The world’s local bank
Creating a local employer of choice
Attraction material is often the first point of contact with candidates and so it must resonate immediately with the target audience. For HSBC, with seven contact centres nationwide, research showed that location was the most important decision making factor for potential candidates.
TMP therefore created a proposition that would underpin the attraction material for each centre: ‘You don’t have to travel far to go places with HSBC’. To complement this, we conducted photoshoots in each area to produce a suite of material that local audiences could identify with.
This localised sentiment was communicated through multi-channelled media approaches - from online advertising to off-road advans - to reach a broad local audience and ensure the greatest cost efficiencies for HSBC.
A week after this activity, HSBC received a 79% uplift in applications. And they stayed above their daily application average for many months – meaning that the world’s local bank was convincingly becoming a local employer of choice.