In addition to leveraging its advertising media to help job seekers reach prospective employers, Fifth Third is encouraging the public to use social media to give the candidates even more exposure and to help additional job seekers.
Fifth Third piloted the first-of-its-kind re-employment program in 2012.
The bank identified mortgage customers who were behind in their payments due to job loss and offered to help them land a new job with NextJob’s comprehensive job search program. The assistance included one-on-one job coaching, NextJob’s proprietary online training program, called the Job Seeker’s Toolkit and weekly coach-led job club webinars.
On average, participants had been out of work for 22 months and were long-term unemployed. After six months, nearly 40 percent had landed jobs. The two companies deployed the full program to mortgage borrowers in 2013 and quickly extended availability of the Job Seeker’s Toolkit to all Fifth Third online customers.
The bank is now launches an unprecedented campaign to showcase three job seekers — Katrina Holmes, Elba Pena and Bill Laakkonen — to engage the public to share their stories and help them return sooner to meaningful employment.
By visiting 53.com/reemploy, the public can utilize their own social networks to expand the job seekers’ reach, especially with potential employers, in ways that would be otherwise impossible.
For every 53 retweets, Fifth Third will fund a job search coaching package for another unemployed person.
The campaign also features Fifth Third customer Randall Jackson, a Chicago resident who actively engaged with the bank’s re-employment initiative with NextJob. Jackson recently landed a job after being long-term unemployed. Sharing his story via social media will inspire other job seekers, and contribute to the funding of additional job coaching scholarships.
“With this campaign, Fifth Third and Leo Burnett have developed a strikingly creative approach to help our job seekers while engaging the public in a shared mission to impact unemployment,” said John Courtney, CEO of NextJob. “It’s a brilliant way to connect people to their neighbors on one of the most meaningful issues that affects us as a nation.”
During the campaign period, Fifth Third and NextJob are opening up access to the online Job Seeker’s Toolkit to every unemployed job seeker interested in finding their next job.
Fifth Third will also fund up to 53 one-on-one coaching scholarships for people who apply through NextJob’s application tool. The scholarships will include four months of personalized job search assistance and anyone can apply regardless of whether or not they are a Fifth Third customer.
The campaign will operate from the online hub, 53.com/reemploy, where the candidates’ resumes come to life via short documentary videos and infographics, humanizing and adding dimension to traditional resumes. The campaign also utilizes seeded video and pre-roll as well as flash and rich media banners across high profile websites, networks and social media, including Twitter, Facebook, LinkedIn and YouTube.
Fifth Third Bancorp is a diversified financial services company headquartered in Cincinnati, Ohio. The company has $130 billion in assets and operates 17 affiliates with 1,311 full-service Banking Centers, including 104 Bank Mart locations, most open seven days a week, inside select grocery stores and 2,614 ATMs in Ohio, Kentucky, Indiana, Michigan, Illinois, Florida, Tennessee, West Virginia, Pennsylvania, Missouri, Georgia and North Carolina.