People’s Insights: Volume 2, Issue 29

Reputation | Employee Engagement | Citizenship

ING Next Generation Banking

What is Next Generation Banking?

Source: Aiesec

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.

Mission to discover and attract

international talent

Source: YouTube

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."

The creative idea

Source: Facebook

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

The ebook – Curious Little Leo

Source: Slideshare

Using the most inspiring

answers submitted to the

campaign, ING created a

special children’s book on

banking, called Curious

Little Leo.

Promotes financial literacy

Source: Slideshare

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

“A Conversation Starter”

Source: ING.com

The campaign reached

more than 10 million

unique Facebook users

and has been viewed more

than 80 million times.

The campaign led to in-

depth articles and blogs

and sparked debate

around the importance of

child-like-simplicity in

banking.

Evolving communication landscape

Source: Facebook

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.

Reaching out to the Youth

Source: visiblebanking.com

For ING’s campaign to be

successful it was important

that they engage with the

right audience. ING’s long-

term relationships with

CEMS and AIESEC was

ideal to give the campaign

the impetus it needed.

Role of strategic comms in finance

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.

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

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