Serviceplan and Plan.Net: Employer branding campaign for Allianz Suisse
Since February 2016, Serviceplan Public Relations Suisse and Plan Net Suisse have been responsible for the communications strategy supporting the new employer branding initiative for the field sales force of Allianz Suisse’s general agencies.
Under the claim "Perform, Succeed, Be Yourself," the two agencies have now developed a campaign. This draws comparisons between extreme kitesurfers and sales representatives and highlights shared values.
Recruiting sales representatives - whether young professionals, career changers or experienced customer advisors - is a major challenge for insurance companies and their general agencies. In order to master this challenge and generate the best possible person-job fit through targeted communication, the insurance group Allianz Suisse brought Serviceplan Public Relations Suisse on board. In close cooperation, a campaign was developed around the Allianz ambassadors Geza and André Scholtz. With their passion for rough waves and inhospitable conditions, the two extreme kitesurfers reflect precisely those values with which Allianz Suisse would like to appeal to potential sales force employees: "freedom", "diversity" and "responsibility".
https://www.youtube.com/watch?v=EbeQq0T-vVc
As a first measure, a Microsite with impressive imagery around the Scholtz brothers was designed and integrated into the existing Allianz Suisse career portal at the end of April. The site is being continuously developed by Serviceplan Public Relations Suisse and Plan.Net Suisse. It is the centerpiece of the campaign and offers potential sales representatives information on jobs, training or vacancies. "Serviceplan Public Relations and Plan.Net have succeeded in integrating the Scholtz brothers into the Allianz world and building a bridge to the field sales force of the general agencies in terms of content," says Michael Schürch, Head of GA Services at Allianz Suisse. The next step will be to implement a large recruiting event at Zurich's Houdini cinema and a testimonial site.
Responsible at Allianz Suisse: Michael Schürch (Head of GA Services), Thomas Jost (Sales Development). Responsible agencies: Serviceplan Public Relations Suisse (overall responsibility, concept and editorial), Plan.Net Suisse (creation and media strategy).
