RESEARCH

REPORT

UNDER TAKEN

BHARTI AXA Life Insurance

company Limited
STUDY AND ANALYSIS OF RECRUITMENT AND SELECTION
PROCEDURE
Session:- (2014-2016)

A Research report prepared and submitted for the partial requirement and
fulfilment of the MBA program at MAHARANA PRATAP ENGINEERING
COLLEGE (Approved by AICTE, Govt.of India)

Submitted To:

Submitted By:

Dr. Mamta Shukla

Kavita Methiya

H.O.D (M.B.A Deptt.)

M.B.A 4th Sem.

M.P.E.C Kanpur

Roll No.1404670018

ACKNOWLEDGEMENT

If words are considered to be signs of gratitude then let these words convey the very same, my
sincere gratitude to Bharti AXA Life Insurance for providing me an opportunity to work with
Bharti AXA and giving necessary directions on doing this project to the best of my abilities.
I am highly indebted to Mr. Veerendra Pratap ( Sr. BRANCH SALES MANAGER) and
company project guide Mr. Rohit Tomer (AGANCY MANAGER) , who has provided me the
necessary information and also for the support extended in the completion of this report and
there valuable suggestion and comments on bringing out this report in the best way possible.
I have to thanks also my classmates for supporting me for this research report.

DECLARATION

I Kavita Methiya, hereby declare that this work entitled STUDY AND
ANALYSIS OF RECRUITMENT AND SELECTION PROCEDURE is my
work carried out under the guidance of Dr. Mamta shukla. This report neither full
nor in part has ever been submitted for award of any other degree of either this
University or any other University.

Kavita Methiya
MBA 4th Sem.
Roll No.- 1404670018

Table of Contents
EXECUTIVE SUMMARY.............................................................................0
INTRODUCTION......................................................................................2
OBJECTIVE OF
STUDY
3
COMPANY PROFILE:................................................................................4
CORPORATE PROFILE............................................................................16
HRM POLICY.........................................................................................20
PROMOTERS.........................................................................................24
RESEARCH
METHODOLOGY
...31
SELECTION AND RECRUITMENT STEPS....................................................34
RECRUITMENT PROCESS........................................................................35
SELECTION PROCESS............................................................................36
FINDINGS AND SUGGESTIONS................................................................45
RESEARCH ANALYSIS............................................................................56
CONCLUSION........................................................................................57
ANNEXURE...........................................................................................58
INTERVIEW EVALUATION FORM..............................................................59
OFFER CHECKLIST................................................................................60
REFERENCE CHECK FORM......................................................................61
EMPLOYEE REFERRAL FORM..................................................................63
OFFER LETTER......................................................................................65
BIBLIOGRAPHY.....................................................................................66

PREFACE
This project was carried out in the HR department of BHARTI AXA Life
insurance co. Jammu. Bharti AXA Life insurance is only concern with life
insurance and General insurance.
The objective of this project is to study the entire Recruitment & Selection
processes at Bharti AXA Life insurance. The Human Resources Department of
Bharti AXA Life insurance carries out both these functions quite effectively.
Hence, the procedure of Recruitment is studied thoroughly and some inferences
accordingly. The data and information collected is with respect to working
procedure specifically regarding recruitment procedure, the data referred for this
study is for the year 2010-11. I have applied the concept and gained knowledge
learned during the course in at BHARTI AXA In practical business situation and
understood these concepts in better way. The research work really has poured of
immense learning for me. I would like to thank whole heartedly to Bharti AXA,
for giving me this exposure.

INTRODUCTION TO PROJECT
RECRUITMENT& SELECTION
Recruitment and selection is the process of identifying the need for a job, defining
the requirements of the position and the job holder, advertising the position and
choosing the most appropriate person for the job. Retention means ensuring that
once the best person has been recruited, they stay with the business and are not
poached by rival companies.
Undertaking this process is one of the main objectives of management. Indeed, the
success of any business depends to a large extent on the quality of its staff.
Recruiting employees with the correct skills can add value to a business and
recruiting workers at a wage or salary that the business can afford, will reduce
costs.

The term selection denotes a choice of one or some from amongst many. The
vital importance of making the right selection of staff for any enterprise cannot be
overemphasized. While selecting employees, it should be borne in mind that they
are the greatest source of an organization. Building and money are always
secondary. The critical element is always the spirit, teamwork and the skill of the
organizations personnel. Everything can be bought or reproduced except skilled
and dedicated service.

The process recruitment and selection of employees is not easy, it is

one of the most important aspects for running any business. This is
meant to help for planning recruitment and selection of employees.

Objective to Study
The aim of the present study is accomplishing the following objective:
To understood labour turn over rate is more in insurance sector.
To understand the recruitment and selection procedure.
To know about the functions of HR other than recruitment.
Over all understanding and brief knowledge of life insurance industry.

To ensure all recruitment and selection procedures

comply with the Councils Equal Opportunity Policy.

To ensure that all appointments are made on merit

To attract sufficient applications from potential

candidates for appointment with the skills, qualities,
abilities, experience and competencies deemed as being
necessary to the job

To develop and maintain procedures which will assist in

ensuring the appointment of the most suitable candidate

COMPANY PROFILE
Bharti AXA Life Insurance
is a joint venture between
Bharti,

one

of

Indias

leading

business

groups

with interests in telecom,

agro business and retail,
and AXA, world leader in
financial protection and wealth management. The joint venture company has a 74%
stake from Bharti and 26% stake of AXA.
The company launched national operations in December 2006. Today, company
has over 5200 employees across over 12 states in the country. Our business
philosophy is built around the promise of making people "Life Confident".

