Security Bank taps employee stories to boost loyalty

The Philippine lender’s #YouMatter campaign aims to humanize the brand.

Security Bank is turning to authentic employee stories and digital storytelling to deepen customer engagement and draw top talent.

The lender launched a new wave of its #YouMatter video series in June, spotlighting the lives and workplace experiences of 40 employees. The campaign shows how Security Bank supports its people through programs, benefits, and an inclusive workplace culture.

“For potential clients, it humanizes the brand and sets us apart in a crowded market,” Chief People Officer Nerissa Berba told Asian Banking & Finance. “For existing customers, it reaffirms that they’re banking with an institution that genuinely prioritizes their needs, strengthening loyalty and long-term relationships.”

The marketing campaign was well received by employees, boosting morale and reinforcing a culture of appreciation, she said. “By showcasing authentic employee stories, the campaign helps the bank connect deeply with customers, especially our younger clients.”

It also serves as a talent acquisition strategy. She noted that marketing campaigns that seek to attract top talent should do more than advertise vacancies; they should be purposeful efforts to present the bank as a preferred workplace.

Berba said connecting with potential hires requires more than visibility—it demands authenticity. “It sparks interest, builds trust and creates a lasting impression that Security Bank is not just a place to work, but a place to grow, belong and thrive.”

About two-thirds of investment allocations in banking and investing go to digital channels, compared with 38.3% for offline channels, consultancy firm Gartner, Inc. said in a 2024 survey.For Security Bank, digital platforms are key to reaching younger talent and 

clients. “They have been a game changer for our branding efforts as they allow us to meet younger audiences where they are—online, mobile, and constantly connected,” Berba said.

The bank delivers its messaging through social media, video content, and interactive storytelling formats. It has also used digital campaigns to promote its student programs, targeting fresh graduates and young professionals.

“More than just channels, digital platforms connect, enable real-time engagement, two-way conversations, and data-driven personalization,” Berba said.