Revolutionary ways: repositioning insurance companies as employers
Challenge
NÜRNBERGER Versicherung faces the challenge of finding enough qualified junior staff. Other sectors are often perceived as more attractive - insurance companies are often seen as outdated and conservative.
In addition to the industry's general image problem, the brand has too little awareness among the target group. NÜRNBERGER Versicherung is mentioned by just 2% of people in the evoked set.
Applicants have high expectations and are looking for a dream job with many benefits. An insurance company often does not fit into their picture.
The awareness and attractiveness of NÜRNBERGER as an employer must be increased and the number of applications increased.
Authentic and attractive staging
Solution
In order to compete with the big competition on a small budget, NÜRNBERGER is focussing on breaking through applicants' existing thought patterns. With a personalised approach that picks up on childhood career dreams and links them to the prospects at NÜRNBERGER, potential applicants are to be convinced that they can find their dream job here.
The campaign runs regionally in the Nuremberg metropolitan region, primarily targeting students and young professionals in the areas of finance, IT and sales. The brand is positioned in a way that is relevant to the target groups with various channel-appropriate campaign lines in university cities, job portals such as XING and LinkedIn, instream video and social media as well as an out-of-home presence. A call-to-action leads interested parties directly to the career areas of NÜRNBERGER Online.
Our employer campaign was a great success. NÜRNBERGER have managed to assert themselves on the labour market and stand up to the competition in the battle for top talent in the Nuremberg region.
Key Facts
