Lloyds Banking Group
Next generation talent socials
At Human Magic
Overview
For the past year, I’ve worked with Lloyds Banking Group on their Next Generation Talent social channels, helping them connect with a younger audience of potential candidates. The aim was to make the content feel more relevant, engaging and authentic in a competitive hiring space, with social media as the primary touchpoint.
My Role & Collaboration
As the main designer, I worked closely with copywriters and digital strategists, contributing to both planning and execution. Together, we built a monthly content calendar, producing 6–8 posts per month across Instagram, including static posts, reels and stories.
Creative Approach
Animation and UGC sat at the heart of the strategy. When Lloyds launched their rebrand, I helped roll it out across Next Generation Talent, carving out a distinct visual style that gave the channel its own personality while staying aligned with the wider brand.
UGC Development
This project is where I really leaned into UGC. Early content often arrived raw and inconsistent, but I learned how to refine and elevate it for social. Over time, we began guiding employees more clearly, resulting in a noticeable improvement in both confidence and quality across the channel.
Here are some examples of the static posts I created for the Instagram feed, all very vibrant and eye-catching compared to the black primary colour that was predominantly used prior.
A challenge we faced frequently was being given employee videos, such as the one above, and asked to create a narrative. This approach seemed backwards, but we understood it was Lloyd's dynamic way of working, and we saw it as an opportunity to produce unique content.
I experimented with vector animations; they already had a small suite of illustrated vectors so, using that as inspiration, I created my own.
Results
Early Growth
Since the rebrand launched in April, we’ve seen strong early growth across Lloyds’ Next Generation Talent channels. Impressions reached 2,200,857, a 63,841.2% increase, while engagements rose to 495, a 753.4% increase. Followers have also steadily grown.
What Drove the Uplift
This growth reflects the impact of the rebrand’s bold colour palette, a more consistent posting rhythm and a stronger use of people-focused UGC. As part of the team, I played a key role in shaping this creative approach and delivering content that resonated with audiences from the outset.
increase
64,000%
2,220,850
impressions
754%
495
engagement
increase
Scroll through some of the insta stories and reels that I created.
