Search:
Newsletter signup:
Engagement

The business of social media marketing, storytelling and gamification

Social Business

Integrating social business thinking and technologies throughout the enterprise.

Social Analytics

The business of social media listening, understanding and reputation

Sustainability

Social media meets social responsibility.

Social Commerce

Where social media relationships translate into transactions

Home » Community, Engagement, Social Business, Social Media News, social media screw-up, Social Media Spotlight

Social media spotlight: ING careers campaign opens a can of worms

Submitted by on January 14, 2013 – 10:08 amOne Comment

As HR departments look at increasingly smart ways of using social media for recruitment purposes, multinational bank ING has launched a new campaign on its Facebook careers page, aiming to make the business of banking a whole lot more transparent.

The ‘Next Generation Banking’ campaign sees a bunch of cute kids pose basic – but relevant and oft-debated – questions about the banking industry. Those considering a career in banking are then asked to submit a clear and concise response, simple yet informative enough that even a child could understand it. First up: “Why do we need banks?”

Now, on one hand the campaign is bravely touching on a controversial subject which is at the forefront of everyone’s minds; the economic climate is taking a dive and people have questions and concerns about what’s best for their money. This campaign aims to start an important dialogue.

On the other hand, people are angry and fed up with bank scandals, austerity measures, unemployment, rising prices, inflation… it goes on. As such a campaign of this nature is going to attract some critics. Some harsh critics:

The campaign is planned to run until February 15th, with new video questions posed every week. Its mix of seemingly patronising banking fan-dom and furious negativity will likely make for entertaining observation.

Share

One Comment »

Leave a comment!

Add your comment below, or trackback from your own site. You can also subscribe to these comments via RSS.

Be nice. Keep it clean. Stay on topic. No spam.

You can use these tags:
<a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <strike> <strong>

This is a Gravatar-enabled weblog. To get your own globally-recognized-avatar, please register at Gravatar.

Additional comments powered by BackType