for any organization and particular HR to find out the
solution of this Disagreement.

42

8. Analysis based on the reasons given by the candidates for back out.
This analysis is based on the responses received after speaking to people who backed out
during the last three months. The following reasons were identified after analyzing the
responses collected from 30 respondents. The percentages have been calculated from the total
number of people contacted.

This pie chart depicts that the maximum number of people are backing out as they have better
offers in hand, followed by 19% who backed out due to delay in giving feedback. 13 % of them
backed out as they were not happy to get associated with a Growing brand. Lengthy Interview
process contributed to 5% of the back outs and the remaining 26% had other reasons to back out.

43

9 Which are the parameters on which candidates are evaluated?

Patterned

Stress

Depth

Fig-parameters of evaluation
Interpretation

60% of the employees said that for evaluating a candidate experience is taken into
consideration.

20% of the employees said that for evaluating a candidate skill is taken into
consideration.

20% of the employees said that for evaluating a candidate training experience is taken
into consideration.

44

10. Principle of right man on the right job is strictly followed.

Strongly agree

Moderately agree

Strongly disagree

Moderately disagree

Cant say

Interpretation

15% of the employees are strongly agreed that principle of right man on the right job is
strictly followed.

60% of the employees are moderately agreed that principle of right man on the right job
is strictly followed.

10% of the employees are strongly disagreed that principle of right man on the right job
is strictly followed.

45

15% of the employees are moderately disagreed that principle of right man on the right
job is strictly followed.

46

CHAPTER 4
FINDINGS

47

FINDINGS

Human capital, mercifully, is the only form of capital that corporate America cannot buy
or sell. As a result, it is the only form of capital that does not have well-defined (if
admittedly grossly imperfect) accounting procedures and reporting rules associated with
it. In part because of this, firms' procedures for assessing and valuing the competencies of
prospective and incumbent employees range from primitive to nonexistent. Another
factor contributing to the sorry state of assessing workplace competence is that in times
of rapid change (such as we are currently in), employers' concepts of what constitutes
competence also change rapidly; these concepts, however, are rarely well defined and
articulated. Still another factor complicating the difficulty of assessing and valuing
workers' competencies is that the methods by which these competencies can be created
are expanding faster than is our collective capacity for evaluating the effectiveness of
these methods. Finally, human beings are extraordinarily complex; participating in wellhoned, highly effective learning experiences is no guarantee that any given participant
actually learns anything at all.

In sum, there are many reasons why assessing competence is inherently difficult and
becoming even more difficult with the passage of time. There are also reasons to believe
that the imperative to tackle this difficult task is becoming more pressing.

This paper examines evidence from a variety of perspectives that are relevant to
understanding the changing nature of workplace competence. Four perspectives are
considered: the operation of the labour market, surveys of what employers say the market
for employer-provided training, and the stock market.

Over the past 25 years, 2 striking trends have dominated all others in the labour market.
First, real (i.e., inflation-adjusted) wages have fallen for the majority of workers. Second,
dispersion of wagesboth within and between groupshas increased.

Historically, real wages have been driven by productivity changes. 1 The period since
1973 has been no exception. Between 1961 and 1972, productivity grew at an annual rate
of slightly more than 3 percent; between 1973 and 1994 the productivity growth rate fell
by more than 60 percent, to an annual rate of less than 1.2 percent.

48

Consequently, understanding the productivity slowdown is tantamount to understanding

the real wage decline. Unfortunately, while a wide variety of explanations have been put
forth, the slowdown in U.S. productivity remains largely unexplained. What is clear,
however, is that widely heralded changes in technology have not yet manifested
themselves either in growth of productivity or wages.

The combined effect of the increase in wage dispersion, along with the decline in real
wages has been most pronounced for males. The real hourly earnings of men with less
than a high school education, for example, fell by 28 percent between 1973 and 1995.
This decline has been most pronounced for young men.

