Relaunching of an Employer Brand: From Research to Implementation


In November 2015, Citizens Financial Group (NYSE: CFG) became a fully independent publicly-traded company, just over a year after the successful completion of the largest commercial bank initial public offering (IPO) in U.S. history. Citizens is now embarking on a new and exciting chapter committed to deliver the best possible banking experience and as an employer of choice.
In this session, hear how Citizens Bank determined key messages their employer brand should convey to create distinction, build awareness, and attract top talent in a competitive marketplace.
In this session, you will learn:

  • The research process to understand employee drivers, perceptions, and key differentiators and how that has evolved over the past several years.
  • How Citizens aligned their employer brand with their corporate business objectives and customer market messaging.
  • How they tested their value proposition through focus groups, interviews, and employee surveys.
  • How they launched their EVP Activation Strategy.


Jeff Hood

Executive Vice President, Head of Talent Acquisition, Citizens Bank