Driving engagement and talent acquisition with ING HUBS’ EB merchandise solutions

ING is one of the largest and most recognizable financial institutions in the world, setting standards in the banking sector for years. Operating in Poland as part of the ING Group, ING HUBS is the IT hub where all IT solutions, banking applications, and web banking for all Group companies are designed and developed. ING HUBS is the largest unit of its kind in Europe, bringing together primarily IT specialists.

The key objective of our project was to support Employer Branding activities aimed at building employee engagement and differentiating ING HUBS as an employer in the Polish labor market. Our task was to select branded products that would not only strengthen the image of ING HUBS but also support recruitment activities, helping to attract and retain the best IT talent, which is highly sought after by major international corporations in Poland. Another important goal was to optimize costs and improve the quality of solutions, which resulted in an increased level of involvement from our side, extending our efforts to the Group Headquarters in Amsterdam.

When we began working with the ING HUBS team, we analyzed the market and the industry to better understand employee needs, candidate expectations, and the existing EB strategy and programs. Based on this, we developed a detailed roadmap of activities, covering all available categories of promotional products, thematically or functionally related to the IT industry, which could be used at various stages of the EB calendar. This roadmap included key events throughout the year, such as onboarding, recruitment events, and both internal and external events, where employer-branded products could be effectively utilized.

Additionally, together with the client’s representatives, we developed a framework budget that took into account market trends and best practices in the industry. This document formed the basis for discussions with management about a new strategy for branded merchandise and employee benefits.

Based on our analysis, we designed sample products and kits that aligned with ING’s EB strategy and fit into the activity calendar for the coming months. These were tailored to meet the needs of the target audience and consistently reflected the company’s values and culture. The products not only had a cohesive design but were also practical and attractive, reinforcing ING’s brand image as a modern and professional employer.

We developed an annual budget for activities that allowed for cost optimization while maintaining high product quality, consistency, and variety. We then moved on to the production of the selected solutions, ensuring that warehousing, packaging, and shipping processes ran on schedule and adhered to the highest quality standards. We understood that the way we executed this project would fundamentally impact how the employer was perceived by potential job candidates and current employees.

The result of our work was the successful support of ING HUBS’ Employer Branding activities through carefully selected and produced branded products that were positively received by both employees and candidates. These products helped ING HUBS strengthen its relationships in the EB space by providing recipients with high-quality, aesthetically pleasing, and, above all, useful items. This translated into greater engagement and loyalty, as well as a more effective approach to attracting new talent. Cost optimization, combined with high product quality and detailed planning, allowed us to fully leverage the potential of the promotional products within EB activities and efficiently manage the allocated budget.

This project demonstrated how thoughtful product selection and production can effectively support our clients’ long-term Employer Branding goals, helping them stand out in the labor market and build a strong position as an employer of choice.