STANDING FOR WHO WE ARE AS A PLACE TO WORKCASE STUDY: AXA - EMPLOYER PROMISE
putting employees at the heart of axa’s employer promise
New tech-driven insurers were getting people’s attention, which meant AXA needed a new way to stand out. Partnering with Wolff Olins, they created a powerful new consumer brand called ‘Know You Can’, and then they came to us for help translating it into an inspiring identity for employees. One that would tell their story, boost internal advocacy, and show external candidates just how much they can offer as a first-class employer.
We knew we needed to create an employer brand with its own look and feel – so first we challenged the AXA brand team to make a brave update to their iconic ‘Switch’, and then we created an architecture that put their people at the centre of the action. 88 launch assets and 11 entities later… we’d created all the campaign assets we’d need to bring their brand pillars to life and get people looking at AXA in a different way – as the personal, proactive and progressive organisation that puts wellbeing, culture and internal mobility at its core.
Our plan worked. Senior leaders were onboard. Colleagues were now firm advocates for the new AXA Employer Brand. And external engagement went through the roof. In just three days, we’d had 51k impressions, 631 reactions, 112 shares, 655 clicks and our hero video got 65k views. And with a 1.28% click-though rate and 2.76% engagement rate, AXA’s careers page reached one of its highest traffic levels that year.
“Havas People is a true partner. With the strong support of their teams, inspiring creative and close collaboration we have developed a robust, effective employer brand that resonates on an international stage.” – Amanda Vaughan, Group Head of Talent & Learning at AXA.
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