New ‘Brand of you’ Integrated Campaign provides hope and resources
Over half of college graduates (56 percent) are unemployed six months after graduation. This shocking statistic prompted The Curious Bank to ask “could a bank help recent graduates find jobs?” As a result, Fifth Third Bank is working with national reemployment company, NextJob, Inc. , to help job seekers develop their personal brands and land employment that will put them on the path for long term success
Fifth Third’s new Brand of You integrated campaign invites recent graduates, many of whom fall into the millennial generation, to enter for one of 1,000 job coaching scholarships during the campaign period (through July 20, 2015).
Interested participant can enter by Tweeting an answer to the following statement: “Tellus why you deserve free one-on-one job search coaching” with both the#BrandOfYou and #53Enter hashtags. The campaign’s website iswww.53.com/BrandOfYou.
“Brand of You is a natural extension of Fifth Third’s commitment to be curious about new and different ways
to improve people’s lives,” said Jack Riley, senior vice president and marketing director for Fifth Third Bank
Eastern Michigan. “The statistics for millennial employment are compelling, if not a bit discouraging, for
recent graduates and their parents.
Their employment challenge is compounded further when you add in the pressures of student debt. This innovative campaign is focused on helping the next generation of the workforce.” Fifth Third Bank has worked with NextJob since 2012 to help unemployed consumers gain meaningful employment — an effort which earned Fifth Third the BAI-Finacle Global Innovation Award for Societal and Community Impact in 2014.
Tweet this news: Can a bank help graduates promote themselves and find jobs? @FifthThird answers with
new campaign: 53.com/brandofyou. #BrandOfYou
Recent graduate job seekers who visit www.53.com/BrandofYou can access some of NextJob’s comprehensive job search training tools to help them develop a personal brand and learn valuable job
search techniques. They can access tools to create a stand out resume with free templates and utilize the site’s headshot creator with professional selfie tips from portrait photographer, Peter Hurley.
Additionally, Fifth Third and NextJob are opening up full access to the Job Seeker’s Toolkit to any one
interested during the campaign period Developed by Fifth Third Bank and agency of record, Leo Burnett, the
Brand of You campaign integrates television, radio, digital, public relations and social media. It features Gina, a real
– life recent college graduate and current job seeker, to encourage other recent grads to apply for job coaching scholarships and demonstrate that any one can gain the knowledge necessary to create and promote their own personal brand and find meaningful employment.
As part of Brand of You, Fifth Third will host a series of one-day Twitter events for recent graduates, Job Twitterviews and TwitterResumes. For Job Twitterviews, held on June 23, Fifth Third will pose a single –
question job interview on Twitter and challenge participants to answer with a 30-second video response.
During TwitterResume events, job seekers will get to advertise their personal brands in a single Tweet.
A Twitter Resume event will be held on July 8. NextJob coaches will be providing feedback to Tweets from
1 Student Clearinghouse, 2013.
For participants during the live events, and on all four event dates, Fifth Third will award 50 job coaching
scholarships for the best responses. “With this campaign, Fifth Third has once again attempted to find a solution to
a very pressing real-life, real-world problem,” said John Courtney, CEO of NextJob. “This is a wonderful use of our talented and dedicated career coaches who get the opportunity to make an immediate and lasting impact on the millennial generation by helping them find and start their careers.”
The campaign operates from the online hub, www.53.com/BrandOfYou, where the job search training
comes to life and the best submissions from the Twitterviews and Twitter Resumes will be featured. The campaign
also utilizes seeded video and pre-roll as well as flash and rich media banners across high-profile websites, networks, and social media, including Twitter, Facebook, LinkedIn and YouTube. Jon Wyville, executive vice president and executive creative director, Leo Burnett, said, “It’s inspiring to see the evolution of this program and Fifth Third’s commitment to helping people. Recent graduates will be impressed at the length our teams have gone to help them find jobs. But that’s who Fifth Third Bank is, a bank willing to invest in people to improve their lives.”
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