How banks build employer branding – analysis of a recruitment agency

Banks operating in Lithuania that focus on internal employer branding think first of all about their customers, whose good or bad experience with the bank’s employees is directly related to the bank’s image as an employer. Probably all major Lithuanian companies use social networks, but while some see only customers, others also see employees. “While one bank is sharing a post about new loan rules, another bank’s account is focused on a new employee who is enjoying his first days at his new job. Lithuanian banks are fighting for the same employees, but when the fight moved to Facebook, the forces have become very different,” says Karolis Blaževičius, partner Indigroup recruitment agency.

According to him, all major Lithuanian banks are taking care of employer branding, but some are doing it professionally, while others are just starting.

See beyond customers

The biggest battle for employees on Facebook was sparked by the opening of a new Danske branch in Vilnius. The bank’s Facebook platform has become a great tool for building its employer image.

“The percentage of the bank’s posts used for employer branding – more than 90% – is proof of that. You don’t even have to go to the office – the employees, their mood, their general leisure time – it’s all there on the palm of your hand in the form of photos and videos on the bank’s Facebook account. DNB and Swedbank have taken a strong stand in the battle for employees on social networks. Both banks have a clear employee orientation on their accounts. DNB’s employer branding is mainly on the theme of the bank’s marathon, while Swedbank’s employer branding messages are more varied, but also engage the bank’s employees in conversations with future colleagues,” Mr Blaževičius says. According to him, employee orientation is also visible in SEB and Citadele banks, but on Facebook, at least for the time being, these banks see almost only customers.

It is not only potential employees who notice satisfied bank employees and the employer’s attention to colleagues on social networks. “Building an employer’s image is also a message to the customer – there is a great team here who will not only provide quality service, but also pleasant service because they love their job. So, the right distribution of attention between the employee and the client on social networks is one of the biggest challenges in the battle not only for employees, but also for clients”, emphasises Mr Blaževičius.

In its evaluation of banks’ external employer, Indigroup recruitment agency did not assess the image of banks’ employer on Linkedin due to insufficient communication.

Full article in Verslo žinios