- New management wanted to position the bank as a vibrant forward looking bank to its staff, shedding its bureacratic image as a government styled bank.
- To construct the new Employee Value proposition, Theresa recommended redeveloping “Orientation for New Hires” as the starting point for the new branding with the new recruits.
- Instead of powerpoints and no-nonsense language, the course was designed around a treasure hunt on an island to facilitate learning. The more the learners explore and dig deeper, the more they get more out of the course.
- Following the phenomenal success, Theresa designed a change management campaign to reinforce the brand change.
DBS, formerly known as The Development Bank of Singapore, has been one of the largest banks in Southeast Asia. In recent years, the bank went through a transformation to revamp its branding to portray itself as a more vibrant, forward-looking bank. The management team approached Theresa to help position the bank as a desirable employer to its staff.
Theresa began her engagement by recommending the redevelopment of the “Orientation for New Hires” program. Traditionally, the program was a mundane process, which consisted of lectures and PowerPoint slides. Theresa believed that the new branding could be introduced to new recruits during their orientation.
To achieve this goal, Theresa proposed a unique solution – a treasure hunt on an island. This new approach enabled the learners to experience the brand values of DBS in a more immersive and interactive way. The more the learners explored and dug deeper, the more they understood the brand, making the course more engaging.
The success of the new onboarding process led to the creation of a change management campaign to reinforce the brand change. This campaign helped the staff to understand the significance of the change and how it affects their daily work.
Theresa’s innovative approach helped DBS position itself as a vibrant, forward-looking bank that has a desirable employer brand. By reimagining the traditional orientation program, Theresa enabled the new hires to have an exciting and immersive introduction to the bank’s new brand values. The success of the orientation program led to an improved onboarding experience and reinforced the branding changes.
