Strong Roots, Bold Future: Laying the Employer Brand Groundwork for India’s Fintech Mavericks
Our client is the next big thing in the fintech scene- and a well-known player serving private market participants and financial institutions. Within a decade of its founding, they have established themselves as a trusted partner in the space, and boast having some of the most respected global institutions as their clients. Naturally, the company wanted their team to feel proud of what they are doing, as well as attract enthusiastic, driven talent. When they approached BrandLoom to set up the foundation for their employer brand, we were happy to step up.
The Challenges
Creating a brand that reflects the firm’s global impact and innovative spirit to prospective talent.
Talent Perception Gap
Our client was seen as a niche player in the fintech space, not necessarily top-of-mind for ambitious job seekers looking for growth and culture.
No Unified Employer Brand Message
The absence of a consistent narrative across platforms diluted its potential appeal to top-tier candidates.
Undefined EVP
While the company offered strong growth and culture internally, it lacked a defined Employee Value Proposition (EVP) to communicate this effectively.
Limited Social Proof
Few testimonials, employee-led content, or external recognitions meant a lack of credibility in public-facing employer communications.
Understanding the Assignment
When BrandLoom took on the challenge, the website had very thin content, virtually no traffic, and a lot of technical issues. Our goals were to:
Understanding the Target Audience
Our client had to attract the RIGHT type of talent- experts in finance, technology and analytics who are ambitious, collaborative, and love challenges.
Auditing the Employer Brand
Interviews and feedback helped decode what existing employees valued: camaraderie, autonomy, impact, and continuous learning.
Identifying Perception Gaps
We looked at career touchpoints and the brand’s digital communication to identify inconsistencies and missed storytelling opportunities.
Cultural Clarity
The brand had a strong internal culture of integrity and openness—this needed external articulation.
Our Step-by-Step Strategy
In order to build our client up as a strong employer brand, we needed to create the building blocks first.
Crafted the Employer Value Proposition (EVP)
Developed an inspiring EVP statement and positioning around “Activating Growth, Changing Lives.”
Built Strategic Content Pillars
Focused on career growth, culture, wellness, and team spirit across communication formats.
Refined Career Communication
Suggested improvements to the careers page—EVP-focused messaging, real employee stories, and DEI initiatives.
Multichannel Roll-Out
Planned and created social media posts, internal engagement ideas, and review-site strategies to build credibility and consistency.
Created Anniversary Campaign
To mark the 10 years of excellence and collaboration- we conceptualized a special social media campaign with a dedicated hashtag to drive engagement and raise visibility on LinkedIn.
The Results
Our team laid down the foundation for the company’s growth as a strong employer. This is what it resulted in:
Clearly defined EVP pillars across compensation, culture, career, and benefits.
Fresh, engaging content for social media and internal communications.
Plan to enhance credibility through review-site strategies and PR planning.
Conclusion
Our client could position itself well-crafted employer brand that mirrors its market leadership and mission-driven culture. From a compelling EVP to a strong communication engine, the brand is set to attract dynamic professionals who want to do meaningful work, challenge the norm, and activate transformation—together.
