Connecting with the Next Generation of Finance
The popularity of the financial sector as a career choice has been drastically deteriorated. Due to many stereotypes the sector has to cope with, younger generations (millennials as well as Generation Zers) are questioning its attractiveness. Undeserved, because the financial sector develops fast and is a highly digitalized and innovative environment with many interesting career opportunities. And no, we are not only talking about the ones strictly related to working with digits. Maybe you are a real people person? In that case, the job Relationship Manager might be your calling. Are you rather a digital native? Then you will settle in as a Customer Journey Specialist. Really, there is a perfect match for everyone in finance!
“We are ready to take the financial sector to the next level and shake things up! Younger generations are definitely the missing piece of the puzzle.”
Managing Director at Febelfin Academy
Together with Febelfin Academy, we developed a concept that would allow the organization to connect with younger people by reaching out to them on their own terms. We launched both an awareness campaign (Be the Next Generation of Finance) and a banking simulation game for college students (Fin Competition). As the latter is part of the bigger awareness campaign, it gets a stronger framing. The whole concept is conceived in a way that it can serve as a long-term platform to connect with younger audiences over time.
Be the Next Generation of Finance
We wanted to address young people on their own terms, treating them as individuals full of potential whose input in the financial sector will be valuable. One way of doing that was to open up the black box of the financial sector. And guess what? You won’t come across bankers who are greedy and merciless. This is not The Wolf of Wall Street! By showing them what it really means to work there, we could not only debunk clichés, but also make them see that the financial sector can be building the future. We developed our communication framework around the tagline ‘Be the Next Generation of Finance’, which plays on both the progress and the generational change that young people can bring to the sector.
- The copy on the key visuals presents a set of bold statements that directly address the most common stereotypes in finance.
- We created a retro-futuristic universe with dynamic, ‘progressive’ fonts, bold colors and gradients, as a wink to the currently trending aesthetic. The chosen visual elements clearly hint at finance.
Once we had set the pace, we wanted to reach out to both high school seniors and college students in economics and inform them properly: Which competences does it take? How do you get started? What paths of development can you follow? We reshaped all those burning questions in an interactive quiz, called the ‘Five Filters of Finance’, that helped them in finding their perfect match in the financial sector. How? We carefully prepared seventeen questions about their personality and skills that covered the specific competences for five different kinds of jobs: Business & Planning Analyst, Relationship Manager, Customer Journey Specialist, Product Expert and Risk Officer. At the end, each participant knew exactly in which area of finance they would belong and got a thorough explanation of the profile, accompanied by testimonials of young professionals working in that area. The financial world was theirs to explore!
“We wanted to address young people on their own terms with the Next Generation of Finance and let them explore our sector from inside out, meet the real people behind the jobs, discover future-proof skills, and enjoy learning together.”
Caroline Van Geel
Marketing & Communication Manager at Febelfin Academy
Five Filters of Finance
No sooner said than done! We carefully prepared seventeen questions about their personality and skills that covered the specific competences for five different kinds of jobs: Business & Planning Analyst, Relationship Manager, Customer Journey Specialist, Product Expert and Risk Officer. At the end, each participant knew exactly in which area of finance they would belong and got a thorough explanation of the profile, accompanied by testimonials of young professionals working in that area. The financial world was theirs to explore!
‘Be the Next Generation of Finance’ was supported by an online campaign, promoted with sponsorship assets and additional content, such as video sessions with experts and live Q&A sessions.
Fin Competition: in the shoes of a real banker
The online campaign also generated some exposure for the Fin Competition, a banking simulation game organized in fifteen Universities of Applied Sciences across Belgium. The competition teaches college students all about the ins and outs of the financial sector and - more importantly - gives them a taste of being a real banker!
346 students are took part in this competition. Each student teamed up with two fellow students. First, they had to pass eight rounds in their own university. When they made it through, they had to compete against the best teams from the other universities in the Grand Final. Each team took on the role of a real banker: they had to make decisions about interest rates for consumers, SMEs and companies, about risk management, about personnel management ... Time to show everyone what they were capable of! Overall stakeholder value, such as customer value, employee satisfaction, sustainability and shareholder value, determined the winning team. The reward? In addition to the challenge cup, the winning team will get a day in the wake of the minister of Finance. Who said learning was boring? Feel the thrill!
And this competition is just the beginning! With the awareness campaign ‘Be The Next Generation of Finance’, we have created a strong framework for Febelfin Academy, where there is room for next editions. Watch out world: The Next Generation of Finance is here to stay!