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This week, we distill insights around ING's Next Generation Banking - a reputation and talent recruitment campaign, on Facebook to inspire the next generation of bankers to co-create the future of banking For more about ING Next Generation Banking, visit: http://peopleslab.mslgroup.com/peoplesinsights/ing-next-generation-banking-peoples-insights-volume-2-issue-29/ 100+ thinkers and planners within MSLGROUP share and discuss inspiring projects on reputation, employee engagement and citizenship on the MSLGROUP Insights Network. Every week, we pick up one project and do a deep dive into conversations around it -- on the MSLGROUP Insights Network itself but also on the broader social web -- to distill insights and foresights. We share these insights with you on our People’s Insights blog and compile the best insights from the network and the blog in the People’s Insights Quarterly Magazine, as a showcase of our capabilities. We have further synthesized the insights to provide foresights for business leaders and changemakers — in the ten-part People’s Insights annual report titled Now & Next: Ten Frontiers for the Future of Engagement, now available as a Kindle eBook. For more, see: http://peopleslab.mslgroup.com/future-of-engagement
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People’s Insights: Volume 2, Issue 29
Reputation | Employee Engagement | Citizenship
ING Next Generation Banking
What is Next Generation Banking?
Source: aiesec.com
ING Bank launched the reputation and talent recruitment campaign, Next Generation Banking, on Facebook to inspire the next generation of bankers to co-create the future of banking.
Mission to discover and attract international talent
Source: youtube.com
With Next Gen Banking, ING tries to distance itself from the negative stereotype around bankers and to attract future employees who are interested in more than just "material gains."
The creative idea
Source: facebook.com
ING created a tab on their ING Careers page, where business graduates were challenged to explain complex financial issues to children aged between 7 and 10 years – the next generation of customers.
The ebook – Curious Little Leo
Source: slideshare.com
Using the most inspiring answers submitted to the campaign, ING created a special children’s book on banking, called Curious Little Leo.
Promotes financial literacy
Source: slideshare.com
The book establishes that ING is actively thinking about the need to re-invent banking, and also the need to promote financial literacy – to the young and the old alike.
“A Conversation Starter”
Source: ING.com
The campaign reached more than 10 million unique Facebook users and has been viewed more than 80 million times.
The campaign led to in-depth articles and blogs and sparked debate around the importance of child-like-simplicity in banking.
Evolving communication landscape
Source: facebook.com
Texting, tweeting, posting and sharing has changed the way people communicate. It is essential for organizations to change their communication with employees and customers – from message, type of engagement and the medium itself.
Source: visiblebanking.com
For ING’s campaign to be successful it was important that they engage with the right audience. ING’s long-term relationships with CEMS and AIESEC was ideal to give the campaign the impetus it needed.
Engaging Gen X and Gen Y
Thinkers pointed out that that it is important for banks and corporations to be active on social media, to attract and engage international talent.
It's critical corporations and banks are active on social media because it's becoming more and more integrated in their customer's lives. Period. Gen X works notice right away when there's a gap between the way a company engages customers/consumers with social media and the lack of social collaboration internally. Gen Y simply doesn't understand why it's not available and immediately label the employer as 'out of step, outdated or even downright archaic.
Brian Burgess Director of Brand & Talent, MSLGROUP North America
Role of strategic comms in finance
Thinkers pointed out that ING is not only willing to change the industry, it’s also willing to listen and engage with its people.
Indeed, ING’s approach of working with future employees to ‘co-create’ a vision of the future has helped it create awareness among graduates (future bankers) and customers.
The role of strategic communications in the overall growth strategy has only deepened and assumed greater importance, more than ever, in the recent past. As we live in an era of an always-on economy, the shift from monologue to dialogue was inevitable. This makes strategic communications an intrinsic part of the strategy, to be able to give shape and direction to a creative and compelling story. This is true for any industry, as much for ours.
Harmindar Singh Vice President, MSLGROUP India
Read People’s Lab insights & foresights
The People’s Lab team shares the insights and foresights from the MSLGROUP Insights Network on the People’s Insights weekly blog , quarterly magazine and annual report.
MSLGROUP INSIGHTS NETWORK100+ MSLGROUP planners share and discuss inspiring projects on reputation, employee engagement and citizenship.
PEOPLE’S INSIGHTS WEEKLY BLOG
We deep dive into conversations around one project to distill insights and foresights.
PEOPLE’S INSIGHTS QUARTERLY MAGAZINEEvery quarter, we compile the best insights from the network and the blog into a magazine, as a showcase of our capabilities.
For more, visit http://peopleslab.mslgroup.com/peoplesinsights
People’s Lab: Crowdsourcing Insights & Innovation
People’s Lab is MSLGROUP’s proprietary crowdsourcing platform and approach that helps organizations tap into people’s insight for innovation, storytelling and change.
For more, visit http://peopleslab.mslgroup.com/peoplesinsights
For People’s Lab solutions, please contact: [email protected]
