Our work with Aviva, one of the biggest names in insurance and financial services. Carve helped Aviva invigorate their brand with social by gamifying their recruitment process.

1. Aviva - #Devchallenge
Case Study –2013

2. Aviva is one of the biggest names in insurance and financial services,
the sixth largest financial services organisation in the world.
Application Developers have always been a difficult skill-set for Aviva to
recruit. One of the main challenges was the perception Aviva as an
employer for technical roles. But as an organisation they use some of
the most up-to-date software packages and utilise state-of-the-art site
testing products to ensure their online service provides a positive, fluid
and efficient customer experience.
Aviva wanted to re-invigorate their brand for this particular audience.
The project was also chosen as one of the pilots for Aviva’s Global
Digital Transformation strategy. The brief was to design a campaign
utilising social networks to promote Aviva as an employer of choice for
Application Developers and to generate applications for live vacancies.

3. Through engagement with Aviva’s CIO , IT Head of Functions and
Application Developers at Aviva, Carve could establish the exact work
undertaken by Application Developers as well as their perception of Aviva.
Carve used this information to create a campaign to showcase Aviva, their
culture and the work they do through specific microsite for Application
Developers and social employee advocacy. The microsite targeted a very
specific audience resulting in the landing page being written completely in
code – to an Application Developer this would explain the purpose of the
site.
The Application Developers created a series of challenges for the site which
varied in difficulty, replicating the complexity of the work Aviva undertakes.
An integrated social feed on the site also enabled users to engage with
Aviva.
Internal engagement was key to the success of the campaign and the site
was designed to be promoted through social employee advocacy. Regular
Twitter and Facebook using #devchallenge broadcasts and shares on
LinkedIn meant the campaign site was promoted and endorsed by the very
community Aviva were looking to attract, helping the Aviva Recruitment
Team to create a database for more targeted recruitment.

4. The site increased the level of traffic to the IT
section on the Aviva careers site by 60.5%, over
36,000 people were reached by #devchallenge,
users spent over three minutes on the site and the
challenges had over 3,400 page views. The IT
function at Aviva were really engaged with the
concept and continued to produce new challenges
to ensure the content on the site remained fresh
and engaging. The internal recognition the Aviva
Recruitment Team got for this campaign has raise
their profile and their involvement in other areas of
the business has increased as a result. One of the
most satisfying results, was that the CIO Rob
Houghton said, “This is awesome!” and now fully
supports the innovative use of social networks to
promote Aviva as an employer of choice for
tactical and company-wide recruitment
campaigns.
Click infographic to see high resolution

5. Founded in 2006 and headquartered in
London, Carve is a boutique consultancy
that advises some of the world’s leading
organisations on the strategic use of social
media.
Our people-first approach helps
businesses build the systemic capability
to create value through better connectivity
and collaboration. Results-driven, our
programmes include transformation
through Social Recruiting, Social Selling
and Enterprise Social Networking.