I recommend Mum

Background

For mothers, there’s nothing quite as intimidating as the decision to return to work after taking a break to handle the most important job of all – being a mom.

As accomplished professionals, these women have their work cut out for them as far as getting back into corporate circles is concerned and the commitment to staying home often comes hand in hand with having to let go of professional networks altogether. Surveys go so far as to suggest that one out of ten women are nervous about going back to work.

However, business realities and economic development favour the brave and two out of five managers believe mothers work faster, are more motivated and can multi-task effectively and efficiently. With Expo 2020 round the corner, the local government has placed a keen emphasis on empowering women in the workforce; providing for professional placement and growth, whilst simultaneously recognizing their all-important role as mothers.

Idea

With its latest ‘I recommend Mum’ campaign, HSBC fully supports this regional initiative in a video that successfully addresses issues faced by mothers opting to re-enter the business world. With a campaign video that uses children as spokespeople for mothers who were ‘on a break’ from their careers, HSBC turns the concept of the recommendation letter on its head with children vouching for their moms, casting a spotlight on all they have achieved during their time away. 

The campaign’s essence hits home thanks to its simplest aspect – the recommendation letter for these moms is written by their children, the true judges of how they were never really on a break in the first place. To the contrary, it’s probably the time they develop even further, demonstrating initiative, creativity, resilience and determination.

Results

HSBC further cemented its support of mothers re-joining the workforce by hosting three free workshops on resume writing and interview skills, with a resounding response of over 450 applications.