The Challenge
BNY is a 230 year-old global financial institution that needed to attract top quality, diverse engineering talent to further its bold AI technology developments and platforms in order to deliver innovative, modern customer solutions.
Competition for young technology and engineering talent is fierce. Those in college considering the financial industry often look first to AI or Fintech, attracted by the allure of the tech sector.
BNY needed a story that would cut through and engage a new generation of talent while honoring its legacy.
Shift brand perception with a fresh story for a new era.
“Bring your ideas. Make history.”
Here’s where we landed. This expression speaks directly to the individual. It evokes and promotes the employee’s sense of self and ability to create one’s legacy. It leans into the potential our ideas have to make a personal impact and encourages our people to think big, speak their mind, and challenge the status quo.
The campaign leveraged authentic voices of employees and provided a platform for them to share their pride. Employee stories were promoted and shared internally as much as they were externally for recruiting helping to deepen engagement and connections.
Bring your ideas. Speak up. Be your true self.
Join a culture of empowerment that genuinely values the individual and their contributions - this is an open invitation to make your mark and grow your best future self with the support, mentorship, and diverse perspectives that define BNY Mellon.
