Context

BancaStato chose LinkedIn not only as a recruitment tool, but also as a channel for stakeholder communication and employee advocacy — a way to convey the expertise and values within the organisation.

Recurring columns for every topic

The editorial plan was conceived as a sequence of recurring columns through which the bank addresses different themes of interest, especially in terms of values-based positioning. Current affairs and financial education, young people, economy and territory, sustainability, and the presentation of employees are among the key topics.

Giving it a face

In several cases, communication focused on the bank’s internal professionals, giving them a voice through interviews. The aim is to highlight the presence of a high-level competence centre within Ticino’s reference cantonal bank.

Choosing the right format

Content ranges from video interviews on financial current affairs, to behind-the-scenes interview-reportages in the back office, to in-depth articles and practical tips.
All organic content is original and produced specifically for LinkedIn communication by our professionals in copywriting, graphic design, photo/video production and social media management.