| Case Study

Boosting external comms and advocacy

Building a global employee platform designed for sharing positive content


Accentuating the positive

That’s what ING, the Dutch multinational banking and financial services giant, has been doing as it continues a global launch of ING Share It, a new platform to help employees learn about and share positive content about the company’s products, webinars, planning tools, and employee experience—from sustainability to innovation.

“ING Share It is the one place where employees can stay up to date, anytime, anywhere, on mobile or desktop, and share content knowing it’s 100% approved by the company,” says Marvin der Meer, ING’s global communication advisor who is managing the platform’s international expansion, along with an internal social media team.


19 million impressions and counting

Developed and supported by Firstup, the ING Share It platform is becoming an easy way for employees to find relevant ING content from the public domain and third parties in one place and share it. This is typically content posted by ING on Twitter, LinkedIn, Facebook, and Instagram.

Initially launched in 2017 by the company’s UK operations, the ING Share It platform is now expanding globally, with information and graphics tailored for specific markets and countries, providing a broader multi-media reach than other platforms, including compelling images, video, and written content.

The Firstup employee advocacy platform was the solution.

“Since COVID, online audiences are more eager for news, and our employees like the fact that ING Share It provides a place where they can find news they can trust,” he says. “We then learn from these users through Firstup’s analytics programs—tracking adoption, viewership, and audience engagement—to help us refine our content, boost external communications, and encourage social advocacy and community activity.”

To date, approximately 8,000 people around the world have joined the platform, a number expected to climb significantly as the global rollout continues among the 26 countries in which ING operates. In addition to Marvin’s global team, the platform and the content in each of the countries is managed by a team of administrators who have a deeper understanding of their local business focus (i.e., retail or wholesale) audiences and cultures.



ING is a global bank with a strong European base. More than 57,000 employees serve around 38.4 million customers, corporate clients, and financial institutions in over 40 countries, with the purpose to empower people to stay a step ahead in life and in business. ING’s products include savings, payments, investments, loans and mortgages in most of our retail markets. For Wholesale Banking clients, they provide specialized lending, tailored corporate finance, debt and equity market solutions, sustainable finance solutions, payments & cash management and trade and treasury services.

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