How FWD’s recruitment campaign successfully creates a total experience for every candidate

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This article is brought to you by FWD.

When designing the candidate journey, a simple, intuitive, and integrated experience is FWD’s top priority.

In the wake of COVID-19, many companies have fast-tracked their digital transformation journey and adopted various digital tools to upgrade the candidate experience. FWD Insurance (FWD) believes a refreshing customer experience has to start with engaged employees. Initiated from Hong Kong, FWD has been actively enhancing the recruitment journey of applicants through digital technology.

When designing the candidate journey, a simple, intuitive, and integrated experience is FWD’s top priority. The insurer believes that a simple application process can minimise worry and hassle for potential candidates. To personalise the whole experience, FWD enables applicants to engage with them anytime, anywhere. All processes – from application to onboarding – can be completed in one single online platform and on mobile devices for convenience.

To amplify awareness of the company and attract a bigger pool of potential candidates, FWD partnered with job search engines to launch targeted advertising campaigns. Additionally, the company invited employees to share both their personal and professional passions, to show how they fulfill FWD’s brand promise to ‘Celebrate Living’ in a video series.

Lee Murphy, FWD’s Group Chief Human Resources Officer, says, “One of the keys to successful recruitment is actively involving employees throughout the process. We believe this process has to be people-centric, bringing our vision and values into action - to be committed, innovative, proactive, open, and caring.”

FWD leverages technology to conduct video interviews and has replaced aptitude tests with gamification amid campus recruitment in order to identify and attract talent with a start-up mentality, a passion for innovation and a trailblazer attitude.

As FWD transforms its candidate journey digitally, it is crucial for the company to hire talent who embody its values and want to make a difference for good.

By acting in the best interest of its candidates, FWD aspires to be an innovative and unique employer brand that ultimately changes the way people feel about insurance.

FWD was recognised with two gold wins for coming up Best in Recruitment Innovation and Best Recruitment Transformation, and one bronze for Best Internship Programme at the Asia Recruitment Awards 2021 Hong Kong, organised by Human Resources Online.