A tale of true brand identity

The beginning

With an organisation as large and diverse as ING, it is quite a challenge to ensure consistent messaging to the increasingly international recruitment market. ING’s international employer branding team felt that a consistent, recognisable and adaptable employee value proposition would unite ING’s brand across different countries, markets and businesses. With a shared global identity, the individual characteristics of every business could shine.

The middle

Understanding is the basis of every relationship. So our research specialists spent several weeks getting under the skin of ING. Through a mixture of face-to-face interviews and focus groups with actual and prospective employees, we were able to identify common traits, perceptions and behaviours.