Shawbrook is a specialist savings and lending bank, offering loans, residential and commercial mortgages, business finance, and savings products. It competes with larger financial institutions for talent, so it’s critical that it tells its distinctive story in a compelling and authentic way. When Cielo became Shawbrook’s recruiting partners in 2016, we were excited about bringing this story to life through branding. Videos are probably the most effective story-telling tool, so we knew these would form an important part of talent marketing communications.
Working in close partnership with the HR, Marketing and Creative Leaders at Shawbrook, we agreed that we would interview a selection of employees from each of their core function areas. Our goal was to let the employees share their positive experiences in a relaxed and informal style, and to illustrate the diversity of talent across the bank. Our creative team set-up their cameras on-site at different Shawbrook locations and their friendly interviewing style helped capture the authentic and inspiring footage that you can see on their careers website where the videos are hosted. We then created a range of edits of the videos which were to be deployed across the website and social media channels.
The videos are a central feature of Shawbrook’s careers pages, driving attraction and engagement with the bank’s brand. They have enabled candidates to gain a real insight into the culture, philosophy and career paths available at Shawbrook, inspiring them to become applicants and helping us to convert them into quality hires. The use of video as part of the social media offering has strengthened those brand channels too, raising overall visibility and awareness of the great opportunities available at Shawbrook bank.