ING Next Generation Banking: People’s Insights Volume 2, Issue 29
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Transcript of ING Next Generation Banking: People’s Insights Volume 2, Issue 29
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People’s Insights: Volume 2, Issue 29
Reputation | Employee Engagement | Citizenship
ING Next Generation Banking
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What is Next Generation Banking?
Source: Aiesec
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.
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Mission to discover and attract
international talent
Source: YouTube
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."
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The creative idea
Source: Facebook
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
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The ebook – Curious Little Leo
Source: Slideshare
Using the most inspiring
answers submitted to the
campaign, ING created a
special children’s book on
banking, called Curious
Little Leo.
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Promotes financial literacy
Source: Slideshare
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
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“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.
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Evolving communication landscape
Source: Facebook
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.
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Reaching out to the Youth
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.
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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 at MSLGROUP India
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