BNP Paribas: Heike, Storm Watcher

With new products and services, technological innovation, and support for the ecological transition, the bank's jobs have changed profoundly. To better express the reality of these changes, BNP Paribas is giving its employees the opportunity to define what they really think their day-to-day job is. Created with Publicis France, this campaign, which aims to reveal the reality of daily life within the BNP Paribas Group, is intended to show the diversity of profiles that make up the Group today.
An operation based on the participation of all the BNP Paribas staff
#UnexpectedJobs. This campaign is more than just an advertisement for the bank. It is much more than just an employer branding campaign. It's a collaborative campaign, embodied by the employees of BNP Paribas around the world, to illustrate the bank's evolution. Who better than employees to tell the story of the more than 300 jobs that make up the bank today? Since April 20, 2023, BNP Paribas has invited its 190,000 employees to share their #UnexpectedJobs on LinkedIn. The idea? They must think about the job title that best describes their activity, and its usefulness as well as share it on LinkedIn along with a post about their daily life. To launch this initiative, BNP Paribas organized around 100 workshops in March and April 2023 and called on nearly 30 ambassador communities with participants at all levels of the company to enable 3,000 employees from different backgrounds to come up with their #UnexpectedJobs even before the official launch of the campaign. In addition to these workshops, a kit was made available to all employees to present the campaign internally and to encourage them to think about it. Within five days, there were 1500 spontaneous participations from employees on LinkedIn.