Fifth Third Bank Launches ‘Reemployment’ Campaign;
Dedicates Marketing Effort To Help Job Seekers Get Back to Work Sooner
Cincinnati – Fifth Third Bank is using its advertising to help people find a job. Curious, isn’t it? But that’s just what Fifth Third Bank and agency of record Leo Burnett are doing in a new campaign, Reemployment, launching today. The campaign features actual job seekers participating in Fifth Third’s reemployment program with NextJob, a national reemployment solutions company.
In addition to leveraging its advertising media to help job seekers reach prospective employers, Fifth Third is encouraging the public to use social media to give the candidates even more exposure and to help additional job seekers.
Fifth Third piloted the first-of-its-kind reemployment program in 2012. The Bank identified mortgage customers who were behind in their payments due to job loss and offered to help them land a new job with NextJob’s comprehensive job search program. The assistance included one-on-one job coaching, NextJob’s proprietary online training program, called the Job Seeker’s Toolkit, and weekly coach-led job club webinars. On average, participants had been out of work for 22 months and were long-term unemployed. After six months, nearly 40 percent had landed jobs. The two companies deployed the full program to mortgage borrowers in 2013 and quickly extended availability of the Job Seeker’s Toolkit to all Fifth Third online customers.
More about this campaign, including the job seekers’ documentary videos, are available at 53.com/reemploy.