AXA saw a massive opportunity to include itself in the worldwide conversations taking place about ‘better life’ and by being the first and only insurance company to do this it would achieve significant differentiation. It set out a new promise that would position AXA as a partner in people’s daily lives, and a purpose to 'Empower people to live a better life', cemented on four new corporate values: Customer First; Integrity; Courage; and One AXA.
AXA challenged us to bring the elements of this new corporate narrative to life through a new global employer brand proposition. We conducted extensive internal and external research across AXA entities and employment markets worldwide. Insight gathered from the 3,000+ internal respondents and 500 external ones. We used this to develop the employer brand architecture. We tested this with HR Leaders worldwide and in global workshops and, based on employee feedback, we developed four new EVP pillars aligned to the four corporate values.
We created offline and online assets, sharing stories from around the world that had local relevance and global appeal.