Attracting Howden’s future leaders with social
Howden faced a significant challenge in attracting diverse, young talent to their teams due to stereotypical misconceptions of the insurance industry. Our mission was to shift this perception and engage a new audience by leveraging social media platforms, particularly TikTok, where the largest unreached audience spends most of their time.
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The team hosted interviews with Howden’s senior leaders and existing young talent to inform our strategic approach. Over 50% of potential candidates searched social media before applying, but found no presence from Howden. This gap highlighted the need for a social-first strategy that would connect with this untapped target audience where they discover new things. Using this research, we formulated an Employer Value Proposition (EVP) for Howden’s early careers.
The EVP is the condensed result of the leadership interviews, with input from Diversity & Inclusion and their people strategy. We devised an ideal profile, detailing the main success traits for working at Howden. This profile ties back to their main tagline, “Our people make it possible,” which resonates well with early talent who want to feel valued and have businesses invest in their career.
Paired with competitor analysis, we noted that the insurance industry often appears boring and homogeneous. We aimed to take a new approach, both visually and through a non-traditional channel. This approach demonstrated the “entrepreneurial” culture that Howden’s leaders communicated during our workshops, setting Howden apart as an innovative and dynamic business.
Our goal was clear: show the world the interesting and exciting side to insurance and demonstrate Howden’s unique culture and why it is a great place to work. So our proposal went beyond traditional careers fairs and glossy, corporate marketing materials; focusing instead on empowering Howden’s internal future stars, capturing and showcasing genuine soundbites. It was critical that we focused on featuring relatable and authentic voices from within Howden that highlighted the company’s modern, inclusive culture.
We designed and implemented a comprehensive social media campaign featuring dynamic videos that challenged traditional perceptions of insurance. By integrating these videos into popular social media platforms like TikTok and LinkedIn, we increased Howden’s visibility.
This also resonated deeply with the target audience active on those channels. We drove potential candidates to visit Howden’s early careers website and explore the application process, ultimately driving conversions.
The results:
102%
increase in clicks to Howden's website
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