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Product cover image for Bombay Theatre Company: Creating an Employer Brand Using Social Media

Bombay Theatre Company: Creating an Employer Brand Using Social Media

Gordhan Saini, Raveesh Jaiswal

Product #:W29910
Supplier:Ivey
Discipline:Human Resource Management, Marketing
Setting:India, 2022
Details:Case (PDF) • 16 pages • 2023-04-17

Subjects:

Social mediaHuman resource managementEntrepreneurshipWeb-based technologiesBusiness managementOrganizational cultureSales and marketingOrganizational behaviorMarketing

Industries:

Media, entertainment, and professional sports

Geography:

AsiaIndia
Your Price:$9.71

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After COVID-19 lockdowns delayed its first public theatre performance in April 2020, the Bombay Theatre Company (BTC) turned to virtual performances on various online platforms, establishing an international presence and casting international artists. In May 2022, the company’s founder reflected on the human resources and business challenges he had faced in his short entrepreneurial journey. These included limited resources for talent acquisition, an overreliance on social media as a hiring source, and difficulties in retaining gig workers, as well as tepid corporate responses to BTC’s theatre-based interventions and a lack of financial resources and clear revenue model. BTC’s founder needed to determine the best business model to generate a steady flow of revenue and to envisage a clear growth path, and he knew he would have to choose between virtual and in-person shows as well as between theatre and film. Overall, BTC had built itself a strong foundation during the COVID-19 pandemic, and it now sought to leverage that base to build a compelling employee value proposition and attract the talent it needed to become profitable.

Learning Objectives

This case is suitable for an undergraduate course or executive program on employer branding, entrepreneurship, and human resources management. While the case focuses on the employer branding and entrepreneurial challenges in a creative industry, the challenges of promoting a start-up as an employer brand and the initial entrepreneurial struggles are similar across industries, making the insights from the case relevant for other industries. After working through the case and assignment questions, students will be able to do the following:


  • Explain how to adapt an innovative business model when faced with highly uncertain challenges such as COVID-19.
  • Explain how to brand a start-up as an employer in a creative industry.
  • Describe the use of social media for hiring skilled gig workers.
  • Define the role of social capital in a start-up’s initial success.
  • Identify initial challenges for a start-up, and explain how to overcome them.
  • Define the employee value proposition, and outline its role in talent attraction.
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Case Study: Bombay Theatre Company: Creating an Employer Brand Using Social Media (English version) | Ivey Publishing