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EMPLOYER BRAND CAMPAIGN

The Brief

C&B was asked to retool RBC’s Employee Value Proposition to better reflect the current realities of employees and the broader labour market in the wake of historically low unemployment rates.

We were tasked with following this up with the creation of a new employer brand platform and broad recruitment marketing campaign to attract better talent, rebuild company morale, and decrease attrition rates.

Background

RBC—Canada’s largest bank—wanted to better convey
all of the opportunities, possibilities, and benefits that they
offered their 89,000 employees and prospective employees.
Background
RBC—Canada’s largest
bank—wanted to better
convey all of the
opportunities, possibilities,
and benefits that they
offered their 89,000
employees and
prospective employees.
RBC is Canada’s largest
bank, with over 89,000
employees around the globe.
‍
In the wake of the
pandemic and the Great
Resignation, it was looking
for help conveying all of
the possibilities and
benefits that could come
from a career at the bank.

The Brief

C&B was asked to retool RBC’s Employee Value Proposition to better reflect the current realities of employees and the broader labour market in the wake of historically low unemployment rates.

We were tasked with following this up with the creation of a new employer brand platform and broad recruitment marketing campaign to attract better talent, rebuild company morale, and decrease attrition rates.
RBC wanted to attract
better talent, rebuild
company morale, and
decrease attrition rates.

C&B was tasked with
coming up with a new
employer brand
campaign that:

The Brief & Insights

  • RBC wanted to attract better talent, rebuild company
    morale, and decrease attrition rates.
  • The Great Resignation and the War for Talent forced
    RBC to reimagine the complex relationship between
    employer & employee and work & life.
  • Because it was such a large and varied institution,
    RBC offered employees interesting and
    diverse opportunities.
  • RBC wanted to attract better
    talent, rebuild company
    morale, and decrease
    attrition rates.
  • The Great Resignation and
    the War for Talent forced
    RBC to reimagine the complex
    relationship between
    employer & employee
    and work & life.
  • Because it was such a large
    and varied institution,
    RBC offered employees
    interesting and
    diverse opportunities.
C&B was tasked with coming up with a new employer brand campaign that:
  1. Reimagined their Employee Value Proposition
  2. Invented a tagline that worked seamlessly with RBC’s Unifying Advertising Expression
    Ideas Happen Here.
  3. Come up with a new employer brand platform and broad recruitment
    marketing campaign that inspired and excited existing and potential employees, alike.
  • Reimagined their Employee
    Value Proposition
  • Invented a tagline that worked
    seamlessly with RBC’s Unifying
    Advertising Expression Ideas
    Happen Here.
  • Come up with a new employer
    brand platform and broad
    recruitment marketing campaign.
Insights
C&B uncovered the following insights through our research:
  • The Great Resignation and the War for Talent forced RBC to reimagine the complex relationship between employer & employee and work & life.
  • What was attractive about RBC is that it offered employees interesting opportunities and possibilities on one hand,
    and stability and security on the other hand.
  • Employees wants and needs differ from person to person and change over time.
  • Employees are looking for careers that fit their lives and lifestyles.
The Solution
Our solution started with reimagining RBC’s Employee Value Proposition.

To focus our campaign, we started by dividing employees into five
categories that coincided with their phase of life and stage of career.
‍
This allowed us to personalize and better target content.
We focused our campaign by dividing employees into
five categories that coincided with phase of life and career stage.
‍
This allowed us to personalize and better target content.

The Solution

Our solution started with reimagining RBC’s Employee Value Proposition.

To focus our campaign, we started by dividing employees into five categories
that coincided with their phase of life and stage of career.

This allowed us to personalize and better target content.
Our solution started with
reimagining RBC’s Employee
Value Proposition.

To focus our campaign, we started
by dividing employees into five
categories that coincided with their
phase of life and stage of career.

This allowed us to personalize and
better target content.

Make It Yours—The Employer Brand Statement

Our next challenge was to come up with a new tagline that would excite RBC’s
current employees, but simultaneously inspire prospective employees to apply.
Our next challenge was to come up
with a new tagline that would excite
RBC’s current employees, but
simultaneously inspire prospective
employees to apply.
We synthesized all of our findings into a simple employer brand statement that put
the employee—not the institution—at the centre: Make It Yours.
We synthesized all of our findings
into a simple employer brand
statement that put the employee—
not the institution—at the centre:
Make It Yours.
We developed an original verbal and visual language to accompany
this new employer brand statement.

This included the creation of a visual style guide, icons, and templates that have
been rolled out across the enterprise and is used to guide all external-facing
recruitment efforts and internal-facing employee engagement efforts.
We developed an original verbal and
visual language to accompany
this new employer brand statement.

This included the creation of a visual
style guide, icons, and templates that
have been rolled out across the
enterprise and is used to guide all
external-facing recruitment efforts
and internal-facing employee
engagement efforts.
This included the creation of a visual style guide, icons, and templates that have
been rolled out across the enterprise and is used to guide all external-facing
recruitment efforts and internal-facing employee engagement efforts.

TV Commercial & Social Cut-Downs

TV Commercial & Social
Cut-Downs

C&B wrote and produced a tv commercial to launch the new
employer brand platform and campaign.
C&B wrote and produced a tv commercial to launch the new employer brand platform
and campaign.
Shot in a first-person POV, the spot showed that work should fit in with your life,
not the other way around.
Shot in a first-person POV, the spot showed that work should fit in with your life, not the other way around.

Social Cut-Downs

Social
Cut-Downs

We created 12 shorts for social media that tapped into the Six Pillars of RBC’s
employee value proposition and into some of the perks and benefits that come
from working at one of the world’s biggest banks.
We created 12 shorts for social media that tapped into the Six Pillars of RBC’s employee value proposition and into some of the perks and benefits that come from working at one of the world’s biggest banks.

Digital and Social

We created the copy, photography, and layout for
LinkedIn, Instagram, and Google banner ads to drive
visits and applications on RBC’s career site.
We created the copy, photography,
and layout for LinkedIn, Instagram,
and Google banner ads to drive
visits and applications on RBC’s
career site.

Out of Home

We created an out-of-home campaign in
targeted locations to reinforce the idea that
RBC is an ideal destination for top talent.
We created an out-of-home
campaign in targeted locations to
reenforce the idea that RBC is an
ideal destination for top talent.

Documentary Film &
Animated Storytelling

To help bolster application numbers for other
RBC business divisions, C&B developed a series
of documentaries and animated shorts that told
real stories of real RBC employees.

The Results

The campaign is multi-phased and will span several years.
Roll out began in January 2023 across Canada.
The campaign will extend to the U.S. and U.K. in summer of 2023.
The campaign is multi-phased and will span several years. Roll out began in January 2023 across Canada.
‍
The campaign will extend to the U.S. and U.K. in summer of 2023.

Increase

In applications to
open RBC roles

Improved

Employee
attrition numbers

Increased

Engagement/usage of
internal myHR platform

Improved

Usage of underutilized
benefits/perks/programs
C&B Studios Inc. © 2023.
C&B Studios Inc. © 2023.