Employer Branding Best Practice: Engage employees with an internal challenge or contest

BNP Paribas Asset Management is the dedicated, autonomous asset management business of BNP Paribas Group. With more than 3000 co-workers across 30 countries, BNP Paribas Asset Management is one of the world leader financial institution.

In order to build a strong employer brand across the world, BNP Paribas choose to organize a worldwide internal contest, based on the core values of the company. 

The goal of this campaign was to renew conventional employees testimonies by creating Snapchat-like videos, with custom stickers. To do so, they used the Fastory Studio to create a microsite which integrated a mobile-first video contest. 

By letting their employees tell their stories through short videos, BNP AM wanted to shape their employer brand in a way that truly resonates with their talented teams.

By the way, their all employer branding strategy was based on the fact that employees had an opportunity to build their own brand by telling their own BNP AM story, illustrating the core values of the company. 

The main challenge was to get everyone in the organization to care about the contest. To do so, BNP AM and TBWA used several marketing channels such as leaflets. Then, the mobile experience was built this way: 

• An authentication brick, in order to be sure entrants were from the BNP AM teams
• An intro screen, explaining the contest concept. 
• A screen where people choose their preferred core value and recorded their video.
• A leaderboard where entrants and visitors where able to browse and vote for other entries. 

Finally, the campaign was really a success for both BNP and TBWA since the video contest reached 3 times more entries, compared with their usual campaigns.