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Corporate Case Study: HSBC

HSBC Transforms Digital Capabilities Across Global Marketing Teams with Squared Online

HSBC is one of the largest banking and financial services organisations in the world, with over 1000 marketers employed globally. HSBC’s international network comprises around 7,500 offices in over 80 countries and territories in Europe, the Asia-Pacific region, the Americas, the Middle East and Africa.

www.hsbc.co.uk

Global roll-out:

  • Students from Asia, Middle East, US, Canada & Europe.
  • Retail, commercial and private banking.
  • B2B and B2C divisions.
  • Participants split into groups for the virtual group projects to increase global collaboration.

The challenge

The banking sector globally has experienced a shift in how customers are looking to be serviced.

HSBC wanted to upskill their marketing teams across the world with the best digital capabilities to both maximise business performance, and develop their roles within the company.

They were looking for a programme that embodied the transformative digital mindset: an innovative online course that would change the way participants think and work that could be undertaken globally.

The solution

Squared Online was mapped directly against HSBC’s training needs via their digital marketing capabilities matrix to illustrate how the programme would fully support their specific digital capability objectives.

In line with HSBC’s framework for entry-level capability, the audience is marketers who are either new to digital roles, or who have held digital roles for approximately 12 months.

The pilot group graduated from Squared Online in 2015. As a result of the programme’s success, the 2016 intake was quadrupled, with further global rollout planned.

“From day one I was learning digital skills and knowledge that have helped me practically in my role, and the group work also allows you to develop teamworking and leadership capabilities.”

Emily Pope Customer Experience Manager, HSBC

The results:

Increased confidence in digital marketingMost HSBC delegates had acquired specific functional digital skills on the job, and through Squared Online developed a much broader, strategic understanding of digital.

Improved marketing performance globally – Increased confidence in digital strategy has led to more effective collaboration with PPC, social and mobile specialists in-house and from external agencies.

Growth of internal networks – Internal networks strengthened in a large, global organisation through Squared Online’s virtual group projects: ‘I now know the right person to go to for advice on my projects.’

Benchmarked against best-in-class – Participants gained insights and resources, and discovered best practice from Squared Online students from other industries, which HSBC participants were able to share with their teams.

Student spotlight

Mohammed joined the HSBC/Squared Online cohort with a marketing career spanning 18 years in Fortune 500 FMCG and banking companies. His role at HSBC had become digitally-focused within the last two years, and whilst digitally savvy, he lacked a strategic overview of the digital channels.

As a result of Squared Online he understands integrated digital strategies and is able to translate these into effective agency briefs, cross-channel campaigns and virtual collaboration that goes beyond marketing.

For HSBC MENA this is the start of digital transformation in marketing that drives better customer engagement and ultimately business performance.

Squared Online is the award-winning global digital marketing leadership course developed with Google to enable companies to upgrade their staff’s digital capabilities. Taught online over 5 months by industry experts, it’s a unique, hands-on approach to learning that will develop and retain your company’s brightest talent.

Download case study in PDF

 

Radzif Nasri

Posted February 5, 2021