Habib Bank Limited

Fatimah Sagheer
Minahil Farooq
Sabina Ayaz
Zainab Hamood Ur Rahman

OB & HRM
Miss Anum Masood

Lahore School of Economics

12th May, 2025
Executive Summary
Introduction
Habib Bank Limited (HBL), established in 1947, holds the distinction of being the first
commercial bank in Pakistan. Over the years, HBL has evolved into the country’s largest private
sector bank, with a widespread presence of over 1,728 branches and 2,300 ATMs, serving more
than 37 million clients across the globe. HBL has consistently contributed to the socio-economic
development of Pakistan and remains firmly committed to improving the quality of life for its
clients, employees, and the wider community. (Source: HBL Website)
Core Strategic Pillars
In line with its commitment to being “More Than Just a Bank,” HBL operates under three core
strategic pillars: Growing Pakistan’s Economy, Shaping the Financial Industry, and Achieving
Regional Relevance. These pillars guide its transformation into a technology-driven, customer-
centric financial institution. HBL’s brand identity is a reflection of its long-standing purpose and
values, encapsulated in its vision, mission, and core principles. (Source: HBL Website)
Vision
To be a technology company with a banking license. (Source: HBL Website)
Mission
To make a difference in the lives of people by providing accessible, innovative, and customer-
focused financial solutions, while building a sustainable and inclusive banking ecosystem.
(Source: HBL Website)
Organizational Values:
At the heart of HBL’s operations lies a strong value system that shapes its culture and defines
how employees interact with each other and with customers. These values are:
 Integrity: Demonstrating honesty, fairness, and ethical behavior in all actions and
decisions, and responsibly managing the assets entrusted to the bank.
 Customer Centricity: Prioritizing the needs and expectations of customers in all
strategic and operational efforts.
 Valuing People: Respecting, empowering, and investing in individuals across the
organization.
 Progressiveness: Embracing innovation and adaptability in response to a rapidly
changing financial environment.
 Excellence: Striving for the highest standards in performance, service, and
accountability.
(Source: HBL Website)
Products Offered:
1. Accounts:
HBL offers a variety of accounts to cater to different customer needs:
 Current Accounts: Including HBL Haryali Account, HBL Asaan Digital Remittance
Account, HBL Freedom Account, HBL Freelancer Account, HBL Conventional Current
Account, HBL Basic Banking Account, HBL Asaan Account, HBL Pensioner Account,
HBL Foreign Currency Current Account, and HBL iD.
  Savings Accounts: Such as HBL PLS Savings Account, HBL Daily Progressive Account,
HBL Daily Munafa Account, HBL Mahana Amdan, HBL Value Account, HBL
MoneyClub, HBL Rutba, HBL Foreign Currency Savings Account, and HBL Nisa
Savings Accounts.
 Term Deposit Accounts: Including High Yield Foreign Fixed Deposit, HBL Investment
Plus Deposit (IPD), HBL Notice Deposit (ND), HBL Advantage Plus, and HBL
Advantage Account.
2. Cards
HBL provides a range of debit and credit cards:
 Debit Cards: HBL Visa USD Debit Card, HBL World Debit Card, HBL Gold Debit
Card, HBL Classic Debit Card (Mastercard, Visa, UnionPay), HBL PayPak Debit Card,
and HBL Debit Card - Contactless.
 Credit Cards: HBL Platinum Credit Card, HBL Gold & Green Credit Card, HBL
FuelSaver Credit Card, and associated services like HBL Pay, Rewards Program, Shop
Now Pay Later, and Credit Card Insurance.
3.Loans
HBL offers various loan products:
 Personal Loan: Provides quick financial assistance for expenses like medical bills,
education, or home repairs.
 Car Loan: Facilitates the purchase of new or used vehicles with flexible repayment
options.
 ReadyCash: A revolving credit facility that allows customers to withdraw funds as
needed up to a certain limit.
4. Digital Banking
HBL's digital banking services include:
 HBL Pay Billing Portal: A one-stop solution to pay bills from anywhere in the world.

 HBL Digital Account: Facilitates seamless banking.

