Fifth Third Bank Offers $1 Million in Job Search Training Scholarships to Help Recent College Graduates Land Jobs

New ‘Brand of You’ Integrated Campaign Gives Hope, Resources

Cincinnati – More than half of recent college graduates do not have full-time jobs. This shocking statistic prompted The Curious Bank to ask “could a bank help recent graduates find jobs?” As a result, Fifth Third Bank is working with national reemployment company, NextJob, Inc., to help job seekers develop their personal brands and land employment that will put them on the path for long-term success.

Launching today, Fifth Third’s new Brand of You integrated campaign invites recent graduates, many of whom fall into the millennial generation, to enter for one of 1,000 job coaching scholarships during the campaign period (May 11, 2015-July 20, 2015). Interested participants can enter by Tweeting an answer to the following statement: “Tell us why you deserve free one-on-one job search coaching” with both the #BrandOfYou and #53Enter hashtags. The campaign’s website is www.53.com/BrandOfYou.

“Brand of You is a natural extension of Fifth Third’s commitment to be curious about new and different ways to improve people’s lives,” said Maria Veltre, senior vice president & chief marketing officer. “The statistics for millennial employment are compelling, if not a bit discouraging, for recent graduates and their parents. Their employment challenge is compounded further when you add in the pressures of student debt. This innovative campaign is focused on helping the next generation of the workforce.”

Fifth Third Bank has worked with NextJob since 2012 to help unemployed consumers gain meaningful employment—an effort which earned Fifth Third the BAI-Finacle Global Innovation Award for Societal and Community Impact in 2014.

Tweet this news: Can a bank help graduates promote themselves and find jobs? @FifthThird answers with new campaign: www.53.com/brandofyou. #BrandOfYou

Recent graduate job seekers who visit www.53.com/BrandofYou can access some of NextJob’s comprehensive job search training tools to help them develop a personal brand and learn valuable job search techniques. They can access tools to create a standout resume with free templates and utilize the site’s headshot creator with professional selfie tips from portrait photographer, Peter Hurley. Additionally, Fifth Third and NextJob are opening up full access to the Job Seeker’s Toolkit to any one interested during the campaign period

Developed by Fifth Third Bank and agency of record, Leo Burnett, the Brand of You campaign integrates television, radio, digital, public relations and social media. It features Gina, a real-life recent college graduate and current job seeker, to encourage other recent grads to apply for job coaching scholarships and demonstrate that anyone can gain the knowledge necessary to create and promote their own personal brand and find meaningful employment.

As part of Brand of You, Fifth Third will host a series of one-day Twitter events for recent graduates, Job Twitterviews and TwitterResumes. For Job Twitterviews, held on May 19 and June 23, Fifth Third will pose a single-question job interview on Twitter and challenge participants to answer with a 30-second video response. During TwitterResume events, job seekers will get to advertise their personal brands in a single Tweet. TwitterResume events will be held on June 2 and July 8. NextJob coaches will be providing feedback to Tweets from particip