50 MILLION (500 LAKHS CUSTOMERS)

130,000 EMPLOYEES
72 BILLION EUROS (RS. 4, 16,300. CRORE) REVENUE
869

BILLION

EUROES

(RS.50

24,

500.CRORE)

ASSET

UNDER

MANAGEMENT
Bharti AXA life insurance is advertising regularly and creating brand value for its
products and services. It has competitors like Aviva, ICICI, Max, Reliance, HDFC
standard life, and LIC
4

Why Insurance sector?

The service industry is one of the fastest growing sectors in India today. The
upcoming sectors which are really showing the graph towards upwards are Telecom, Banking, and Insurance. These sectors really have a lot of responsibility
towards the economy.
Amongst the above-mentioned areas insurance is one sector, which took a lot of
time in positioning itself. The insurance business of non-life companies was not
much in problems but the major problem was with life insurance. Life Insurance
Corporation of India had monopoly for more than 45 years, but the picture then
was completely different. Previously people felt that Insurance is only for
classes not for masses but now the picture is vice-versa.
The formation of IRDA, entrance of private life insurance companies into India
with one foreign partner, compulsory training of Insurance agents etc.
developments started to take place. And this was the time when these companies
started searching for proper channel partners who can help the organization in
expanding its network and business in India.
After the Insurance Regulatory and Development Authority Act have been passed
there has been establishment of many private insurance companies in India.
Previously there was a monopoly business for Life Insurance Corporation of India
(L.I.C.) who was the only life-insurance company for the people till 2000. L.I.C.
still holds 71.4% of the market share in 2006.
But after the introduction of private life insurance companies there is a great
competition in Indian market now. Everyone is trying to capture the fresh market
here and penetrate it with aggressive marketing strategies.
5

In India only 25% of the population has life insurance. So Indian life-insurance
market is the target market of all the companies who either want to extend or
diversify their business.
Insurance is such industry where labour turn over is the maximum than that of any
other industry hence there is lot of scope for HR to work in recruitment and
selection process.
On the whole Bharti AXA life insurance is a good place to work at. Every new recruit
is provided with extensive training on unit linked funds, financial instruments and the
products of Bharti AXA. This training enables an advisor/sales manager to market the
policies better. The company should try to create awareness about itself in India. In
the global market it is already very popular. With an improvement in the sales
techniques used, a fair bit of advertising and modifications to the existing product
portfolio, Bharti AXA would be all set to capture the insurance market in India as it
has around the globe.

Indian Insurance Industry History:

Life insurance came to India from England in 1818 when oriental life insurance
company started in Calcutta by Europeans. After this many insurance companies
had been started in India. But these companies were looking after only the needs of
European community established in India. Indian people were not being insured by
these companies. First Indian life insurance company came as Bombay mutual life
insurance assurance. Second company was Bharat insurance company came in
1896. After this the united India in madras, national Indian and national insurance
in Calcutta and the co-operative assurance in Lahore were established in 1906.
To regulate Indian insurance business first insurance act came in 1912 as life
insurance company act and provident fund act. These acts consist of premium rates
tables and periodical valuations of companies. In the first two decade of 20 th
century many life insurance companies were started. So the insurance act came in
1938 to governing life and non life insurance companies and to provide strict state
control. In 1956 the life insurance business in India was nationalized. In 1956 life
insurance corporation of India (LIC) was created to spreading life insurance much
more widely particularly in rural areas. In that year LIC had 5 zonal offices, 33
divisional offices and 212 branch offices. In 1957 the business of LIC of sum
assured of 200crores, 1000crores in 1970, and 7000 cores in 1986.

KEY MILESTONES

1912 : The Indian Life Assurance Companies Act enacted as the first statute to
regulate the life insurance business.
1928 : The Indian Insurance Companies Act enacted to enable the government to
collect statistical information about both life and non-life insurance businesses.
1938 : Earlier legislation consolidated and amended by the Insurance Act with the
objective of protecting the interests of the insuring public.
1956 : 245 Indian and foreign insurers along with provident societies were taken
over by the central government and nationalized. LIC was formed by an Act of
Parliament- LIC Act 1956-with a capital contribution of Rs. 5 crore from the
Government of India.

Indian regulatory development authority:

In 1999, the Insurance Regulatory and Development Authority (IRDA) were
constituted as an autonomous body to regulate and develop the insurance industry.
The IRDA was incorporated as a statutory body in April, 2000. The key objectives
of the IRDA include promotion of competition so as to enhance customer
satisfaction through increased consumer choice and lower premiums, while
ensuring the financial security of the insurance market. The IRDA opened up the
market in August 2000 with the invitation for application for registrations. Foreign
companies were allowed ownership of up to 26%. The Authority has the power to
frame regulations under Section 114A of the Insurance Act, 1938 and has from
2000 onwards framed various regulations ranging from registration of companies
for carrying on insurance business to protection of policyholders interests.

Role of IRDA:
Protecting the interests of policyholders.
Establishing guidelines for the operations of insurers, and brokers.
Specifying the code of conduct, qualifications, and training for insurance
intermediaries and agents.
Promoting efficiency in the conduct of insurance business.
Regulating the investment of funds by insurance companies.
Specifying the percentage of business to be written by insurers in rural
sectors.
Handling disputes between insurers and insurance intermediaries.

Changing perception of Indian customers:

Indian Insurance consumers are like Indian Voters, they are soft but when time is
right and ripe, they demand and seek necessary changes. De-tariff of many
Insurance Products are the reflection of changing aspirations and growing demand
of Indian consumers.
For historical years, Indian consumers were at receiving end. Insurance Product
was underwritten and was practically forced onto consumers on a Take-it-As-itbasis. All that got changed with passage of IRDA act in 1999. New insurance
companies have come into existence leading to open competition and hence better
products for customers.
Indian customers have become very sensitive to Coverage/Premium as well as the
Products (read Risk Solution), that is given to them. There are not ready to accept
any product, no matter even if that is coming from the market leader, should that
product is not serving the purpose. A case in point is ULIP Product/Group Life and
Credit Life in Life Insurance segment and Travel/Family Floater Health and
Liability Insurance in the Non-life segment are new age Avatar. The new products
are constantly being demanded by Indian consumers, which is putting huge
pressures on Insurance companies (Read Risk Under-writers) and Brokers to
respond.
Customers are looking at Insurance for covering Pure Risk now which I have
covered in my next section. Another good reason why we are seeing quick changes
in the buying behavior of Insurance from mere Investment to risk mitigation is the
cost of Replacement of Goods (ROG) or Cost of Services (COS).

