New ‘Brand of You’ Integrated Campaign Gives
Hope, Resources
More than half of recent college graduates do not have full-time
jobs. This shocking statistic prompted The Curious Bank to ask
“could a bank help recent graduates find jobs?” As a result, Fifth
Third Bank is working with national reemployment company, NextJob,
Inc., to help job seekers develop their personal brands and land
employment that will put them on the path for long-term
success.
Gina Harrison, a recent college graduate
featured in Fifth Third Bank's Brand of You campaign. (Photo:
Business Wire)
Launching today, Fifth Third’s new Brand of You integrated
campaign invites recent graduates, many of whom fall into the
millennial generation, to enter for one of 1,000 job coaching
scholarships during the campaign period (May 11, 2015-July 20,
2015). Interested participants can enter by Tweeting an answer to
the following statement: “Tell us why you deserve free one-on-one
job search coaching” with both the #BrandOfYou and
#53Enter hashtags. The campaign’s website is
www.53.com/BrandOfYou.
“Brand of You is a natural extension of Fifth Third’s commitment
to be curious about new and different ways to improve people’s
lives,” said Maria Veltre, senior vice president & chief
marketing officer. “The statistics for millennial employment are
compelling, if not a bit discouraging, for recent graduates and
their parents. Their employment challenge is compounded further
when you add in the pressures of student debt. This innovative
campaign is focused on helping the next generation of the
workforce.”
Fifth Third Bank has worked with NextJob since 2012 to help
unemployed consumers gain meaningful employment—an effort which
earned Fifth Third the BAI-Finacle Global Innovation Award for
Societal and Community Impact in 2014.
Tweet this news: Can a bank help graduates promote
themselves and find jobs? @FifthThird answers with new campaign:
53.com/brandofyou. #BrandOfYou
Recent graduate job seekers who visit www.53.com/BrandofYou can
access some of NextJob’s comprehensive job search training tools to
help them develop a personal brand and learn valuable job search
techniques. They can access tools to create a standout resume with
free templates and utilize the site’s headshot creator with
professional selfie tips from portrait photographer, Peter Hurley.
Additionally, Fifth Third and NextJob are opening up full access to
the Job Seeker’s Toolkit to anyone interested during the campaign
period.
Developed by Fifth Third Bank and agency of record, Leo Burnett,
the Brand of You campaign integrates television, radio, digital,
public relations and social media. It features Gina, a real-life
recent college graduate and current job seeker, to encourage other
recent grads to apply for job coaching scholarships and demonstrate
that anyone can gain the knowledge necessary to create and promote
their own personal brand and find meaningful employment.
As part of Brand of You, Fifth Third will host a series of
one-day Twitter events for recent graduates, Job Twitterviews and
TwitterResumes. For Job Twitterviews, held on May 19 and June 23,
Fifth Third will pose a single-question job interview on Twitter
and challenge participants to answer with a 30-second video
response. During TwitterResume events, job seekers will get to
advertise their personal brands in a single Tweet. TwitterResume
events will be held on June 2 and July 8. NextJob coaches will be
providing feedback to Tweets from participants during the live
events, and on all four event dates, Fifth Third will award 50 job
coaching scholarships for the best responses.
“With this campaign, Fifth Third has once again attempted to
find a solution to a very pressing real-life, real-world problem,”
said John Courtney, CEO of NextJob. “This is a wonderful use
of our talented and dedicated career coaches who get the
opportunity to make an immediate and lasting impact on the
millennial generation by helping them find and start their
careers.”
The campaign operates from the online hub,
www.53.com/BrandOfYou, where the job search training comes to life
and the best submissions from the Twitterviews and TwitterResumes
will be featured. The campaign also utilizes seeded video and
pre-roll as well as flash and rich media banners across
high-profile websites, networks, and social media, including
Twitter, Facebook, LinkedIn and YouTube.
Jon Wyville, executive vice president and executive
creative director, Leo Burnett, said, “It’s inspiring to see the
evolution of this program and Fifth Third’s commitment to helping
people. Recent graduates will be impressed at the length our
teams have gone to help them find jobs. But that’s who Fifth Third
Bank is, a bank willing to invest in people to improve their
lives.”
About Fifth Third:
Fifth Third Bancorp is a diversified financial services company
headquartered in Cincinnati, Ohio. As of March 31, 2015, the
Company had $140 billion in assets and operated 15 affiliates with
1,303 full-service Banking Centers, including 101 Bank Mart®
locations, most open seven days a week, inside select grocery
stores and 2,637 ATMs in Ohio, Kentucky, Indiana, Michigan,
Illinois, Florida, Tennessee, West Virginia, Pennsylvania,
Missouri, Georgia and North Carolina. Fifth Third operates four
main businesses: Commercial Banking, Branch Banking, Consumer
Lending, and Investment Advisors. Fifth Third also has a 22.8%
interest in Vantiv Holding, LLC. Fifth Third is among the largest
money managers in the Midwest and, as of March 31, 2015, had $308
billion in assets under care, of which it managed $27 billion for
individuals, corporations and not-for-profit organizations.
Investor information and press releases can be viewed at
www.53.com. Fifth Third’s common stock is traded on the NASDAQ®
Global Select Market under the symbol “FITB.” Fifth Third Bank was
established in 1858. Member FDIC.
About Leo Burnett Company, Inc.:
Leo Burnett Worldwide believes in using creativity to drive
dynamic business change for its clients. Through a HumanKind
approach to marketing, the agency puts a brand’s purpose at the
center of communications to transform human behavior. Part of
the Publicis Groupe, Leo Burnett Worldwide is one of the
world’s largest agency networks with 85 offices and more than 8,000
employees. The global agency works with some of the world’s most
valued brands including Coca-Cola, Fiat, Kellogg’s, Kraft,
McDonald’s, Nintendo, P&G, Samsung and Tata among others. For
the past six years, Leo Burnett has been ranked #1 in "New World
Thinking" by The Gunn Report and was named an Agency to Watch
on Advertising Age's 2015 A-List. In 2015, Leo Burnett was
named "Network of the Year" at the International ANDY Awards and
ADC Awards. To learn more about Leo Burnett Worldwide and its rich,
80-year history of creating iconic brands, visit
our site, Facebook page and follow us via
@leoburnett.
About NextJob:
Headquartered in Bend,Ore., NextJob is a nationwide outplacement
firm focused on full employment in America. Centered on the Golden
Rule, its mission is to provide creative reemployment solutions for
employers, lenders, government and others to help job seekers land
jobs and avoid the many impacts of unemployment. NextJob's service
provides high quality, one-on-one job coaching and multimedia
online learning that is highly effective, affordable and
accountable. To learn more, visit www.nextjob.com.
Copyright © 2015. Fifth Third Bank, Member
FDIC, Equal Housing Lender, All Rights Reserved.
Photos/Multimedia Gallery Available:
http://www.businesswire.com/multimedia/home/20150511005680/en/
Fifth Third BankStacie Haas, 513-534-5113orAshley Currie,
312-396-9763
Fifth Third Bancorp (NASDAQ:FITB)
Historical Stock Chart
From Mar 2024 to Apr 2024
Fifth Third Bancorp (NASDAQ:FITB)
Historical Stock Chart
From Apr 2023 to Apr 2024