Creating a strong employer brand
Develop a campaign that’s consistent with Church Mutual’s existing purpose statement — “Protecting the greater good” — but speaks specifically to the values of Church Mutual’s current and prospective employees.
“Stand for Good:” A campaign that spotlights real Church Mutual employees and celebrates their dedication to protecting the greater good.
A three-phase marketing plan for Stand for Good and supporting collateral displayed across Church Mutual’s corporate campuses.
After conducting internal research with employees about work environment and culture, longtime Upswing client Church Mutual Insurance Company came to us for an employment brand campaign that would promote existing company values, bolster employee morale, and support recruitment efforts among Millennial and Gen Z candidate pools.
Developing an effective employer brand campaign that employees connect with requires a deep understanding of an organization’s values, culture, and people — which means Upswing started the process with a leg up. After working with Church Mutual for years, we knew employees were already acting on the values Church Mutual sought to promote: Our Customers Are the Company, We Are Powered by Purpose, We Act with Honor, and We Are Courageous and Bold.
After a thorough discovery process with teams across the company, we pitched three concepts with unique taglines and visual identities, and a corresponding three-step marketing plan to distribute and promote the chosen concept. Church Mutual chose “Stand for Good.” From there, we created video, print, and digital collateral to keep the campaign top-of-mind for existing and prospective employees.