BNP Paribas, a global financial institution of French origin, faces three challenges in developing its employer brand in Spain.

First, a low brand recognition due to limited visibility from the lack of physical branches.

Second, the need to transform the perception of the employee experience in a sector banking, traditionally perceived as rigid and conservative.

Last, the challenge of establishing a brand as an employer in a market, where competitors have already been communicating for years.

At WTC, we leveraged our expertise in employer branding to conduct an internal and external analysis of the company and the sector. The internal analysis allowed us to gain key insights into the organizational culture, while the external analysis helped us identify the needs expressed by professionals in their work environment.

The research also revealed communication opportunities, as we detected that the tone and message of financial institutions were overly technical and role-specific, ignoring general aspects of the organization such as culture, purpose, and the diversity they aim to attract.

Through this research, we designed a strategy around an aspirational and human-centered narrative that connected BNP Paribas’ mission with the growth and development aspirations of a broad segment of professionals.

The EVP ‘Imagine. Transform. Impact’ has become the cornerstone of BNP Paribas’ positioning as an employer of choice. This strategy has reinforced the sense of belonging among employees and improved the bank’s visibility as an employer in the labor market, differentiating it from competitors who use more conventional messages.

Today, BNP Paribas is positioned as a benchmark in innovation, positive impact, and professional development, using this value proposition across its career site and international social channels.