Lloyds Banking Group
We’re probably all guilty of thinking it: traditional banks might not be the most open-minded, tech-savvy, or forward-thinking places to work. Common perceptions of careers in banking typically involve old white men in suits and a lack of technology. Annoyingly for Lloyds Banking Group, which has struggled to get students (particularly creative and tech types) to join its ranks, these perceptions are very far from the truth and harmful to its recruitment targets.
So, they asked me, alongside Alex Brittain (designer), to concept, write and design a student recruitment campaign. One that would challenge banking perceptions, show how forward-thinking, open-minded and tech-savvy the LBG is, and highlight why a career here is a personal and professional skills goldmine.
Print flyer showing the design route: an LBG journey comprises several components, from backgrounds to skills learnt and personal and professional achievements. It doesn’t matter where you come from; it’s about how an LBG career can help you succeed.
UX, web copywriting and SEO for LBG’s careers website, the central pillar of the recruitment campaign, bursting with interviews, videos, job descriptions and more. Wince through my painstaking screen-share or crack on at your own pace here.
As part of the campaign, we championed a selection of graduates and apprentices across LBG. From interviewing them in relatively dark rooms to asking them questions on camera, I wrote and profiled each of their journeys since starting with the bank. (These taken from a print brochure, brimming with course descriptions and other bits, for employer fairs and university career days.)
As part of the campaign, we championed a selection of graduates and apprentices across LBG. From interviewing them in relatively dark rooms to asking them questions on camera, I wrote and profiled each of their journeys since starting with the bank. (These taken from a print brochure, brimming with course descriptions and other bits, for employer fairs and university career days.)
As part of the campaign, we championed a selection of graduates and apprentices across LBG. From interviewing them in relatively dark rooms to asking them questions on camera, I wrote and profiled each of their journeys since starting with the bank. (These taken from a print brochure, brimming with course descriptions and other bits, for employer fairs and university career days.)
A crucial element of the campaign for me – graduates and apprentices ending traditional banking myths and perceptions in their own words.
Gently nudging today’s youth to consider a career in banking.
Gently nudging today’s youth to consider a career in banking.
