Our research revealed that we have a big mountain to climb in terms of getting Millennials and Gen Z to consider a career at AMEX. The company is seen as a traditional, elite corporate behemoth that operates in the financial space and only sells credit cards. Prospects can’t see themselves at AMEX and, if they do consider working there, believe that they won’t have much of a voice in the corporate hierarchy.
Knowing this, we aimed to shift the narrative by giving applicants a true insight into the culture at American Express. Amid a pandemic, we knew capturing real colleagues in all of Amex’s global markets wasn’t going to be an easy task, so we solicited User Generated Content (UGC) as our primary photography choice. This decision, while made for practical reasons, ended up reflecting the AMEX story in a more transparent and authentic light after all.