Banks compete with tech companies for the same engineers — and usually lose on brand alone. BCR flipped the script with an IT Academy on Jobful: a gamified talent community that builds skills first and hires from the people who learn.
Engineers and IT specialists have their pick of employers, and a traditional bank rarely tops the list against product companies and startups. BCR needed to compete for scarce tech talent without pretending to be something it isn’t — and to build a pipeline that didn’t depend on winning every bidding war for finished candidates.
Engineers courted by every tech employer at once.
A bank competing against product companies on perception.
BCR built the IT Academy on Jobful — a gamified community where aspiring technologists learn real skills, take on challenges, and engage with the bank long before a role opens. Instead of competing for finished engineers, BCR grows and gets to know talent through learning.
The IT Academy turned BCR’s tech hiring from a series of cold, competitive searches into an engaged, gamified community — where candidates arrive as learners, build skills with the bank, and convert into hires the organization already knows.
| Dimension | Traditional tech hiring | IT Academy on Jobful |
|---|---|---|
| Sourcing | Cold, competitive search | Engaged learning community |
| Relationship | Starts at application | Starts at first course |
| Employer brand | Bank vs. tech co | Place to learn & grow |
| Pipeline | Resets each role | Warm, always-on |
When you can’t out-brand your competition for finished talent, grow your own. By leading with learning, BCR built a relationship with technologists before the hiring conversation — turning a brand disadvantage into a community advantage.
Gamification that won Gen Z and an award-winning programme.
A formation-to-internship academy drawing 600+ registrations per edition.
A talent community that keeps high-volume pipelines warm.
Connecting people to work through community and opportunity.
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