Next Generation BankingING Employer Brand Campaign

Wenka Booij @wenkab Wenka.Booij@ing.nl

Wenka Booij @wenkab

Wenka.Booij@ing.nl

Even voorstellen

2

Wenka

3

ING International Talent Programme

4

WHY…een campagne…

5

WIEWAT

WELK

Wie? Omschrijf je doelgroep dmv een persona.

6

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

7

Change Goethe picture for CUNEF logo (universitiy in Madrid)

Welk speelveld?

8

Bouwstenen van je campagne

9

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.

10

Twitter

Linked In

ING.com

Local Facebook pages

ING.jobs

AIESEC

CEMS

11

Voorbeelden van antwoorden

12

13

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

14

Hoe kijk ik er op terug; de learnings

15

• Snap je doelgroep

• Snap je speelveld, intern en extern

• Trust your gut