Since 2004 the banking industry has faced an increasingly tight and competitive job market. Hence the need to be innovative and use all means available to reach potential candidates. Whether it is using mobile based job website and mobile phones, or holding interviews in the virtual world of Second Life, BNP Paribas is leading the charge.

“In this context, and despite already being a very attractive employer, we’re innovating to attract top-quality people,” says Bénédicte Monneron, who heads recruitment for the Group. BNP Paribas has therefore launched a series of initiatives to meet both recruitment needs (the Group hires 24,000 people a year, including 5,000 in France) and further enhance the bank‘s image as an employer.

One recent initiative was the “Jobs and Equal Opportunity Train”, a campaign organised by France’s SNCF railways. “SNCF wanted to partner with businesses recognised for their commitment to promoting diversity,” Bénédicte Monneron explains. “We were delighted they asked us to join them, since this exposure reinforced our image as a preferred employer.” The specially fitted-out train pulled into 12 major French cities between March 18 and April 4 2008, and by climbing on board, BNP Paribas had three goals in mind: provide information on the Group’s activity and businesses, recruit (1,000 permanent jobs were on offer, as well as 400 fixed-term and internship opportunities) and finally communicate on the themes of diversity, recruitment and equal opportunity.

Another innovative idea, introduced last November, was setting up a mobile based job website. As Bénédicte Monneron explains, “We wanted to adapt to the new ways of communicating, and people now use their mobile phones to obtain all kinds of information.” This approach also shows BNP Paribas as a modern company, she adds, capable of meeting candidates’ expectations.

In terms of innovative recruitment it would be hard to beat an initiative that took place in June 2007 when IT candidates were invited to online interviews by avatars in the virtual world of Second Life. “We had great feedback from the Second Life campaign in terms of image,” says Bénédicte Monneron. “It really positioned us as a trailblazer and gave BNP Paribas an edge over competitors. This is especially important in an industry that most people don’t see as particularly creative.”

Finally, the “open door” interviews held at different bank branches in France were introduced in September 2005 and are now held every two years. “These interviews have always been very well received and we can definitely capitalise on this approach. This type of recruiting is different, more open, and centred on personal contacts,” Bénédicte Monneron concludes. It’s also very effective, as nearly 700 staff have been hired so far using the technique.

Tracey Rudkin

GLOBAL CAMPAIGN MANAGER, Graduate Resourcing and Development, London.

“We launched CIB’s international recruitment website for recent graduates in September 2007. People can apply for any country in the world. After filling out the form they’re asked to take a short personality test. If they qualify, they’re invited to schedule a 45-minute phone interview, and it’s the same for everyone, with no discrimination. After that, candidates have a personal interview with one of the businesses. The advantage of this process is that it’s fast, centralised and easy to use.”

Marie Guillaume

CAREER DEVELOPMENT, Investment Solutions, Paris.

“Discovery Day is a global concept designed for use by all Asset Management & Services businesses to help them meet recruitment challenges. BNP Paribas Securities Services (BP2S) hosted the first day. The idea is to give students a chance to discover the business from the inside–what people actually do, the working environment, and so on–using a fun, educational approach and enabling them to see why we’re interested in their particular profile. For this first Discovery Day we welcomed 18 students in their fourth or fifth.“