With more than 26 million customers and a presence in every UK community, Lloyds Banking Group (LBG) wants to help Britain prosper and make finance a force for good. However, attracting young candidates’ attention on social media can be challenging, so the bank needed a social campaign that would speak directly to the needs and aspirations of Gen Z as they navigate uncertain times. It needed to build on its already ‘Imagine What’s Next’ campaign aimed at prospective graduates, students, interns and apprentices, and engage young people from ethnic minorities, lower socio-economic backgrounds, alongside more women.

Inspired by the idea of ‘everyday impact’, Blackbridge and Lloyds designed a campaign to demystify what being an apprentice or graduate is all about, and how young people can make a difference in these roles. The campaign put real graduates and apprentices on screen, empowering them to share their own experiences and career paths. This would look striking on busy social feeds and appeal to parents, carers and other real-life influencers of this candidate audience. Films were shot in a real home, capturing the charm of parent-child or sibling conversations.

The bank chose Instagram, TikTok and YouTube to target 16- to 25 -year-olds, and Facebook to reach out to adult influencers in their lives. Videos shared on Insta Stories and grid posts brought our conversations to existing followers, while Reels and paid ads engaged users who were not yet aware of the employer brand. Alongside video, Lloyd’s created carousels and single image assets (such as behind the scenes stills) to ensure the campaign could be enjoyed by as many people as possible. The Family Matters campaign generated a total of 12.3 million impressions across social media, and helped the bank to rise eight places in the Times Top 100 employers, from 20 to 12. “We know many fulfilling, exciting and productive conversations have been inspired by Family Matters – and that legacy, to us, is something you can’t put a number on,” says Nofi Balogun, emerging talent branding and attraction manager.