Estimated reading time: 9 minutes
In today’s evolving marketing landscape, the fusion of authentic storytelling and innovative communication tools is transforming how organizations connect with their audiences. At Civista Bank, Autumn Jose, Assistant Vice President and Brand Marketing Specialist, has pioneered initiatives that embody this shift, blending employee-driven content, internal podcasting, and community engagement into a cohesive human-centered marketing strategy. This article delves into the journey, successes, and future plans of Civista Bank’s unique approach, highlighting valuable lessons for banks and organizations seeking to foster genuine connections both inside and outside their walls. Let’s talk about podcasting and human-centered marketing.
TL;DR: Podcasting And Human-Centered Marketing
Civista Bank’s Autumn Jose shares how human-centered marketing—anchored by employee-led content, internal podcasting, and community storytelling—drives engagement from the inside out. The Social Stars program empowers employees to authentically promote the brand while gaining new skills, and podcasting has helped modernize internal communication. It’s a model any bank can adapt to create real connection and loyalty.
Related Links
Finding Purpose In Banking: Autumn Jose’s Journey
Sometimes, the best career paths find us rather than the other way around. Autumn’s entry into the banking world was serendipitous—coming from a marketing role in the technology sector, she was feeling burnt out by the relentless sales calls and appointment setting. When an opportunity opened up in Civista Bank’s marketing department, she took a leap of faith, and nearly 14 years later, she reflects on how rewarding it has been.
What truly stands out for Autumn is the deep connection that community banking fosters. Unlike larger institutions that may feel distant or impersonal, Civista Bank’s work is rooted in supporting both internal teams and the communities they serve. This meaningful engagement has fueled her personal and professional growth, and it is a cornerstone of the innovative marketing efforts she now leads.
People Also Ask (PAA): Podcasting And Human-Centered Marketing
Q: What is human-centered marketing in banking?
Human-centered marketing prioritizes people over products. It focuses on real stories, employee voices, and community engagement to build trust and relatability.
Q: How do employee ambassador programs benefit banks?
Programs like Civista’s Social Stars drive brand engagement, improve employee morale, and generate authentic content from within.
Q: Why should banks invest in internal podcasting?
Internal podcasts offer a flexible, engaging way to share updates and culture—especially for front-line staff who can’t always attend meetings.
Launching The Social Stars Ambassador Program
One of Autumn’s most notable achievements is the creation of the Social Stars ambassador program at Civista Bank. This initiative was born out of a clear need: despite the bank’s active presence on social media, internal employee engagement was surprisingly low. Given the banking industry’s strict regulations around public communications, many employees felt hesitant to participate in social media activities.
Determined to bridge this gap, Autumn crafted a safe and supportive space where passionate, socially savvy employees from across Civista’s footprint could become brand ambassadors. These Social Stars were empowered to share authentic stories, engage creatively, and promote the bank in ways that felt genuine and aligned with compliance guidelines.
The results have been remarkable. Since its launch in 2023, the program has driven a 189% increase in Facebook engagement and a 149% boost on LinkedIn within the first quarter alone. Now, three years in, the program continues to thrive, with participants growing in confidence and creativity, shining brightly as true advocates for the Civista brand.
Why Employees Embrace Social Stars
What motivates employees to step forward and participate in such a program? Autumn believes it boils down to authenticity and connection. Employees want to be part of something real and meaningful, not just a corporate message. The Social Stars program gives them a voice beyond their job titles, allowing them to express their personal brands alongside their professional roles.
This recognition and the culture of collaboration at Civista Bank encourage employees to lean in naturally. They feel valued and supported, which fosters a sense of pride and ownership in their contributions. This dynamic not only benefits the individuals but also strengthens the bank’s overall culture and external reputation.
Amplifying Community Impact Through Authentic Stories
One of the most powerful aspects of the Social Stars program is how it extends beyond the bank’s walls to positively influence the communities Civista serves. Autumn highlights that people trust stories from individuals more than corporate announcements. When employees share their volunteer work, local partnerships, and community events, it humanizes the bank and builds deeper connections.
Examples include posts about food pantry events, financial literacy classes, and celebrations of local festivals and parades. These stories create visibility for important causes and inspire others within the bank and community to get involved. The program fosters an authentic dialogue that bridges the gap between the bank and the people it serves, making the brand more relatable and approachable.
Bridging the Gap: Content For Marketers And Community Advocates
One of the challenges many banks face is the disconnect between the incredible work happening on the ground and the content marketers have to share. Autumn’s Social Stars program elegantly solves this by empowering employees to become content creators themselves. This collaboration ensures a steady stream of authentic, relevant material that resonates with diverse audiences across Civista’s expansive geographic footprint—from northeastern Ohio to southeastern Indiana.
Because the bank’s footprint covers varied communities, what resonates in one location might not in another. Having ambassadors from all regions ensures that content is localized and meaningful. This decentralized approach not only enriches the bank’s social media presence but also gives employees a platform to showcase their unique community connections.
Developing New Skills Beyond The Day Job
Participation in the Social Stars program is more than just sharing posts—it’s an opportunity for employees to learn and grow. Autumn shares that ambassadors come from all departments, from commercial lenders to branch managers, and through the program, they gain skills in graphic design, content creation, and even emerging AI tools such as ChatGPT and Co-pilot.
