Abstract

This case is about YES BANK (Yes Bank), one of the new generation private sector banks and its unique Human Capital initiatives which helped it attract and retain the best talent in the industry. Despite being a late entrant in the Indian banking industry, Yes Bank had established itself as a top bank in India. Yes Bank’s unique ‘knowledge banking’ approach and its emphasis on human capital helped it differentiate itself from its competitors. The case also discusses Yes Bank’s effort toward establishing a strong employer brand and projecting itself as an ‘aspirational’ employer in the Indian banking sector. Yes Bank’s various innovative HR initiatives helped it institutionalize a performance culture and entrepreneurial spirit in its employees. Yes Bank’s focus on human capital initiatives helped it in succeeding in establishing itself as a key player in the Indian banking industry within a short span of time.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Understand the HR challenges faced by a startup organization
• Understand the human capital initiatives adopted by Yes Bank and its role in institutionalizing innovative HR practices within the organization
• Understand the rationale behind creation of a strong employer brand and building an enterprise based on Employee Value Proposition (EVP). Understand the rationale behind Yes Bank’s focus on human capital as an enabler of the bank’s business strategy of d

Keywords

Human capital, Employer branding, Employee value proposition, Business strategy, Service differentiation, Competitive advantage, Human resource, HR orientation, Leadership, Recruitment strategy, Attracting, Retaining, Talent management, Performance management, Training, Job rotation, Banking, Yes Bank, Organization structure, Matrix