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Targets for Branches to Increase Social Media Outreach: IOB Staff Forced to Work Extra Hours and On Holidays
Indian Overseas Bank (IOB) staff in Dehradun are reportedly being pressured to work extra hours and on holidays to boost the bank's social media presence.
Author: Abhivad
Published: April 15, 2024
Staff members at Indian Overseas Bank (IOB) in the Dehradun region have reportedly been compelled to extend their working hours, including holidays, to bolster the bank's social media presence. Screenshots of chat conversations circulating on various platforms reveal the alleged pressure on employees to work late hours until 8pm and even during holidays, such as on Eid past week on 11 April 2024. This push for increased social media outreach is said to be driven by branch-wise targets for acquiring new followers.
(A post from a banker on platform X, questioning the involvement of bankers in such non-banking duties)
The revelation has sparked widespread condemnation on social media, with many users expressing dismay over the imposition of non-banking responsibilities on bank staff. The official IOB handle on platform X has become a focal point for outrage, with numerous comments from bankers expressing their discontent. In response, several individuals have initiated a campaign urging others to unfollow the IOB official handle, using the hashtag #UnfollowIOB. Additionally, the hashtag #FakeFollowersForIOB is gaining traction as a form of protest against the alleged coercion of bank employees.
(Another X post showing the details of targets.)
This development may be seen as indicative of a broader trend within Public Sector Banks (PSBs) towards adopting marketing oriented strategies. But this is the first time the issue of targets for bringing new social media followers has come to the forefront of discourse among the banking community. Target pressure related to official mobile applications and third party products have earlier been discussed widely. While the intention behind such efforts may be to engage with customers and promote the bank's services via social media, the means by which it is being pursued has drawn criticism.
(A poster sourced from an IOB banker detailing the targets for social media followers and rewards.)
The IOB has yet to officially comment on the matter, and it remains unclear whether the bank acknowledges the allegations or intends to address them. However, the circulation of chat screenshots and the widespread use of hashtags indicate a growing dissatisfaction among bank employees regarding their work conditions and the expectations placed upon them.
As the issue continues to unfold, stakeholders will be closely monitoring any response from IOB management and assessing the broader implications of this incident within the banking sector.