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Apr 13, 2022
In Welcome to the Forum
Eastern is not only willing to go where other banks won't. The brand is also willing to champion issues that other companies won't, from immigration to same-sex marriage to transgender bathrooms. Eastern Bank has done more than talk about these issues. It was the first company in the United States to sign the GLAD Amicus Brief challenging the Defense of Marriage Act. It was one of three companies (along with Google and Harvard Pilgrim) that led the lobbying for Massachusetts' transgender rights bill and continues to lead the business community in ensuring the legislation is upheld. during the November 2018 voting season. And when President Trump signed a directive buy email list banning transgender people from the military, Eastern put up a billboard that read "Greetings to all who serve our country . All The word "all" featured the colors of the transgender flag. "We expressed what we care about and we were brave," Niles-Lane said. "We're a bank and we had a billboard on major highways that said, 'Hey, we're going to stand up for LGBTQ rights.' Some might not like it, and we know we have customers who may not like it, but we're here to make sure the buy email list world we live and work in is diverse and inclusive. Overall, the campaign was extremely well received. a handful of negative comments we might get on social media if we post a story about an LGBTQ community or the African American community, but for those two comments, there are 200 likes." Most employees in the East like it too. When the bank asked staff about the Join Us for Good campaign, 70% agreed that the campaign made them proud to be an Eastern employee and buy email list that the brand message matched their experience with the bank. “Our employee engagement scores are up,” says Niles-Lane. “We are consistently voted one of the best places to work, and the authenticity of the campaign resonates with employees. And I think one of the reasons it was very well received internally is that we had transparent and genuine leadership. Some employees may not necessarily be. agree with all of these views. Our management addressed this point and said, “We understand this and respect your beliefs, but this is how we see the future. This is how we see the world. »
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