10

Now Indian customers are aware of insurance industry and insurance products
provided by companies. They have become more sensitive. They would not accept
any type of insurance product unless it fulfills their requirements and needs. In
historic days customers looking at insurance products as a life cover which can
provide security against any unacceptable events, but now customers look at
insurance products as an investment as well as life cover. So todays customers
wants good return from the insurance companies. The Indian customers forms the
pivot of each companys strategy.

Investment of Indian Household Savings

(As a % in different sector)
BANK DEPOSITS

39%

CORP. BANKS

2%

SHARES AND DEBENTURES

1%

MUTUAL FUNDS

2%

NBFCS

3%

GOVT. BONDS

13%

INSURANCE

13%

PF/ RETIRE FUNDS

21%

CURRENCY

6%

11

12

Changing Face of Indian Insurance Industry:

After the Insurance Regulatory and Development Authority Act have been passed
there has been establishment of many private insurance companies in India.
Previously there was a monopoly business for Life Insurance Corporation of India
(L.I.C.) who was the only life-insurance company for the people till 2000. L.I.C.
still holds 71.4% of the market share in 2006. But after the introduction of private
life insurance companies there is a great competition in Indian market now.
Everyone is trying to capture the fresh market here and penetrate it with aggressive
marketing strategies. Today life-insurance is not only limited up to just life risk
cover and maturity period bonuses but changed to greater return from the
investments. With the introduction of the unit linked insurance policies these
companies are investing the money in different investment instruments like shares,
bonds, debentures, government and other securities. People are demanding for
higher returns with the life risk cover and private companies are giving 30-40%
average growth per annum. These life-insurance companies have every kind of
policies suiting every need right from financial needs of, marriage, giving birth and
rearing up a child, his education, meeting daily financial needs of life, pension
solutions after retirement. These companies have every aspects and needs of our
life covered along with the death-benefit.
In India only 25% of the population has life insurance. So Indian life-insurance
market is the target market of all the companies who either want to extend or
diversify their business. To tap the Indian market there has been tie-ups between
the major Indian companies with other International insurance companies to start
up their business. The government of India has set up rules that no foreign
insurance company can set up their business individually here and they have to tie
13

up with an Indian company and this foreign insurance company can have an
investment of only 24% of the total start-up investment.
Indian insurance industry can be featured by:
Low market penetration.
Ever growing middle class component in population.
Growth of customers interest with an increasing demand for better
insurance products.
Application of information technology for business.
Rebate from government in the form of tax incentives to be insured.
Today, the Indian life insurance industry has a dozen private players, each of which
are making strides in raising awareness levels, introducing innovative products and
increasing the penetration of life insurance in the vastly underinsured country.
Several of private insurers have introduced attractive products to meet the needs of
their target customers and in line with their business objectives. The success of
their effort is that they have captured over 28% of premium income in five years.
The biggest beneficiary of the competition among life insurers has been the
customer. A wide range of products, customer focused service and professional
advice has become the mainstay of the industry, and the Indian customers forms
the pivot of each companys strategy. Penetration of life insurance is beginning to
cut across socio-economic classes and attract people who have never purchased
insurance before.

14

Life insurance is also now being regarded as a versatile financial planning tool.
Apart from the traditional term and saving insurance policies, industry has seen the
entry and growth of unit linked products. This provides market linked returns and
is among the most flexible policies available today for investment. Now products
are priced, flexible, and realistic and sustain so people in better position to
understand the risk and benefits of the product and they are accepting these
innovative products.
So it is clear that the face of life insurance in India is changing, but with the
changes come a host of challenges and it is only the credible players with a long
term vision and a robust business strategy that will survive. Whatever the
developments, the future and the opportunities in this industry will surely be
exciting.
There are 12 private players in Indian life insurance market.
6 bank owned insurers - HDFC standard life, ICICI prudential, ING Vysya,
MetLife, OM Kotak, SBI life
6 independent insurers - Aviva, ANP sanmar, Birla sun life, Bajaj Allianz, Max
New York life, Tata AIG, Bharti AXA
Major international insurers are- Prudential and Standard life from UK, Sun life of
Canada, AIG, MetLife and New York life of the US.

15

Increasing growth since liberalization:

YEAR

LIC (in bn rs.)

PRIVATE PLAYER

FY03

110

10

FY04

120

20

FY05

130

40

FY06

140

60

FY07

240

160

Source: - Insurance Industry (ICFAI publication book)

16

Corporate Profile
Bharti AXA Life Insurance is joint ventures between Bharti, one of Indias
leading business groups with interests in telecom, agree business and retail, and
AXA, world leader in financial protection and wealth management. The joint
venture company has a 74% stake from Bharti and 26% stake of AXA.
The company launched national operations in December 2006. Today, company
has over 5200 employees across over 12 states in the country. Our business
philosophy is built around the promise of making people "Life Confident".
As company expand our presence across the country to cater to your insurance and
wealth management needs with our product and service offerings, company
continue to bring 'life confidence' to customers spread across India. Whatever your
plans in life, you can be confident that Bharti AXA Life will offer the right
financial solutions to help you achieve them. Company is working on the base of
five core values Professionalism
Innovation
Team Spirit
Pragmatism
Integrity
BHARTI ENTERPRISES

BHARTI
TELETECH
TELETECH
SERVICES

BHARTI
TELECOM

BHARTI
FOOD

BHARTI
TELEVENTURE

17

BHARTI
SEYCHELLES

BHARTI
TELESOFT

.
50 Million (500 Lakhes Customers)
130,000 Employees
72 Billion Euros (Rs. 4, 16,300. Crores) Revenue
869 Billion Euros (Rs.50 24, 500.Crore) Asset Under Management

Key features:
Using multi-distribution, multi product platform techniques.
Adapting AXA's best practices as a sound platform for profitable growth.
Leveraging Bharti's local knowledge, infrastructure and customer base.
Delivering high levels of shareholder return.
Building long term value with business partners by enhancing the
proposition to their customers.
Retaining the best talent in India.

