Eva Somers
Employer Branding
ING BELGIUM
USING DATA INSIGHTS TO CREATE OPTIMAL & AUTHENTIC CAMPAIGN MESSAGING
In times where it has never been easier to avoid an overkill of marketing messages, ING reinforces its brand by aligning the different brand pillars (corporate, commercial, employer brand) under its "Do Your Thing" brand strategy.
In this session, a duo of employer brand managers will talk you through the power of optimizing campaign messaging based on data insights.
They will be giving a sneak peek into ING’s biggest employer branding campaign so far; data-driven and authentic from the creative concept to the tactical campaign setup.
Biography
Eva Somers, is one half of the employer brand duo at ING. After completing her Master’s degree at Antwerp Management School, Eva started her career at ING in the newly created employer brand manager role. As she grew with the role, she was responsible for developing and executing an integrated and long-term employer brand strategy for ING Belgium. Being a bit of an outsider in the HR department, her personal ambition became to bridge the gap between HR data, processes and the full marketing shebang. Next to making lasting impressions in her day job, she also likes to make good use of her passport and is equally into fries, dogs and tongue twisting at the Arabic language class.
In times where it has never been easier to avoid an overkill of marketing messages, ING reinforces its brand by aligning the different brand pillars (corporate, commercial, employer brand) under its "Do Your Thing" brand strategy.
In this session, a duo of employer brand managers will talk you through the power of optimizing campaign messaging based on data insights.
They will be giving a sneak peek into ING’s biggest employer branding campaign so far; data-driven and authentic from the creative concept to the tactical campaign setup.
Biography
Eva Somers, is one half of the employer brand duo at ING. After completing her Master’s degree at Antwerp Management School, Eva started her career at ING in the newly created employer brand manager role. As she grew with the role, she was responsible for developing and executing an integrated and long-term employer brand strategy for ING Belgium. Being a bit of an outsider in the HR department, her personal ambition became to bridge the gap between HR data, processes and the full marketing shebang. Next to making lasting impressions in her day job, she also likes to make good use of her passport and is equally into fries, dogs and tongue twisting at the Arabic language class.