Corporate Communication faced a difficult year in 2022, both from an internal and external point of view. The aftermath of the coronavirus pandemic and regulatory changes shaped the year and forced the area to undertake numerous activities towards improving employee experience and protecting the Bank's reputation, among other objectives.
Bankinter's Internal Communication area had three main objectives: actively listen to Bankinter's professionals, support the return to a full face-to-face working environment and boost the intranet. Numerous actions were developed around these objectives, always with a focus on improving employee experience.
During the first half of the year, a listening survey (Speak Out 2022) was conducted with the assistance of Willis Towers Watson (WTW). For the first time, the initiative included Avant Money, and gathered the opinions of the Group's professionals in Spain, Portugal, Ireland and Luxembourg. In total, more than 5,500 employees were asked to participate, and the participation rate was 81%. Thousands of comments were collected, from which conclusions were drawn using artificial intelligence tools
The year also saw a complete return to a face-to-face work environment in Central Services, with one day a week of teleworking. The Branch Network had kept its customer service open during the Covid19 pandemic, as it was considered an essential service. Internal Communication supported the gradual return to full normality, and the flexible working hours already in place at Bankinter were kept.
With regard to the intranet, work was carried out to improve the user experience and the organisation and architecture of the site, which brings together all the benefits available to employees. New business-related pages were created to facilitate the work of the Branch Network and customers' personal pages were improved with video tutorials and explanatory materials.
Across the board, Internal Communication continued to promote the 'Bankinter takes care of you' programme, an initiative that seeks to improve the physical and mental well-being of employees. Several webinars (in video format) addressed topics such as mindfulness, cancer prevention or exercise in the workplace. Employees had access to Bankinter's Healthy platform to use gamification to record their sporting activities in a competition between the different areas of the Bank.
Internal Communication supported the business with various key initiatives for the Bank, including 'Bankinter in family', the launch of an alternative investment manager, Bankinter Investment, and the implementation of a new Retail Banking model
One of the main tasks of Bankinter's External Communications area is to manage relations with the media, conveying to them the strategic messages that define the Bank and reflect its value offer and its distinctive positioning in the market.
While the financial year 2022 was successful for the financial sector in economic and earnings terms, banks had to cope with a challenging information and reputational environment. In this context, Bankinter's External Communications area carried out a number of actions to highlight to its stakeholders not only the profitability of its business model, but also the responsibility, integrity and sustainability that go hand in hand with its strategic approach and way of doing business.
The main projects in Bankinter's strategic communication plan for 2022 include the launch, at the end of the year, of the new alternative investment manager, which will provide access to this type of investment for the Bank's retail customers, and the creation of the new Bankinter Liberty Home and Auto insurance company. Also noteworthy is the positioning achieved by the Bank as a source of information in the area of sustainability.
Bankinter's External Communications area continuously monitors all the mentions and news items about the Bank that appear in the media and on social networks, in order to obtain an overall view of the Bank's reputational positioning and its corporate image in the eyes of its various audiences.
According to the data obtained in the 2022 study, conducted by the consultancy Rebold, which analyses mentions of the Bank and compares them with those of other institutions, Bankinter achieved a higher rating than the sector average. The Bank is also the leader among its peers in percentage of positive mentions: 62% of everything published about Bankinter in offline and online media and on social media analysed is favourable to the Bank, and only 14% of this content is classified as negative.
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