Talent attraction for banks can be challenging. It’s a fast-paced industry with a very ‘men in suits’ image that, in many ways, is only appealing to men who seek to live that lifestyle.
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During Debbie Celado‘s tenure as Head of Employer Brand Marketing at Citizens Bank, she played a pivotal role in shaping the bank’s employer brand. Here are some key aspects of Citizens Bank’s employer brand under her leadership:
Core Values and Culture:
- Community Engagement: Citizens Bank was known for its strong commitment to community involvement and giving back. This was a significant part of their employer brand, attracting candidates who shared these values.
- Collaboration and Teamwork: The bank fostered a culture of collaboration across different business lines, encouraging employees to work together to achieve common goals.
- Employee Development: Citizens Bank invested in employee development and career growth, providing opportunities for learning and advancement.
Talent Acquisition and Recruitment:
- Targeted Recruitment: The bank employed targeted recruitment strategies to attract specific talent pools, such as tellers, personal bankers, and licensed relationship bankers.
- Engaged and Empathetic Employees: Citizens Bank aimed to hire employees who were not only skilled but also engaged and empathetic towards customers.
- Strong Employer Value Proposition (EVP): Celado worked to develop a compelling EVP that highlighted the unique benefits and opportunities of working at Citizens Bank.
Employer Branding Initiatives:
- Social Media: Citizens Bank utilized social media platforms to showcase their employer brand and engage with potential candidates.
- Employee Stories: The bank shared stories of employees and their experiences to humanize the brand and attract talent.
- Career Website: The bank’s career website was designed to provide a positive candidate experience and showcase the company’s culture and values.
Overall, Debbie Celado’s leadership helped to strengthen Citizens Bank’s employer brand and position the bank as an attractive employer in the financial services industry. She emphasized the importance of a strong employer brand in attracting and retaining top talent, and her efforts contributed to the bank’s success in this area.
