For many years, a global bank offered a summer internship program in key financial centers around the world. Then it introduced the program for the first time in its home market. The Employer Brand and Marketing department wanted to draw attention to the program among its target group: university students in their final year before graduation.

The solution? Share the story of one intern, who had successfully completed the program, through a creative advertorial approach.

The advertorial, written in the third person and interspersed with quotes, described the intern’s experiences. She talks about the diversity of assignments she received, the skills she developed and the many opportunities she was given to network and learn from the bank’s senior leaders. Best of all, she offers her own lessons learned and personal tips on how graduates can find the best employer.

By rejecting a traditional advertising format and, instead, sharing a real-life story from a peer, the bank built credibility and connected more effectively with its target group. As a result, the bank attracted a larger number of high-quality applicants for the program — a vital first step in identifying early career talent for future leadership positions.

• Copywriting
• Translation (English-German)