Organic Social Media — Farmers Insurance
Portfolio
As the Social Media and Creative Design Manager for Farmers Insurance, I oversee the Talent Brand social media accounts on TikTok, Instagram, and LinkedIn, ensuring they effectively showcase Farmers' People Value Proposition and vibrant company culture. These channels are designed to attract top-tier candidates, inspire prospective employees, and foster pride among current team members. Before joining Farmers Insurance, 92% of new employees shared in the employee experience survey that the company’s social media channels provided them with a clear understanding of its culture. Additionally, the majority of respondents noted that they had explored these channels prior to submitting their applications.
Since taking on this role in 2019, I’ve spearheaded channel strategy, content creation, community management, social listening, performance analysis, and comprehensive reporting across all platforms. I combine creativity, strategy, and data-driven decision-making to amplify the Farmers Insurance's presence as an employer of choice and work closely with cross-functional stakeholders to align on the voice, tone, and visuals, guaranteeing that each channel delivers tailored, engaging content relevant to its audience.
With expertise in creative direction, I translate marketing objectives into strategic social media campaigns while managing processes that meet business goals and budget requirements. By leveraging detailed metrics analysis, I develop optimization plans that enhance follower engagement and channel growth. I consistently report results and key insights to senior leadership, including top-level executives, to ensure alignment with broader company goals.
TikTok
Background and Challenge
In 2021, I spearheaded the launch of the first TikTok account for Farmers Insurance — a bold and innovative step for the organization. However, gaining stakeholder approval for consistent posting presented a challenge, as demonstrating the cost-benefit analysis was crucial. Therefore, the account didn't really take off until 2022.
While Farmers Insurance has been a trusted name since 1928, the perception that it caters mainly to older generations needed a refresh. My goal was to redefine this narrative by showcasing the company’s modern culture through authentic, inside-out storytelling. My vision for this Talent Brand focused channel, was to highlight the dynamic, forward-thinking culture at Farmers Insurance and connect with a broader audience.
With no budget or additional team members, I took ownership, wearing many hats. From researching trends and developing creative strategies, to designing and executing content, and analyzing performance data, I handled it all. This hands-on approach enabled me to craft impactful messaging and build a fresh connection with the audience.
Process
To develop the creative strategy, I broke it down into three main categories: Business, Marketing, and Tactical. Recognizing that TikTok’s platform and audience differ significantly from other social media channels, I tailored the content to align not only with Farmers Talent Brand but also with the unique characteristics of the medium.
From there, I centered the strategy around three key content pillars: Talent Acquisition, Farmers People and Culture, and TikTok Trends. Each pillar was weighted differently, with the majority of the focus placed on Talent Acquisition. I strategically combined this focus with TikTok trends to create engaging and impactful content that resonated with the target audience.
Top Tips for Applying to Farmers Insurance
Views: 104K
Reach: 91,885
Engagements: 265
Day in the Life of a Farmers Auto Claims Adjuster
Views: 46.1K
Reach: 34,032
Engagements: 722
Did you know Farmers Insurance has...?
Views: 31.4K
Reach: 29,636
Engagements: 706
POV Telling all my friends that Farmers is...
Views: 46.1K
Reach: 87,291
Engagements: 104
Starting the week off right with an offer letter...
Views: 4,077
Reach: 3,074
Engagements: 94
Results
In the first 3 years...
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Successfully attracted a younger, highly engaged applicant demographic through innovative social media strategies.
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Increased applicant volume as videos gained traction, organically appearing on candidates' "For You Pages."
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Enhanced candidate experience by clearly communicating role expectations and requirements, leading to better-informed applicants.
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Achieved significant growth in social media presence with 2,023 new followers and 216 published posts.
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Maintained an impressive 4.7% engagement rate, resulting in 10,094 total interactions and driving meaningful connections.
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Captured widespread attention with 630,985 video views, demonstrating exceptional reach and impact.
Background and Challenge
Farmers Insurance already had an Instagram account aimed at consumers and customers, but there was no dedicated channel to showcase the Talent Brand—the culture, heart, and soul of the company. This left an important gap for engaging prospective and current employees. With distinct audiences in play, it didn’t make sense to combine content geared toward selling insurance with messaging about Farmers Insurance as an employer on the same account.
As the world embraced a digital-first mindset with social media at the forefront, the absence of a dedicated Talent Brand and Employer Brand channel would have been a missed opportunity. With no additional budget or team members, I took the initiative to focus entirely on organic content. I was responsible for creating and executing the creative strategy, content creation and curation, community management, social listening, performance analysis, and reporting.
Process
Unlike other social media platforms, Instagram's creative strategy required a dual focus: the feed and the stories feature. Recognizing that TikTok’s platform and audience differ greatly from other social channels, I tailored the content to not only align with Farmers Talent Brand but also maximize Instagram's unique capabilities.
To build the strategy, I divided it into three main categories: Business, Marketing, and Tactical. Understanding that Instagram users are drawn to accounts offering consistent value and memorable content, I focused on five key pillars: People and Culture; Corporate Citizenship; Jobs, Awards, and Benefits; Technology and Innovation; and Insurance-related content. Within each pillar, I developed campaigns such as Employee Resource Group highlights, in-person volunteer events, and Employee Spotlights. Every piece of content emphasized diversity, equity, inclusion, and belonging—core values that define Farmers Insurance.
