Eurobank takes employer branding to new heights
Eurobank takes employer branding
to new heights
In 2022, Eurobank was faced with many challenges and had to steer its team of ‘pioneers’ through a period of rapid growth and digital transformation, both internal and external. LinkedIn provided the tools that helped Eurobank build a unique community in the banking sector, strengthen its employer brand, and empower over 6,300 employees with upskilling opportunities.
Navigating business growth and digital transformation
In today’s fast-paced environment, growth can be crucial to the long-term success of any business. As it was expanding fast, Eurobank was determined to use this momentum to stay on top, and set off on a journey that would reach three key milestones – create a platform to strengthen its employer brand, find and hire the right talent, and upskill its current workforce.
From building the employer brand to reskilling thousands of employees – there’s a LinkedIn tool for everything business.
In its efforts to embrace an all-round digital transformation, Eurobank started building the brand on LinkedIn. Brand transparency, well-thought out content, and publishing research turned Eurobank’s LinkedIn Page into the most engaging page across the banking sector. The brand now uses LinkedIn to communicate news, financial reports, innovative products and services, HR initiatives, awards, educational initiatives, and career opportunities.
Speaking of career opportunities, Eurobank used LinkedIn Recruiter to create talent pipelines and find potential ‘pioneers’ at all levels. On top of getting great-quality applications, the company was able to identify where the talent was based, either geographically or within other companies, while the Spotlights feature and other custom filters greatly supported this search.
All these efforts to attract and hire the right talent were matched with a campaign to grow current talent. Eurobank used LinkedIn Learning in a more structured way, giving employees the opportunity to discover the platform’s potential. The curated content was an intermediate step, before getting employees to completely shift towards self-directed learning.
The digital upskilling initiative, which the company named “Digital Accelerator”, outlined five digital skill sets: information literacy, collaboration, content creation, safety and problem solving. The company then mapped out these skills to LinkedIn Learning courses. Employees were able to create their own personal learning journeys across one year. The program was completed by 5.5K employees and recorded more than 520K of learning hours, becoming the most successful and strategic upskilling initiative in recent Eurobank’s learning history.
Following the success of the Digital Accelerator initiative, Eurobank is continuously building engagement on the platform through curated content: either by introducing curated learning paths for high demand skills or for addressing developmental needs, or through major upskilling initiatives. At the same time, it designs specific actions to boost this self-directed learning culture, such as the “Your Learning Bulletin” which is a monthly newsletter featuring LinkedIn Learning content that each time focuses on specific themes relating to corporate news, priorities and events!
Main product used
Increased number of LinkedIn followers – from 72K followers in January 2022 to over 100K followers in March 2023.
Highest engagement rate in the banking sector.
Increased job visibility – 320K job views between Feb 2022 and March 2023, a 23% growth compared to previous year.
264K completed LinkedIn Courses within the organization – In 2022 a total of 407K learning hours were completed by 6.3K employees.
Niche talent attraction and inclusive upskilling fuel our business strategy, enable the growth of our people and serve our 'Prosperity needs pioneers' purpose. Thank you, LinkedIn!
Deputy General Manager
One of the biggest challenges we faced recently was rebranding. LinkedIn was one of the most powerful tools to strengthen our brand, and communicate our purpose and values to external audiences.
By skillfully utilizing platform-exclusive content and fostering a culture of daily LinkedIn engagement, we galvanized both our internal and external communities to form strong connections with the brand and amplify our core values and initiatives. This strategic approach led to Eurobank becoming the preeminent and most engaging page within Greece's banking sector, successfully resonating with its target audiences.
About The Eurobank Group
The Eurobank Group, consisting of Eurobank S.A. and its subsidiaries, is a strong banking group active in 6 countries, with total assets of €83.4 billion and 11,343 employees. It offers a comprehensive range of financial products and services to its retail and corporate customers. In Greece, operations encompass a retail banking network, dedicated business centres, a Private Banking network, and dynamic digital presence. Eurobank Group also has presence in Bulgaria, Serbia, Cyprus, Luxembourg and the United Kingdom (London).
Number of employees: