SMBC
Evolving an EVP to attract top talent
The challenge
Sumitomo Mitsui Banking Corporation's (SMBC) Employer Value Proposition (EVP) needed to evolve. While the company had a rich heritage and strong internal culture, its external image lacked energy and distinction, particularly as an employer of choice.
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Our approach
We ran a collaborative workshop to explore SMBC’s identity and aspirations. It revealed a clear appetite for a bolder tone of voice, greater confidence, and clarity on what sets SMBC apart as an employer. From this, we distilled three core traits that shaped the refreshed EVP.
To bring this to life, we refined the EVP to reflect SMBC’s personality - auditing the creative strategy, developing new visual and verbal assets, delivering campaign photography and videography, and designing an updated careers webpage and social content.
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The result
A refreshed EVP and identity that capture SMBC’s authentic, ambitious spirit. The new approach helps SMBC stand out as an employer of choice, attracting talent who are ready to make a collective impact.
