International – Barclays Technology Centre, Singapore
In May 2008 Barclays opened a new office in Singapore dedicated to the support and development of technology for the Global Retail and Commercial Bank.
The challenges were:
- Only Barclays brand in Singapore previously was Barclays Capital, their investment banking arm, so not perceived as an IT employer
- A lot of competition for talent – all the major financial institutions have a presence there
Naturally keen to hire top league candidates in a competitive market, the team was keen to make a splash so decided to book a full colour double page spread. This presented a great opportunity to run a creative ad announcing their arrival, outlining the roles being recruited, with a call to action to contact the recruitment team to discuss specific opportunities. The first ad proved to be a great success with over 2,000 expressing their interest in a career with Barclays during the first week alone. It also won “Ad of Month” in the Straits Times, May 2008
Since then we produced a range of print ads to keep the brand fresh, the most recent of which (the “Dragon” image below) has been entered for the Straits Times annual recruitment advertising awards.
- Advertising – Barclays
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- Employer branding – Barclaycard
- Employer branding – Barclays Commercial
- Employer branding – Merck Serono
- Employee comms – Barclays Commercial
- International – Barclays Technology Centre, China
- International – Barclays Technology Centre, India
- International – Barclays Technology Centre, Singapore
- International – BT, Hungary
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