ING

ING and FxF customer story

Challenge

While ING is a well-known brand, the Structured Lending and Structured Acquisition Finance departments remained largely under the radar, especially among female talent. Despite consistent hiring efforts, they faced:

  1. Low Awareness: The specific departments weren’t known or understood by the female finance community.

  2. Limited Female Applicants: Traditional sourcing methods led to just 0–10% female applicants for open roles.

Solution

FxF partnered with ING Structured Lending to uncover what made their departments unique and who their ideal candidates would be. With these insights, we helped craft a positioning strategy tailored to resonate with top-tier female finance professionals. Through targeted storytelling campaigns and by highlighting female role models from within, we boosted employer visibility and appeal.

In parallel, FxF provided direct recruitment support, sourcing pre-vetted female candidates for open roles to ensure a stronger pipeline.

Results

1

Stronger brand visibility

Stronger brand visibility

Clearer positioning and tailored campaigns led to increased awareness among female professionals.

Clearer positioning and tailored campaigns led to increased awareness among female professionals.

2

Quality hires

Quality hires

Over 10 women hired in 3 years, including 3 full-time hires within just the first year.

Over 10 women hired in 3 years, including 3 full-time hires within just the first year.

3

Expanded talent pool

Expanded talent pool

Higher engagement and stronger interest from top-tier female candidates in structured finance.

Higher engagement and stronger interest from top-tier female candidates in structured finance.

Quote

"The departments Structured Lending and Structured Acquisition Finance were not known under the female target group. Together with FxF, we dove into the data on how we should brand the departments and its opportunities. We increased awareness and interest at the target group, resulting in having a broader talent pool and 3 full-time hires within 1 year."

— Femke Schep, Head of Structured Lending

With a more targeted and inclusive employer brand, ING Structured Lending now attracts the talent it once struggled to reach - proving the power of strategic visibility and authentic engagement.

Singel 542, Amsterdam

Get started now

Be part of the change. Let's get more women into finance, together.

© 2025 Female x Finance

Singel 542, Amsterdam

Get started now

Be part of the change. Let's get more women into finance, together.

© 2025 Female x Finance

Singel 542, Amsterdam

Get started now

Be part of the change. Let's get more women into finance, together.

© 2025 Female x Finance

Singel 542, Amsterdam

Get started now

Be part of the change. Let's get more women into finance, together.

© 2025 Female x Finance

Singel 542, Amsterdam

Get started now

Be part of the change. Let's get more women into finance, together.

© 2025 Female x Finance