Church Mutual
Creating a strong employer brand
We created a campaign and supporting collateral to support Church Mutual’s employer branding.
Background
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.
Our work
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.
