RBC FutureMakers was RBC’s career portal for current and prospective employees, created at a time when the bank was looking to challenge perceptions of financial services as traditional and conservative.
The Challenge
How could RBC reposition itself as a technology-driven, innovative employer, one where creativity, individuality and new ideas were valued?
The challenge extended beyond recruitment. The experience needed to change how people thought about RBC as a company and as a place to build a career.
My role was to content strategy and to create copy, with voice and tone that was inclusive to a diverse population: hijabis, people with tattoos, piercings disabilities etc. Working with the visual designer, the imagery was modern, tech-forward, and matched what I had to say.
The Approach
We structured the experience around three distinct content pillars, each addressing a different question prospective and current employees might have about RBC.
1. RBC: The Company
What is RBC FutureMakers? What was RBC doing to advance technology and innovation? And where was the company heading?
The content positioned RBC as a forward-looking organization and gave candidates a clearer picture of the company’s ambitions.
2. RBC Employees
Who are the people behind RBC?
We put employees at the centre of the experience, using dynamic copy and imagery to showcase their personalities, interests and lives beyond their job titles.
3. Work Here
Why build your career at RBC?
This section connected the company’s technology ambitions with career opportunities, highlighting RBC’s scale as a technology employer and directing candidates to current career listings.
The Result
FutureMakers shifted the recruitment experience from a conventional corporate career portal toward a more human, dynamic and technology-focused expression of the RBC employer brand.