These new competencies encourage creativity and improve communication both externally with customers and internally among colleagues. The ripple effect is significant: increased confidence, innovation, and even leadership potential emerge from these experiences. This holistic growth benefits the bank by cultivating a more dynamic and engaged workforce.
Looking Ahead: The Future Of Social Stars
As the program matures, Autumn’s vision is to empower Social Stars to create even more authentic content, moving beyond compliance-approved posts to embrace their own creativity fully. She is excited to see participants capture more video content, which can showcase the vibrant work happening behind the scenes in various departments.
Additionally, she hopes to deepen the storytelling around real community partnerships and connections, as this authenticity is the “magic” that truly brings the Civista brand to life. The program’s leadership and knowledge-sharing culture ensure that new ambassadors are supported and inspired to innovate continuously.
Innovating Internal Communication With Podcasting
Beyond social media, Autumn has also championed an internal podcast designed to recap meetings and keep employees informed. Recognizing that frontline employees often cannot step away for scheduled calls, the podcast offers a flexible, engaging way to share important updates.
Co-led with a fellow Social Star, Sierra, the podcast provides a personal touch by sharing insights directly from leaders and colleagues. Currently being revamped to include a broader range of voices and to extract clips for external social media use, the podcast exemplifies how modern communication formats can enhance internal engagement.
The Power Of Podcasting And Emerging Media Formats
Podcasting meets people where they are—whether commuting, walking a dog, or multitasking—allowing them to consume content on their own time. Autumn emphasizes that hearing a colleague’s voice fosters connection and trust, even within internal communications.
Looking forward, there is ample opportunity to integrate other media formats, particularly video, to diversify content delivery. Emerging AI tools are also playing a role in easing administrative burdens like note-taking, freeing up time for more creative and strategic work.
Human-Centered Marketing: A Call to Action For Banks
Autumn’s advice to other banks is clear: lean into human-centered marketing. This means focusing less on products and services and more on people—both employees and customers. Authentic storytelling, employee involvement, and highlighting real impact build credibility and trust, which are essential in today’s competitive financial landscape.
Programs like Social Stars and internal podcasts give employees a voice and make the brand relatable. Externally, sharing genuine stories reveals the heart behind the institution, creating meaningful connections that go beyond transactions.
At Civista Bank, being bold means being real. This philosophy underpins their marketing success and serves as a powerful model for others aiming to innovate and engage in authentic ways.
Connect And Learn More
If you’re interested in building a similar ambassador program or exploring human-centered marketing strategies, Autumn invites you to connect directly. Sharing insights on gaining compliance buy-in and executive support, she offers guidance to help other banks avoid reinventing the wheel and accelerate their own journeys.
Visit civista.bank to learn more about Civista Bank, and connect with Autumn Jose on LinkedIn for further discussion and collaboration.
FAQs: Podcasting And Human-Centered Marketing
Q: What is the Social Stars program at Civista Bank?
A: It’s an internal ambassador initiative that encourages employees to share personal, authentic stories about the bank and their communities, boosting engagement and culture.
Q: How did the Social Stars program impact social media engagement?
A: Civista saw a 189% increase in Facebook engagement and a 149% boost on LinkedIn in the first quarter alone after launching the program.
Q: Who can become a Social Star at Civista Bank?
A: Employees from all departments—from branch managers to lenders—are eligible and encouraged to participate.
Q: What tools do employees use in the program?
A: Participants gain experience with tools like graphic design platforms, AI writing assistants like ChatGPT, and podcast recording tools.
Q: Is this strategy only for banks?
A: Not at all. Any organization can adapt this model to empower internal voices, strengthen culture, and connect more deeply with audiences.
Conclusion
Podcasting and human-centered marketing are not just buzzwords—they are transformative approaches that, when executed with authenticity and creativity, can redefine how banks engage with employees and communities alike. Civista Bank’s Social Stars program and internal podcasting initiatives showcase how investing in people and embracing new communication channels can drive engagement, foster growth, and build lasting trust.
As we continue to navigate the complexities of modern marketing, these lessons remind us that the heart of any successful campaign is real human connection. By empowering employees to tell their stories and leveraging innovative media formats, banks can create vibrant, authentic brands that resonate deeply with their audiences.
Key Takeaways: Podcasting And Human-Centered Marketing
- Authenticity wins: People connect with real stories more than polished brand messaging.
- Employees are your best marketers: Civista’s Social Stars ambassador program sparked huge engagement by empowering internal voices.
- Skills development is a bonus: Employees gain creative and tech skills like podcasting, content creation, and AI tools.
- Localized content matters: Ambassadors from different regions ensure relevance across Civista’s geographic footprint.
- Podcasting works internally too: Flexible formats like internal podcasts improve team communication.
- Human-centered marketing = brand trust: Focusing on people—not products—helps build lasting relationships.
Contact Matchbox Design Group Today!
If your website could use a refresh, if you’re looking to drive more traffic to your site, or you would like to submit a guest post, fill out the form below and we’ll contact you to learn more about your digital needs.
