Nationale-Nederlanden Towarzystwo Ubezpieczeń na Życie S.A. has been operating in Poland since August 2, 1994. It is at the forefront of insurers securing the financial future of over half a million customers and their relatives.
Our goal was to develop a distinctive, consistent with the consumer brand and denying the negative image of the sector, brand communication of the employer with the candidates of the headquarters and sales network in the whole of Poland.
The strong brand of the insurance sector, after rebranding, lost its distinction from the main brand, one of the effects of which was the interest in working with ING Życie of people with an inadequate profile. An additional challenge was the low position of the insurance sector in the labor market and the large negative stereotyping of the agent’s profession.
Our research activities reflected the specific employment structure in the insurance sector. It included both the survey of employees (such as the headquarters and all regions of the agency network) as well as candidates on regional external markets. In the second stage, based on the Employer Brand Equity Model, the employer’s brand position on the markets and the brand development scenario were determined taking into account the planned changes in the strategy of the entire organization.
Based on the research together with the client, we prepared EVP for the main target groups of the employer and the positioning of ING Życie as an employer for the following years.