ING HubsDare to change

Employer Brand Audit and Corporate Culture

The first step of the project was an in-depth audit of internal communication at ING Hubs, aimed at gathering valuable insights into how the company is perceived by its own members. We executed the audit in two phases. The first phase involved qualitative research through in-depth interviews with company stakeholders. These discussions yielded answers to numerous key questions: What associations does the ING Hubs brand evoke among employees? Which attributes do they connect with it? What do they value most about their work—and what areas could the employer further improve? We also examined the awareness of corporate values and the perceived competitive advantages and disadvantages of the company from its members’ perspective.

Internal and External Surveys

The second phase was a quantitative survey conducted in collaboration with a market research agency. This survey aimed to obtain an honest and authentic view of how ING Hubs is perceived by its employees and a selected sample of the external audience. Over 500 employees and more than 500 external respondents participated. The survey measured levels of engagement, motivation, loyalty, and awareness of the ING Hubs employer brand and its direct competitors. We also explored factors contributing to the Employer Branding Image—that is, the associations different brands evoke among respondents. Additionally, we assessed perceptions of offered benefits, job satisfaction, and the reasons why respondents might consider changing employers, including where and how they would search for a new one.

Analysis of the Communication Audit Results

After the surveys, we analyzed and evaluated the results. A set of strategic questions helped us uncover crucial insights. ING Hubs aspires to be seen as a company where people feel accepted and respected, share common values, and feel part of something bigger. It is attractive to the right candidates, stands out from the crowd, and holds a clear position among the top attractive employers. An interesting finding was that ING Hubs employees, compared to other job market candidates, are notably more open to change—they are quick to embrace and even actively seek change. While frequent changes and a dynamic environment might be criticized elsewhere, at ING Hubs the opposite is true. This proactive mindset is deeply embedded in the corporate culture of the parent company in the Netherlands, which is why we decided to continue supporting and nurturing it.

Dare to Change

Based on the company’s employer brand objectives and the in-depth survey findings, we defined the positioning, values, and developed an EVP (Employer Value Proposition) proposal. The overarching EVP tagline, “Dare to change,” directly challenges the audience to embrace positive change. ING Hubs is the kind of employer where individuals can fully express their personalities and find the courage to improve things. Employees are empowered to speak up, take responsibility, demonstrate agility, and pursue innovative solutions. The tagline for change and flexibility not only alludes to these qualities but also offers them. “Dare to change” can be adapted to meet current communication needs, preserving unity and consistency while, with a dose of originality, resonating with the relevant context.

Internal Launch

Once the new employer brand strategy was set, we moved to the activation phase. We aimed to “launch” the EVP concept in a way that would spark interest and curiosity among the target audience. To achieve this, we developed a proposal for a consistent visual identity tailored for the internal environment of ING Hubs, rooted in the visual language of the global brand guidelines and expanded as needed. The goal was to visually define the employer brand, differentiate it from competitors, and firmly embed it in the audience’s minds. The launch also included the creation of attractive merchandise and the development of a brand video concept.

Brand Video and Digital Culture Book

The brand video was designed to present ING Hubs as an attractive, modern, and dynamic employer brand with a clear message: “Dare to change!” Additionally, we created a Digital Culture Book—a digital compass for both new and existing employees. This interactive set of brand guidelines, presented as a user-friendly website, provides all the necessary and up-to-date information about the company, its values, mission, and benefits. It even includes recordings from internal trainings, workshops, and teambuilding events, along with practical details on nearby restaurants and parking—all accessible with just one click.

Comprehensive Internal Communication Audit

Following this, we were tasked with auditing internal communication. We conducted another survey to analyze the current volume, frequency, topics, and channels of internal communication. Based on these findings, we prepared a communication matrix that outlines which topics should be communicated on which channels and at what intensity, as well as who is responsible for the communication and content preparation. The aim was to streamline internal communication, eliminate noise and misunderstandings, and foster greater cohesion across teams.

Career Page on Profesia.sk

We also translated the established visual identity and employer branding communication strategy for ING Hubs into a dedicated career page on the Profesia.sk portal. The website now features a modern, personalized design that brings consistency and appeal to the brand’s communication.