Länsförsäkringar AB

About Länsförsäkringar AB

Länsförsäkringar is a big shot in the industry with over two centuries under their belt. Länsförsäkringar AB, responsible for central service and development, is owned by the 23 local Länsförsäkringar companies. Beyond insurance, they provide their four million customers with pensions, banking, and real estate services.

Länsförsäkringar AB is paving the way for modern, flexible work conditions, with 2,800 high-performing employees. As an employer, they merge their historical reliability with new ideas.

The challenge

Reaching talent that is hard to get

Everyone knows that tech and accreditation professionals are the hot tickets right now. Who isn't trying to snag them? Yet, there's always a fresh approach to consider. Isabell Molander, Employer Branding Manager at Länsförsäkringar AB, recognizes the talents strong loyalty. Her strategy? Think both long-term and short-term. Länsförsäkringar should be top of mind when they’re pondering a career move.

Showcasing employer brand in-house and beyond

How do you amplify a strong employer brand to your current crew and the next wave of talent? Länsförsäkringar AB’s EVP, created by Coreworkers workers, was spot-on and engaging. However, a sharp rollout plan was vital to establish this new identity internally and externally.

Becoming tomorrow's employer of choice

While Länsförsäkringar AB has a deep-rooted history, they're gunning towards a bold goal: to be the go-to workplace for the next generation. Eager to shed their traditional image, they aim to be a hotspot for career development where employees sculpt the future. But how do they pull this off in an impactful and measurable way?

The solutions

Niche performance marketing campaign

To supercharge Länsförsäkringar AB's employer brand for their chosen demographics - IT/tech, actuaries, economists, lawyers, and internal controls - Invise mapped out, created, and rolled out a performance marketing campaign on Meta and LinkedIn.

Armed with copy, images, and videos primed for conversions, all rooted in Länsförsäkringar AB's EVP and tailored to the specific audience, we could A/B test the ads and gain insights into the top-performing combos. The outcome? Ad spend results that tripled the industry benchmark.

Videos that set the scene

From the EVP, we crafted 10 films. One showcased the complete picture of Länsförsäkringar AB as an employer, while the other 9 were snappier, tailored for specific target groups, each with its unique message that also became the heart of the performance marketing campaign.

Result-driven team of experts

Pulling off a performance marketing campaign is all about getting the copy, design, and segmentation in perfect sync..Building on the EVP, we crafted specific messages paired with captivating visuals and videos that resonated with our audience. Meanwhile, our performance marketing specialist ensured we were hitting the right folks. And even though we launched right at the start of summer, the content was so compelling that the target audience got involved – holidays and all.

Key activities

• Performance marketing campaigns (LinkedIn & Meta Ads)
• Copywriting
• Recruitment marketing strategy
• Conversion-optimized copywriting and design
• Scripting based on employer brand
• Filming, editing, and post-production
• Continuous optimization

Results

• 53% more impressions than the six-month campaign target in just two months*
• 279% more sessions on the careers page than the six-month campaign target in two months*

*Data from the campaign period Q2-Q4 2023, compared to industry benchmarks for 2023.

• 7% increase in started applications (+55 individuals)**
• 35% more visitors to the careers page (+4,061 individuals)**

** Comparison is between August 2023 and August 2022.

Example of ad results

Ad 1

• Target group: Actuaries
• CTR: 3,5%
• Benchmark: 0,55%

Ad 2

• Target group: Legal, Compliance & internal controls
• CTR: 3,22%
• Benchmark: 0,55%

Ad 3

• Target group: IT & Tech
• CTR: 3,73%
• Benchmark: 0,55%

Success factors

Top skills for the task

Länsförsäkringar AB came into the collaboration with a heavyweight EVP. This solid groundwork helped our expert team of designers, video producers, copywriters, and performance marketing specialists deliver a spot-on campaign. All the while Länsförsäkringar AB provided valuable feedback.

Sky-high ambitions

Länsförsäkringar AB demanded videos that would give their viewers goosebumps, and we took that seriously. During production, we gathered fresh insights on messaging and target audiences based on the EVP and research, integrating them into the strategy and final films. The bar was set incredibly high, and the results speak for themselves.

The right message at the right time

For a campaign to truly make an impact, three factors are essential: compelling visuals, ad copy that the target audience resonates with, and proper segmentation. Thanks to Länsförsäkringar AB's deep understanding of their audience and our research and content customization, we made sure the right people got the right message at the right time.

Tangible goals and quick outcomes

By setting quantifiable targets for the performance marketing campaign based on industry benchmarks and with continuous fine-tuning, Länsförsäkringar AB hit their six-month goal within the first quarter. Our regular reporting assured Länsförsäkringar AB that their EVP was communicated effectively, allowing us to make minor adjustments to maximize their ROI.