Lloyds Banking Group launches TikTok account to attract new talent

Lloyds Banking Group (LBG) has launched a TikTok account as it looks to project an image as an exciting place to work.

The content offers a behind-the-scenes look at the internal culture of the group, aiming to change perceptions of LBG from a standard big corporate to a place where people can achieve exciting and fulfilling things.

The six videos posted so far aim to showcase the humour and personality of some of the firm’s employees, covering topics such as training opportunities and environment initiatives.

While its retail bank has been on the channel for some time with content offering financial guidance, this is the first time the group as a whole has appeared on the channel.

LBG has been investing heavily in digital, including overhauling the Scottish Widows app and setting up a gamification team in Scotland.

The financial services giant recently worked with EveryFriday on an advertising campaign titled ‘Don’t wake up to dull’. The 60-second spot focuses on a woman unenthusiastically waking up to her job on a Monday morning, with actor Matt King of Peep Show fame delivering a motivational monologue to persuade her to change roles.

As well as the retail bank Lloyds Bank, LBG includes brands such as Halifax, Bank of Scotland and Schroders Personal Wealth.

“Our vision is to become a customer-focused digital leader and integrated financial services provider, able to capitalise on new opportunities at scale,” LBG said in a statement accompanying its recent full year results. “This will drive higher, more sustainable returns for our shareholders.”