With more than 26 million customers across every UK community, Lloyds Banking Group (LBG) is driven by its purpose to help Britain prosper and make finance a force for good. The bank had historically recruited graduates into banking, but now needed to attract digitally-savvy people capable of delivering a £3bn technological transformation. The rise of FinTechs means tech and data skills are in high demand and low supply, so it needed to stand out, challenging the audience’s perceptions of banking as a career.

The campaign needed to be digital-first, providing a seamless and intelligent experience from first contact to hire. ‘Imagine What’s Next’ targeted multiple audiences across social platforms, including parents, carers and teachers who could influence early career talent. A digital experience across 34 university campuses offered an AI-powered journey that took students through colleague stories and interactive tasks.

The early careers website was refreshed with a more user-centric interface, and an internal ambassador programme amplified the campaign. Integrated social feeds and prominent DEI and wellbeing content showed prospective employees what it was like to work at LBG. The multi-faceted campaign generated a huge increase in tech and data programme applications, and the careers site was even named ‘best website’ by the Times Top 100 Graduate Employers Awards. The bank also improved its brand image innovation scores, rising in STEM student attractiveness rankings by more than 15 places.