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VakıfBank is the second largest bank in Turkey with its 16,882 employees, 5,000 ATMs and 939 branches.
The concept of gender equality, which expresses the equal participation of women and men in all areas of social life, is a concept that is emphasized throughout the world. VakıfBank aims to empower women so that they can take an active part in every stage of social and economic life. In this context, as the first Turkish public institution to sign the Women Empowerment Principles, the private sector initiative of the United Nations, it continues to fulfill the responsibility of this understanding in every field.
With the aim of keeping women behind in business life compared to men, shedding light on the discriminatory approaches and discourses they are exposed to, and raising awareness against sexism in business life throughout the society, VakıfBank celebrates 8 March International Women's Day, emphasizing the fact that women are special and equal as individuals, employees and people released a special commercial.
Getting married, having children, and spending time at home are obstacles for women. As a result, men have more experience and seniority in business life, so they start the race to get a job ahead of their female competitors.
Based on these facts, VakıfBank wanted to draw attention to the discrimination in job interviews, which is only the first step of business life, and said to employers and human resources officials, who look at other things instead of candidates' qualifications, on behalf of women with “MindYourBusiness ".
VakıfBank wanted to emphasize that they stand by women against job interview questions that hurt human pride, violate private life, face humiliating questions and are dismissed from working life despite all their equipment, and draw attention to this well-known but denied discrimination issue in business life with this hashtag.
In our commercial where there is no actor and the space is uncertain, we tell that the necessity of gender equality in business life is to look at the qualifications of the candidate, which is how she/he does his/her job. In the so-called job interview, which we describe as an interrogation room, we hear sexist questions such as spouse, child, private life, which are not asked to men, with various voices representing employers and HR executives.
The commercial was aired three days before March 8, International Women's Day. It was simultaneously posted on corporate social media channels.
"MindYourBusiness" was watched twice by VakıfBank organic shares on Youtube, three times by Instagram shares, and twice by Facebook shares.
The commercial, which reached approximately 100 thousand people on Instagram, was liked not only by women but also by men, and received hundreds of positive comments.
In addition, this study was news on sectoral platforms in the digital press and achieved 31,707 reach with zero budget.
