As far as I can see it is. This seems to be suggesting that they are replacing the traditional route of hiring from tier 1 universities. This is how they filled graduate jobs. They still do this, to more or less the same extent, but that's only a smallish proportion of overall hires.
For experienced hires, most of the devs come from other financial institutions. Their stat of 10% new hires is misleading. That's 10% churn per bank not 10% added to the industry as a whole.
All the banks are looking for more avenues for finding developers. Although they usually prefer people with relevant experience, they are relatively hard to come by and are expensive.
Bringing people in from other fields has been going on for a while. What JPM are doing in Delaware doesn't look a million miles away from what they did in Glasgow 15 or so years ago but on a much larger scale. There they largely recruited from utilities companies if I recall correctly.
So yes, the banks are looking outside finance more than they did in the past but it's really not a novel thing at all.
My own preferred approaches are internships for junior developers, code review for intermediates, and evaluation of the strength of record for truly senior hires.
http://short-sharp.blogspot.ca/2013/04/stop-white-board-codi...
If you can't figure out if you want to hire someone in < 1 hr talking to them, you suck at hiring.
There's really only two things to programming-as-a-job:
1)How much dog does somebody have in 'em? Determination frequently trumps everything else.
2) How good are they at knowing when to back up a notch, punt or roll it all back?
You don't figure that out with fizzbuzz.
Bloomberg (the tech side of the company, not the journalism side that produced this article) uses HackerRank for developer hiring too.