ING x FxF
The Brief
ING is a household name. But the Structured Lending and Structured Acquisition Finance departments remained largely under the radar. These were departments doing genuinely interesting work, with almost no visibility among female talent. Traditional sourcing methods were delivering 0 to 10% female applicants for open roles — not because the women weren't out there, but because they had no reason to know these teams existed. Awareness was the problem. Positioning was the fix.
The Campaign
We started by digging into what made these departments worth joining (the work, the culture, the career trajectory) and built a positioning strategy that could actually communicate that to the right women. Targeted storytelling campaigns and role model content from within the teams put real faces and real stories behind departments that had previously felt abstract. In parallel, FxF sourced and pre-vetted female candidates directly, making sure the stronger brand translated into a stronger pipeline.
The Impact
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Hear from her:
"The departments Structured Lending and Structured Acquisition Finance were not known among the female target group. Together with FxF, we dove into how we should brand the departments and their opportunities. We increased awareness and interest, resulting in a broader talent pool and 3 full-time hires within one year."
— Femke Schep, former Head of Structured Lending, ING