18

Vision
To be a leader and the preferred company for financial protection and wealth
management in India.

Promoter's Strength:
Bharti Enterprises is one of Indias leading business groups with interests in
telecom; agree business, insurance and retail. Its flagship telecom brand 'Airtel',
has over 60 million customers across the length and breadth of India.
AXA Group is worldwide leader in Financial Protection. AXA is among Fortune
Global 15 companies having 120,000 employees and is represented in over 60
countries worldwide.

Largest Insurer
AXA Group has 120,000 employees and is represented in over 60 countries
worldwide

Service Excellence
Company stand by three main commitments to our customers and agents, effective
local service, professional expertise, and professional code of ethics. Company aim
to build close and lasting relationships by offering expert advice, providing a
supportive environment and a full range of adapted solutions.

19

Information Technology Driven

Our commitment and continuous investment in Information Technology enables
the Company to provide unparalleled customer service.
Bharti AXA Club Member
Become a Bharti AXA Club Member and enjoy additional benefits.
Bharti AXA's Support for Our Agents
Company is looking for bright, self-motivated people who want to build a
successful career in insurance sales and consultancy. We offer good financial
rewards and recognition, comprehensive training, excellent back-up and the full
support of a world-class organization.

Strategy

To achieve a top 5 market position in India through a multi-distribution,

multi-product platform

To adapt AXA's best practice blueprints as a sound platform for profitable

growth

To leverage Bharti's local knowledge, infrastructure and customer base

To deliver high levels of shareholder return

To build long term value with our business partners by enhancing the
proposition to their customers

To be the employer of choice to attract and retain the best talent in India

To be recognized as being close and qualified by our customers

20

Strategic differentiators

Strong partner Bharti - provides access to customer base of more than 20

million

Multi channel execution capability

Current Asia product range which is a strong match to products sold to the
mass and mass affluent

Global scale providing cost effective and speedy re-use of systems, products
and business capability

Strong AXA and Bharti brands which can be leveraged to attract and retain a
high quality management team.

HRM POLICY
The guiding Human Resources principles at Bharti AXA
are:

Clearly define scope of responsibilities and empower people to deliver

Provide people with the means to develop their competencies

Consider individual training and development a priority investment

Build organizations that are conducive to teamwork and that involve

everyone

Promote ongoing dialogue between managers and the people who report to
them

Make cultural difference a key source of strength.

Bharti AXA recognizes its employees as most important asset for its continued
growth. HRM in Bharti AXA strives hard to ensure continuous organizational
21

growth by nurturing strength of its employees and providing the environment &
opportunity for every individual to raise his/her highest potential identity and
achieve his/her personal goal, within organizational, societal, and national
objective. It shall endeavor to upload dignity of individuals by recognizing their
worthy contribution and making them feel proud partners in progress through
following measures: Ensuring high degree of selectivity in the recruitment of employees/trainees
explicitly on criteria of knowledge, skills and attitudes so as to secure super
achievers and nurture them to excel in their performance.
Impart such induction, orientation and training so as to match the individual

to taste and inculcate high sense of organizational loyalty, with continues

improved performance for betterment of company.

SOME OTHER IMPORTANT POLICIES:

Data recording and preservation
Communication policy
Free and healthy working environment
1) Data recording and preservation policy
Data of each department is recorded and preserved by responsible person of each
department, and most important record of HR Department in Bharti AXA is
WALK IN TRACKER.
2) Communication policy22

We recognize the importance of the communication to anticipate, understand and

fulfill the needs and expectations of the employees. Therefore a strong emphasis is
laid on communication as a process of sharing information, creating awareness,
seeking suggestions and involving them for improvements in the business related
process so as to achieve the state of excellence.
The purposes and objectives of our communication policy are as under.
Collect, store and manage information & knowledge.
Communicate organizations goals & objectives, policies & strategies to all
employees.
Foster close working relationships across the divisions and teamwork
throughout the organization.
Develop & deploy systematically top-down, bottom-up and horizontal
channels of communication.
Share best practices and knowledge freely and provide easy access to
relevant information.

23

3) Free and healthy working environment Provide facilities for all round growth of individual by training in and
outside the organization, re-orientation, talent, mobility and selfdevelopment through self-motivation.
Groom every individual to realize his/her potential in all facets while
contributing to attempt higher organizational & personal goals.
Build teams and foster teamwork as primary instrument in all activities.
Recognitive worthy contribution is time and appropriately so as to maintain
a high level of employee motivation and morale.
Appraisals of promotion shall be ethical and impartial.
Implement equitable, scientific and objective system of rewards, incentives
and control.

Contribute towards health & welfare of employees.

HR specialists contribute to the goals and mission of the firm.

