The Digital Footprint of Technology
Client
The financial sector in Poland has been grappling for years with challenges in recruiting IT specialists. Despite global layoffs, the battle for top experts continues, and acquiring talent has become even more difficult. An additional challenge has been stereotypes – many programmers avoid working in finance for various reasons. mBank, as a leader in digital finance, decided to tackle the lack of reliable data on this topic and the rising costs of recruitment.
To break down barriers and better understand the needs of candidates, we conducted Poland's first survey of IT specialists with our client to gauge their perception of working in banking. The report, 'Technologies that Matter,' which was created based on this survey, became the foundation of an employer branding campaign aimed not only at attracting candidates but also at changing the way communication takes place in the market.
AWARDS
Silver Clip 2024
in the category “Employer Branding”
effects
The campaign based on the report attracted 8.5 thousand candidates, with as many as 106 applicants per vacancy. The video creations generated over 8 million views. Despite a 40% increase in the number of recruitment processes, the time-to-hire rate was maintained at 42 days.
TOOLS
Creative concept and research plan
Research and creative workshops
Study conducted by research partner - ARC Market and Opinion based on the developed questionnaire
Collaboration with mBank experts
Content and graphics for report ambassadors on LinkedIn
duration
November 2023–March 2024
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