Fintech continues to disrupt the banking industry, offering more frictionless options to consumers. It’s in this environment that CIBC saw an opportunity to build on their key market differentiator – their core relationship with clients. In order to re-position themselves a relationship-oriented bank for the modern world, CIBC launched a New Organizational Purpose for employees to rally behind. Through a suite of activation tactics CIBC has unpacked Purpose in concrete terms, so employees might see how they already embody Purpose in their daily responsibilities.

This has been a multi-year journey, with Nexus as CIBC’s strategic partner in this transformation. We’ve developed and implemented multiple activations that encompass leadership, capability building, and storytelling (our marquee podcast series on purpose is currently consumed by more than 60% of the enterprise). We’ve integrated purpose across all HR functions – performance, recognition, talent attraction, compensation, and communications, with the result being that the program has consistently over-delivered on all its KPIs.