Martha Bartlett Piland, CFMP, President & CEO, Banktastic
To attract the best and the brightest talent to your credit union, a strong employer brand is everything. With Baby Boomers retiring and mid- and senior-level positions opening up in large numbers, the time to elevate your employer brand to topnotch is now.
Make sure you have everything in place—and optimized—to future-proof the strength your institution’s workforce.
Element 1: Values in action
A strong employer brand is founded on an action-oriented mission and clear values, not just posters in the break room. Employees and candidates look for proof that your stated values show up in decisions, policies and daily behaviors.
Values in action are visible in how you support front‑line staff dealing with difficult member situations, how transparent leadership is during change and how consistently you honor your principles inside the organization. When internal experience and external messaging align, trust increases and employees become positive storytellers for your brand through their social media, in-person interactions and peer-to-peer behaviors.
Element 2: Growth and development
Career growth is a major consideration of an employer value prop and affects how employees view your FI as place they can put down career roots. In financial services where skills are transferable and competitors are always hiring, visible development pathways are essential.
- Can you diagram formal career paths from entry- or mid-level positions to leadership positions with suggested timelines?
- Are there opportunities for cross‑training between departments and business lines?
- Do you offer training that’s tied to future opportunities or only to current job functions?
- Are there mentorship and sponsorship opportunities to help employees feel more widely seen and invested in?
- Can you create cross-functional task forces to address important business objectives and give employees more visibility with upper level leadership?
When people see that staying means learning, advancement and stretch assignments, your employer brand promise is “a place where you can build a career.”
Element 3: Purpose and community good
A clear purpose and authentic work for the collective good are powerful differentiators in employer branding. Employees (especially millennials and Gen Z) want their work to matter and to see how their employer contributes to broader social and financial well being.
Credit unions are naturally strong here: financial inclusion, member ownership and investing in the community are already in their DNA. The “Do Something” brand impact is even more powerful when you connect those beliefs to employees’ day‑to‑day roles and celebrate their contributions to community outcomes, not just seeing your name on a banner at the next chamber of commerce lunch.
Stacie Tindle, CFMP, founder of Strategi-Fi (link: https://www.linkedin.com/in/creditunionbankmarketing/) relates that she’s worked with her client, United Consumers Credit Union, to partner with the Kansas City Monarchs (American Association of Professional Baseball). She says, “Last year we had Monarch Mondays on socials, often with ticket giveaways or signed hat and jersey winners. We gave employees comp tickets and Jeans Days at work for some of the home games. This year, there will be partner logo wear as well.”
Employees enjoyed going to KC Monarchs’ games and proactively took pictures to share on socials. “Both employees and members engaged more on social media with UCCU. UCCU saw a 2,700% increase in post reactions and 139% increase in engagement as well as higher impressions and shares. Their website saw more visitors and the time on the site increased 122%,” says Tindle. That’s win-win for the credit union employees and its members.
Element 4: Employee recognition
Employee recognition isn’t just “feel good” fluff. It’s a vital element of employer brand because it demonstrates that people are seen and valued. It is not a rubber-stamp activity. It should be consistent, personal and public.
“Recognition is not a soft initiative—it’s a financial strategy,” says Kristin Lewis, founder of Vubbix Balloons. (link https://vubbix.com_ ) She says, “50% of employees want public recognition and 92% repeat behaviors they’re recognized for.”
CALLOUT/// 92% of employees repeat behaviors they’re recognized for.///
- It shows what you really value. What you choose to celebrate (service, member impact, innovation, risk management, etc.) shows employees what excellence in action looks like. That becomes part of your cultural DNA.
- It creates emotional connection and belonging. Employees who feel recognized are more engaged and more likely to be advocates for you as an employer and as a financial institution.
Lewis also says that the investment can be modest. “Companies that invest at 1% of payroll see 79% better business outcomes.” That’s impressive return on investment.
“Great benefits” don’t make you an employer of choice
Most credit unions can offer a nice benefits package. That’s not a real differentiator. Be an institution employees love to be a part of—and advocate for. Live your values, demonstrate meaningful appreciation and invest in culture, growth and development.
Martha Bartlett Piland, CFMP, is president and CEO of BANKTASTIC®, a marketing agency that helps financial organizations build love and loyalty, and offers deep branding expertise. Connect with Martha on LinkedIn.