Focusing on Talent Acquisition, I wanted to showcase job opportunities without the risk of outdated content frustrating users after positions were filled. This inspired the creation of "Talent Tuesday," a weekly Instagram Stories campaign that featured open roles, with posts lasting 24 hours. Talent Tuesday has proven to be a significant asset for the Talent Acquisition team, streamlining communication about openings and giving prospective employees yet another compelling reason to follow the account.
Results
In the first 5 years...
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Achieved 5,407,564 impressions, significantly boosting audience reach and visibility.
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Maintained a 5.2% engagement rate, outperforming the industry median by 8.4x, with consistent growth year over year.
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Generated 249,554 engagements, a remarkable 1048% higher than the competitor average of 23,796.
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Published 2,285 posts, surpassing competitor averages by 9x, establishing a strong presence.
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Increased mentions by prospective employees of seeing Farmers' Instagram posts before applying, showcasing its effectiveness as a recruitment tool.
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Strengthened brand visibility and enhanced awareness, positioning Farmers Insurance as an employer of choice in a competitive market.
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Fostered direct communication with the audience through active engagement across comments, likes, shares, stories, and messages.
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Drove traffic to the careers site, with Talent Tuesday posts leading to 338 click-throughs directly to job descriptions on the careers page, converting interest into action.
In-Feed Content
Talent Tuesday Series
Background and Challenge
When I stepped into the role of Social Media and Creative Design Manager, the Farmers Insurance LinkedIn account had already been established but was far from realizing its full potential. It lacked a consistent posting cadence, a defined Talent Brand presence, and cohesive visuals, while community engagement was virtually nonexistent. Posts would go live without any active monitoring or interaction, leaving opportunities for meaningful engagement untapped. Unlike other social media platforms, Farmers Insurance operates a single LinkedIn channel, making its audience diverse and multifaceted. This channel is tailored to engage prospective and current employees, while also serving agents, customers, and consumers, ensuring broad appeal and relevance across key stakeholder groups.
Process
Employee Advocacy
Recognizing LinkedIn’s distinct role as a business-focused platform, I elevated the Farmers Insurance presence by introducing a polished and professional tone that set it apart from other social channels. I strategically refined content to align with platform expectations, ensuring messaging was consistent, clear, and tailored to resonate with LinkedIn’s professional audience. Leveraging LinkedIn’s inherent strength in employee advocacy, I designed shareable content that empowered team members to amplify Farmers’ reach and enhance brand visibility.
To shape the creative strategy, I established five key content pillars: People and Culture, Corporate Citizenship, Jobs, Awards and Benefits, Public Relations and Marketing, and Insurance-related content. This approach ensured alignment with Farmers’ Talent Brand while simultaneously addressing the unique characteristics and diverse audience of the platform.
Farmers faced a challenge with numerous open roles and new hires lacking visibility. I addressed this by developing a comprehensive suite of recruiter-focused content to spotlight job openings and critical skillsets. This initiative drove significant engagement on recruiters’ personal accounts, resulting in a steady influx of qualified applicants and offer letters.
By reimagining the LinkedIn strategy, I transformed the channel into a robust recruitment and engagement powerhouse, effectively positioning Farmers Insurance as a top-tier employer and ensuring its platform presence remains impactful and competitive.
Content
New CEO Announcement
Impressions: 76K
Engagements: 7.2K
Engagement Rate: 11%
Recognizing Agency Owners and District Managers
Impressions: 33K
Engagements: 19.5K
Engagement Rate: 57.5%
Companies with Happiest Employees List
Impressions: 57K
Engagements: 5K
Engagement Rate: 5%
Updated Cafeteria in Woodland Hills, CA (Home office)
Impressions: 32K
Engagements: 12K
Engagement Rate: 42.9%
Executive Committee Roadshow
Impressions: 36K
Engagements: 10.1K
Engagement Rate: 32%
Results
In the first 5 years I started managing...
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Achieved 12.9 million impressions and 940,427 engagements, demonstrating year-over-year growth and significantly enhancing audience interaction.
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Delivered an outstanding 8.8% engagement rate, a dramatic increase from 2.1%, outperforming industry competitors by 117%.
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Secured 141,369 net follower growth by implementing data-driven strategies, leveraging trends, and making informed decisions through advanced analytics.
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Published 106,400% more posts and garnered 854,263 video views, expanding reach and driving impactful content visibility.
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Prioritized diversity, equity, inclusion, and belonging (DEI&B), with 82% of content reflecting Farmers' values, creating a sense of belonging and inclusivity across audiences.
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Strengthened cross-functional collaboration by partnering with Public Relations, Distribution, and Marketing teams to align messaging and amplify efforts.
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Enhanced Farmers Insurance’s professional presence by curating compelling content aligned with brand values and industry trends, leading to increased visibility and applicant engagement.
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Developed and executed innovative content strategies, including thought leadership articles, employee spotlights, video campaigns, and sponsorship highlights, to captivate and grow the target audience.
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Fostered a thriving professional network by engaging followers, encouraging employees to share content, and building meaningful connections on LinkedIn.
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Elevated Farmers Insurance’s reputation as an employer of choice by showcasing testimonials, career opportunities, and employee-centric stories, while highlighting the company’s culture and values to external audiences.