Driving the biggest employer branding project of Marico Bangladesh: Over The Wall Season 3

Abstract

In this paper we have assessed the impact of Over The Wall (OTW) Season 3 of Marico Bangladesh Limited in the aspect of its employer branding strategy. Marico Bangladesh, as a leading FMCG player found it difficult to inculcate brand recognition among people and attract top university talent. Marico was one of the competitors in the OTW cycle and through the competition we could increase and enhance their employer profile by reaching out to thousands of participants across various university campuses. The report also narrates about the operations of the Marico Bangladesh, its product portfolio and the organizational practices to transformational in its proffering market position. No wonder, the company has further stood strong for innovation and sustainable growth in the FMCG sector of Bangladesh. Marico’s strategic HR practices such as recruitment of employees, employee development and leadership programs are described in this report with the aim to build a future ready workforce. The methodology of this report is based on primary data gathered from direct engagement in OTW and the response to the participants and the secondary data extracted from publishers reports and their documents. Some key findings include that Marico’s employer brand perception has been notably improved, wherein the participants gained knowledge on employment skills through mentorship and solving real problems. Finally, it can be said that OTW initiative and the overall organizational practices of the Marico company have indeed been facilitating the company to change its employer brand, attract talents and create a culture of innovation and growth.