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Lloyds Banking Group - Faces of the Future
We partnered with Lloyds Banking Group to transform their student attraction from high volume engagement to measurable, skills aligned conversion. Using AI-powered personalisation, the campaign connected students to relevant career pathways, increasing qualified engagement and driving trackable movement into the early careers pipeline.
Engage
Lloyds Banking Group needed to elevate the quality, not just quantity of the early talent pipeline through creating a scalable, measurable attraction model.
The challenge:
While student visibility was strong, it was not translating into application quality or conversation. In a competitive early-talent landscape, LBG needed to move beyond volume-driven attraction and build a scalable model that could identify, engage and convert students aligned to priority roles, future skills and diversity goals.
The opportunity:
To design a distinctive, insight led student experience that would cut through, attract priority STEM audiences and convert curiosity into measurable intent, without losing authentic human connection.
Inspire
Introducing “Faces of the Future” – an AI-powered, strengths-led campus experience.
At the heart of the campaign was an AI-powered SketchBot activation. Students received a personalised, AI-generated caricature sketch mapped to behavioural personas valued by Lloyds Banking Group that aligned with genuine early careers pathways.
Each interaction triggered a digital journey via QR code, directing students to a career path quiz and live opportunities. This connected physical engagement directly to digital intern, tuning moments of curiosity into structured, trackable conversion.
The activation acted as both a high impact engagement tool and a conversation starter, enabling deeper, strength led discussions between students and LBG reps/advocates around motivations, skills and career fit.
Designed as a scalable model, the experience was deployed across various university campuses, careers fair and apprenticeship events, supporting Lloyds Banking Group’s refreshed EVP through a consistent data enabled format.
75% of mystery shoppers reported they could see themselves thriving at LBG following the experience, reinforcing the benefits of strength led engagement on-campus attraction engaging priority talent. The campaign also supported a wider effort that saw LBG climb to 11th in The Times Top 100 Graduate Employers.
The campaign demonstrated a clear shift from passive engagement to qualified intent, with students actively progressing into Lloyds Banking Group’s next gen talent ecosystem.
It also contributed to broader employer brand momentum, alongside which Lloyds Banking Group rose into 11th in the Times Top 100 Graduate Employers.
Connect
The campaign delivered measurable impact across three key areas: student engagement, employer perception, and early careers pipeline conversion.
Across Autumn and Spring activation phases, the campaign delivered measurable results across engagement, perception and conversion:
7350+
SketchBot interactions
4000+
digital journey scans
68%
clicked through to LBG's Next Gen Talent site
Over 54%
of participants were STEM students
"This campaign fundamentally shifted how we approach next gen talent attraction. We moved beyond measuring success through volume alone and instead focused on connecting engagement directly to intent and conversion. It gave us a scalable way to identify and engage the right talent, not just more talent."
Nofi Balogun, Lloyds Banking Group
The SketchBot was exciting and portrays Lloyds as progressive and innovative. It really differentiated this event from similar ones prior.”
Undergraduate Student - Imperial College London