HRM uses performance appraisal techniques to measure and evaluate the
performance of the employees and then suggest them how to improve it.
HRM helps in proper recruitment and selection of the desired talent who can
prove beneficial to the sector.
HR department takes care of the work environment and maintains a quality work
culture in the organization.
24

Promoters
Bharti Enterprises
Bharti Enterprises is one of Indias leading business groups with interests in
telecom, agro business, insurance and retail. Bharti has been a pioneering force in
the telecom sector with many firsts and innovations to its credit. Bharti Airtel
Limited, a group company, is one of Indias leading private sector providers of
telecommunications services with an aggregate of 60 million customers, spanning
mobile, fixed line, broadband and enterprise services. Bharti Airtel was ranked
amongst the best performing companies in the world in the Business Week IT 100
list 2007. Bharti Teletech is the countrys largest manufacturer and exporter of
telephone terminals. Bharti has a joint venture with Field Fresh Foods Pvt. Ltd for global distribution of fresh fruits and vegetables. Bharti also has a joint venture
- Bharti AXA Life Insurance Company Ltd. - with AXA, world leader in financial
protection and wealth management. Bharti has recently forayed into the retail
business under a company called Bharti Retail Pvt. Ltd. It also has a joint venture
Bharti Wal-Mart Private Limited with Wal-Mart, for wholesale cash-and-carry
and back-end supply chain management operations.

AXA Group
AXA Group is a worldwide leader in Financial Protection. AXA's operations
are diverse geographically, with major operations in Western Europe, North
America and the Asia/Pacific area. AXA had Euro 1,315 billion in assets under
management as of December 31, 2006. For full year 2006, IFRS revenues
amounted to Euro 79 billion, IFRS underlying earnings amounted to Euro
4,010 million and IFRS adjusted earnings to Euro 5,140 million.

25

The AXA ordinary share is listed and trades under the symbol AXA on the
Paris Stock Exchange. The AXA American Depository Share is also listed on
the NYSE under the ticker symbol AXA.
Bharti AXA General Insurance is a joint venture between Bharti, one of Indias
leading

business groups with interests

in Telecom, Agri Business and Retail; and AXA, world leader in Financial
Protection and Wealth Management. Bharti Group holds 74% of equity and AXA
holds 26% of the equity.
The company was incorporate 13th July 2007 and plans to commence national
operations in August 2008. Headquartered in Bangalore, the company currently has
offices in 7 cities- Bangalore, Mumbai, Delhi, Ahmadabad, and Hyderabad,
Ludhiana and Chennai- and plans to grow to a total strength of 29 branches by the
end of the first year of operations. With a vision to become the leader and preferred
company for financial protection in India, Bharti AXA General Insurance offers its
customers - individuals and businesses- a wide range of products and services that
meet their insurance needs.
The company will leverage the Bharti Groups large customer pool and develop a
strong multi channel distribution network in both urban and rural markets.
With a customer commitment to provide Fast, Fair & Friendly service in all
aspects of business, the company offers transparency, structured customer support
and trained manpower, backed by a robust IT platform. The companys claims
philosophy is to offer prompt and hassle free claims service that deals with the
claims process with empathy.
The Management team at Bharti AXA consists of experienced leaders who are
passionate about their companys vision and goals and are committed to the
development of Bharti AXA General Insurance as the preferred company for
Financial Protection in India.
26

The HR Research Process

A Research Design is the framework or plan for a study which is used as a guide in
collecting and analyzing the data collected. It is the blue print that is followed in
completing the study. The basic objective of research cannot be attained without a
proper research design. It specifies the methods and procedures for acquiring the
information needed to conduct the research effectively. It is the overall operational
pattern of the project that stipulates what information needs to be collected, from
which sources and by what methods.
As HR research is a systemic and formalized process, it follows a certain sequence
of research action. The marketing process has the following steps:
Formulating the problems
Exploration of the situation
Developing objectives of the research
Designing an effective research plan
Data collection techniques
Analysis of the collected data
Evaluating the data and preparing a research report

27

Organization Structure
Works through many channels marketing, human resource, finance, information
technology,
Marketing wing is divided in to 1)

DIRECT SALES FORCE Have two tired salaried adviser force to target

the large and diverse Bharti Airtel customer base.

2)

AGENCY-focus on building a highly productive agency force. This wing

needs high quality of training, and high quality recruitment.

3)

BANK ASSURANCE- planes for developing strategic partnership with

quality banks.
4)

CORPORATE AGENCY AND BROKING-CHANNEL- planes for

developing strategic partnership.

28

Direct Sales Force

HOM
ZSM
RSM
ARSM
AM
AAM
SR.SM
SM
SM

SM-G

SM-D

FO

FO-G

FO-D
FA

FE

FE-G

FE-D

HOM Head of Marketing

ZSM Zonal Sales Manager
RSM Regional Sales Manager
ARSM Associate Regional Sales Manager
AAM Associate Area Manager
SM Sales Manager
FO Financial Officer
FE Financial Executive

29

Agency Structure

Agency Head

RSM

ARSM

BSM

MOA

Advisor

MOA Agency Manager

BSM Branch Sales Manger

30

Human Resource Structure

Head HR

Organization

Compensation

Recruitment

Development
HR

Benefit
HR

Staffing

Dypt.
Head
HR

RHR WEST

RHR NORTH

RHR SOUTH

BDHR (10-12)

BDHR (10-12)

BDHR (10-12)

HR
Executive

HR
Executive

RHR EAST

BDHR (10-12)

HR
Executive

RHR Regional HR
BDHR Branch Development HR

31

HR
Executive

RESEARCH
METHODOLOGY

32

TYPES OF DATA
DATA COLLECTION
After the research methodology, research problem in HR has been identified and
selected; the next step is to gather the requisite data. There are two types of data
collection method primary data and secondary data.
Primary data collection method for observing working of company and
approaching various persons of the HR Department and asking them
questions and notes written down while observing and assisting HR persons
in their work.
Secondary data collection method was used by referring to company
records, files, and journals, broachers various websites, books, magazines,
journals and daily newspapers for collecting information regarding project
under study.

