Case Study

Direct Line Group

How we ripped up the conventions of recruitment ‘day in the life’ filmmaking to create a video that immersed our audience in a great employer brand.

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Website traffic increased

94%

New users

92%

Bounce rate improved

13%

The challenge

DLG wanted a film that showed the connection across the Group – one that brought their employer brand, ‘Together we’re one of a kind’, to life.

• DLG recruit to all kinds of roles. The aim was to promote their in-demand vacancies, especially within the auto services and customer contact centre functions, and drive them to the careers site to find out more.
• Recruitment efforts almost always start and stop with detail-ridden videos of what it’s like to work at the place in question. A vibrant, more welcoming approach was needed to attract new talent.

The solution

• The film brings the brand to life – it celebrates individuals coming together to create something special, which captures DLG’s spirit. Volunteers from across Contact Centres, Auto Services Repair and Head Office all got involved in the making of the EVP video.
• A probe lens – novel in the recruitment space – was used, which allowed us to zoom through and closer into different objects, creating unexpected transitions. This emphasised the connection between different parts of the Group, while making the audience feel included.
• The ‘kaleidoscope’, an integral part of DLG’s employer brand identity acted as an easter egg throughout the film, reiterating on the spirit of connectedness.

The Results

The results confirmed what we predicted all along – the film became a fan-favourite.

• There was a huge increase in website traffic, with a 94% increase in users, a 92% hike in new users and a dip in the bounce rate by 13%.
• Organic traffic was off the charts, with almost 18,000 impressions and 13,000+ full plays.
• The employer brand and the opportunities across the Group were successfully promoted.
• We turned perceptions of working in insurance upside down, showcasing what life at DLG is truly like.