Employer branding : a case study on Robi Axiata Ltd.
AuthorMahmud, Mahir Tazwar
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As part of my academic requirement and completion of my BBA program, I needed to complete a three month period of Internship program. I chose to do my Internship at ROBI AXIATA Ltd. At ROBI I was assigned to a project named “Employer Branding”. It was a new concept for me and I took the opportunity to learn about as much as possible while I was working on the project. However, due to lack of intern support at the HR Operations department of HR division at ROBI (where I was assigned) I had very less opportunity to work on my main project and rather, was engaged mostly in other HR operation activities like Recruitment and Selection, training support etc. Even then, I did have the opportunity of working on one of ROBI‟s Employer Branding activities at Perdana College Dhaka. Apart from that I decided to learn about the Employer Branding outside of practical work and this I did by interviewing employees working on this project, mostly informal interviews face-to-face and over the phone. I also did a lot of learning over the internet so this report contains a lot of definitions and justifications with reference to several websites. This report fairly describes the Company I did my project in, which is, ROBI, and gives an idea of its products/services, culture, beliefs, CSR activities etc. The report then goes on to explain what Employer Branding is, in a elaborate manner. However knowing about the two, separately is no good in an Internship report so, the report also gives a clear idea, based on my findings, how ROBI carries out Employer Branding and what are the activities that are taken in order to make the Employer Branding Successful. As it is an Internship report of my Internship program at ROBI, the last chapter of the report describes my role during my internship period as well as my responsibility carried out specifically on the Employer Branding project. The whole purpose of Employer Branding is to become a Branded Employer that the employees and potential employees think as the “Employer of Choice”. Based on the findings I have also included a few recommendations that this report holds at the end. Although, it is difficult to come to a conclusion without a proper research or survey, I based my conclusion partially on what I thought from my findings as well as what my interview respondents have shared.