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CREDIT SUISSE
Capturing the attention of top talent
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About Credit Suisse
As one of the world's leading banks, Credit
Suisse provides its clients with investment
banking, private banking and asset
management services worldwide. Credit
Suisse offers advisory services,
comprehensive solutions and innovative
products to companies, institutional clients and
high-net-worth private clients globally, as well
as retail clients in Switzerland. Credit Suisse is
active in over 50 countries and employs
approximately 47,000 people. Credit Suisse's
parent company, Credit Suisse Group, is a
leading global financial services company
headquartered in Zurich. Credit Suisse Group's
registered shares (CSGN) are listed in
Switzerland and, in the form of American
Depositary Shares (CS), in New York.
Business Challenge
When you’ve been a bit inconspicuous, how do
you get the best people to notice you again?
Credit Suisse may be a huge, successful
investment bank. But it hadn’t been telling
prospective graduate recruits that for a couple
of years. There had been little, if any, campus
marketing and dramatic cut backs in
recruitment. As a result, the bank found that
when it did need new, raw talent, it was
competitors who were getting all the attention –
and all the applications – from the best
candidates.
Solution
Make a splash right across the globe with a
highly targeted message.
Differentiation and visibility then, were key. As
was the chance to make an impact within the
firm (so our research told us). As was diversity
(so Credit Suisse told us).
Our multi-media campaign, based around the
line ‘Fit in. Stand out’, successfully addressed all
of these points – as well as preconceptions
about what working in an investment bank is
really like. The message was as simple as the
executions: people who are good enough to fit
into Credit Suisse will be developed, noticed,
taken seriously and given training that will help
them shine – whatever their background or
degree discipline.
The ‘Fit in. Stand out’ headline also worked as a
branding tool, creating an identity for the
campaign. To boost its visibility – and that of
Credit Suisse – we not only applied it to a
a cool, crisp brochure, an information-rich
website and a bold exhibition stand plus wing
banners. We also used it eye-catching doublesided
hanging banners, lenticular postcards, a
series of posters and presentation materials.
Giveaways included a branded USB port –
something that people were sure to keep and
use, as well as guaranteeing that Credit Suisse
would never be far from our target audience’s
thoughts.
Result
The campaign has achieved record levels of
response across the UK, Europe and the US.
Importantly, awareness of Credit Suisse as a
destination employer in the graduate market
has increased in all the markets it recruits in.
Another indication of success has been the 'Fit
in. Stand out' theme being incorporated in a
number of speeches by the CEO about people
at Credit Suisse.
The campaign was so successful it was
extended across all markets in 2006/07. |
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copyright © Tal-os Asia Limited. 2008 All rights reserved
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