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.
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.