In 2021, Santander, one of the biggest banks in Brazil, had a lot of job openings.

But the preconception that working in a bank is something outdated, which has been increasing in recent years, has become even more common with reflections on work relationships accentuated by the pandemic. Particularly among the younger generation.

With that, the scenario was that not many people were applying.

So we needed to find an innovative way to make people, especially young professionals, see that working at a 163 year old bank is actually way cooler than they might think.

Instead of launching a huge 360 campaign, we decided to use and create with Linkedin in an unprecedented way.

Although it is the best platform to reach people who are looking for a job, LinkedIn is a very cold social network.

In order to break ice, we brought Whindersson Nunes, once the second most influential Youtuber in the world, whose social media community adds up to 100 million followers, to LinkedIn, a social network where he had zero followers.

By doing that, we managed to get the attention of both his younger audience and other LinkedIn users that were curious about a comedian signing up to the social network.

We used the buzz of Whindersson’s presence on LinkedIn to promote job openings and the first ever Reverse Interview: a A 4-hour live event where Santander’s C-Levels would break a sweat replying in real time to all the prospective candidates' questions.

The message we needed to deliver was that the reality of working at Santander was nothing like the image people had.

So Whindersson's role was to make noise and break the stereotype of the suit and tie banker.

We brought him to the place the working people are at: LinkedIn, launching Whindersson’s brand new profile at the platform, targeting primarily young professionals but also aiming for a wider audience. With his reach among the younger generation in YouTube and Instagram, we fetched a whole new audience for our LinkedIn page and his profile.

But Santander's brand was always based on the belief that the clients need to decide for themselves what's best for them. So, when it came to promoting our own hiring program, we didn’t want to tell people that it is good to work for Santander. We wanted people to find out if Santander works for them.

We started out by launching Whindersson’s profile on LinkedIn.

At first, he broke the news by posting that he was Santander’s new brand ambassador, inviting people to come work with him and spreading the news on his other social networks profiles.

Then, we started an extensive content strategy on the profile of the new super influencer on Linkedin.

In addition to marketing job openings and benefits, he began to interact with his “work colleagues”, engaging people inside and outside Santander to spontaneously talk about their day-to-day work at the bank.

When Whindersson’s profile was filled with people wanting to know more about him and his new role at Santander, he promoted Santander’s Reverse Interview event.

After 4 hours of chatting and more than 9,000 live comments, even before seeing the results, we even dared to think we had done well in the interview.

THE SINGLE PLATFORM AND SINGLE INFLUENCER CAMPAIGN (NEW TO THE SOCIAL NETWORK) WAS EFFICIENT IN ATTRACTING MORE THAN 5,000 CURRICULUMS IN JUST 72 HOURS.

And we still have more big numbers, like:

- 70 thousand views;

- 216.3 thousand minutes watched

- 9.5 thousand comments during the live event;

- 3.6 thousand reactions during the live event;

- and over 5.3MM impacts.