Instead of using traditional recruitment methods such as posting a job opening on the Standard Chartered website or asking a recruitment agency to search for suitable candidates, Aman decided to experiment and try something different. And after all, the new recruit would focus on social media right?
The results are outstanding: over 1,000 social media enthusiasts from all over the world entered the contest! As a matter of fact, the results are so overwehlming that chances are we will see more similar contests from Standard Chartered in the near future.
I wouldn’t be surprised if the bank was planning to use the same approach to find a replacement to the winner, a la ‘Young & Free Alberta‘ where Severus Credit Union invites young graduates to submit their application to become their spokeperson for 12 month. The most popular candidate (highest number of votes from the public) wins the contest.
All the contestants showed so much energy and creativity overall.
Congratulations to the winner, Katherine Liew! She did a great job, and I must admit that for me she is the candidate who stood out the most. Katherine reached out to me via email, on twitter, and on facebook (a special mention to another candidate who didn’t make the top 10, Audrey Ooi, who left a comprehensive comment on my post). I liked her style and her drive, and obviously I wasn’t the only one.
Please find below a quote from Aman:
“The number and quality of applications for the World’s Coolest Intern have completely surpassed our expectations. There is a massive pool of untapped social media talent and it was definitely not easy picking our winner.
Katherine wowed us with her creativity and originality, showcased through a variety of social media channels. She cleared demonstrated he skills we were looking for from the winning candidate – the ability to think out of the box and engage with others, as well as the knowledge and capability with social media platforms to propel Breeze’s online customer engagement to a whole new level.”
Indeed, WCI not only delivered on Standard Chartered’s underline objectives such as social search (helping with SEO and optimizing social media platforms), but softer matrix such as humanizing the brand not just at community level but even at individual level.
Benefits to Standard Chartered
* innovate once again in the conservative banking industry
* generate a lot of buzz on their Breeze mobile banking suite
* free press coverage on leading online industry manazines as well as on the blogosphere
* improve brand perception not only as a bank but also as an employer
* generate traffic to the Breeze site
* improved recruitment -> the bank knows more about the successful applicant, her enthusiasm, writting skills, creativity, which will almost guarantee a productive and successul internship
Benefits to the Winner
* working for one of the most innovative teams in the banking industry
* worldwide visibility and blog coverage
* amazing welcome: everybody at the bank not only will know Katherine (surely the CEO is aware of this initiative), but is expecting her!
Benefits to all the Participants
* visibility, especially for the top 20
* great experience to mention on a cv
* create opportunities for other jobs at Standard Chartered or at any digital agencies
Wouldn’t it feel great if your next employer did the same? So who said that banks couldn’t be cool?