increase engagement and change the image
With a tight labor market, attracting young talent is more crucial than ever. ING faced a challenge: the image of the financial sector, and consequently ING, was perceived as “boring” by many young professionals. The issue? This perception didn’t align with who ING truly is. The goal? To change this perception and show Gen Z that working at a bank is anything but boring. We knew: to reach and inspire this young audience, we had to turn to TikTok. But how do you ensure that the message resonates and makes an impact?
breaking stigmas with humor and authenticity
To break the image, we decided to position work-life at ING as “surprisingly different.” TikTok provided the perfect platform to reach Gen Z and connect in an authentic, relatable, and sometimes humorous way. With a mix of energetic impressions of the workplace atmosphere, informative videos, and trend-inspired sketches, we showcased a fresh perspective of ING.
The results? Our first 11 videos collectively reached nearly 150,000 organic views and generated over 4,000 interactions. This confirmed that our approach was effective!
a positive shift in ING’s image.
The humor and authenticity of our videos position ING as a fresh and progressive employer for Gen Z. The reactions in the comment sections also revealed a positive shift in sentiment
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