Gilberto Vaquero's enthusiasm for social media and the credit union movement is strengthening Andigo Credit Union's brand.

Vaquero joined the $839 million asset credit union in Schaumburg, Ill., in late 2016 as a social media specialist and built its Facebook, Twitter, Instagram, and YouTube accounts into branding assets in 2017.

“We have a nonstop need to educate our members and nonmembers,” Vaquero explains. “You can’t just have social media. You have to figure out how to use it. A social media presence is crucial to credit unions or any business to stay afloat and prosper.”

This year, Vaquero began producing a monthly YouTube video series called “Money Minute Monday.” The closed-captioned videos help people understand personal finance and the credit union’s role.

“It’s my attempt to launch us into the video world and provide the public with money tips they can use,” says Vaquero, who records the episodes at credit union branches. “Video is the next major content push.”

Vaquero also has taken on increased community relations and marketing responsibilities, strategizing and generating buzz for new branch openings and community events. He also oversees the credit union’s scholarship program.

“Last year, we decided to scrap our cookie-cutter paper scholarship applications,” Vaquero says. “The younger generation is looking more at video content creation, so we asked them to submit 60-second videos instead.”

Vaquero, a graduate of Marquette University, says he appreciates the variety in his daily work life. “Andigo has been very good about trying to figure out employee strengths and playing to them,” he adds.

When Vaquero isn’t building the brand of Andigo through social media, he can often be found volunteering his time to help Hispanic-owned businesses reach a broader market through the power of social media.

“Just like I want to see Andigo Credit Union and its members thrive, I want to help my people to thrive. It’s rewarding to see a company succeed because I helped them,” says Vaquero. “Social media has always been my passion.”