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"I rob banks for a living, what do you do?"

Updated: Nov 20, 2020

That was the headline title for the hero image on a new product launch webpage that I set live, just about this time exactly 8 years ago. At the time I was responsible for a new product launch for a piece of software that protected users as they went about their online banking business – coincidentally called “Banking Protection".

In case you are not familiar with this particular quote from the title of this blog, it was attributed to John Dillinger, one of the most famous American bank robbers of his time. Prior to the product launch, I had just watched the film about his life, that featured Johnny Depp, as Dillinger, “Public Enemies". That gave me some inspiration for the campaign tagline – we even printed t-shirts for colleagues to wear as part of the internal buzz for the launch...

"Follow the Money"

I fully admit this was quite edgy for a marketing tagline, especially for Plc to lead with online; in terms of the product itself, it was a success and we had no difficulty selling it. Banks were then and still are today, a favourite target for online criminals.

Was there an answer to Dillinger’s quote? Yes, we replied with:

"We do Banking Protection"

There is a funny story a colleague told me years later, who was wearing said t-shirt and received funny looks from US Border Patrol staff as she went through security at an airport.

It is also worth noting at this juncture, due to the nefarious activities of Dillinger and bank robbers like him, led to the creation of the FBI in America.

Why Would you use HappyJobsNI?

Sadly, the webpage is no longer live so you have to take my word for it. The reason for my choice of copy was as follows:

  • it was simple;

  • Provocative - it would provoke a reaction, pose a question and start a discussion;

  • it was memorable;

  • very clear about what we were doing as a business. I had no choice over the naming convention of the product, naturally I agreed with it;

  • And it did exactly what it said on the tin.

This was exactly the same rationale for our naming of HappyJobsNI – hire for your next vacancy for only £599. As per the naming convention for Banking Protection, it is short and sweet and phenomenal value for money, saving you a lot!!

We also allow you to reach a wider audience by posting your job on multiple job sites and boards, to maximise your candidate reach. The feedback we are hearing from Clients recently is that they are more open to hiring the right candidate, regardless of where they live now, one positive from the pandemic worth highlighting for job seekers.

It gets even better for our Customers – all of the candidates who complete an application will be stored and collected in your own online portal. This is one central area for you to manage.

Just Like Dillinger, follow the money and add one important step in, follow and save money with, by putting some back in your own piggy bank.

Stay Happy!


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