employer branding
Raiffeisenbank
Strengthening Employer Brand Before a Historic Acquisition
Client: Raiffeisenbank Bulgaria (in partnership with CATRO Bulgaria)
Role: Employer Branding Strategy & Execution Partner
Period: Pre-acquisition (2022)
The Challenge: Make the Bank Feel Like a Beginning — Not an End
In the months before its acquisition by KBC, Raiffeisenbank faced a dual challenge:
- Retain and inspire internal talent during a major transition
- Attract a new generation of first-jobbers — who would never naturally choose a conservative bank as their first career step
We needed to help Raiffeisenbank become not just “a good employer,” but a cool, trusted place to start and grow a meaningful career.
And that’s when the story of the yellow trainers was born.
The Insight
It All Started with a Pair of Yellow Trainers
Instead of talking about roles, benefits, or growth charts, we asked one simple question:
What does your first job feel like?
The yellow trainers became the symbol of that feeling — bold, optimistic, a little different, but ready to step into something new.
We used them as a visual anchor to shift the brand image from formal and stiff to youthful, dynamic, and future-facing.
The trainers weren’t just props.
They became the narrative of the campaign — the emotional hook that helped Raiffeisenbank walk into the hearts of its next generation.
What We Did (And Why It Worked)
Employer Branding Value Proposition (EVP)
We defined a new EVP around career building, human values, and purpose-driven work — showing that Raiffeisenbank isn’t just a place to work, but a place to grow.
Developed the Campaign Storyline (The Yellow Trainers)
Instead of pushing job ads, we created a symbolic narrative — the yellow trainers — representing optimism, new beginnings, and individuality. It reframed Raiffeisenbank as a fresh, empowering place to start a career.
Produced an Internal Launch Video
We wrote the scenario, managed production, and filmed a powerful internal video to introduce the EVP to employees — aligning teams before public rollout and giving them emotional ownership of the brand.
New Career Website
We launched a modern career platform featuring real team stories, job opportunities, and a tone of voice that spoke to first-jobbers in their own language.
Facebook Campaign
We ran a targeted campaign focused on students and young professionals, positioning the bank as a surprisingly cool first employer.
Media Publicity Campaign
We placed the campaign across business and career media, creating buzz and changing the conversation around what it means to work in a bank.
Final Result
Just before its transition to KBC, Raiffeisenbank stepped into the spotlight — not with fear, but with a new face and confident voice.
Tangible Outcomes:
- Strong EVP adopted across internal HR and recruitment
- The yellow trainers became a recognizable internal symbol of growth and belonging
- Career site traffic and engagement increased significantly (insert data if available)
- Positive employer brand coverage in HR, youth, and business media
- New talent pipeline built from younger demographics, especially in customer service and operations
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Delivered Services
Employer Branding Strategist (via Interim CMO Role)
Strategic direction and oversight of the campaign, EVP development, message alignment across internal and external channels
Creative Concept Development
Narrative design and symbolism creation (“The Yellow Trainers”) to translate the EVP into a visual and emotional campaign anchor
Video Scenario & Production Lead
Scriptwriting, visual concept, and production coordination for internal launch video presenting the new EVP to employees
Web Strategy & UX Direction
Concept and structure for the new career website, with focus on talent journey, EVP integration, and application flow
Media & PR Coordination
Content and coordination for national media outreach, including HR publications, employer branding channels, and business press
You don’t need a flashy fintech product to stand out.
You need a human insight, a symbol people relate to — and the courage to tell your story differently.
Raiffeisenbank made the bold choice to trade in the old uniform for a pair of yellow trainers.
And in doing so, they walked straight into the hearts of their next generation of talent.