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As part of its social media strategy to build on its employer brand, BNP Paribas Fortis organized a live chat session on its Dutch Facebook page, “Mijn Job BNP Paribas Fortis”, on 18 June 2012. The purpose of the live chat was to engage with Facebook users, particularly students and young graduates, who might be interested in working at BNP Paribas Fortis, and who wanted more concrete information on such subjects as the selection process or what various jobs involved.
Two “chatters” from Human Resources answered these questions in real-time, at times animating up to five conversations simultaneously. The live chat lasted two hours and involved 30 participants, between 20- and 30-years old.
The initiative offered the chance to build positively on the current image of the banking sector, and of BNP Paribas Fortis in particular. By opening the discussion via social media, BNP Paribas Fortis hoped to engage with a young and dynamic population of prospective employees. The initiative will likely be repeated in the near future.