Case Study: ING achieves 19M+ impressions and global employee advocacy with Firstup's ING Share It platform

Boosting external comms and advocacy Building a global employee platform designed for sharing positive content

ING, the Dutch multinational bank with 56,000 employees across 26 countries, needed a trusted, easy way for staff to find and share approved positive content about ING’s products, events, sustainability and innovation—especially as audiences sought reliable news during and after COVID. The challenge was to consolidate posts from multiple social channels, tailor content for local markets, and boost external communications and employee advocacy measurably.

Working with Firstup, ING launched ING Share It, a mobile/desktop platform that aggregates company social posts, supports local administrators, uses analytics to refine content, and adds gamification and leaderboards to drive participation. About 8,000 employees have joined so far, and the program generated more than 19 million extra impressions in 2020, with continued global rollout expected to expand reach and earned media.

ING

Marvin der Meer

Global Communication Advisor