Sun Life goes viral for recruitment drive

Hong Kong – Sun Life Everbright Life Insurance, a joint venture between Sun Life Financial and the China Everbright Group, has tapped social networking website XiaoNei for a recruitment campaign.

Eight Partnership designed and executed the recruitment campaign, which was looking for new ways to recruit agents for its agency sales force.

From a unique SLEB page within XiaoNei, users can take an interactive, tongue-in-cheek viral quiz to test their ability to be a "Sun Life Super Agent". The quiz then links them to the official Sun Life recruitment mini-site where they can learn more about the company, watch videos about Sun Life's real "Super Agents" and apply for new job openings.

The recruitment campaign used the power of social networks in China to connect with potential recruits and will be promoted through banner ads, eDMs and keyword searches across the entire XiaoNei site.

"We wanted a new and interesting way to attract potential agents to join Sun Life Everbright for a career in life insurance," Robert Burr, vice president of strategic marketing at Sun Life Financial Asia, said .

"We presented Eight Partnership with this challenge and are very pleased with the campaign they developed, especially because of its uniqueness. In fact, we're already starting to see great results from the program."