Recruiting entrepreneurs to independently own their own insurance agency is crucial to Allstate’s success, but it is a yearly challenge to find the right candidates. To grow our local agency presence, our recruiting team and sales leaders attend networking events and sourced candidates through online career platforms.
Our corporate relations team strategically developed the MyStory advertorial campaign to highlight the agency owner opportunity in a storytelling, question-and-answer lifestyle and emotional format that had never been done by Allstate. We created transparent advertorials by telling stories in daily newspapers, local news television stations and online platforms, including Pandora and local news.
With a limited budget, we focused our efforts in two cities with the largest growth opportunities: Phoenix and Salt Lake City. We media trained agents by creating talking points, Q&As, scripts and written pieces. We measured our work through a unique URL, phone number and analytics on Allstate’s recruiting website.
increase in the number of entrepreneurs who applied to be an agency owner
candidates visited the recruiting page from our work