Shaping perceptions early: how bKash builds its employer brand among undergraduates

Abstract

This internship report reflects my experience in the Organizational Effectiveness and Employer Branding department within the Human Resources Division at bKash Limited. It centers on my research project titled “Shaping Perceptions Early: How bKash Builds Its Employer Brand Among Undergraduates.” The report begins with a reflection on my personal learning and skill development during the internship, particularly in employer branding and student engagement. A detailed overview of bKash Limited follows, including its organizational structure and management strategies. The core focus is on bKash’s employer branding efforts to engage undergraduate students through campus activities, workshops, and networking events. Insights from interviews with campus ambassadors, surveys, and focus group discussions reveal student preferences across academic years, highlighting the importance of early and interactive engagement. The report concludes with recommendations to strengthen bKash’s employer brand and attract future talent by tailoring engagement strategies to student needs and career priorities.