Standard Chartered Bank.

Financial Crime Compliance.

THE CHALLENGE: Standard Chartered has a vision to lead the way in financial crime compliance (FCC). They were expanding their FCC team rapidly and had many roles to fill. The challenge was the candidates lacked awareness and understanding of the FCC function and believed it to be “just a compliance role”.

THE IMPACT: What became clear was that FCC has a compelling story, but candidates didn’t know about it. To encourage applicants, we needed to share this story. The FCC Pitch Book was born. During our research we learnt that FCC is about connecting the dots and seeing the bigger picture. This became the central theme for the pitch book which connected the dots of the FCC world to help candidates understand it better. Leading with why, we explained why FCC even exists and its impact on the Bank and the wider community

 

THE IDEA: What became clear was that FCC has a compelling story, but candidates didn’t know about it. To encourage applicants, we needed to share this story.

The FCC Pitch Book was born. During our research we learnt that FCC is about connecting the dots and seeing the bigger picture. This became the central theme for the pitch book which connected the dots of the FCC world to help candidates understand it better. Leading with why, we explained why FCC even exists and its impact on the Bank and the wider community.

The Pitch Book was accompanied with an internal referral campaign and digital targeting through LinkedIn and eFinancial Careers. We moved beyond traditional job descriptions and brought our messages to life through storytelling. Our tone of voice was conversational and authentic, something that is easy to read and devoid of jargon.