 HBL InternetBanking: Allows customers to bank from anywhere, anytime.
 HBL Mobile: An app designed to simplify banking.
 RAAST: Pakistan’s first instant payment system.
 eBanc Roshan Digital Account: For overseas Pakistanis.
 HBL WhatsApp Banking: Banking services via WhatsApp.
 HBL Fusion: A digital banking platform.
 Self Service Channels: Various automated services.
5. Konnect by HBL
A branchless banking platform offering:
 Account Services: Opening and managing accounts.
 Pension Account: Konnect Pension Account.
 Savings: Gulak - a savings feature.
  Money Transfer: Send Money service.
 Packages: Various financial packages.
 Debit Card: Konnect Debit Card.
 QR Payments: Konnect QR Payments.
 Gaming: Konnect Gaming initiatives.
6. Remittance Services
HBL facilitates remittances through:
 FastTransfer: Quick money transfer services.
 eBanc Roshan Digital Account: For overseas Pakistanis.
 Konnect Home Remittance Account: For receiving remittances.
 HBL Fusion: Integrated remittance services.
7. Wealth Management
HBL offers wealth management services including:
 Investment Services: HBL Asset Management and HBL Investment Services.
 Bancassurance: Insurance products like Jubilee Elite Plan, Jubilee Khaas Plan, JGI Auto
Insurance Plan, and various Jubilee Bancatakaful plans.
8. Islamic Banking
HBL provides Shariah-compliant products:
 Business Financing: HBL Islamic Supply Chain Financing, HBL Tijarah, HBL Running
Musharakah, HBL Istisna, HBL Salam, HBL Ijarah, HBL Diminishing Musharakah, and
HBL Murabaha.
 Personal Financing: HBL Islamic Home Finance and HBL Islamic Car Finance.
9. Treasury and Global Markets
HBL offers treasury products including:
 Foreign Exchange (FX): Currency trading services.
 Investment in Government Securities: Investments in government bonds and securities.
 Derivatives and Structured Products: Customized financial instruments.
10. Business Banking
HBL's business banking services encompass:
 Trade Finance: Letters of credit, trade loan syndications, and financial guarantees.
 Cash Management: Deposit slips, internet banking, cash in transit, direct debit
collection, utility bills payments, payroll solutions, and commercial payments.
 Non-Banking Financial Institutions: Lending facilities, deposit products, digital
solutions, consumer banking products, and structured derivatives.
 Global Remittance Business: Services for remitting money to Pakistan.
(Source: HBL Website)

Selection of OB & HRM Topics

For our research on Habib Bank Limited (HBL), we have chosen the Organizational Behavior
topic of Organizational Culture and Values and the Human Resource Management topic of
Personnel Planning and Recruitment. These topics are highly relevant to HBL’s current strategic
direction and the challenges it faces in the evolving banking landscape.
HBL is undergoing a significant digital transformation, aiming to position itself as a forward-
thinking, technology-driven institution. To support this shift, cultivating an adaptive and
innovation-driven organizational culture is essential. Emphasizing shared values helps foster
employee engagement, ethical decision-making, and alignment with the bank’s long-term vision.
Simultaneously, personnel planning and recruitment play a vital role in ensuring HBL attracts
and retains the talent necessary to drive this transformation. With increasing competition for
tech-savvy professionals, HBL has adopted AI-powered recruitment tools to enhance efficiency
and quality in hiring. This focus ensures the bank’s workforce is equipped to meet future
demands and aligns with its strategic priorities in digital banking and innovation
Data Collection Methods and Tools
For our research on HBL’s organizational behavior and human resource management practices,
we used both primary and secondary data collection methods:
 Primary Research:
We conducted an interview with ……………. to gain first-hand insights into the bank’s
recruitment strategies, organizational culture, and the role of AI in HR practices. The
interview helped us understand real-time challenges, strategic goals, and internal
perspectives that are not publicly documented.

 Secondary Research:
We collected data from published articles on Google Scholar and other credible online
sources, including academic journals and case studies. These sources provided theoretical
frameworks, comparative industry insights, and validation of HBL’s adoption of modern
HR practices, including AI integration.
By combining qualitative primary data with secondary literature, we ensured a comprehensive
and balanced approach to our analysis.
Recruitment process at HBL:

The recruitment process at HBL is multi-step, with several steps aimed at a complete assessment
of potential applicants:

Identifying the Vacancy: The cycle starts with the establishment of the necessity to backfill a
position, typically prompted by workforce planning meetings, resignations, retirements, or
business growth (Academia.edu, n.d.). HR works with departmental managers to identify the
necessary skills, experience, and capabilities for the job.