49

CHAPTER 5
RECOMMENDATION

50

1. Manpower power planning for each unit is prepared in consulting with their respective head
officers and finally the corporate officer.
2. Manpower planning is done for 2 years and 2 years preparation of manpower planning results
in ;
-Accurate data
-Inflated and deflated requirements are met.
Revision of data can be done time and again to maintain accuracy.
3. Manpower planning being done very systematically and manpower budgeting is raised as per
the requirements.
Managers are still asking upon manpower budgeting which is a clear indictor that all actions are
checked, revised and all is kept under control.
4. Surplus executives are identified in many disciplines like quality control, human resource,
finance etc.
5. Job specification and job description are well defined to all employees and they know what is
expected of them. Everything is properly documented and gives in black and white.
6. There is a relaxation for departmental candidates. They need not get first class or 60% marks
or aggregate. They need not to pay application. Fees but they just have to clear the final
interview. This is a good method for employees which motivate them.
7. Majority of the respondents i.e., 73% are in the favours of any other method like
advertisement, newspaper etc, to fill the vacant position in any department.
8. 33% of the respondents favour that advertisement is the internal and external source of
recruitment.
9. 20% of the employees are moderately disagreed regarding the manpower recruitment
identifications in advance.
10. Majority of the respondents i.e., 66% agreed that compensation is given to the outstation
candidate called for interview.

51

CHAPTER 6
CONCLUSION

52

CONCLUSION
Recruitment management system is the comprehensive tool to manage the entire recruitment
processes of an organization. It is one of the technological tools facilitated by the information
management systems to the HR of organizations. Just like performance management, payroll and
other systems, Recruitment management system helps to contour the recruitment processes and
effectively managing the ROI on recruitment. Recruitment refers to the process of screening,
and selecting qualified people for a job at an organization or firm, or for a vacancy in a
volunteer-based organization or community group. While generalist managers or administrators
can undertake some components of the recruitment process, mid- and large-size organizations
and companies often retain professional recruiters or outsource some of the process to
recruitment agencies. External recruitment is the process of attracting and selecting employees
from outside the organization.

53

BIBLIOGRAPHY

Devotees, T. A. & summers, T. P. (1987). A path-analysis of a model of the

antecedents and consequences of organizational commitment. Human

Relations, 40, 445-470.

Gartner, K. N. & Nolan, S. D. (1989). Career experiences, perceptions of
employment practices, and psychological commitment to the organization.

Human Relations, 42, 975-991.

Journals
Harvard Business Review
Magazines
Business India
Business World
Gloom
Internet
www.blonnet.com
www.superbrandsindia.com
Search Engines
http://www.google.com

54

ANNEXURE
1) According to you and Manpower Programme of HDFC Bank

should be designed to

(Select only one)

Reduce anxiety
Promote two-way communication
Promote a positive employee attitude
Assimilate the employees in the organization.
2. Which section of the Manpower process do you feel is most important for meeting the needs
of your job in HDFC Bank ?
Organizational issues
employee and organization benefits
introductions
job duties
3) What special things should the organization provide to make new employees feel comfortable,
welcome and secure?)
Desk
work area
equipment
special instructions
4. Employees are actively involved in planning.
(1) Strongly Agree

(2) Agree

(3) Disagree

(4) Strongly Disagree

55

5)

What things according to you would new employees need to know about the work
environment that would make them comfortable?
Names and titles of key executives
Company policy and rules
history of the company
product / services offered

5. Working period of employees in the company

A. More than 1
B. 1 to 2 Year
C. 2 to 3 Year
D. 3 to 5 Year.
7. This organization rewards innovation and creativity on Manpower Planning.
(1) Strongly Agree

(2) Agree

(3) Disagree

(4) Strongly Disagree

8. Analysis based on the reasons given by the candidates for back out
9. Which are the parameters on which candidates are evaluated?

Patterned

Stress

Depth

10 Principle of right man on the right job is strictly followed.

Strongly agree
Moderately agree
Strongly disagree
56

 Moderately disagree
Cant say S

57