ING Next Generation Banking: People’s Insights Volume 2, Issue 29

Reputation | Employee Engagement | Citizenship

ING Next Generation Banking

People’s Insights: Volume 2, Issue 29

What is Next Generation Banking?

ING Bank launched the reputation and talent recruitment campaign, Next Generation Banking, on Facebook to inspire the next generation of bankers to co-create the future of banking.

Source: Aiesec

Mission to discover and attract international talent With Next Gen Banking, ING tries to distance itself from the negative stereotype around bankers and to attract future employees who are interested in more than just "material gains."

Source: YouTube

The creative idea ING created a tab on their ING Careers page, where business graduates were challenged to explain complex financial issues to children aged between 7 and 10 years – the next generation of customers

Source: Facebook

The ebook – Curious Little Leo Using the most inspiring answers submitted to the campaign, ING created a special children’s book on banking, called Curious Little Leo.

Source: Slideshare

Promotes financial literacy The book establishes that ING is actively thinking about the need to re-invent banking, and also the need to promote financial literacy – to the young and the old alike

Source: Slideshare

“A Conversation Starter�

The campaign reached more than 10 million unique Facebook users and has been viewed more than 80 million times.

The campaign led to indepth articles and blogs and sparked debate around the importance of child-like-simplicity in banking.

Source: ING.com

Evolving communication landscape Texting, tweeting, posting and sharing has changed the way people communicate.

It is essential for organizations to change their communication with employees and customers – from message, type of engagement and the medium itself.

Source: Facebook

Reaching out to the Youth For ING’s campaign to be successful it was important that they engage with the right audience. ING’s longterm relationships with CEMS and AIESEC was ideal to give the campaign the impetus it needed.

Source: visiblebanking.com

Role of strategic comms in finance The role of strategic communications in the overall growth strategy has only deepened and assumed greater importance, more than ever, in the recent past. As we live in an era of an always-on economy, the shift from monologue to dialogue was inevitable. This makes strategic communications an intrinsic part of the strategy, to be able to give shape and direction to a creative and compelling story. This is true for any industry, as much for ours.

Harmindar Singh Vice President at MSLGROUP India

Thinkers pointed out that ING is not only willing to change the industry, it’s also willing to listen and engage with its people.

Indeed, ING’s approach of working with future employees to ‘co-create’ a vision of the future has helped it create awareness among graduates (future bankers) and customers.

Read People’s Lab insights & foresights The People’s Lab team shares the insights and foresights from the MSLGROUP Insights Network on the People’s Insights weekly blog , quarterly magazine and annual report.

MSLGROUP INSIGHTS NETWORK

PEOPLE’S INSIGHTS WEEKLY BLOG

PEOPLE’S INSIGHTS QUARTERLY MAGAZINE

100+ MSLGROUP planners share and discuss inspiring projects on reputation, employee engagement and citizenship.

We deep dive into conversations around one project to distill insights and foresights.

Every quarter, we compile the best insights from the network and the blog into a magazine, as a showcase of our capabilities.

For more, visit http://peopleslab.mslgroup.com/peoplesinsights

People’s Lab: Crowdsourcing Insights & Innovation People’s Lab is MSLGROUP’s proprietary crowdsourcing platform and approach that helps organizations tap into people’s insight for innovation, storytelling and change.

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