The words ‘Home’ and ‘Dare’ are two fundamental aspects of what makes Allianz an attractive prospective employer. The brand has been around for almost 120 years, they are still striving to improve, innovate and change what the company is all about. This is a challenge any candidate would want to be a part of.
We speak to Angelika Inglsperger, the Group Head of People Attraction and Talent Management at Allianz, responsible for employer branding, recruiting, and talent management for over 140,000 employees in 70 countries worldwide, who in turn deal with more than 80 million customers.
Have a listen to the interview below, keep reading for a summary, and be sure to subscribe to the Employer Branding Podcast.
So we started with delivering our EVP internally first. Last year we had a big campaign called ‘People Attribute’ week, where all entities worldwide celebrated our people for a whole week with talks, workshops, games, and more. We wanted our people to live our company values and our EVP.
We introduced a business game called ‘The Rise of Drones’; where players could make decisions on how to insure in the drone business, and based on the decisions you make in the game – we could find out what kind of people attributes are linked to you, what are your key preferences and what kind of job at Allianz would be most suited to you. It’s a fun gamification approach and has given us some great results.
We were the first to go into mobile candidate applications, but we found out that people weren’t even that interested in doing this. So while we were being innovative, it wasn’t actually what our target group wants. So we have learned to take a more careful approach.
Instead, we launched Ellie, a 24-hour and 7-day-a-week chatbot that answers any candidate questions, if none of our experts are available. Our target audience benefits a lot from this, and we have seen much more value in having this available 24 hours a day.
If you develop an EVP, yes, look at market research and what the key drivers of employer brand are, but the most critical factor is whether or not the EVP represents your company internally first and whether or not it is an authentic representation of your employees and your brand.
Connect with Angelika on LinkedIn.
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