33

Recruitment and Selection Policy

Purpose
To hire the right candidate for the right job with the right skill set, within the
agreed time period, at optimum cost while following processes and complying with
frame work towards providing equal opportunity to applicants based on merit.
Policy
Delivering the total resource requirement is the first step in the staffing process and
comprising of the following steps:
1) Based on the business plan for the company, function wise headcount strength
required will be calculated for each quarter/ year, by the respective CEO. Once
approved by the CXO and CLT. Then this would be business operating plan.
2) Based on operation plan and skill set available internally respective recruitment
is planed keeping in mind the attrition rate detailing numbers to be recruited and
the sourcing strategy?

SELECTION AND RECRUITMENT STEPS

Manpower planning:
34

This process involves identification of actual number of vacancies and kind of

vacancies, setting the target of total number of persons to be recruited in particular
department.
Job analysis:
Setting up the prescribed qualification, work skill, and experience for particular job
or post in a particular department.
Sourcing strategy:
-

Internal sourcing- it may be promoting existing employee to upper post, or

may be selecting the candidates of employee reference.

External sourcing-it involves the selecting candidates from placement

agencies, private consultancies, employee exchange.

35

Recruitment Process
HIRING NEW POSITIONS (BUDGETING)
For all planed positions Resource Request Form (RRF) will be raised by the hiring
manager and set to HR.

Hiring new positions (non budgeted)

For any non budgeted recruitment that is over and above the Operational plan approval
from CEO is required.
Resource request form will be raised by the hiring manager and set to HR after the
required approvals.
Hiring against the replacement :
The same process is required for hiring new position that are budgeted needs to be followed
for hiring against a replacement.
Hiring lead time :
The normal lead time to fill up a requirement against the RRF is 8 weeks (56) days. This is
calculated from the date of receipt of RRF by HR with due approvals to the date selected
candidate joint Bharti AXA Life insurance company ltd.
Rehire :
Bharti AXA life insurance company ltd. Allows rehiring of ex employees subjected to
availability of suitable vacancy/opening and past performance of the employee.

36

Selection process
Bharti-Axa Life Insurance Company has different functions. So it required
different eligibility criteria for selection of the candidate.
Bharti-Axa takes care of interview as well as takes care of the payroll of selected
candidates as it believes in permanent recruitment only.
The Assessment (Evaluation sheet) is used at Bharti-Axa to assess the candidates,
who came for the interview.
The interview done with respect to

Qualification
Communication skills

Experience

Job knowledge and personality

Details of current salary and current employer

Recruitment Trackers
The tracker is a tool to find out the status of line-up done by the consultant,
personal sourcing by Human Resource Department, Employee reference and walkin with respect to names of candidates lined up.
It is sent to HR (RO) of the company after every 15 days.
Advantages
1. It gives firm database for the user.
2. It allows user to check how many candidates are lined-up.
3. It also helps the user to keep tracks of the line-up(means how many
candidates come from BFSI and Non-BFSI sector)
Recruitment and Selection process at Bharti-Axa Life Insurance.
Once the candidates lined up .Human Resource Department looks
the following process
37

a) Defining the job description: a job description is a list of general

tasks ,or function and responsibilities of position.
b) Screening of resumes: once the candidates are outsourced they
are called as for a screening round where HR assesses the
candidates in areas of interpersonal skills, communication skills
and general attitude of candidates as a whole.
SAT (Sales Aptitude Test)
Aptitude test is the next part of the process. it consist of three
section. It is usually done to check candidates logical reasoning
skills, analytical thinking and decision making.
Part 1
Decision making: background is given and on that basis they have
to solve. This is to check the candidates decision making power
as well as how they handle in certain situation.
Part 2
Logical Reasoning: In this section reasoning ability of the
candidates is being tested where they have to opt the most
feasible option.
Part 3
Numerical Ability: In the last section numerical ability of the
candidates is tested.
Candidates who have qualified the test is short listed for personal
interview to respective function (higher authority).
Interviews are taken by the respective functions manager and the
best candidates are selected as per the requirements and
perception.
The function reporting manager then informs the HRD as to which
candidates are selected. Here negotiation of the salary is being
38

discussed and if he feel comfortable to the said amount he

becomes the part of Bharti- Axa.

Completing formalities by HR section

For completion of formalities candidates has to fill up the
following two kits.
1 Prejoining kits:This is done to release the offer letter where
candidates has to submit the following details
Experience
a. CV
b. 2 reference

number

c. CTC

details (three months salary slip/six months bank

statement).If the candidates is on off role it is necessary for
them to produce the offer letter of previous company.

Fresher
a. CV
b. 2 reference

number (Reporting manager number where the

candidates has done project report and college placement
coordinator or faculty members number)

Offer acceptance and reporting

When joining formalities is completed Bharti Axa issues two
copies of offer letter of appointment which should be duly signed
and one copy has to be returned to HR department.
Signing of the offer letter would imply that the candidate has
accepted the job offer.The reporting date and time is
communicated to the candidate. So here the recruitment and
selection process is completed once the offer letter is issued and
accepted

39

Joining kits
As soon as the offer letter is being release the final process of
joining formalities is joining kits.
1. Letter of appointment
2. Associate manual
3. PF
4. IT

and acceptance from the candidates

Form
declaration

5. 6 passport

size photograph

6. 10th,

12th graduation certificates and mark sheets(photocopy

+original)

7. Address
8. Birth
9. PAN

proof

proof

card/Driving licence

10. Birth

details of the family members

11. Blood

group of the applicant

The documents cited above are to be duly signed and handed

over to BhartiAxa Life Insurance Company

Basic norms:
Qualification minimum graduation
For fresher hiring 60% and above in all exams starting from the class 10th for any
change / modification in percentage requirement special approval would be
required from HR.

40

Reference check - External reference (minimum 2) is carried out for each selected
candidate. Reference check is done with prior consent of the candidate and needs
to be done with someone who the candidate has to be done with is at level of
manager and above is not a relative.
Incase selected candidate is from the insurance industry one internal reference
check has to be conducted and appropriately documented.

