Bankers Life
Focus:
Employer Brand Strategy & Talent Attraction
Key Elements:
Decision-Dynamics
Value Creation Research
Creative Direction
Content Strategy
UX Design
Career Site Reinvention
Storytelling
Bankers Life needed a new generation of agents to serve a customer base aging into peak need. The people best suited to the job had never considered the industry. We surveyed and interviewed agents who came from retail, teaching, hospitality, and the trades. Most had been skeptical. Almost all described the same thing on the other side: earnings they hadn't thought possible, and a company that would not let them fail.
For decades the pitch was money, and anyone who raised a hand had to sit through a half-day presentation with an agent before learning much of anything. We built the brand to do that work instead, out in the open, at scale. Every fear named. Every question answered by a real person who had felt the same thing and crossed over anyway.
Employees on video talking about the licensing exam, the first client, the job they left. Compensation mapped as a road with honest ranges and how long each step took. Training laid out like a course catalog. A Q&A section grouped by worry, with nothing softened into dishonesty. It replaced the four-hour sessions almost entirely and saved millions. Candidates said the site was why they moved forward, ahead of the money.
“It wasn't easy to get hundreds of insurance professionals to break out of old thinking. The workshops and the research made believers out of everyone. Years later the work still performs, because it tapped into something real.”
Bankers Life