Bank of England: Future Talent
Bank of England: Future Talent
The bank built for
every background.
The bank built
for every background.
The bank built for
every background.
The situation
The Bank of England wanted to recruit the next generation of talent from underrepresented groups of school leavers and graduates.
The problem was, it's one of the country's grandest institutions and our audience had either not considered them, or not even heard of them. If they had, they certainly had a lot of preconceived ideas of what it was like and what type of people worked there: suit, tie, briefcase, middle-aged, male, degree in maths – you get the gist – very definitely not Generation Z, or whatever letter we're on these days.
So, we needed to address these preconceptions head-on to show that the Bank of England has a place for them. We had to show that, regardless of their experience, they would be supported and that there was a place for everyone. Together, we could show that the Bank of England is run by everyone, for everyone.
Client
Bank of England
Sector
Recruitment advertising
Services
Art Direction
Graphic Design
The situation
The Bank of England wanted to recruit the next generation of talent from underrepresented groups of school leavers and graduates.
The problem was, it's one of the country's grandest institutions and our audience had either not considered them, or not even heard of them. If they had, they certainly had a lot of preconceived ideas of what it was like and what type of people worked there: suit, tie, briefcase, middle-aged, male, degree in maths – you get the gist – very definitely not Generation Z, or whatever letter we're on these days.
So, we needed to address these preconceptions head-on to show that the Bank of England has a place for them. We had to show that, regardless of their experience, they would be supported and that there was a place for everyone. Together, we could show that the Bank of England is run by everyone, for everyone.
Client
Bank of England
Sector
Recruitment advertising
Services
Art Direction
Graphic Design
The situation
The Bank of England wanted to recruit the next generation of talent from underrepresented groups of school leavers and graduates.
The problem was, it's one of the country's grandest institutions and our audience had either not considered them, or not even heard of them. If they had, they certainly had a lot of preconceived ideas of what it was like and what type of people worked there: suit, tie, briefcase, middle-aged, male, degree in maths – you get the gist – very definitely not Generation Z, or whatever letter we're on these days.
So, we needed to address these preconceptions head-on to show that the Bank of England has a place for them. We had to show that, regardless of their experience, they would be supported and that there was a place for everyone. Together, we could show that the Bank of England is run by everyone, for everyone.
Client
Bank of England
Sector
Recruitment advertising
Services
Art Direction
Graphic Design
The solution
We set about creating a myth-busting and supportive campaign that spoke directly about the common misconceptions.
Using real staff we wanted to demonstrate that the bank really was a place of work where everybody came together trying to help the country. The no-faff headlines that spoke to the target audience as well as their parents, showed you didn't need to be a genius, or have a maths degree, and you definitely didn't have to wear a suit and tie.
Clicking on the link took you to the Bank of England careers site where you could find out more about the opportunities, hear about the experiences of the staff in the ads, and apply.
The solution
We set about creating a myth-busting and supportive campaign that spoke directly about the common misconceptions.
Using real staff we wanted to demonstrate that the bank really was a place of work where everybody came together trying to help the country. The no-faff headlines that spoke to the target audience as well as their parents, showed you didn't need to be a genius, or have a maths degree, and you definitely didn't have to wear a suit and tie.
Clicking on the link took you to the Bank of England careers site where you could find out more about the opportunities, hear about the experiences of the staff in the ads, and apply.
This was a social-only campaign that used Instagram, Facebook and Snapchat to better reach our audience. The myth-busting and supportive ads also used carousels that directly highlighted the pathways into a career at the Bank of England.
Running a campaign that was simple, direct and highlighted real people meant that we could close the confidence gap that was stopping candidates from applying.
The response rate was impressive; the campaign met its targets and filled that year's Future Talent intake.
This was a social-only campaign that used Instagram, Facebook and Snapchat to better reach our audience. The myth-busting and supportive ads also used carousels that directly highlighted the pathways into a career at the Bank of England.
Running a campaign that was simple, direct and highlighted real people meant that we could close the confidence gap that was stopping candidates from applying.
The response rate was impressive; the campaign met its targets and filled that year's Future Talent intake.