41

Acceptance Of Resume

Walk-in

HR Consultancy

Reference

Call for Interview

DSF

1st Round HR Screening

2nd Round

3 Round
rd

*(SM) Sales
Interview

Area Manager

Agency

BancaAssurance

HR Screening

HR Screening

*(BSM) Sales
Interview

*(ARM) Sales
Interview

*(ARSM)

42

EVALUATION FORM :
The form which is to be filled by interviewers, which contains the remarks
given by them to the candidates on various criteria such as previous
experience, confidence level, communication skill, personality, etc.
Job experience of only banking, financial services, insurance, retail, FMCG,
pharmacy, telecom, direct selling, is counted.
This form is to be filled by line manager (interviewer), and he has to sign that
form with date.
Then interviewer judges the candidate with overall rating

Excellent
Very good
Good
Average
Bellow average

*(specimen copy of evaluation form is attached with annexure)

43

PROCESS TO GENERATE THE OFFER LETTER

After the interview short listed candidates are asked to submit following
documents:
1) A copy of resume
2) Salary proof
(For the candidates who were working previously.)
3) Offer letter of the previous company.
(For the candidates who were working previously.)
4) Reference numbers.
For the fresher
Project guide
College professors
For the experience holder Previous employer
Reporting manager
Colleague
(No reference number of relative and friends is allowed.)

Pre-joining Process
First step:

Resume + evaluation sheet + salary proof +

Reference check form + Pass port size photo

44

Second step:

Pre joining kit + resume + salary proof +

resignation letter (of previous company)

To send all these documents to Regional Office

Regional Office will Generate the Offer Letter

Candidate has to sign and accept the offer letter and copy of his offer letter has submitted to HR,
and one copy he can retain with him.
On the date of joining candidates are required to submit remaining documents.
1)
2)
3)

All educational details

(10th, 12th, graduation certificates.)
Address proof
Id proof
(PHOTO COPY OF PAN CARD, DRIVING LICENSE, ETC.)

After submission of all these documents, Head Office will generate candidates Employee Code.
When candidate gets the employee code, he becomes the employee of the company. Then after
that he gets company ID card, and company e-mail id.
Training
Training for sales persons, FE, FO, MOA (Financial executive, financial officers, agency
manager.) is compulsory.
Each newly joined such candidate has to undergo training program.
Company has team of trainers, and such trainer gives training to such new employee for 7 days.

45

Such training program includes:

-

Company knowledge
Norms and etiquettes of the company.
Product knowledge.
Campus recruitment process:

Placement coordinator to approach HR manager.

HR Manager to fill the response form if interested.

Area manager and HR manager visits institute for recruitment, during campus placement.

There is no sales interview during campus, just HR and Area manager conducts interview
at once and selects the candidates.

Remaining procedure for recruitment is same.

Generally there are three rounds for the candidates to crack the selection procedure, but here
there is just one interview.
Company generally prefer the campus recruitment because :
1) Company can cut down the commission of placement consultancy.
2) Company can put their own bargaining for salary and can select next alternative candidate on
that spot only without time and monetary expenses.

FINDINGS AND SUGGESTIONS

Questionnaire
1) What are the sources of getting maximum and good quality profiles? Kindly rate
them in scale of 1-5 (1- Average, 2- Good, 3-Very good, 4-Excellent, 5Outstanding)

Internal reference

a) Portals
b) Advertisement
46

c)
d)
e)
f)

Consultancy
Headhunting
Internal reference
Campus

Inrepretation out of 30 samples:

1]77% people referring consultancy is good source for getting good profiles.
2] 14% people referring internal reference is good for getting good profiles.
3]3% are referring job portal, campus and advertisement as good source.

2) What is the conversion ratio of the consultancy in Bharti Axa life

insurance Company?
a) Below 50
b) Between 50 and 100
c) Above 100

47

Interpretation:
1] 10% people saying conversion ratio at BAL is Below 50.
2] 30% people saying conversion ratio at BALis in Between 50 and 100.
3] 40% people saying conversion ratio at BAL is Above 100.
3). Does your organization plan the Recruitment Policy?

48

Interpretation:

1] 40% people saying that our organization is planning the Recruitment

Policy.
2] 60% people saying that our organization is not planning the
recruitment policy.

4) After selection of candidates what is the TAT (Turn around time) for
offer release?
49

a) Same day
b) Between 2 and 3 days.
c) Above 3 days.

Interpretation

1] 25% people saying BAL releases offer on same day.

2] 35% people saying BAL releases offer in between 2 and 3 days.
3] 40% people saying BAL releases offer in Above 3 days.

50

5) Which are the major sectors BHARTI AXA LIFE INSURANCE

target for hiring?
a) BFSI
b) Non BFSI
c) None of the Above

Interpretation :1] 45% people saying our major sector is BFSI .

2] 35% people saying our major sector is Non BFSI .
3] 20% people saying our major sector is None of the Above.

51

6) What criterias do you consider while screening a profile?

Age
Qualification
Work Experience
References if any

Interpretation :1] 10% people saying while screening a profile, Age is our major consideration.
2] 50% people saying while screening a profile, Qualification is our major
consideration.
3] 25% people saying while screening a profile, Work Experience is our major
consideration.

52

4] 15% people saying while screening a profile, Work Experience is our major
consideration.

7) What is the percentage of candidates who clear the Aptitude Test?

a) Between 10% and 50%
b) Between 50% and 90%
c) Above 90%

Interpretation :1] 10% people saying the percentage of candidates who clear the
aptitude test is Between 10% and 50% .
2] 70% people saying the percentage of candidates who clear the
aptitude test is Between 50% and 90%.
53

3] 20% people saying the percentage of candidates who clear the

aptitude test is Above 90%.

8) How do Insurance Companies evaluate a candidate in his/ her HR interview?

a) Personality.
b) Communication Skills
c) Salary Negotiation.
d) Work Experience.

