Driving recruitment beyond London for RBS.
R O Y A L B A N K O F S C O T L A N DThe Royal Bank of Scotland (RBS) is one of the UK’s largest retail banks with around 700 branches throughout the UK, supported by an extensive network of back office teams.
T H E W O R KResearch and data indicated that while recruitment into the RBS London-based offices remained strong, this was not the case for their other primary locations – Edinburgh, Manchester and Birmingham. In response, a series of three films, one for each location, were created to showcase the benefits of working with RBS in each city. The films were deployed as content across RBS digital and social channels.
I was Creative Director on the project, heading up a team of 8, including the film crew.
Extensive research was carried out, through focus groups with RBS employees, to identify the reasons why potential candidates would be attracted to each location.
Each film was shot over two days, featuring several RBS employees who lived and worked in each city.
Genuine and candid responses to a series of questions formed the narrative for the films. This was combined with stylish footage of the employees enjoying the benefits of the city alongside their working life at RBS.
T H E O U T C O M EThe films proved to be a huge success driving significant interest across RBS digital and social channels. Since the campaign launch, recruitment into the Edinburgh, Manchester and Birmingham RBS offices has continued to improve, year on year.
