Next Generation Banking ING Employer Brand Campaign Wenka Booij @wenkab [email protected] l Wenka Booij @wenkab [email protected] l
Mar 31, 2015
Next Generation BankingING Employer Brand Campaign
Wenka Booij @wenkab [email protected]
Wenka Booij @wenkab
Even voorstellen
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Wenka
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ING International Talent Programme
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WHY…een campagne…
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WIEWAT
WELK
Wie? Omschrijf je doelgroep dmv een persona.
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Charley Description
Thinks and FeelsGlobal citizen, confident, feels peer pressure, like fun@work, enjoys freedom, wants to grow
SeesA world with opportunities, sees the news, fun content shared by friends
Says and DoesDigital is way of life, proud of employer, loves sports, outgoing with a sense of humor, in control
HearsBank has negative image, yet still considered cool once you’re “in”. About unemployed friends. About cool international jobs
PainsUnemployment, having a bad boss, boredom, lack of personal development and work life balance
GainsWants to be liked and part of a bigger plan. Having a purpose, create autonomy, do cool stuff, personal growth
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Change Goethe picture for CUNEF logo (universitiy in Madrid)
Welk speelveld?
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Bouwstenen van je campagne
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Strategic insight for the campaign:
The economic world is in shambles. And the graduate is part of the first and only generation that has the opportunity to rebuild this economy. He has the opportunity to have impact. And what better place to this, than at a bank.
Creative idea:
At ING you can be at the root of creating a financially healthy future. This financially healthy future is created by and for the next generation.
Campaign Concept:
Children (the next generation) always have a lot of questions about everything. Also about money. So each week, we will post a kids’ question on the ING Careers Facebook page, in the form of a short video. The challenge is to come up with an answer simple enough for a child to understand.
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Linked In
ING.com
Local Facebook pages
ING.jobs
AIESEC
CEMS
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Voorbeelden van antwoorden
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Campagne Stats: Facebook
Facebook:Campagne heeft meer dan 10.000.000 unieke personen bereikt op Facebook en meer dan 80.000.000 total views.
Comments/ reactions: over 1.500
Top 5 Countries: • France• Poland• UK• Spain• Germany
Onze campagne posts op AIESEC Facebook page werden 6 keer vaker op doorgeklikt dan de gemiddelde postings van Global Partners.
Earned media en sentiment
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Hoe kijk ik er op terug; de learnings
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• Snap je doelgroep
• Snap je speelveld, intern en extern
• Trust your gut