Our Work

ASB is an iconic New Zealand brand, with a core strategic priority of staying ahead of financial crime. To align with this goal, ASB aimed to invest significantly in their Financial Crime teams by recruiting a substantial number of skilled professionals from the external market. Despite what appeared to be a favourable talent landscape, ASB faced several challenges:

• Reaching untapped talent:
  Many potential candidates had not considered working in a bank or were unaware of how their skills might transfer to financial crime roles.
• Engaging passive talent:
  In a job market favouring stability, ASB needed to appeal to individuals not actively seeking new opportunities.
• Brand integration:
  ASB had recently launched their People Promise, which had yet to be incorporated into any external branding efforts. Ensuring seamless integration of this messaging was critical.

• Developing a Targeted Value Proposition:
  We crafted an insights-led compelling value proposition designed to spark curiosity about financial crime and invite potential candidates to explore more about these roles. This involved a deep dive into understanding both the specific roles and the broader purpose of the financial crime function.
• Channel and Activation Strategy:
  We created a robust media and activation strategy to ensure the messaging reached the desired audience effectively. This strategy combined awareness-building elements with conversion-focused initiatives.
  Comprehensive analytics were implemented to monitor candidate behaviour and engagement, enabling real-time adjustments to optimize performance.
• Seamless Brand Integration:
  We carefully aligned the campaign with ASB's People Promise, ensuring the core messaging resonated with the external audience while maintaining brand integrity.