Learn how a strong culture and employer brand at Myntra, India’s leading e-commerce company, helped their recruiting campaigns outperform the industry average by 17x. Myntra is committed to making fashion and lifestyle products accessible to everyone. The organisation evolved rapidly and wanted to attract a new breed of talented people where innovation and thinking outside the box was a way of life. Positions spanned across Technology, Supply Chain, Creative, Retail as well as international talent, hence the brand needed to engage employees with messaging tailored to their role and lean heavily on digital and social channels. Myntra started with demonstrating how they are a great place to work by showcasing values, work culture and cool policies. The brand’s efforts paid off as existing employees began to feel a sense of purpose. Prospective candidates were attracted to join the exciting Myntra journey. Check out Myntra's LinkedIn Career Page here: https://www.linkedin.com/company-beta/361348/life/

1. CASE STUDY
Myntra
Myntra is a leading Indian online fashion marketplace.
Founded in 2007 by IIT graduates, the brand started out
as a customisation start-up. Myntra’s mission is to use
technology to democratise fashion and lifestyle to help
people look good.

2. THE CHALLENGE
Keeping prospective candidates abreast
of the rapidly evolving organisation
Myntra has transformed rapidly and fashioned itself
differently along the way. Their challenge was two-fold,
as they had to start by reinventing themselves in a dynamic
market, and then embark on sharing their story with the
world and prospective candidates. It started with reiterating
their core; their values, vision and mission. This helped
shape the employer brand.
When they went back to the drawing board, Myntra made
sure the most important stakeholders, their employees,
were involved in the process. Focused group discussions
and interviews helped define their identity as an employer.
The brand’s endeavour was to build a team in line with
their culture of diversity – in terms of opinion, skills and
background. They wanted to attract a new breed of talented
people who thrive in a non-hierarchical environment.
At Myntra, innovation, thinking outside the box, and going
that extra mile is a way of life and they needed individuals
who could leverage phases of uncertainty and ambiguity
as opportunities to reinvent and lead the organisation
through change. Positions spanned across Technology,
Supply Chain, Creative, Retail as well as international
talent, hence the brand chose to engage with prospective
employees through offline as well as digital initiatives.
“We have been able to establish Myntra
as a strong consumer brand because of
the collective efforts of our employees who
have put in their best at work. In order
to continue to deliver exceptional customer
experiences it is very important to attract
and retain the right kind of talent and
having a strong employer brand will
help us achieve this.”
Amit Mathur,
Head of Talent Acquisition, Myntra

3. THE SOLUTION
Social recruiting became the mantra for Myntra
The idea of building an employer brand is to attract as
well as retain talent. Myntra started with demonstrating
who they are and why they are a great place to work
by showcasing values, work culture and cool policies.
This helped engage the right prospective talent, as well
as instil a sense of pride among existing employees.
Social channels were used extensively to attract
potentials via word-of-mouth, especially across
domains of technology and design.
The brand’s efforts paid off as existing employees
began to feel a sense of purpose. The brand had hoped
that employees would be encouraged to uphold the
Myntra way of life, while prospective candidates would
be attracted to join the exciting Myntra journey. This is
exactly what followed.
And it didn’t just stop at showcasing what working for Myntra
was like. Once a month, as part of a speaker series, a senior
leader from the organisation discussed a subject of interest
not just with employees but with the community at large
and shared insights on Myntra’s role.

4. THE RESULTS
LinkedIn’s Career Page helped showcase all facets of life
at Myntra to their diverse talent pool. The brand created one
generic career page and 4 other targeted pages to appeal to
diverse talent pools across Technology, Supply Chain, Retail,
Myntra Fashion Brands and International Talent. Rich media
including videos, employee posts, showcased the Myntra
culture and what it takes to succeed there. Their efforts
have yielded a high Inmail acceptance rate of 27% resulting
in them ranking 2nd amongst their top 10 peers. Myntra’s
Talent Brand Index (TBI) is 24%; ranked 4th amongst their
top 10 competitors.
The team also created a strong talent pipeline via the
‘Myntra Work with us’ campaign that performed 12x the
industry average. The ‘Myntra Recruitment’ advertising
campaign also outshone the industry average by 17x due
to a strong employer brand and effective targeting.
“The new format of LinkedIn Career Pages
is very appealing and helps us articulate
our employer brand effectively through
engaging videos, unique content views,
tagging employee articles, and adding
creatives and work-space pictures.”
Urvashi Bhatnagar,
Manager HR, Myntra

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