Attracting talent and promoting the employer brand

Presentation of the company

Groupe BPCE is the second largest banking group in France. With 105,000 employees, it serves 36 million customers worldwide, including individuals, professionals, companies, investors and local authorities.

It is present in retail banking and insurance in France with its two major networks, Banque Populaire and Caisse d'Epargne, as well as Banque Palatine.

It also operates worldwide with Natixis in asset management, retail banking and payments.

Creation

2009

Type of activity

Cooperative banking and insurance group at the service of its members and customers.

Company size

+ 105 000 employees

Initial need

For its Recruitment division, Groupe BPCE had launched a blog dedicated to recruitment in 2018. The main issues encountered were twofold: On the one hand, the lack of specific content, On the other hand, the absence of conversion elements that prevented potential candidates from being generated and harmed.

The implementation of an inbound recruiting strategy enabled BPCE Recruitment to develop its employer brand while creating a genuine candidate experience thanks to a high-performance content strategy.

Solutions

In order to attract talent and work on the employer brand, we have implemented a comprehensive inbound recruiting strategy :

UX optimization of the blog within the CMS Hubspot, around a work to improve the candidate experience.

Definition of candidate personas until the implementation and writing of a strategy of SEO optimized content to attract traffic on the blog.

Realization of a complete conversion tunnel and implementation of automated nurturing workflows to generate qualified leads.

Worked around the employer brand, giving employees a voice. Production of articles and videos such as "interviews".

Results

With our support, Groupe BPCE has been able to observe an improvement in its marketing performance :

Sessions on the blog

Increase in the number of blog sessions multiplied by 3, thanks to SEO-optimized articles published regularly.

530

New contacts

Generated through a complete conversion tunnel.

Inbound recruiting to attract talent and promote the employer brand