Summary
Headline: HDFC Life Got Talent: Unveiling Hidden Gems, Empowering Lives This annual talent competition fosters a vibrant and inclusive environment within HDFC Life, providing a platform for employees and their families to showcase their diverse talents, build confidence, and strengthen bonds. From regional stages to the grand finale, the campaign inspires creativity, celebrates individual strengths, and contributes to the overall growth and success of the organization.
Challenge
Objectives: ● Uncover hidden talents among HDFC Life employees and their families ● Enhance employee engagement and morale ● Create a sense of belonging and community within the organization ● Strengthen the brand's image as an employer that values creativity and personal expression ● Expand the reach of the campaign by including family members as participants Business Challenges: ● Generating enthusiasm and motivating employees to step out and participate in the talent hunt. ● Implementing a robust evaluation system that fostered trust and impartiality among participants. ● Utilizing a multi-channel approach to reach employees and their families, which included several mailers, intranet posts, and newsletters. ● Adhering to strict data privacy regulations and ensuring that all personal information is collected, stored, and utilized responsibly.
Objective
Environment: HDFC Life, a leading private life insurance company in India, recognized the untapped potential and hidden talents among its employees and their families. To foster a culture of appreciation for diverse talents and provide a platform for employees to showcase their skills, HDFC Life initiated an internal talent hunt competition – "HDFC Life Got Talent", being held annually, for the last 4 years. Need / Context and purpose of the initiative. We primarily started HGT for employee engagement to foster a culture of care and bonding beyond work. We wanted to strengthen the relationship with employees and their families as well, welcoming them within the folds of the extended HDFC Life family. It also gave us a platform to nurture, appreciate and recognise in-house talents. Role of Data Strategy: Data strategy played a pivotal role in the success of the campaign by: Identifying and segmenting employee and family member data to target relevant promotions and encourage participation Tracking participation rates and engagement metrics to assess the campaign's effectiveness Analysing feedback and suggestions to refine the campaign for future iterations Leveraging data insights to identify trends and patterns in talent distribution across regions and departments.
Strategy
Vision: "Ab har ghar se talent niklega" served as the guiding vision to uncover the hidden talents within the families of employees and showcase their remarkable abilities. Key Decisions: Expanding participation to family members for broadening the talent pool and strengthening family bonds. Incorporating a diverse range of categories like dance, singing, music, and arts, to ensure higher participation. Implementing a multi-stage selection process comprising regional, zonal, and national rounds, culminating in the grand finale for evaluation and recognition. Methodology: Targeted email communication sent to employees providing detailed information about the campaign, registration process, FAQs and key dates. Encouraging peer-to-peer promotion to spread the word about the campaign, and generate a sense of excitement and enthusiasm. Timeline: The campaign was officially announced with a series of teaser mailers following up to a grand launch, then by an open registration period, allowing ample time for interested participants to enrol. Regional rounds: Regional auditions were conducted remotely across the country, providing participants with an opportunity to record and send their performance videos for evaluation on a regional stage. Zonal rounds: Participants who excelled in the regional rounds progressed to the zonal rounds, further elevating the level of competition and excitement. National round: The top performers from the zonal rounds advanced to the national rounds, where the stakes were high and the talent was exceptional. The grand finale at Annual Sparsh: The grand finale, held at the company's annual event 'Annual Sparsh,' served as the pinnacle of the campaign, where the most talented participants from across categories performed on the live stage. Voting Round: After the grand finale performances, employees were motivated to vote for their favourite participants and decide on the winners. Team Collaboration: A cross-functional team from content, design, strategy and servicing worked collaboratively to ensure the overall campaign's success.
Data
The "HDFC Life Got Talent" campaign demonstrated the power of creativity, engagement, and inclusivity in fostering a thriving and dynamic work environment. Its success highlights the importance of recognizing and celebrating employee talents, not only for the benefit of the individuals but also for the overall growth and success of the organization. The campaign's strategy of expanding participation to family members proved to be a masterstroke, not only broadening the talent pool but also strengthening family bonds and deepening the sense of belonging within the organization. This inclusive approach sets HDFC Life apart as an employer that values the well-being and engagement of its employees beyond the workplace. Looking beyond the immediate success of the campaign, HDFC Life has taken steps to ensure its long-term sustainability and impact. The company is nurturing the growth of its employees' talents and fostering a culture of continuous learning and development. Moreover, the campaign's positive impact has extended beyond the employees, generating buzz and positive brand perception among HDFC Life's clients and external stakeholders. The company's commitment to employee engagement and talent development has enhanced its reputation as an employer of choice, attracting top talent and contributing to its overall business success.
Solution
Results
Measurable Goals and KPIs: ● Participation rate: The campaign witnessed an overwhelming response, with over 1,600 entries received for the regional round – the highest-ever participation in the campaign's history of the past 3 years. ● Employee engagement: Employee engagement metrics, such as email open rates, and response clicks soared during the campaign period, indicating heightened interest and participation. ● Positive sentiment: There was a surge in positive sentiment related to the campaign, with employees and their families expressing appreciation for the opportunity to showcase their talents at a corporate level. Impact of the Campaign: ● Strengthened employee morale: The campaign provided a platform for employees to express their creativity and receive recognition, leading to a significant boost in employee morale and overall job satisfaction. ● Enhanced sense of belonging: The inclusive nature of the campaign, involving family members, fostered a stronger sense of belonging and community within the organization. ● Positive brand image: The campaign reinforced HDFC Life's reputation as an employer that values creativity, personal expression, and employee well-being. ● Discovery of hidden talents: The campaign unearthed a wealth of hidden talents among employees and their families, demonstrating the depth and diversity of talent within the organization.
