Challenges
Shawbrook is a specialist savings and lending bank, offering loans, residential and commercial mortgages, business finance, and savings products. It competes with larger financial institutions for talent, so it’s critical that it tells its distinctive story in a compelling and authentic way.
When Cielo became Shawbrook’s recruiting partner in 2016, there was an exciting opportunity presented by Cielo’s employer brand consulting team to bring this story to life through branding and employee insights. Videos are one of the most effective story-telling tools and would be an important part of strategy and talent marketing communications.
Solutions
Cielo’s employer brand team worked in close partnership with the HR, marketing and creative leaders at Shawbrook, interviewing a selection of employees from each of their core function areas. The goal was to let the employees share their positive experiences in a relaxed and informal style, and to illustrate the diversity of talent across the bank.
Cielo’s employer brand team set up their cameras onsite at different Shawbrook locations. The friendly interviewing style helped capture the authentic and inspiring footage derived from employee insights. Cielo also created a range of edits of the videos which would be used across the website and social media channels.
Results
The videos play a central role on Shawbrook’s careers website pages, driving attraction and engagement with the bank’s brand. These videos enable candidates to gain real insights into the culture, philosophy, and career paths available at Shawbrook, inspiring talent to apply and increasing quality hires conversions.
Integrating video into the social media strategy has also strengthened the brand channels, raising overall visibility and awareness of the great opportunities available at Shawbrook bank.
About the client
Shawbrook Bank
Shawbrook Bank Ltd provides banking services, including personal savings, business savings, personal secured loans, home improvement financing, business mortgage loans, and asset financing. Shawbrook Bank markets its products and services throughout the Manchester and Essex regions of the United Kingdom.
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