Job Analysis and Role Definition: HR carries out a job analysis to clearly define the job,
including job descriptions and specifications as referred to in previous sections (Academia.edu,
n.d.). This process guarantees alignment of the role requirements with organizational objectives.

Sourcing Candidates: HBL employs a combination of external and internal sourcing strategies,
such as job websites, employee referrals, and campus recruitment (HBL, 2023). Digital media
and social media are increasingly employed for targeted candidate sourcing.

Application Screening and Shortlisting: HBL employs an Applicant Tracking System (ATS) to
screen applications automatically, shortlisting candidates on the basis of keywords,
qualifications, and experience (HBL, 2023). This technology assists in minimizing bias and
streamlining the shortlisting process.

Assessment and Testing: Shortlisted candidates usually go through cognitive, technical, and
personality tests to assess job-specific skills (Academia.edu, n.d.). HBL also employs gamified
tests for problem-solving and analytical roles (HBL, 2023).

Interviews: Candidates go through several rounds of standard interviews, such as panel and
behavioral interviews, to gauge cultural fit, technical competence, and leadership potential
(Academia.edu, n.d.). Certain jobs can also include case studies or simulation exercises to assess
decision-making and critical thinking.

Background Checks and References: HBL makes extensive background checks, such as
employment history verification, educational qualification checks, and reference calls to confirm
candidate details (Academia.edu, n.d.).

Final Selection and Job Offer: Successful applicants are made formal job offers, such as
detailed employment terms, compensation packages, and benefits.The ultimate decision is
usually taken jointly by top managers and HR leaders.

Onboarding and Orientation: After being hired, new employees go through a formal
onboarding process to induct them into the organization efficiently, such as training on company
culture, policies, and job-specific tasks.
Digital Transformation in Recruitment

HBL has incorporated digital tools and AI technologies to make its recruitment processes more
efficient and improve candidate experience (HBL, 2023). Some of the most important digital
innovations are:

Automated Resume Screening: An ATS screens applications against predetermined

specifications, saving time and bias (HBL, 2023).

Gamified Assessments: Web-based, game-style tests assess problem-solving abilities, flexibility,

and decision-making (HBL, 2023).

Virtual Interviews: Video interviews offer convenience and lower logistical hurdles, particularly
for remote positions (HBL, 2023).

AI Chatbot "Dania": An AI chatbot available on HBL's careers platform helps candidates 24/7,
giving instant answers to frequently asked questions (HBL, 2023).

Impact on Employee Retention and Engagement

Great recruitment not only addresses openings but also affects long-term employee retention and
engagement. The Society for Human Resource Management (SHRM) states that corporations
with formalized recruitment processes retain employees 50% more (SHRM, n.d.). Also, Gallup
suggests that businesses with high worker engagement see 21% increased profitability, further
solidifying the significance of strategic hiring (Gallup, n.d.).

HBL's Digital Recruitment Platforms

Habib Bank Limited (HBL) has transformed its recruitment process with cutting-edge HR
technology. The bank's career website (HBLPeople.com) is based on Oracle's cloud (e.g. an
Oracle Taleo/Fusion system), which means it employs Oracle's HCM Recruiting/ATS modules.
In fact, formal job advertisements point candidates to hbl.taleo.netjobs.gov.pk (Oracle Taleo
Cloud) and industry reports indicate HBL used an Applicant Tracking System under Oracle
HCMappsruntheworld.com. In practice this Oracle platform manages job postings, application
submission and workflows, as part of HBL’s end-to-end recruitment.

Gamified Assessments

For early screening, HBL uses gamified online assessments. The bank’s flagship management-
trainee program (“The League”) partners with The Talent Games. HBL’s LinkedIn and case
materials note that its Management Trainee recruitment “revolutionized” the process with The
Talent Games’ Virtual Assessment Center, automating prescreening with game-like
teststhetalentgames.com. This site tests candidates' leadership and cognitive abilities through
interactive simulations. In a case study of Talent Games, HBL "enjoyed automated pre-screening,
speedy assessments, and an interactive recruitment process"thetalentgames.com. (The photo
above, from The Talent Games' website, emphasizes HBL's "gamified talent assessment" for The
League program.)

