Establish Niche & Connect With Community: Pan American Bank’s Keys to Success

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Establish Niche & Connect With Community: Pan American Bank’s Keys to Success

Financial institutions, particularly small ones, have a lot of competition in the digital age. Many large banks have barreled ahead because of massive resources and an already large customer base. But some smaller institutions are doing a good job too - using social media to find their niche.

One such company is Pan American Bank, a small financial institution in California which caters to a "blue-collar" worker and also a large Latino audience. In the below podcast, Jesse Torres, the bank's president and CEO, talks about how the company is using social media and digital marketing to carve its niche and build brand loyalty. He admits that he can't compete with the big banks in terms of reach and customer service, but he can connect with his customers on a more personal, engaging level. Torres also recently penned a book about HR and social media. Hear his advice on how HR should use and not use it during the hiring process.