RBC’s size and scope offered incredible career opportunities and a world of benefits that were going underutilized. But its story wasn’t being told in a way that connected emotionally with current or future employees, across all life stages.
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We reimagined RBC’s Employee Value Proposition and launched a new employer brand—Make It Yours—putting employees at the centre. Through a unified visual identity, TV and social campaigns, out-of-home, digital ads, and real employee storytelling, we showed that at RBC, work fits into your life—not the other way around.