Case Study · Employer Branding
Rebranding an organization through its employees
Context
PassportCard operates in a competitive global insurance market, where trust and human connection drive both hiring and business growth. The brand was strong, but it wasn’t yet seen as an InsurTech player, especially by tech talent.
Meanwhile, the people who could prove otherwise, PassportCard’s employees, were completely silent.
An opportunity arose: reposition PassportCard as a credible InsurTech company, with its employees as the main advocates and storytellers.
Challenge
PassportCard wanted a stronger presence among candidates, partners, and industry professionals. But the starting point was low:
- Little LinkedIn activity to begin with
- Limited experience creating content
- Writing barriers and fear of exposure
- No structured content habit
- Difficulty staying consistent over time
The challenge was not just activation, but persistence.
Approach
A structured ambassador program, combining training, ongoing support, and behavioral reinforcement.
The goal? Create consistency over time and build it into a habit, not just a one-time task.
International group workshops
In-person and remote sessions brought together employees from different countries and departments to learn profile optimization, content strategy, and authentic storytelling.
Daily WhatsApp support
A daily group channel for tips from the program manager, sharing posts for visibility, questions, and peer feedback. It reduced friction and kept momentum going between workshops and sessions.
1:1 guidance
Individual sessions to find content ideas, refine messaging, overcome hesitation, and build a sustainable personal voice that fits each person’s expertise and comfort level.
Results
Content and engagement, over a six month span.
posts published by ambassadors across multiple departments: R&D, quality assurance, sales, and business teams.
Overall engagements throughout PassportCard’s program.
Earned media value by employee posts.
Phase 1
High initial activity and rapid adoption of LinkedIn posting
Phase 2
Stabilization and thoughtful, selective posting
A shift from initial excitement to long-term, sustainable patterns.
Recruitment impact
Beyond content and engagement, the program contributed directly to hiring. Employee-generated content increased visibility and connected the right, compatible talent with PassportCard.
InMail response rate
Almost double the typical response rate.
apply rate, above the LinkedIn benchmark, indicating strong candidate intent and effective employer branding approach
Rate of applications completed, reflecting the high-quality traffic PassportCard received during the entire program’s duration
Behavioral shift
The most important outcome was not volume, but the behavioral shift the employees had towards LinkedIn.
Hesitating to post
Posting actively
Writing felt slow and hard
Writing became easier and faster
Content felt forced
Content became natural
A one-off marketing task
Part of their professional routine
Activity → Consistency
Voices from the program
The program translated into clear individual impact across different roles and profiles.
Hope Rust
BDM, Australia
“Not only did the training significantly increase my knowledge and confidence using LinkedIn, but it also helped grow my network.”
Tamar Gavrieli Elkayam
Development Team Leader & Product Manager
Offered an authentic inside look at PassportCard’s culture, highlighting team achievements, organizational learning and day-to-day realities, and positioning PassportCard as a true technology-driven company.
Lior Adadi
Quality Assurance Engineer
“It gave me more confidence to be active on LinkedIn, connect with people in the industry, and share professional insights I probably wouldn’t have shared before.”
Across all participants, a strong sense of pride in the organization emerged.
Why it worked
Simplicity, ongoing support, and authentic employee voices turned content creation into a habit rather than a marketing task.
PassportCard didn’t aim to maximize content output; they built a sustainable employee presence and a long-term foundation for employer branding, talent acquisition, and its position as a credible InsurTech company.
01 Simple system, with low operational friction
02 Personal voice rather than corporate messaging
03 Continuous support instead of one-time training
04 Voluntary participation driving intrinsic motivation
05 Clear connection between content and professional value
