VTB employer brand positioning, slogans and editorial policy

VTB is a classic bank that keeps up with the times and reacts to changes. To continue developing successfully, it needs to constantly replenish its ranks with specialists and experts.

The studio developed a new value proposition and slogans for the HR brand of the bank that talk about the bank as a place for self-realization and personal growth.

Value proposition

After joining VTB, an employee sees many opportunities to grow and transform the world. In the company, he or she walks through a prism of opportunities and chooses what to become in the end.

A clever employer value proposition formulated in the studio leverages the abbreviated name of the bank, making it memorable and recognizable.

Audiences

The employer brand works for three categories of the target audience, each with its own choice factors and motivations. Every one of these categories has received its own value proposition based on analytical research of brand perception and the overall value proposition.

To help the bank adapt quickly to any changes, a slogan builder was developed in the studio. Depending on the purpose of the message and the circumstances, slogans are constructed according to two formulas: a call to action or expansion of the abbreviated name of the bank.

The principle of expansion of the acronym works for listing phenomena or properties, as well as for composing short sentences.

Editorial policy

The studio has formulated basic principles for creating communication messages that are based on VTB’s value proposition. A simple three-part structure serves as an excellent reference for writing messages with any content.

The editorial policy establishes the basic principles of addressing viewers or readers, explains were a more polite version would be appropriate, describes ways to speak with a larger audience and when it is best to use impersonal text.

A special section is devoted to creating messages. The document contains basic rules, including tone of voice, style, use of professional terms and special vocabulary, structure and length of phrases, as well and other features of good texts.

The editorial policy explains how to talk simply and succinctly about the experience and professionalism of colleagues and other advantages of working at VTB.

The bank’s editors and copywriters learn to structure texts by using multi-level headings, lists, paragraph indents and other tools.

The principles allow to establish effective communication with all members of the audience.