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PNC Bank wins and retains top talent with refreshed employer value proposition (EVP), employer branding, and internal mobility

Symphony TalentOctober 23, 2019Employer BrandingEmployer Value PropositionFinance

How a clearly defined employer brand transformed recruitment and retention

The brief

For more than 160 years, PNC Bank has stood as one of the United States’ largest diversified financial services institutions, with over 50,000 employees in more than 40 states across the country.

Offering a full range of retail and business banking services, it has a diverse range of employment opportunities — from high-volume retail and customer service positions, to corporate and institutional banking jobs, asset management careers, and corporate roles, with a hands-on, in-house recruitment marketing team to support its hiring needs.

The challenge

As a “main street” bank, PNC had to address public perceptions regarding employers and banking careers. Given PNC exists in a highly regulated industry, its communications policies are strictly controlled by corporate. So, leveraging PNC’s consumer brand meant repurposing it for recruitment marketing as well. Facing a consumer versus employer brand struggle, as well as strict messaging guidelines, PNC had to evaluate how to tell its employee stories, and define its employer value proposition.

The solution

From conducting focus groups to competitor analysis and surveying employees to validate concepts, PNC’s research helped clarify its place in the market and what it’s like to work at PNC. Guided by those findings, it defined the EVP and consistently executes messaging across all channels, including its internal mobility site, banners, profiles on media partner platforms, career site messaging, and more. After implementing its new strategy, PNC saw a 33% increase in conversions, 5.4% increase in media-attributed hires, and 5%+ decrease in marketing costs.

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Analytics and insights

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Internal mobility sites

With an internal career site, employees can engage with the brand, explore opportunities, and apply for open roles with ease.

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Social and content marketing

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