1. Do not place content in the brand signature area !! ING Orange RGB = 255 -102 - 000 ING Light blue RGB = 180 - 195 - 225 ING Dark blue RGB = 000 - 000 - 102 ING Warm Grey 5 RGB = 150 - 150 - 150 ING colour balance Guidelines www.ing-presentations.intranet Next Generation Banking ING Employer Brand Campaign Wenka Booij @wenkab Wenka.Booij@ing.nl

2. Do not place content in the brand signature area !! ING Orange RGB = 255 -102 - 000 ING Light blue RGB = 180 - 195 - 225 ING Dark blue RGB = 000 - 000 - 102 ING Warm Grey 5 RGB = 150 - 150 - 150 ING colour balance Guidelines www.ing-presentations.intranet Even voorstellen 2 Wenka

3. Do not place content in the brand signature area !! ING Orange RGB = 255 -102 - 000 ING Light blue RGB = 180 - 195 - 225 ING Dark blue RGB = 000 - 000 - 102 ING Warm Grey 5 RGB = 150 - 150 - 150 ING colour balance Guidelines www.ing-presentations.intranet 3 ING International Talent Programme

4. Do not place content in the brand signature area !! ING Orange RGB = 255 -102 - 000 ING Light blue RGB = 180 - 195 - 225 ING Dark blue RGB = 000 - 000 - 102 ING Warm Grey 5 RGB = 150 - 150 - 150 ING colour balance Guidelines www.ing-presentations.intranet 4

5. Do not place content in the brand signature area !! ING Orange RGB = 255 -102 - 000 ING Light blue RGB = 180 - 195 - 225 ING Dark blue RGB = 000 - 000 - 102 ING Warm Grey 5 RGB = 150 - 150 - 150 ING colour balance Guidelines www.ing-presentations.intranet 5

6. Do not place content in the brand signature area !! ING Orange RGB = 255 -102 - 000 ING Light blue RGB = 180 - 195 - 225 ING Dark blue RGB = 000 - 000 - 102 ING Warm Grey 5 RGB = 150 - 150 - 150 ING colour balance Guidelines www.ing-presentations.intranet Wie? Omschrijf je doelgroep dmv een persona. 6 CharleyDescription Thinks and Feels Global citizen, confident, feels peer pressure, like fun@work, enjoys freedom, wants to grow Sees A world with opportunities, sees the news, fun content shared by friends Says and Does Digital is way of life, proud of employer, loves sports, outgoing with a sense of humor, in control Hears Bank has negative image, yet still considered cool once you’re “in”. About unemployed friends. About cool international jobs Pains Unemployment, having a bad boss, boredom, lack of personal development and work life balance Gains Wants to be liked and part of a bigger plan. Having a purpose, create autonomy, do cool stuff, personal growth

7. Do not place content in the brand signature area !! ING Orange RGB = 255 -102 - 000 ING Light blue RGB = 180 - 195 - 225 ING Dark blue RGB = 000 - 000 - 102 ING Warm Grey 5 RGB = 150 - 150 - 150 ING colour balance Guidelines www.ing-presentations.intranet 7 Change Goethe picture for CUNEF logo (universitiy in Madrid)

8. Do not place content in the brand signature area !! ING Orange RGB = 255 -102 - 000 ING Light blue RGB = 180 - 195 - 225 ING Dark blue RGB = 000 - 000 - 102 ING Warm Grey 5 RGB = 150 - 150 - 150 ING colour balance Guidelines www.ing-presentations.intranet Welk speelveld? 8

9. Do not place content in the brand signature area !! ING Orange RGB = 255 -102 - 000 ING Light blue RGB = 180 - 195 - 225 ING Dark blue RGB = 000 - 000 - 102 ING Warm Grey 5 RGB = 150 - 150 - 150 ING colour balance Guidelines www.ing-presentations.intranet Bouwstenen van je campagne 9 Strategic insight for the campaign: The economic world is in shambles. And the graduate is part of the first and only generation that has the opportunity to rebuild this economy. He has the opportunity to have impact. And what better place to this, than at a bank. Creative idea: At ING you can be at the root of creating a financially healthy future. This financially healthy future is created by and for the next generation. Campaign Concept: Children (the next generation) always have a lot of questions about everything. Also about money. So each week, we will post a kids’ question on the ING Careers Facebook page, in the form of a short video. The challenge is to come up with an answer simple enough for a child to understand.

10. Do not place content in the brand signature area !! ING Orange RGB = 255 -102 - 000 ING Light blue RGB = 180 - 195 - 225 ING Dark blue RGB = 000 - 000 - 102 ING Warm Grey 5 RGB = 150 - 150 - 150 ING colour balance Guidelines www.ing-presentations.intranet 10 Twitter Linked In ING.com Local Facebook pages ING.jobs AIESEC CEMS

11. Do not place content in the brand signature area !! ING Orange RGB = 255 -102 - 000 ING Light blue RGB = 180 - 195 - 225 ING Dark blue RGB = 000 - 000 - 102 ING Warm Grey 5 RGB = 150 - 150 - 150 ING colour balance Guidelines www.ing-presentations.intranet 11

12. Do not place content in the brand signature area !! ING Orange RGB = 255 -102 - 000 ING Light blue RGB = 180 - 195 - 225 ING Dark blue RGB = 000 - 000 - 102 ING Warm Grey 5 RGB = 150 - 150 - 150 ING colour balance Guidelines www.ing-presentations.intranet Voorbeelden van antwoorden 12

13. Do not place content in the brand signature area !! ING Orange RGB = 255 -102 - 000 ING Light blue RGB = 180 - 195 - 225 ING Dark blue RGB = 000 - 000 - 102 ING Warm Grey 5 RGB = 150 - 150 - 150 ING colour balance Guidelines www.ing-presentations.intranet 13 Campagne Stats: Facebook Facebook: Campagne heeft meer dan 10.000.000 unieke personen bereikt op Facebook en meer dan 80.000.000 total views. Comments/ reactions: over 1.500 Top 5 Countries: •France •Poland •UK •Spain •Germany Onze campagne posts op AIESEC Facebook page werden 6 keer vaker op doorgeklikt dan de gemiddelde postings van Global Partners.

14. Do not place content in the brand signature area !! ING Orange RGB = 255 -102 - 000 ING Light blue RGB = 180 - 195 - 225 ING Dark blue RGB = 000 - 000 - 102 ING Warm Grey 5 RGB = 150 - 150 - 150 ING colour balance Guidelines www.ing-presentations.intranet Earned media en sentiment 14

15. Do not place content in the brand signature area !! ING Orange RGB = 255 -102 - 000 ING Light blue RGB = 180 - 195 - 225 ING Dark blue RGB = 000 - 000 - 102 ING Warm Grey 5 RGB = 150 - 150 - 150 ING colour balance Guidelines www.ing-presentations.intranet Hoe kijk ik er op terug; de learnings 15 •Snap je doelgroep •Snap je speelveld, intern en extern •Trust your gut