--- title: "Employer branding and content strategy: ING Direct vs BNP Paribas" description: How do two major companies, BNP Paribas and ING Direct, develop a content strategy for their employer brand? image: https://inbound.lasuperagence.com/hubfs/BIGSTOCK/bigstock-Defense-Paris-France-Februa-119309606.jpg --- [![Logo La Super Agence](https://inbound.lasuperagence.com/hs-fs/hubfs/lasuperagence-web.png?width=291&height=50&name=lasuperagence-web.png "Logo La Super Agence")](https://www.lasuperagence.com/) - [IA et Marque Employeur](https://lasuperagence.com/gen-ia-marque-employer/) - [Nos publications](https://inbound.lasuperagence.com/nos-publications) - [Inbound Recruiting](https://inbound.lasuperagence.com/inbound-recruiting-guide-definition) - [Blog](https://inbound.lasuperagence.com/blog) - [Contact](https://inbound.lasuperagence.com/fr/landing-page-2024) # Blog Ideas, advice, news ![Sarah Mouton](https://inbound.lasuperagence.com/hubfs/Cartoon_Sarah_Mouton.png) [Sarah Mouton](https://inbound.lasuperagence.com/en/blog-agency/author/sarah-mouton) --- 29 September # Employer branding and content strategy: ING Direct vs BNP Paribas The content a company publishes on its website is like its facade: it creates an immediate **impression** upon arrival. For the reader, what is written and how it is written says a lot about that company and **its values**. Let's compare **two companies** and their approaches in terms of content strategy for promoting their [employer-brand](https://inbound.lasuperagence.com/blog/inbound-recruiting-5-cl%C3%A9s-for-am%C3%A9improving-your-employer-brand): **ING Direct and BNP Paribas**. ![ING direct and BNP Paribas: Who has the best content strategy for their employer brand?](https://inbound.lasuperagence.com/hs-fs/hubfs/BIGSTOCK/bigstock-Defense-Paris-France-Februa-119309606.jpg?width=698&height=465&name=bigstock-Defense-Paris-France-Februa-119309606.jpg "ING direct and BNP Paribas: Who has the best content strategy for their employer brand?") ######  A nice first impression no? **To better recruit**, most companies know that it's in their best interest to animate their website and be [present on social networks](https://inbound.lasuperagence.com/blog/social-networks-revolutionizing-recruiting). They have understood the usefulness of communicating regularly with their community in a **recruitment optic**, if possible on topics a little more diverse than just job openings.  With this in mind, there is one essential -and tangible- reason for companies to **design content**: Promoting their [employer-brand image](https://inbound.lasuperagence.com/blog/inbound-recruiting-for-an-employer-brand-strong). ## Early employer branding... It is one of the most invaluable assets for business development. Maintaining **good brand image** can have a very positive effect on the quality of hires. Inversely, not taking care of it can have **disastrous consequences** that pay off in cash. ![Not addressing your employer brand can be catastrophic!](https://inbound.lasuperagence.com/hs-fs/hubfs/BIGSTOCK/bigstock-frustrated-young-business-man--80749853.jpg?width=698&height=466&name=bigstock-frustrated-young-business-man--80749853.jpg "Not addressing your employer brand can be catastrophic!") ######  Investing in employer brand development saves a lot of money. According to [a "Winning Talent" study, published on LinkedIn](https://business.linkedin.com/content/dam/business/talent-solutions/regional/fr_FR/site/pdf/studies/impact-mauvaise-marque-employeur.pdf), not investing enough in one's reputation (or employer brand) to attract potential candidates comes at a high cost to companies. Those that are failing in image may have to pay up to**3,500 euros more **per employee per year than those with a good reputation. The bill can mount to an increase of **5 million euros** on average per year for **a company with 10,000 employees** and more, the study says. [![New call-to-action](https://no-cache.hubspot.com/cta/default/1753382/f8a8c2c0-e397-46e4-8635-23368541daf5.png)](https://cta-redirect.hubspot.com/cta/redirect/1753382/f8a8c2c0-e397-46e4-8635-23368541daf5) Faced with this reality, brands are vying to (re)write their story, thanks to a [storytelling](https://inbound.lasuperagence.com/blog/storytelling-inbound-marketing) adapted. Older **brands **often seek to demonstrate that they are still in the game. In contrast, some [startups](https://inbound.lasuperagence.com/blog/inbound-marketing-five-solutions-for-what-your-start-up-is-d%C3%A9branded) like to highlight their identity as a **talented startup** and a taboo breaker.  ## The example of the banking sector  From the point of view of the business itself as well as from the point of view of brand management (employer or not), [the banking sector is emblematic](http://www.francklapinta.com/pourquoi-le-secteur-bancaire-a-besoin-dune-image-employeur-forte/). On the one hand, there are **so-called traditional banks**, which have digitized with varying degrees of success, and on the other, so-called "[pure players](http://blogs.lesechos.fr/echosdataviz/les-banques-en-ligne-pure-player-en-france-a14278.html)" online banks, which cater to customers who are ready to take the all-digital leap. At the recruitment level, **the profiles sought are quite similar**. The bulk of the battalion is on the customer advisor side. But the **tone used** to address them is often quite different. Let's compare the approaches of two industry "behemoths" that are [BNP Paribas](http://www.bnpparibas.com/emploi-carrieres) and [ING direct](http://www.ingdirect.fr/ing-direct/emploi/) ### BNP Paribas, one of the "old three" rather on the cutting edge [BNP](http://www.bnpparibas.com/emploi-carrieres) offers digital banking services in tune with the times and knows how to **stay close to its customers**. The [four pillars of its corporate culture](http://www.leparisien.fr/economie/emploi/top-employeur/bnp-paribas-les-quatre-piliers-de-la-culture-d-entreprise-15-02-2016-5546787.php#xtref=https%3A%2F%2Fwww.google.fr%2F), which underpin its employer brand are  **Agility, Customer Satisfaction, Culture of Compliance and Openness**. These are **markers of its seriousness and respectability**. In addition, the bank emphasizes its international dimension and highlights its presence in the "[Top Employers Europe 2016](http://www.top-employers.com/companyprofiles/FR/BNP-PARIBAS-France/)". ###### ![The BNP Paribas career page](https://inbound.lasuperagence.com/hs-fs/hubfs/Capture_dcran_2016-05-09__23.04.26.png?width=643&name=Capture_dcran_2016-05-09__23.04.26.png "The BNP Paribas career page") ###### The brand conveys its values through visual content published on its website. [BNP Paribas](http://www.bnpparibas.com/emploi-carrieres) insists on its values and reminds us of its strengths to improve its employer brand: it's a great company and **every employee has a place there and can grow**. This is serious and is **how** the brand presents its employer brand DNA. ###### ![This page shows the Employer DNA of BNP Paribas](https://inbound.lasuperagence.com/hs-fs/hubfs/Capture_dcran_2016-05-10__23.08.20.png?width=699&name=Capture_dcran_2016-05-10__23.08.20.png "This page shows the Employer DNA of BNP Paribas") ######  On its website, the brand has created a user journey, punctuated by the presence of content in various formats. If you look at the [publications on BNP's Twitter](https://twitter.com/bnpp_recrut?lang=fr) Careers, you'll notice that it **provides content regularly** and that a **team of very good Community Managers** run the account daily. Activity is also strong on [other social networks](https://www.facebook.com/bnpparibascareers/).  ![From the BNP Paribas Twitter account](https://inbound.lasuperagence.com/hs-fs/hubfs/blog-files/BNP.png?width=586&name=BNP.png "From the BNP Paribas Twitter account") ######  Drive successful content production on social media to effectively convey your employer brand. **Conclusion**: Despite being nearly two centuries old, the BNP Group is taking its employer brand seriously on the Internet by intelligently combining **storytelling** that takes into account its past and **communication towards the new generation**.  ### ING Direct, an ambitious pure player On its Careers page, [ING direct](http://www.ingdirect.fr/ing-direct/emploi/) subtly and succinctly states that it has the [Capital Best Employer](https://info.ing.fr/ing-direct-meilleur-employeur-capital-2016/) label from the banking industry-which is almost true, it's actually second only to Caisse des Dépôts. **The tone is quirky**: " If our approach to the business fits you (and if you have nothing against orange), go to our dedicated recruiting space ".  ![ING direct's Careers page](https://inbound.lasuperagence.com/hs-fs/hubfs/Capture_dcran_2016-05-09__20.41.34.png?width=699&name=Capture_dcran_2016-05-09__20.41.34.png "ING direct's Careers page") ######  Two major players and two very different strategies! [ING Direct](http://www.ingdirect.fr/ing-direct/emploi/) relies on photos of its offices to **show the work environment**, always with a humorous tone. Having only 2 physical offices in Paris and Lyon, it shows the ultimately very classic functioning of its teams (in an Open Space). ![ING Direct adopts an offbeat tone](https://inbound.lasuperagence.com/hs-fs/hubfs/Capture_dcran_2016-05-09__23.26.48.png?width=699&name=Capture_dcran_2016-05-09__23.26.48.png "ING Direct adopts an offbeat tone") Now, let's look at the refresh rate of **ING direct's content on social networks**. Problem: it appears that the Twitter account [@ingbankfranceRH](https://twitter.com/ingbankfrancerh?lang=fr) is only updated every 15 days! ***\[Edit: Between the time this article was written and its publication, a lot of content was published on this account! However, the history shows a too low publication frequency\]***  **Conclusion**: ING Direct may have only been established about 15 years ago, but it is not exemplary in its approach to developing [employer-brand](https://inbound.lasuperagence.com/blog/inbound-recruiting-for-a-strong-employer-brand) on the Internet. Paradoxically, it relies less on social networks than BNP Paribas. [![New Call-to-action](https://no-cache.hubspot.com/cta/default/1753382/d4fb5926-fc60-4cf8-9d18-d9a12beedf14.png)](https://cta-redirect.hubspot.com/cta/redirect/1753382/d4fb5926-fc60-4cf8-9d18-d9a12beedf14) Each in their own way, these two banking companies **show their assets to future talent**. They are leveraging their **career pages** to develop their identity to serve as a tool for a candidate looking to learn more about them and later prepare their application by being better informed.  Topics: [Inbound Recruiting](https://inbound.lasuperagence.com/en/blog-agency/tag/inbound-recruiting) - - - - [mailto:?subject=Sehenswert:%20https://inbound.lasuperagence.com/en/blog-agency/marque-employeur-strategie-contenu-ing-direct-bnp-paribas%20&body=Sehenswert:%20https://inbound.lasuperagence.com/en/blog-agency/marque-employeur-strategie-contenu-ing-direct-bnp-paribas](mailto:?subject=Sehenswert:%20https://inbound.lasuperagence.com/en/blog-agency/marque-employeur-strategie-contenu-ing-direct-bnp-paribas%20&body=Sehenswert:%20https://inbound.lasuperagence.com/en/blog-agency/marque-employeur-strategie-contenu-ing-direct-bnp-paribas) ## Related to this article [![](https://inbound.lasuperagence.com/hubfs/barbenheimer%2c%20qui%20recruter.jpg)](https://inbound.lasuperagence.com/en/blog-agency/barbie-oppenheimer-management-business-recruiting) ## [Barbie, Oppenheimer : Who Would You Hire?](https://inbound.lasuperagence.com/en/blog-agency/barbie-oppenheimer-management-business-recruiting) [Read more](https://inbound.lasuperagence.com/en/blog-agency/marque-employeur-strategie-contenu-ing-direct-bnp-paribas) by [Guillaume Vigneron](https://inbound.lasuperagence.com/en/blog-agency/author/guillaume-vigneron) ![Guillaume Vigneron](https://inbound.lasuperagence.com/hubfs/Cartoon_Guillaume_Vigneron.png) [Inbound Recruiting](https://inbound.lasuperagence.com/en/blog-agency/tag/inbound-recruiting) [![](https://inbound.lasuperagence.com/hubfs/DALL%C2%B7E%202023-02-20%2010.10.28%20-%20a%20group%20of%20people%20walking%20in%20a%20building%2c%20in%20corporate%20clothes%2c%20oil%20painting.jpeg)](https://inbound.lasuperagence.com/en/blog-agency/top-10-recruiting-trends-2023) ## [Top 10 Recruiting Trends for 2023](https://inbound.lasuperagence.com/en/blog-agency/top-10-recruiting-trends-2023) [Read more](https://inbound.lasuperagence.com/en/blog-agency/marque-employeur-strategie-contenu-ing-direct-bnp-paribas) by [Guillaume Vigneron](https://inbound.lasuperagence.com/en/blog-agency/author/guillaume-vigneron) ![Guillaume Vigneron](https://inbound.lasuperagence.com/hubfs/Cartoon_Guillaume_Vigneron.png) [Inbound Recruiting](https://inbound.lasuperagence.com/en/blog-agency/tag/inbound-recruiting) [![](https://inbound.lasuperagence.com/hubfs/XP-can.jpg)](https://inbound.lasuperagence.com/en/blog-agency/10-things-you-ignored-about-inbound-recruiting) ## [10 things you ignored about Inbound Recruiting](https://inbound.lasuperagence.com/en/blog-agency/10-things-you-ignored-about-inbound-recruiting) [Read more](https://inbound.lasuperagence.com/en/blog-agency/marque-employeur-strategie-contenu-ing-direct-bnp-paribas) by [Abigail Davies](https://inbound.lasuperagence.com/en/blog-agency/author/abigail-davies) ![Abigail Davies](https://inbound.lasuperagence.com/hubfs/portrait_abi250.jpg) [Inbound Recruiting](https://inbound.lasuperagence.com/en/blog-agency/tag/inbound-recruiting), ## Réagir # SUIVEZ-NOUS SUR LES RÉSEAUX SOCIAUX Rejoignez notre communauté ! - - - - - - ### Contact - [Nous contacter](https://inbound.lasuperagence.com/contact) - [Nous rejoindre](https://inbound.lasuperagence.com/talents) - contact@lasuperagence.com ### Nos services - [Inbound recruiting](https://inbound.lasuperagence.com/inbound-recruiting-guide-definition) - [Inbound marketing](https://inbound.lasuperagence.com/offre-inbound-marketing) - [ROI calculator](https://www.lasuperagence.com/roi-calculator) - Formations ### Presse - [Nos publications](https://inbound.lasuperagence.com/nos-publications) - Presse [![12](https://inbound.lasuperagence.com/hs-fs/hubfs/12.png?width=170&name=12.png "12")](https://www.hubspot.com/agencies/la-super-agence) © LA SUPER AGENCE.[Mentions Légales](https://inbound.lasuperagence.com/mentions)