Hello to a new dawn

ClientHSBC
LocationNational
Time2017
Services

Background

One of the world’s largest banking and financial service organisations, HSBC, was moving its UK head office from London to Birmingham to create a new ring-fenced bank. As a company with a customer base, employees and branch network that covers the entire UK, the bank needed to recruit over 1,000 new roles in Britain’s second-biggest city.

Key project information

becg was tasked to work with the career branch of HSBC UK to bolster its mammoth recruitment drive through content marketing, encouraging current employees to relocate from London – Birmingham as well as attracting new regional talent to the business.

How we assisted

Our content marketing strategy aimed to seed and distribute content, primarily through social and digital channels. With the objectives to drive target audiences to HSBC.com, encourage talent to register and apply for specific/open roles and raise awareness of the new Birmingham head office and opportunities this brings the region.

The campaign specifically focused on targeting:

  • D&I agenda (50/50 gender split workforce), LGBT+, disability
  • Specific hiring requirements in hard to fill roles including risk and audit, legal counsel and marketing
  • The midlands community

Outcome

  • Increased engagement on Twitter by 985% in the first four weeks of the campaign
  • Generated over 971 link clicks from social media to HSBC.com
  • 200+ follower increase on HSBC Careers Twitter channel
  • Secured retweets and engagement from high profile influencers within our target audience, including:
    • Birmingham City Council
    • Birmingham Pride
    • Inc Networks LGBT+
    • Greater Birmingham Chambers
  • Secured interest from 60% of the identified key influencer groups to encourage content sharing and third-party distribution, including:
    • Forward Ladies
    • Women in Banking and Finance
    • MyGwork
    • London Women’s Forum
    • University of Birmingham Alumni
  • Secured a regular content partnership with Business Birmingham, the city’s official inward investment programme. HSBC’s content has been and will continue to be shared on both the website’s ‘news’ and ‘case study’ sections, as well as on the programme’s Twitter channel (16.5k+ followers)
  • Shared thought leadership articles with brap, a leading equalities charity for young people, to be posted via internal communications and on its Facebook page