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Aviva is one of the biggest names in insurance and financial
services, the sixth largest financial services organisation in the
world.
Application Developers have always been a difficult skill-set
for Aviva to recruit. One of the main challenges was the
perception Aviva as an employer for technical roles. But as an
organisation they use some of the most up-to-date software
packages and utilise state-of-the-art site testing products to
ensure their online service provides a positive, fluid and
efficient customer experience.
Aviva wanted to re-invigorate their brand for this particular
audience. The project was also chosen as one of the pilots for
Aviva’s Global Digital Transformation strategy. The brief was
to design a campaign utilising social networks to promote
Aviva as an employer of choice for Application Developers and
to generate applications for live vacancies.
The Challenge
Through engagement with Aviva’s CIO , IT Head of Functions and
Application Developers at Aviva, Carve could establish the exact work
undertaken by Application Developers as well as their perception of
Aviva. Carve used this information to create a campaign to showcase
Aviva, their culture and the work they do through specific microsite
for Application Developers and social employee advocacy. The
microsite targeted a very specific audience resulting in the landing
page being written completely in code – to an Application Developer
this would explain the purpose of the site.
The Application Developers created a series of challenges for the site
which varied in difficulty, replicating the complexity of the work Aviva
undertakes. An integrated social feed on the site also enabled users
to engage with Aviva.
Internal engagement was key to the success of the campaign and the
site was designed to be promoted through social employee advocacy.
Regular Twitter and Facebook using #devchallenge broadcasts and
shares on LinkedIn meant the campaign site was promoted and
endorsed by the very community Aviva were looking to attract,
helping the Aviva Recruitment Team to create a database for more
targeted recruitment.
The Solution
The site increased the level of traffic to the
IT section on the Aviva careers site by
60.5%, over 36,000 people were reached
by #devchallenge, users spent over three
minutes on the site and the challenges had
over 3,400 page views. The IT function at
Aviva were really engaged with the concept
and continued to produce new challenges
to ensure the content on the site remained
fresh and engaging. The internal
recognition the Aviva Recruitment Team got
for this campaign has raise their profile and
their involvement in other areas of the
business has increased as a result. One of
the most satisfying results, was that the CIO
Rob Houghton said, “This is awesome!” and
now fully supports the innovative use of
social networks to promote Aviva as an
employer of choice for tactical and
company-wide recruitment campaigns.
The Results
Click infographic to see high
resolution
About us
Founded in 2006 and headquartered
in London, Carve is a boutique
consultancy that advises some of the
world’s leading organisations on the
strategic use of social media.
Our people-first approach helps
businesses build the systemic
capability to create value through
better connectivity and collaboration.
Results-driven, our programmes
include transformation through Social
Recruiting, Social Selling and
Enterprise Social Networking.
Thank you for reading. If you’d like to do work with us, please click on any of the buttons below.