Canadian ICMIF member Beneva has announced the launch of its new employer brand, Give meaning to your talent, marking a significant step in reinforcing its positioning as a people-focused employer.
The initiative comes at a time when attracting and engaging talent remains a critical driver of organisational growth. For Beneva, a strong employer brand creates an authentic connection between the organisation and both current and prospective employees, while remaining true to its identity.
A strategic approach grounded in listening
To shape the new employer brand, Beneva undertook an in-depth consultation process with employees to better understand their perspectives, levels of satisfaction and the factors that generate pride in the workplace. Insights gathered through this process informed the strategic pillars underpinning the new brand expression.
According to Beneva, the employer brand reflects its culture and employee experience, while introducing a degree of boldness designed to differentiate the organisation in the market.
“At Beneva, we believe that work should be meaningful. Our new employer brand conveys this conviction, confirmed by a study showing that meaningful work is deeply embraced and experienced by our employees every day. It reflects our intention to demonstrate that Beneva is an inclusive, friendly and forward-looking employer. We are proud to place our talent at the heart of this initiative,” said Martin Robert, Executive Vice-President and Leader, Talent, Culture and Communication at Beneva.
An employer brand carried by employees
As part of its commitment to authenticity, Beneva chose to feature its own employees across all campaign visuals and video content. The organisation reports strong internal engagement with the initiative, with hundreds of employees expressing interest in participating and representing the brand.
The launch highlights the growing strategic importance of employer branding across the mutual insurance sector, as organisations seek to align culture, purpose and talent attraction in an increasingly competitive environment.
