Independent Banker - April 2024 - 24

PORTFOLIO
◎FOCUS PEOPLE
Hiring? Don't forget
the marketing
A marketing campaign could be the first thing a prospective
employee sees while researching your community bank. How can
you ensure your marketing strategy appeals to both customers
and those on the job hunt? By Jen A. Miller
community bank's marketing
can have a huge impact on
recruitment-even if a campaign is
not designed with hiring in mind.
It's still a reflection of a bank, no
matter the intent. That doesn't
mean recruitment marketing
isn't important; it just means that
one shouldn't be divorced from
the other.
" Both your passive and active job
seekers are following your company,
and not just from a perspective
of what jobs do you have open
right now, but wanting to learn
more about your organization, "
says Valerie Utsey, executive vice
president, chief people officer
at ICBA.
" If your marketing doesn't
represent some of the ideals that
your bank upholds, such as diversity
or community support, it can
definitely turn candidates off. "
With that in mind, here's how
a community bank can succeed in
marketing and recruiting at the
same time.
Marketing with recruitment
in mind
When the team at TCM Bank, N.A.,
a subsidiary of ICBA Payments,
recently refreshed their brand and
marketing strategies, they made
sure to put company culture front
and center, says Agnes Nasso,
senior vice president, marketing and
communications at TCM Bank. That
message then " trickles into what
human resources and their team
does when it comes to recruitment. "
As part of that campaign, TCM
Bank started using the hashtag
#WeBankOnDiversity for use
on social media and as a tagline
elsewhere, because diversity and
inclusion is a big part of its culture.
They include it everywhere they can,
including on LinkedIn posts.
A
24 // ICBA Independent Banker // April 2024
Image by Master1305/Adobe

Independent Banker - April 2024

Table of Contents for the Digital Edition of Independent Banker - April 2024

Contents
Independent Banker - April 2024 - Cover1
Independent Banker - April 2024 - Cover2
Independent Banker - April 2024 - Contents
Independent Banker - April 2024 - 2
Independent Banker - April 2024 - 3
Independent Banker - April 2024 - 4
Independent Banker - April 2024 - 5
Independent Banker - April 2024 - 6
Independent Banker - April 2024 - 7
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Independent Banker - April 2024 - Cover3
Independent Banker - April 2024 - Cover4
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https://www.nxtbook.com/mspc/independentbanker/april2022
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https://www.nxtbook.com/mspc/independentbanker/february2022
https://www.nxtbook.com/mspc/independentbanker/january2022
https://www.nxtbook.com/mspc/independentbanker/december2021
https://www.nxtbook.com/mspc/independentbanker/november2021
https://www.nxtbook.com/mspc/independentbanker/october2021
https://www.nxtbook.com/mspc/independentbanker/september2021
https://www.nxtbook.com/mspc/independentbanker/august2021
https://www.nxtbook.com/mspc/independentbanker/july2021
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https://www.nxtbook.com/mspc/independentbanker/may2021
https://www.nxtbook.com/mspc/independentbanker/april2021
https://www.nxtbook.com/mspc/independentbanker/march2021
https://www.nxtbook.com/mspc/independentbanker/february2021
https://www.nxtbook.com/mspc/independentbanker/january2021
https://www.nxtbook.com/mspc/independentbanker/december2020
https://www.nxtbook.com/mspc/independentbanker/november2020
https://www.nxtbook.com/mspc/independentbanker/october2020
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https://www.nxtbook.com/mspc/independentbanker/january2020
https://www.nxtbook.com/mspc/independentbanker/december2019
https://www.nxtbook.com/mspc/independentbanker/november2019
https://www.nxtbook.com/mspc/independentbanker/october2019
https://www.nxtbook.com/mspc/independentbanker/september2019
https://www.nxtbook.com/mspc/independentbanker/august2019
https://www.nxtbook.com/mspc/independentbanker/july2019
https://www.nxtbook.com/mspc/independentbanker/june2019
https://www.nxtbook.com/mspc/independentbanker/may2019
https://www.nxtbook.com/mspc/independentbanker/april2019
https://www.nxtbook.com/mspc/independentbanker/march2019
https://www.nxtbook.com/mspc/independentbanker/february2019
https://www.nxtbook.com/mspc/independentbanker/january2019
https://www.nxtbook.com/mspc/independentbanker/december2018
https://www.nxtbook.com/mspc/independentbanker/november2018
https://www.nxtbook.com/mspc/independentbanker/october2018
https://www.nxtbook.com/mspc/independentbanker/september2018
https://www.nxtbook.com/mspc/independentbanker/august2018
https://www.nxtbook.com/mspc/independentbanker/july2018
https://www.nxtbook.com/mspc/independentbanker/june2018
https://www.nxtbook.com/mspc/independentbanker/may2018
https://www.nxtbook.com/mspc/independentbanker/april2018
https://www.nxtbook.com/mspc/independentbanker/march2018
https://www.nxtbook.com/mspc/independentbanker/february2018
https://www.nxtbook.com/mspc/independentbanker/january2018
https://www.nxtbook.com/mspc/independentbanker/december2017
https://www.nxtbook.com/mspc/independentbanker/november2017
https://www.nxtbook.com/mspc/independentbanker/october2017
https://www.nxtbook.com/mspc/independentbanker/september2017
https://www.nxtbook.com/mspc/independentbanker/august2017
https://www.nxtbook.com/mspc/independentbanker/july2017
https://www.nxtbook.com/mspc/independentbanker/june2017
https://www.nxtbook.com/mspc/independentbanker/may2017
https://www.nxtbook.com/mspc/independentbanker/april2017
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