Zurich Early Careers Attraction Campaign

Zurich is one of the world's leading insurers, yet investigations had identified misconceptions of them as an employer. With a third party handling their end-to-end attraction and selection process, we recommended that migrating the 2020/2021 programme in-house would give them more control and allow them to hire more diversely. With a focus on maintaining the number of applications, we also needed to ensure that applications were widened from women and individuals from BAME backgrounds. With 30 graduate and 20-25 intern positions to fill, it was time to challenge perceptions. 

We started with researching the undergraduate sector. This helped us examine the diversity landscape, as we wanted to understand the opportunity we had to reach and attract underrepresented groups. Using previous campaign metrics, we developed an attraction plan including graduate job boards, programmatic to target undergraduates studying specific courses at specific universities, and PPC. Our creatives came up with various headlines to communicate that Zurich isn’t what they’re perceived to be; each helped position their key USPs and address misconceptions. We also put together additional content for their organic social channels that would support our activity.

More than 7,000 clicks, almost 7,000 page views and 739 applications later, the direct attraction campaign saved Zurich money and helped raise their visibility as an employer of choice. There was also an increase in applications from women and individuals from BAME backgrounds compared to previous campaigns. Zurich was pleased with the result and delighted to have filled their graduate and intern positions. 




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