AIG are a global leader in commercial and personal insurance solutions, operating in over 70 countries around the globe providing individuals and businesses with the confidence and ability to manage risks and financially protect themselves, and to help them deal with the worst when it happens. It’s a service and a sector that is critical to the world that we live in.
Despite this, insurance has never been seen as a ‘sexy’ career and AIG were struggling to recruit the talent they needed to some of their key services and hubs. They approached WDAD to help them address this.

AIG had reimagined how many aspects of their global operations worked, including reshaping role responsibilities and career pathways. We used this to underpin our creative proposition – challenging people’s perceptions and asking them to Rethink insurance with AIG.

Our initial focus was on their existing EVP and job advert templates; making sure the offer was segmented to their key target audiences and communicated in a way that was engaging and effective. As well as the messaging itself, we changed the structure of their listings and significantly reduced the copy volume to maximise the chances of it resonating with the readers.

We also worked with our media partner – OME – to take these newly constructed messages to the market. We planned and executed programmatic advertising campaigns for locations as diverse as Knoxville in the US, Mexico City, and Brighton in the UK.

The results

We actively managed numerous roles within those campaigns. Unlike duration-based job boards where you pay for a listing to be posted for a number of days, programmatic works primarily on a Cost Per Application basis (e.g. on Indeed) where bidding rates for role visibility will be turned up or down depending on how the role is performing. As a consequence, many roles received substantially higher than average market response rates for similar positions, and the client reported successful hires in all hubs. What was hugely significant was the saving the client made on their direct cost per hire compared to previous staffing fees.