Creating the
bank of
tomorrow.

Bank of Ireland

Founded in 1783 and headquartered in Dublin, Bank of Ireland is the country’s leading financial institution and has deep roots and strong ties to the communities it serves. With almost 12,000 employees nationwide, as well as offices in the UK, France, Germany and the U.S., it provides consumers, businesses and global corporations with a broad range of banking products and financial services.

The Challenge

Bank of Ireland created an environment for employees to thrive that includes a great company culture, giving back and a focus on inclusion and diversity. But it wanted to look for more opportunities to communicate its core values in a way that its workforce could connect to — which could benefit its ability to attract, engage and retain top talent in today’s rapidly evolving financial landscape.

The Approach

We interviewed employees across a broad range of disciplines and discovered an opportunity to connect employees more closely with Bank Of Ireland’s people-oriented values, namely belonging, employee growth and diversity. With this in mind, we set out to create a communications programme that would:

  • Capture stories and perspectives from a wide cross-section of staff
  • Bring Bank of Ireland’s values to life through emotive content
  • Target and engage job seekers with a careers website that reflected the bank’s  culture and offered a real insight into what makes it a great place to work

Attract

Pulling in top talent

For an organisation that’s been around for over 200 years, Bank of Ireland is firmly focused on the future, so we came up with the proposition “Join today. Create tomorrow.” We built a careers website that would give job seekers a taste of day-to-day life at the bank.

We put current employees front and centre throughout the site, using them in videos, photography and blog posts to best articulate Bank of Ireland’s learning and development offering, career opportunities and rewards and benefits, as well as its inclusion and diversity efforts.

Additionally, we introduced an easy-to-use search function that enables job seekers to look for positions by title, department, location and category, while jobs can be applied for on both desktop and mobile.

Engage

Connecting employees with a purpose

We knew from our research that there was an opportunity to connect Bank of Ireland’s employees with the bank’s broader purpose. Recognising the value of its diverse workforce, we developed an Inclusion & Diversity campaign around the concept “Many Voices: One Bank”.

As part of the campaign, we collected stories and viewpoints from a wide array of employees and created a microsite that brought the bank’s I&D strategy to life through video, photography and content based on six pillars: multicultural, intergenerational, gender balance, LGBT+, parents and carers, and accessibility. We supplemented this physically with posters.

“The Atomic DNA team secured a deep understanding of our organisation to inform our internal and external communications. We greatly value their expertise, customer centricity and professionalism.”

Brigid Roche, Senior Leadership & Talent Manager, Bank of Ireland

If you need help bringing your employee stories and personalities to life, get in touch with us today.

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