Standard Chartered

Challenges Tackled
Standard Chartered aimed to challenge traditional perceptions of banking careers and reposition itself as an employer of choice. With a workforce of 85,000 people across 50+ markets, the challenge was to authentically showcase the bank’s diversity, highlight its commitment to growth and opportunity, and attract top talent at all levels.

Strategic Breakthroughs
Instead of a conventional employer brand film, the strategy was to create a comprehensive suite of 22 thematic videos, each tailored to different audiences, including early-career professionals, diverse talent groups, and specific business areas. A global video shoot ensured consistency while allowing adaptability across locations and demographics.

The Creative Idea
At the heart of the campaign was the tagline "Stand for More", a flexible yet powerful message reflecting the bank’s values—growth, ambition, innovation, integrity, and social impact. A unique filmmaker’s contact sheet visual style added energy and modernity, ensuring that employees were the true stars of the films.

Key Deliverables
• 22 high-quality employer brand videos, tailored to diverse audiences.
• A dynamic, fast-paced editing style that kept the films engaging and authentic.
• A modular content approach, enabling repurposing across different platforms and campaigns.

Outcomes & Achievements
The campaign successfully reshaped perceptions of Standard Chartered as an innovative and inclusive employer. The videos authentically communicated the company’s culture, leading to higher engagement, improved brand perception, and increased interest from diverse talent pools. The modular format also ensures long-term value, allowing content to remain relevant and adaptable for future use.

The Results
Four month video engagement from Sept 2024 to Jan 2025

LinkedIn
26,802 views with a reach of 30,937

YouTube
7,871 total website views

Paid-for social
5 campaigns
1,382,265 people reached through 5,397,150 impressions
1,521,932 video views
8.1% engagement (124,013)

“I couldn’t recommend our apprenticeship programme highly enough! Thank you Jenny Potter and Sammie S. for your amazing work putting these films together. I think it really showcases what makes being an apprentice so special. Thanks also to our apprentices for sharing their experiences.
I couldn’t be prouder of what they’ve achieved.”

Leanne Newton
Global Head of Early Careers,
Standard Chartered Bank