YES BANK: Human Capital Initiatives of a Startup in the Indian Banking Industry

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Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

Case Details:


Case Code : HROB111 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Rs. 25 for Shipping & Handling Charges


Strategic Human Resource Management/ Human Capital/ Employer Branding/Organizational Behavior
Case Length : 17 pages
Period : 2003-2008
Pub Date : 2008
Teaching Note : Not Available
Organization : YES BANK
Industry : Banking
Countries : India


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.


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 differentiating itself from its competitors.


  Page No.
Banking on its Human Capital 1
Background Note 2
Building a Strong Foundation 3
Sourcing Human Capital 4
Creating a Strong Employer Brand 5
Various Human Capital Initiatives 7
Results 8
Outlook 10
Exhibits 11

Key Words:

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

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