MakeMyTrip, the online travel company, has launched a comprehensive approach to engage and tap talent from campuses across India. This is the company’s innovative strategy to acquire quality talent from not just the premier institutions but also institutions from tier-2 and tier-3 cities.
The pyramid-like framework of the strategy comprises a multi-tiered approach to talent engagement. At the base is the company’s effort to reach out to every nook and corner of the diverse Indian landscape. The objective is to make the brand, MakeMyTrip synonymous with limitless opportunities, so that aspiring professional from across the country see the firm in a positive light. This will also help the company uphold its drive for inclusivity and its vision to serve a diverse customer base through a talent pool as diverse as the nation.
The strength for the foundational layer comes from the intermediate tier that focuses on depth of outreach. While specialised hiring is targeted at the premier institutions, MakeMyTrip is upping its engagement with campuses across the spectrum. It is introducing real-world case study competitions, to spot top-tier talent.
The strategy involves a transparent and immersive showcasing of MakeMyTrip’s internal workings. Potential hires are offered a glimpse into ‘A Day in the Life of’ experiences, that reveal the organisation’s ethos, vibrancy and roles. This allows candidates to visualise a future within the MakeMyTrip ecosystem.
As part of this approach, the company has introduced its ‘Limitless with MakeMyTrip – Reimagine Travel’ campaign. This competition called out to students from non-tech and tech campuses, including those from tier-2 and tier-3 cities, to manifest their understanding of the travel ecosystem and creativity in problem-solving. The challenge thrown at the students was to come up with a 90-second social-media reel, with one of the following three themes — ‘Unseen India’, ‘India on a Budget’ and ‘Responsible India’. The challenge received an overwhelming response of more than 4,700 entries, clearly reflecting the campaign’s success in tapping into the latent potential and enthusiasm of Indian youth. Most of the entries came from management campuses such as MDI, IIM Lucknow, IIM Indore, NMIMS, SCMHRD, IMT and technology campuses such as IIT Mumbai, PES, Thapar and IIT Patna.
Yuvaraj Srivastava, group CHRO, MakeMyTrip, is enthused that the brand has been able to play “the catalyst in bringing forth voices from campuses” with this “proactive campus engagement strategy”. He envisions “a future where every talented individual, regardless of background, sees a world of possibilities with MakeMyTrip.”
Undeterred by the slow hiring trends across Indian campuses, MakeMyTrip is determined to strengthen its campus engagement and brand presence. Its progressive approach towards talent acquisition aims to foster a diverse and dynamic workforce that mirrors the vibrancy of India.