Linkleaders

The Digital Footprint of Technology

Technologies That Matter. mBank on IT in Banking – Is It a Myth or a Hit vol. 2

CHALLENGE/ACTION STRATEGY/PROJECT SCOPE

The IT landscape was unique and challenging for candidates in 2023. The weakened global economic climate in the tech industry significantly affected the operations of IT companies in the country. However, mBank did not slow down and continued hiring specialists.

We already had experience with campaigns that presented the industry's specifics in an accessible and concrete way, boldly confronting the stereotypical image of IT in banking. We knew they were effective. We decided to take the next step, focusing even more on specifics in our message.

IMPLEMENTATION

Based on our self-produced report 'Technologies that Matter', IT managers from mBank referenced selected theses in their recordings and presented the working realities within their teams. We achieved three objectives: we dispelled myths based on research results, provided insight into the working methods within mBank's IT, and authentically presented profiles of potential candidates' supervisors.

AWARDS

EBEA 2024
distinction in the category of external campaign

Golden Pin  
in the Golden Pins 2024 Competition in the Employer Branding category

Client

CHALLENGE/ACTION STRATEGY/PROJECT SCOPE

CHALLENGE/
ACTION STRATEGY/
PROJECT SCOPE

CHALLENGE/ACTION STRATEGY/PROJECT SCOPE

mBank currently employs about 1,000 IT professionals, and in 2021 planned to increase its workforce by around 100 people from Łódź and Warsaw. The battle for talent—recruiting specialists in the IT industry—is a significant challenge. Banking is considered a dull sector for IT; the main motivation for IT professionals to change jobs is not so much the salary, since salaries in this sector are high, but rather the professional challenges associated with working on ambitious projects.

mBank currently employs around 1,000 people in IT, and in 2021, it planned to increase employment by approximately 100 people from Łódź and Warsaw. The battle for talent — recruiting specialists in the IT sector is a significant challenge. Banking is considered a boring industry for IT — the main motivation for IT specialists to change jobs is not so much the salary, as it remains high in this field, but rather the professional challenges associated with working on ambitious projects.

mBank currently employs about 1,000 people in IT, and in 2021, it planned to increase its workforce by approximately 100 individuals from Łódź and Warsaw. The battle for talent – recruiting specialists in the IT industry is a significant challenge. Banking is often perceived as a dull industry for IT professionals – the main motivation for changing jobs for IT specialists is not so much the salary, as it remains high in this sector, but the professional challenges associated with working on ambitious projects.

IMPLEMENTATION

The proposed creative concept for the campaign involved combining two elements – storytelling based on the target group's insights and a humorous debunking of stereotypes surrounding IT in banking.

The proposed creative concept of the campaign aimed to combine two elements – storytelling based on insights from the target group and humorous debunking of stereotypes surrounding IT in banking.

AWARDS

Golden Clip 2022
in the category of Employer Branding

EBEA 2022  
honorable mention in an online campaign

EBEA 2022  
distinction in online campaign

EBEA 2022  
honorable mention in an online campaign

key visual

TOOLS

external report
press publications
recordings with IT managers
paid campaign (Meta, LinkedIn, SEM, YouTube)
mailing
IT blog of mBank
Employee Advocacy

duration

November 2023–March 2024

RECRUITMENT VIDEO AND LANDING PAGE

TOOLS

10 EB films about work in different departments
Photo session with employees
Landing page
City OOH campaign and public transportation (buses)
Online campaign – LinkedIn, GDN, Google Search, YT
Job fairs

10 EB films about work in various departments
Photo session with employees
Landing page
City OOH campaign and on public transport (buses)
Online campaign – LinkedIn, GDN, Google Search, YT
Job fairs

10 EB films about working in different departments
Photo session with employees
Landing page
City OOH campaign and in public transport (buses)
Online campaign – LinkedIn, GDN, Google Search, YT
Job fairs

duration

April–July 2022

TOOLS

external report
press publications
recorded sessions with IT managers
paid campaign (Meta, LinkedIn, SEM, YouTube)
mailing
IT blog of mBank
Employee Advocacy

duration

November 2023–March 2024

Technologies That Matter.
mBank on IT in Banking – Is It a Myth or a Hit, vol. 2

CHALLENGE/ACTION STRATEGY/PROJECT SCOPE

CHALLENGE/
ACTION STRATEGY/
PROJECT SCOPE

The IT landscape was unique and challenging for candidates in 2023. The weakened global tech market significantly affected the operations of IT companies in the country. However, mBank did not slow down and continued hiring specialists.

We already had experience in campaigns that presented the specifics of the industry in an accessible and concrete way, boldly confronting the stereotypical image of IT in banking. We knew they were effective. We decided to take another step, focusing even more on concise messaging.

IMPLEMENTATION

Based on our own report 'Technologies That Matter,' IT managers from mBank referred to selected theses in recordings and presented the realities of working in their teams. We achieved three goals: dispelling myths based on research findings, providing insight into the work style at mBank IT, and authentically presenting the profiles of potential candidates' supervisors.