In an effort to advance racial equality and economic opportunity, Bank of America looked inward and placed its efforts on a campaign that was looking to connect with the Black/African American audience authentically to hire Black/African American talent. By partnering with Black Enterprise, which is Black-owned and has been a staple in the Black community for over 50 years, I worked closely to connect with three financial advisors to tell their real stories about working at Bank of America. We leveraged those stories to prompt users to apply to jobs at the Bank. 

 

Audiences responded positively to the Knotch survey that we placed on the content noting that they wanted to work for Bank of America for two main reasons: 1. The company supports diverse thought leadership and perspectives, and 2. Bank of America is like a great place to work.

 

Financial Communication Society (FCS) Award Winner