On the way to becoming an employer love brand
CLIENT
PROVINZIAL
SERVICES
Employer Branding
INDUSTRY
Insurance
PROVINZIAL Versicherung—one of the top 10 insurance companies in Germany—works hard every day to earn the trust of its customers. With over five million customers in Germany, it protects everything from physical assets to quality of life.
Our focus in this project: translating the employer brand strategy. What better way to do this than through an employer brand campaign that draws the attention of potential IT employees to PROVINZIAL.
Dr. André Wickenhöfer
Head of IT Standards & Central Tasks IT Architecture & Workflow Automation
An employer brand must be highly relevant at every touchpoint in the funnel and be able to provide the right answers.
The challenge
Yes, IT is a hot sector in the job market and highly attractive. However, the challenge for us here was to position an insurance company as a relevant employer brand against competitors such as Amazon, Google, etc.
That’s why it was important for us to generate awareness that PROVINZIAL Versicherung is a highly attractive employer for IT jobs.
Authenticity is particularly important to us in this campaign. That’s why it was an honor to work with renowned photographer Axel Martens to create portraits of PROVINZIAL employees. These testimonials were the faces of our campaign and told their personal PROVINZIAL stories. In this way, we strengthened trust among colleagues and enabled them to play an important role in developing the employer brand.
The solution
1.
Strategic basis and target groups — Based on an employer brand positioning, we develop the translation into communication. With the help of personas and journeys, we find our target group and their needs. In addition to existing employees, this also includes potential employees and trainees. We want to create proximity, but how? The best way to do this is with images of the people behind the PROVINZIAL brand!
2.
Developing the campaign — To appeal to people, an employer brand must be accessible. That’s why we show stories with perspective. PROVINZIAL makes the lives of customers and colleagues easier. We show this through simple language and approachable storytelling.
3.
Implementation and content — In addition to conventional advertising methods such as display ads, posters and social media, we use customised landing pages to give employees a platform.
In this way, we create a transparent insight into the world of insurance and measurability in the user journey.
The impact
A strong employer brand not only makes the brand more relevant for new applications, but also has many other important advantages:
Identification with the company and pride!
Increase employee loyalty and length of service!
Motivation and passion!
Increase in recommendations and ratings!
Long-term increase to be successful as a company!
9+
Impressions
55k+
Clicks
0,60%
CTR
