Länsförsäkringar AB
A wildly successful recruitment marketing campaign

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.

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?

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.

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%

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.

• 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

• 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.