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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.

Tools & Services relevant to this Case Study

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Analytics and insights
Analytics centralizes every source in your strategy within a single data structure to follow the complete path of every candidate.
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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
Candidates and employees are proactively engaging with companies across multiple channels. If organizations aren’t present, they’re not considered. We can help.
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Employer value proposition
Bring your EVP to life through powerful insights, creative, and validated messaging that connects with the talent you seek to attract and retain.
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Get in front of the right people, at the right time, with the right message. The result? Greater brand awareness and expanded right-fit talent network.
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Brand services

employer brand iconEmployer value proposition
Bring your EVP to life through powerful insights, creative, and validated messaging that connects with the talent you seek to attract and retain.
social content marketing iconSocial and content marketing
Candidates and employees are proactively engaging with companies across multiple channels. If organizations aren’t present, they’re not considered. We can help.
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Leverage effective campaigns that flex across multiple channels, audiences, and touchpoints to drive impact and applications.
evp iconEmployer branding
Manage your Employer Brand for impact and effectiveness. Together we clarify your differentiators to connect with the right talent.
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Help candidates get questions answered about your company, open roles, and more through a friendly chatbot on your career website.
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