RBC Case Study 2018
Financial services firms in Canada and globally are increasingly struggling to attract top talent in the face of some sexy new rivals – in particular, those in the tech industry. Following is a case study of how Estela Vazquez Perez, head of Royal Bank of Canada’s Global Employer Brand, helped her organization overcome that challenge in a big way. Her employer branding philosophy – based on a human-centric approach, internal and external data, and the right employer branding message – provided a solid framework by which to tackle the problem. Her partnership with Universum, a global leader in employer branding, provided a clear understanding of the preferences and perceptions of the target talent, and the support to bring those insights to every corner of the organization. This approach made for a winning strategy. Not only did internal engagement increase significantly, but RBC’s ranking as one of the most attractive employers in Canada improved 25 positions in 2017, opposite the trend of its banking peers.