How Lloyds Banking Group revitalized its employer brand.
After the 2008 financial crisis, trust in financial institutions was low. Committed to the immense positive social and economic impact it believed it could have, Lloyds Banking Group sought to create an employer brand to reflect that focus, as well as Lloyds’ investment in technology and digital banking. Highlighting the employee value proposition—“together we make it possible”—Lloyds leveraged LinkedIn to share employee stories to attract and engage the right candidates.
Lloyds’ investment in new technology and its commitment to digital banking meant the company needed to attract skilled people at all levels of experience. To do so, the talent acquisition, branding, and culture teams sought to change perception about the 250-year-old institution and build an employer brand that reflects its commitment to building a collaborative, agile, and fast-paced business.
The team knew they’d need to attract individuals with new skills and experiences, individuals who might not have previously considered an opportunity at Lloyds or in the banking sector. Stories are shared directly by Lloyds’ employees using LinkedIn Elevate, the employee advocacy platform, and through Sponsored Content.
Since the campaign launch, engagement with employer brand content is up fourfold.
Growth in followers
Lloyds Banking Group’s LinkedIn followers have grown by 80%.
More company page visits
Visits to Lloyds’ LinkedIn Company Page are up 30%.
“A key pillar of our corporate strategy for the next few years is building a business that’s more collaborative, agile, and fast paced . . . in order to make this happen, we had to attract the right people with the right skills, at all levels of experience.”
Group Talent Acquisition Director Lloyds Banking Group
ABOUT LLOYDS BANKING GROUP
For over 250 years, Lloyds Banking Group has been making a difference in the lives of customers, businesses, and communities. Today, the Group is still driven by its purpose of helping Britain prosper. Part of an ever-changing industry, Lloyds Banking Group is on a journey to shape the financial services of the future, while supporting customers’ changing needs.
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