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The Dutch central bank. Bank of banks. Authority, guard and supervisor. DNB is very well known in the Netherlands, but they needed help telling the story of what they do and who does it? After years of communicating, mainly at a job branding level, it was time to invest in a strong employer brand, in part due to the tight Dutch labor market. We’re quite proud that after an extensive pitch, DNB selected Radancy to help achieve these goals together.
The social relevance of DNB not only makes up the identity of the organization, but also gives DNB a unique and distinctive character as an employer. Younger generations especially want to 'make a difference' with their work and they’re able to do just that at DNB, in many areas. By portraying the current issues and goals DNB is working toward, not as abstract corporate themes but as concrete 'work in progress', we tried to make the work feel transparent and close by. We decided to showcase various specialists who, with their knowledge and conviction, shine in their fields. In doing so, we are giving a name and a face to the work of DNB. In this way, we are transforming DNB from institute to workplace, from abstract to concrete, from guard to architect, and from brand to people.
Real employees took a leading role in this campaign. We interviewed, photographed and filmed 13 DNB specialists, all with different backgrounds, career paths and fields of work — from financial risk management to data analysis, and from policy to statistics. The authentic employee stories take center stage on the completely renewed recruitment website that we developed from A to Z. From each story, we created a sharp headline that illustrates the complex issues of DNB, conveying the concrete activities of people into work that requires solutions.
To further stimulate pride and ambassadorship among colleagues, DNB organized a special launch day to introduce the campaign internally.
The campaign kicked off in August 2019 with a special employer branding commercial, after which various offline (in Amsterdam, where the head office of DNB is based) and online communications were used to reach specific target groups.