ING
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:
Low Awareness: The specific departments weren’t known or understood by the female finance community.
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
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Quote
"The departments Structured Lending and Structured Acquisition Finance were not well known under the female target group. Together with FxF, we dove into the data on how to increase awareness and increase interest among potential female candidates. For our teams it led to a broader and more diverse talent pool, multiple full-time hires across both teams and several internships over the past 3 years."
— Marloes Peters, Director of Structured Acquisition Finance
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.
