Recognizing the opportunity to better engage with their target candidate segment of tech talent, Intact quickly employed a full digital and multichannel campaign using LinkedIn. Intact first leveraged Talent Insights to better understand which of the employer value propositions (EVPs) mattered most to their target audience. Next, they used LinkedIn Sponsored Updates to communicate these values to IT professionals.
Increasing awareness of Intact as an Employer of Choice
Intact’s business goal is to become a destination for top talent and experts. This objective is particularly important as it applies to the acquisition of Informational Technology professionals in the era of digital transformation.
THE SOLUTION
Crafting targeted media campaigns with data.
To reach their objectives, the Recruitment Marketing Team focused on their messaging and differentiated their organization by “humanizing” the candidate experience and the insurance industry in general. Lead generation was activated through Pipeline Builder; increasing recruiter efficiency through the presentation of pre-qualified candidates for consideration.
Armed with EVP and talent pool data from Talent Insights allowed Intact to target media campaigns to a qualified audience of over 290,000 members.
High Quality Pipeline
Through their usage of Pipeline Builder campaigns and LinkedIn media, Intact received 528 qualified leads in record time, up 61% year-over-year.
Successful Hiring
In 12 months, Intact made 69 hires through their targeted LinkedIn media strategy.
"We invested strategically in LinkedIn sponsored media as our top channel due to its reach and ability to target the audience we were looking to engage with most."
Dorothy Wolentarski
Leader, Digital Recruitment Marketing Intact
ABOUT INTACT
Intact Financial Corporation is the largest provider of property and casualty insurance in Canada and a leading provider of specialty insurance in North America.
INDUSTRY
Financial Services
No. OF EMPLOYEES:
10,001+ employees
HEADQUARTERS
Toronto, Ontario
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