Employer branding for 6 countries

Client: Sava Insurance Group
Industry: Insurance
Objective: Revitalize employer branding and attract top talent across six countries.

The Challenge

Zavarovalna Skupina Sava, operating in six different countries, faced a significant challenge in transforming its employer brand to attract top talent in the highly competitive insurance industry.

The primary goal was to develop an attractive Employer Value Proposition (EVP) and implement a comprehensive communication strategy that would resonate across all the companies within the group.

The Strategy: "Among Good People"

To address these challenges, Sava Insurance Group undertook a multi-faceted project that focused on understanding employee needs, redefining the employer brand, and enhancing visibility in the job market.

1. Employee Focus Groups:
Focus groups were conducted across all companies and countries within the Sava Group to gain deep insights into employee expectations and needs. These discussions highlighted the specific challenges employees faced and what they valued most in their employer. Additionally, external recruiters and market research provided an outside perspective on Sava as an employer.

2. Employer Value Proposition Development:
Based on the findings from the focus groups, a new Employer Value Proposition was crafted. This EVP emphasized key values such as innovation, employee development, care for employees, and social responsibility. It unified the group’s companies under a shared vision while allowing for adaptations specific to each company’s context.

3. Comprehensive Visual Identity:
A modern, reliable, and international visual identity was developed to reflect the group's values. This identity was applied across websites, marketing materials, and communication channels, ensuring a consistent and appealing brand image.

4. Website Overhaul:
The group’s career websites were redesigned to provide potential candidates with a deep dive into the company culture, job nature, and career opportunities. This included detailed information about the corporate culture, career paths, and what it’s like to work at Sava.

Sava Re Career website

Sava Insurance Career website

5. LinkedIn Strategy:
A strategic approach was developed for LinkedIn communication, focusing on sharing content about industry expertise, educational opportunities, and job openings. This strategy significantly increased the group’s visibility among potential candidates on the platform.

6. Promotional Brochures:
Engaging promotional brochures were created for use at job fairs and events. These brochures showcased Sava Group as an attractive employer, highlighting the benefits and opportunities available within the company.

7. Collaboration with Universities:
Partnerships were established with universities in each of the group’s operating countries, providing access to fresh talent and allowing the development of tailored programs for students.

8. Employee Ambassador Program:
An ambassador program was launched, encouraging employees to become advocates for the group. These ambassadors played an active role in promoting the employer brand on their social networks and within their communities.

9. Employer Branding Video:
A compelling employer branding video was produced, showcasing the key advantages of working at Zavarovalna Skupina Sava, the company’s culture, and its international presence.

 

 

The Results

The project delivered outstanding results, positioning Zavarovalna Skupina Sava as an attractive employer for highly qualified talent in the insurance industry. The company received positive feedback from both employees and candidates.

• Increased LinkedIn Visibility: The group’s enhanced LinkedIn strategy led to a noticeable increase in brand recognition among potential candidates.
• Successful University Partnerships: Collaboration with universities ensured a steady pipeline of fresh talent, aligning well with the group’s recruitment needs.
• Positive Industry Response: The project garnered a positive response from the professional community, helping Sava achieve all its strategic HR goals.

This case study demonstrates how a focused approach to employer branding and strategic communication can effectively attract top talent and enhance a company's reputation in the job market.