Deutsche Bank

Redefining the talent narrative for a global investment bank.

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The challenge

Banking is changing faster than ever and Deutsche Bank needed to redefine their employer brand for a new era and a new corporate brand. With a growing emphasis on technology teams, an increasingly competitive graduate market and a radically different business strategy, they needed an employer brand that reflected their unique and leading market position.

The strategy

We undertook extensive research to understand what the corporate brand 'Positive Impact' meant for colleagues delivering it. This was converted into four easily understandable pillars to articulate the firm's EVP and flex for locations as well as their three key audiences: early careers, experienced hires and technologists.

The solution

We created a story-led employer brand that took candidates and colleagues inside the personal experience of delivering positive impact at an innovative industry-leader. We showed the audience what they could achieve and how. This underpinned activations including a launch film, graduate campaign, technology talent campaign, internal mobility campaign and website redevelopment across the UK, US, Germany and APAC.

48% increase in the number of visitors to the careers site

50% increase in average engagement per post

35% increase in graduate applications in the first year