Lloyds Banking Group - Positioning a bank as a destination for digital careers

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MSLGROUP’s task was to support Lloyds Banking Group in its aim to attract the best of digital talent. This included showcasing the Group’s great work on digital innovation as the UK’s biggest digital bank, and position them as an employer of choice for today’s digital natives

Working with both the talent and communication teams at Lloyds Banking Group, our scope was widened to include not only prospective talent, but also existing employees, the media, and, ultimately, the general public.

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LBG’s ambition, backed by board level support and investment, is to recruit the best from the whole digital talent pool, not just those currently within the finance sector. 

With so many interesting stories about ground-breaking technology and people to share, they needed a way to deliver these stories to an external audience on an ongoing basis.

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To deliver on the need to ‘humanise’ the organisation and its projects, MSLGROUP built and launched a new magazine-style website. This was deliberately separate from Lloyds Banking Group's traditional .com domain so we could implement subtle changes in the look and feel of the content through copy, visuals and overall structure.

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To support this, a robust editorial process was established involving our content team and the two separate Lloyds Banking Group departments, who fed in ideas to be developed, approved and published on a daily and weekly basis.

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The content was amplified using two newly-created social media feeds on LinkedIn and Twitter, alongside paid and influencer strategies as well as leveraging existing social accounts.

During the 70-day trial period, we achieved:

  • 2.8m+ impressions on Twitter
  • #DigitalIndex organically trending no. 1 in the UK on Twitter during the campaign launch
  • Almost 200,000 impressions on LinkedIn, with 5,000 website referrals
  • 23,000 unique visitors to the new website
  • 30% of applicants mentioned the digital careers site 
  • All with a modest social media spend

We are delighted that Lloyds Banking Group was highly commended for best use of digital in Financial Services at the Digital Impact Awards 2016.

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