On the way to becoming an
Employer Lovebrand
PROVINZIAL Versicherung — one of the top 10 insurance companies in Germany — works hard every day to ensure that its customers trust it. With over five million customers in Germany, it protects everything from physical goods to quality of life.
Our focus in this project: the translation of the employer brand strategy. What better way to do this than with an employer brand campaign that draws the attention of potential employees in the IT sector to PROVINZIAL.
Dr. André Wickenhöfer
‘Head of IT Standards & central
tasks IT Architecture & Workflow
Automation’
‘Working with IDEENHAUS to develop our IT campaign was very collaborative and inspiring! It’s impressive to see how they help us visualise our pillars of the IT & People strategy and create pride in the team!’
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 area in the labour market and highly attractive. However, the challenge for us here was to position an insurance company as a relevant employer brand compared to competitors such as Amazon, Google, etc.. That’s why it was important for us to generate attention for the fact that PROVINZIAL Versicherung is a highly attractive employer for IT jobs.
Authenticity is particularly important to us in this campaign. That’s why we were honoured to work with the well-known photographer Axel Martens to take portraits of PROVINZIAL employees. These testimonials were the faces of our campaign and told their personal PROVINZIAL story. In this way, we strengthened trust among colleagues and enabled them to play an important role in the development of 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
0.6
CTR
Eva Kleinemeier
‘Head of Recruiting in the Provinzial Group’
‘With IDEENHAUS we’ve found a partner who has translated our employer brand strategy in such a way that the central content is presented in an attractive, emotional and authentic way and the value of the strategy work becomes visible. In this way, we can position Provinzial externally as a meaningful IT employer and inspire enthusiasm internally.’
