ING and AKQA launch international employer brand campaign ‘The Perfect* Job’
ING and AKQA have launched ‘The Perfect* Job’, a new international employer brand campaign designed to bring ING’s evolved employee value proposition, ‘Where You Shape What's Next,’ to life and inspire current and future employees around the role they play in shaping the bank’s future.
As ING works towards its goal of being the most loved, most valued and most impactful bank across its European markets, the new employer brand platform has been created to attract people who want to make an impact, build their careers and help shape what’s next for customers, colleagues and society. Designed to support the full candidate journey, from awareness and recruitment through to onboarding and internal activation, the platform reflects ING’s belief that attracting, developing and retaining the right talent is essential to delivering its ambition.
The campaign was informed by a growing recognition that today’s talent is seeking more than traditional employer brand promise, with nearly half of workers considering rejecting a job at a company whose values did not align with their own. Against this backdrop, ING set out to create a platform that would feel distinctive, credible and relevant to the realities of modern working life.
At the heart of the campaign is a simple insight: no job is perfect. Rather than make bigger promises or louder claims, ‘The Perfect Job’ uses honesty and humour to show the relatable realities of working life, including its everyday frustrations, imperfections and moments of uncertainty.
Launching across film, out-of-home, digital, social, events, recruitment channels and internal communications, the platform has been designed to work consistently wherever people encounter ING. The campaign includes four films, six key visual executions and a toolkit that can be adapted across markets. Initial paid media activity will launch in Belgium and the Netherlands, with eight additional markets following over time.
“Too often, employer branding shows us a polished version of our professional lives,” said Eva Leysen, global employer brand lead at ING. “We wanted to do something different. ‘The Perfect* Job’ starts with the imperfect moments we all recognise, because they’re often the moments that show what working at ING is really about: growing, making an impact, and being successful together.”
“There’s something much more interesting in acknowledging that no job is perfect than pretending you’ve somehow created one,” said Evan Dunn, Executive Creative Director at AKQA. “That honesty gave us the creative opportunity to take the frustrations and imperfections we all recognise, have a little fun with them, and turn them into something distinctive for ING.”
The campaign builds on AKQA’s wider relationship with ING, including work across brand strategy, identity, experience and communications. Having partnered with ING to develop its evolved employer value proposition, ‘Where You Shape What’s Next’, AKQA was uniquely positioned to translate that strategic foundation into a global employer brand platform for employees and prospective candidates around the world.
The campaign was developed by AKQA and produced in partnership with House of Humans.
