Well-known throughout most of Texas for its people-first, culture-forward philosophy, Frost was poised to grow quickly, expanding its presence in new markets. This required hiring many new people, and it created challenges.
Long-tenured employees were striving to protect and promote the culture that made the company what it is today. The bank needed to communicate this culture to attract future employees who would align with the company’s culture.
As the organization expanded, leadership wondered “How can we ensure our scale doesn’t dilute the culture that has made us such an excellent place to work?”
In a world full of financial transactions, Frost needed an emotional connection between the employee and the brand. Frost’s values — integrity, caring, and excellence — are so important to its employees, they go beyond words on breakroom posters and beliefs about the job. Ideal candidates bring their entire selves to the job as they demonstrate their values while at work and in their personal lives.
By showcasing current brand advocates from within the company, we could tell their stories and show applicants that a position at Frost was about more than a job. Uniting consumer and employee audiences under a common brand message, the “That’s what it’s about” campaign brought to life what it was truly like to work at Frost.
In the face of these challenges, and in the depths of the Great Resignation, codifying and activating Frost’s EVP led to a 2-week reduction in time to hire (48% increase in hiring speed), a 42x increase in applicants per job rec, and a 12% reduction in regrettable attrition.
