Aviva - #DevchallengeCase Study –2013

Aviva is one of the biggest names in insurance and financial

services, the sixth largest financial services organisation in the

world.

Application Developers have always been a difficult skill-set

for Aviva to recruit. One of the main challenges was the

perception Aviva as an employer for technical roles. But as an

organisation they use some of the most up-to-date software

packages and utilise state-of-the-art site testing products to

ensure their online service provides a positive, fluid and

efficient customer experience.

Aviva wanted to re-invigorate their brand for this particular

audience. The project was also chosen as one of the pilots for

Aviva’s Global Digital Transformation strategy. The brief was

to design a campaign utilising social networks to promote

Aviva as an employer of choice for Application Developers and

to generate applications for live vacancies.

The Challenge

Through engagement with Aviva’s CIO , IT Head of Functions and

Application Developers at Aviva, Carve could establish the exact work

undertaken by Application Developers as well as their perception of

Aviva. Carve used this information to create a campaign to showcase

Aviva, their culture and the work they do through specific microsite

for Application Developers and social employee advocacy. The

microsite targeted a very specific audience resulting in the landing

page being written completely in code – to an Application Developer

this would explain the purpose of the site.

The Application Developers created a series of challenges for the site

which varied in difficulty, replicating the complexity of the work Aviva

undertakes. An integrated social feed on the site also enabled users

to engage with Aviva.

Internal engagement was key to the success of the campaign and the

site was designed to be promoted through social employee advocacy.

Regular Twitter and Facebook using #devchallenge broadcasts and

shares on LinkedIn meant the campaign site was promoted and

endorsed by the very community Aviva were looking to attract,

helping the Aviva Recruitment Team to create a database for more

targeted recruitment.

The Solution

The site increased the level of traffic to the

IT section on the Aviva careers site by

60.5%, over 36,000 people were reached

by #devchallenge, users spent over three

minutes on the site and the challenges had

over 3,400 page views. The IT function at

Aviva were really engaged with the concept

and continued to produce new challenges

to ensure the content on the site remained

fresh and engaging. The internal

recognition the Aviva Recruitment Team got

for this campaign has raise their profile and

their involvement in other areas of the

business has increased as a result. One of

the most satisfying results, was that the CIO

Rob Houghton said, “This is awesome!” and

now fully supports the innovative use of

social networks to promote Aviva as an

employer of choice for tactical and

company-wide recruitment campaigns.

The Results

Click infographic to see high

resolution

About us

Founded in 2006 and headquartered

in London, Carve is a boutique

consultancy that advises some of the

world’s leading organisations on the

strategic use of social media.

 

Our people-first approach helps

businesses build the systemic

capability to create value through

better connectivity and collaboration.

Results-driven, our programmes

include transformation through Social

Recruiting, Social Selling and

Enterprise Social Networking.

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