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Challenge

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.

Solution

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.

Execution

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.

Results

%

increase in the number of entrepreneurs who applied to be an agency owner

candidates visited the recruiting page from our work

%

3% increase in Allstate's Reputation Institute scorecard results

2014 IABC Award of Excellence for Communication Skills: Marketing, Advertising and Sales Vehicles
2014 IABC Copper Quill Award of Merit for Change Communication: Inspiring Allstate Agencies and Employees to Invest in Growth

recruiting communication

public relations research

analytics

Arizona Republic Advertorial Allstate