Interpretation:1] 25% Companies saying our evaluation of Candidates is based on personality.

2] 35% Companies saying our evaluation of Candidates is based on
Communication Skills.

54

3] 30% Companies saying our evaluation of Candidates is based on Salary

Negotiation.

9) What is the percentage of abort level (Decline) of candidate who has

been offered by you?
a) Below 10%
b) Between 20% and 50%
c) Above 50 %

Interpretation :
1] 20 people saying the Decline Ratio is Below 10%.
55

2] 45 people saying the Decline Ratio is Between 20% and 50%.

3] 35 people saying the Decline Ratio is Above 50%.

10) General reason candidate do not join?

a) Counter offer
b) Retention by current employer
c) Do not want to relocate
d) No reason communicated

Interpretation :1] 10% people saying the reason for candidate who dont join is Counter Offer.
2] 30% people saying the reason for candidate who dont join is Retention by Current Employer.
3] 20% people saying the reason for candidate who dont join is they dont want to relocate.
56

4] 40% people saying the reason for candidate who dont join is No reason communicated.

11) Do you think the present Recruitment Policy is helpful in achieving

the Goals of the Company?
a) YES.
b) NO.
c) TO SOME EXTENT

Interpretation :1] 40% people saying our Recruitment Policy is helpful in achieving our
Goals.
2] 35% people saying our Recruitment Policy is helpful in achieving our
Goals.
3] 25% people saying our recruitment policy is helpful to some extent in
achieving our Goals
57

Research Analysis
Bharti AXA recruited maximum candidates from the placement consultancies; proportion
of walk In and employee referral candidates is very small.

Experienced candidates (from the same field) were given preference, rather than fresher,
but the post for which the candidate is to be recruited was also making difference.

Interview procedure is bit lengthy, instead of having three different rounds by three different
persons it can be a single panel interview three such persons. Hence we can save time and can
make working bit faster.

58

LIMITATIONS:

Organization did not disclose full information.

Data collected in this field are not sufficient
Time limitation
Some of the respondents were not forthcoming with
information as they thought it to be a waste of time.
Convenience sampling has been used, so the data may not
be of that quality level as obtained by complete
enumeration.
Respondents lack of time to give information and their
casual attitude was a big hindrance in the study

59

Conclusion
The objective of the project of studying the Recruitment & Selection Process has been
achieved during the course of time. It was found that the recruitment and selection process of
Bharti AXA is efficient and effective in recruitment of the Financial Executive, Financial Officer,
and Agency Manager etc.
The entire process is crucial and of vital importance for the recruitment of candidates.
It was also found that placement agencies are the preferred source of recruitment in Bharti AXA.

Annexure
1)
2)
3)
4)
5)

Interview evaluation form

Offer checklist
Reference check form
Employee referral form
Offer letter
60

Interview Evaluation Form

Offer Checklist
Offer Checklist
Name of the Employee :
Designation

Request for Offer Form

CV

61

Interview Evaluation Form

Reference Check Form (2nos)
CTC Details & Salary Slip
Tracker Update
CV Database/Tracker

MIS Tracker

MPower Contact Id.

Offer Letter No.

RRF No.

Document Made by

Location
DOJ
E Code

Document Checked by

:
:
:

Reference Check Form

F#/HRR/07/03/v1
EMPLOYMENT REFERENCE CHECK
Applicants Name:
Department & Function:
Position Applied For:
Location

62

Ref Check done with:

Duration of professional acquaintance:

Nature of acquaintance:

Name of the Company:

What

are

the

key

Currently with:

professional

accomplishments

of

the

applicant,

according

to

your

knowledge of the person?

In your opinion, what is the applicants significant strength? (Please highlight)

How would you rate his/her professional and personal competencies for the position applied for?

What do you think are the areas of improvement for the applicant?

Any other information, which you would like to share, that will help us in taking a
decision to employ the applicant

In your view, what do you think was the reason of his/her leaving the job?

Would you consider re-employing this person? If not, why?

63

How would you rate the applicant on:

Interpersonal relations &

Low

Med

High

Low

Med

High

ability to work in team

Integrity

Name & Signature:

Date:

Employee Referral Form

EMPLOYEE REFERRAL FORM

NAME

__________________________

Date_________________

ECODE __________________________

DOJ _________________

I am referring (please fill all information)

64

Name _____________________________

Phone No.:_________________

Position Applied For_____________________

Current Organization_________________

Current Designation ______________________

Please comment on the following for your referral:

Significant Strengths _______________________________________________________

Professional & Personal Competencies ________________________________________

Areas of Improvement ______________________________________________________

I understand that:

If I am the first to refer this person and he/she is hired, I will receive this employee referral
bonus;

For all entry level sales positions at Executive and Senior Executive
level (FE, FO, MOA, SM etc) across all sales channels, a one-time payout is made
through payroll after the new joinee completes 6 months with Bharti-AXA Life

For all other positions, a one-time payout is made through payroll after
the new joinee completes 3 months with Bharti-AXA Life
The bonus will be paid through payroll and will attract applicable taxes.
I hereby agree that the Employee Referral Policy and Guidelines would be applicable for
bonus payouts.

Encl: Resume

65

Signature_______________________________

Human Resources Use Only:

Date Received___________________________
Interview Date ___________________________
Hold:

Resume Shortlisted: Yes No

Status: Selected / Rejected /

If Selected, Date of Hiring __________________

Approved for Payment ______________________(Yes / No)

66

Offer Letter

67

Bibliography

Reference to a book:
R.S. Dwivedi, Managing human resources Personnel management, 2nd edition.
K. Ashwathapa, Human resource and personal management.
Reference to Websites:
- www.bharti-axalife.com
- www.avivaindia.com
- www.google.co.in
- www.irda.org.in
Other
Bharti AXA manuals.

68

Thank
You

69