Employer Brand Campaign
- RBC wanted to attract better talent, rebuild company morale, and decrease attrition rates.
- The Great Resignation and the War for Talent forced RBC to reimagine the complex relationship between employer & employee and work & life.
- Because it was such a large and varied institution,RBC offered employees interesting and diverse opportunities.
Our solution started with reimagining RBC’s Employee Value Proposition. To focus our campaign, we started by dividing employees into five categories that coincided with their phase of life and stage of career.This allowed us to personalize and better target content.
Our next challenge was to come up with a new tagline that would excite RBC’s current employees, but simultaneously inspire prospective employees to apply.
We synthesized all of our findings into a simple employer brand statement that put the employee—not the institution—at the centre: Make It Yours.
We developed an original verbal and visual language to accompany this new employer brand statement.
This included the creation of a visual style guide, icons, and templates that have been rolled out across the enterprise and is used to guide all external-facing recruitment efforts and internal-facing employee engagement efforts.
We created 12 shorts for social media that tapped into the Six Pillars of RBC’semployee value proposition and into some of the perks and benefits that comefrom working at one of the world’s biggest banks.
We created the copy, photography, and layout for LinkedIn, Instagram, and Google banner ads to drive visits and applications on RBC’s career site.