SEB Business Services: At the heart of the action
Who doesn’t want to work close to the pulse, right where things happen?
At SEB Business Services you can. Here, customer relationships and operational work go hand in hand with strategy, AI and automation, close to the heart of the business. The bank’s cycle can never stop. Or as the employees themselves put it: “Who you gonna’ call? Business Services!”
The assignment
Our assignment was to create a communication platform and a creative concept to challenge perceptions, increase attractiveness and build internal pride. We wanted to tell the story, in everything from messages and images to film and creative assets, of a vibrant unit with an ambitious change agenda, where plenty of development opportunities are waiting.
The challenge
SEB Business Services is an important part of the bank, operating at the very heart of customer delivery. Qualified employees with the right skills are crucial here, and for those who want to grow their career there are plenty of opportunities: exciting jobs, smart solutions and groundbreaking technology. Even so, the unit is often associated with simple back-office roles, which makes it challenging to recruit talent.
How we did it
The project began with strategic work based on, among other things, an analysis of the talent market, qualitative employee interviews and workshops with people in the business. We also created personas for the different talent groups to increase understanding and precision. Together, the strategic work gave a truthful picture of what SEB Business Services actually has to offer its employees.
From the insights we moved on to creating a communication platform together with an overarching creative concept, manifesto, headline variations, visual guidelines and a moodboard, as well as creative examples along the phases of the talent journey.
“At the heart of the action”
The concept was summed up simply and powerfully as “At the heart of the action”, precisely because SEB Business Services is right in the middle of things, close to the bank’s pulse.
In the same spirit, we planned and carried out photo and film shoots of creative employee portraits and an EB video. The feeling of pulse and action was conveyed through reflections, mirroring, intense presence, eye contact, interaction between people and high energy.
“It’s especially rewarding to see that our message has reached our colleagues in the bank, who have noticed our employees’ important contribution to customer delivery in a way we haven’t experienced before. We can also see that the message works in the talent market, as we see an increase in the number of applications to our advertised roles.”— Chanakiet Sonthinoi, Project Lead, SEB Employer Branding
The result
The new communication concept was launched internally in October 2023 at a festive launch attended by key people from SEB Business Services. The concept and film created a lot of pride and engagement among the unit’s employees and will continue to shape both internal and external communication, strengthening the culture and attracting new qualified employees.
