EMPLOYER BRANDING CAMPAIGN / FINTECH
A FINTECH SEEKING BLACK TALENT, FIRST, GETS A LESSON IN BLACK WEALTH
A concept for an employer branding campaign for a fintech trying to attract Black talent. Treating recruitment as a wealth question, it dares to ask: who really teaches you how to be rich?
ROLE — CONCEPT, HIRING TEAM, LEADING IDEATION WORKSHOP, CULTURAL RESEARCH, SOCIAL LISTENING, FINANCIAL PSY., PITCH DESIGN & LIVE
Client
Adyen,via MCH Global Agency,in grateful partnership with Lilith Agency
Year
2023
Situationship
Freelance ECD, MCH Global Agency
Strategy Inside
Show that Adyen understands that the language of intergenerational wealth is an advantage passed down along with the money itself.
Adyen (fintech) was struggling with its employer branding. It was actively trying…
The name "Adyen" – Sranan Tongo for "start over" – gave me…
"Adyen Flips the Script." A job from Adyen is more than a…
This strategy was sold to MCH, pitched to Adyen DEI, and backed…
"Susan hired and led a team. She secured a pitching opportunity. Her leadership throughout this project was evident."
Marcel van Overveld — Former Business Director, MCH Global