Video Interviewing

HBL carries out later-stage interviews remotely. Its communications stress an official process
following a "fully digital" hiring workflow with Virtual Assessment Centerslinkedin.com,
implying online video interviews and remote panels. Public sources don't mention a particular
video-interview provider; however, candidates are asked to "attend online interview" rounds via
portallinkedin.com. (The HBL People site also mentions an "online interview" stage in the
process.) This suggests HBL uses integrated video-conferencing tools (likely tied into its Oracle
recruiting platform) to conduct face-to-face interviews remotely.

AI Chatbot – "Dania" (ChatBot.com)

HBL has introduced an AI chatbot on its careers site to provide 24/7 candidate support. The bank
launched "Dania" as its AI assistant on HBLPeople.compk.linkedin.com. Dania assists with
FAQs and directs applicants to openings. Behind the scenes, Dania is powered on the
ChatBot.com platform – the code of the HBL site clearly indicates it as an "AI chatbot tool
powered by ChatBot"hblpeople.com. That is, HBL leverages ChatBot.com's conversational AI
engine (branded as "Dania") to enhance the user experience on its recruitment portal.

All in all, HBL's digital recruitment stack features Oracle's cloud ATS (previously Taleo and
currently Fusion HCM Recruiting) for handling applications, The Talent Games' gamified testing
platform for screening, built-in online video interviews for virtual assessment, and the
ChatBot.com-powered "Dania" AI assistant for candidate assistance. These technologies are
integrated into HBL's workflow through its HBLPeople.com website and university partnership
programs, as evidenced in the bank's official posts and industry reports.

Outside source:
Advertising for Outside Candidates:
The media choice of HBL for recruitment process include:
1. Newspapers (Daily Jung, Nawa-e-Waqt, The Nation, Dawn and Daily Khabrein etc)
2. Trade and professional journals (Aurora Magazine)
3. Job posting websites (rozee.pk, LinkedIn)
4. HBL own career website (HBL people)
External sources of candidates:
1. College recruitment
3. Employee referrals
4. Walk-ins
Campus recruitment:
As part of HBL’s human resource strategy, HBL visits various universities across the country to
induct & groom fresh business graduates every year in form of recruitment drives and career
fairs. Enthusiastic and talented youth are chosen to become future leaders at HBL. To attract the
best young talent, HBL’s resource department employs a pro-active strategy. HBL actively
participates in campus seminars by giving presentations that highlight HBL’s background, vision,
mission, values, recruitment & selection process, future career prospects and overall business
strategies. HBL hires fresh talent on a permanent basis and offer a wide range of career
opportunities across all functions, including finance, marketing operations, Information
Technology and Human Resources
Employee Referrals
HBL actively encourages employee referrals as a key recruitment source. Current employees can
recommend candidates, which helps the bank tap into trusted networks and often leads to quicker
and more reliable hires. This approach helps HBL: to access a trusted pool of candidates who
often align well with the company culture and job requirements. It reduces recruitment time and
costs by streamlining the sourcing process. It improves the quality of hires, as referred candidates
typically come with informal endorsements regarding their skills and work ethic (Habib Bank
Limited, n.d.).
Walk-ins:

Internal Search of Candidates:

In HBL if internal employees are hired, even then the proper selecon process is followed for
them. HBL hire any other employment agency or do this task on their own? If yes, then for
which positions? If HBL do internal search then by their Own and from Low management to top
management.
1. Job Posting
2. Rehiring former employees
3. Final Selection within the Organization
Job posting:
Related to job’s advertisement, HBL posted the job opportunity in their own personal r internal
website.
Rehiring Former employees:
It is an internal hiring source. Rehiring the former employees is the process in which HBL
rehires the former employees. But this process is practiced very rarely.
Final Selection within the Organization:
After going through all the processes the best candidates according to HBL’s selection boards
are selected.
6.2.3 Employee Referrals
One of the best sources for individuals who will perform effectively on the job is a
recommendation from a current employee. Why? Because employees rarely recommend
someone unless they believe that the individual can perform adequately.
HBL mostly hire those candidates who’s under employees referrals due to financial records
because the records are so risky. And employee referrals may also minimize an organization’s
desire to add diversity to the workplace.
6.3.4 Recruitment Alternatives
More and more companies today are looking at hiring temporary help (including retirees),
leasing employees, and using the service of independent contractors.

Evaluation
1. Organizational Culture & Values
2. Personnel Planning and Recruitment
Recommendations
Action Plan
Conclusion
References
Appendix (include any transcripts, survey questionnaires, interview guides, or other supporting
materials used in the data collection process or otherwise)."