Public trust in bankers sank even lower than journalists, though still a whisker above estate agents, in the wake of the economic crash. RBS staff felt, and to a great extent were, unfairly vilified.
The company realised that the job of rebuilding the bank’s reputation needed to start here, with its own employees. The Ambassadors programme was born.
We created the Ambassadors intranet site to be the focal point of the fight-back. From a standing start, more than 4,000 employees signed up to be the bank’s advocates within two years.
We moderate and add content daily, with first-look news previews, toolkits and blogs, video, live polls and webinars, lively discussion forums and regional face to face events. A weekly e-zine highlights new content and drives traffic to the site.
The campaign has created a real shift in mindset. More than 90% of members say the site gives them the tools and resources they need to champion the bank, inside and outside.
beetroot also design and produce Outside In – an integrated digital and print channel for RBS.