Insurer launches brand journalism site to speak directly to customers
New websites WorkWell and WorkLife use brand journalism tools to expand
their audience, from employees to consumers. The sites are bringing in new
新網站 WorkWell 和 WorkLife 使用品牌的新聞工具從員工到消費者來擴展他們的觀眾，
Should companies offer women paid menstrual period leave?
Where would you find America’s hardest-working employees?
Is that lump on your noggin left by a wild swing of your buddy’s golf club more than just a
Answering such questions are the disability insurance company Unum and its subsidiary
Colonial Life, which have joined the brand journalism stampede with twin websites,
This week the two launched those sites full of stories about workplace issues,
career development, benefits packages and healthy living tips. Combining newsjacking strategies
with benefits information, the insurance companies seek to create content for an audience of consumers, journalists and sales representatives.
WorkWell and WorkLife—which co-publish many of the same stories—were created amid
dynamics familiar to others who have started corporate news outlets.
公司應提供帶薪假給經期的婦女？ 你在美國哪裡找得到最勤奮的員工？ 留下你腦袋裡的腫瘤給高爾夫俱樂部的好友奮力揮桿比只是無痛一擊更好嗎？ UNUM 殘疾保險公司及其子公司Colonial Life，加入了品牌新聞熱潮雙網站，
WorkWell和WorkLife。 網站本週推出各種關於工作場所問題的故事， 事業發展，福利待遇和健康生活的秘訣。
結合媒體公關策略惠同利益信息，保險公司為消費者，新聞記者和銷售代表組成的觀眾尋求創造內容 。 WorkWell和WorkLife，共同發布了許多相同的故事，已創造動力給熟悉組織新聞媒體管道者。 Downsizing newsrooms
As traditional newsrooms downsize, it’s harder and harder for organizations to get their
messages out through reporters, says Dawn McAbee, corporate communications manager at
Unum. Similarly, consumers often don’t have the information they need.
"A lot of our content in the past has been geared toward brokers and employers,"
McAbee says. "We saw really that there was a disconnect in reaching consumers, both in understanding their benefits and their brand awareness of both of our companies."
The articles are also distributed to about 10,000 independent salespeople throughout the
company. "They’re always looking for information, articles they can share on their own social accounts and through email out to target customers they have," says Chris Winston, managing
editor of Colonial Life’s WorkLife.
媒體較以往難經營 ，也因預算可能使報導 偏向經銷商或雇主，讓消費者無法獲得需要的信息而與之脫節。
The companies launched the publications after lengthy preparation that included talking
to at least 15 other organizations that run similar websites. A vendor built the site for
WordPress to make it easier for communicators to manage.
Seven people manage and write the content for the sites in addition to their other duties.
WorkWell and WorkLife also have a partnership with a site titled HR Bartender, and they
contract with a freelancer for stories.
For those looking for information on insurance and benefits, there are plenty of articles
with titles such as "What exactly is disability insurance?" and
There are also articles on other aspects of wellness and healthy living. The sites rely
on a healthy dose of newsjacking to scoop up Web traffic.
"Should companies offer women paid period leave?" followed a story about a British
company that is letting its employees do just that by offering days off to women
suffering from menstrual pain.
The story on head bumps cited reports that retired U.S. women’s soccer player
Brandi Chastain plans to donate her brain for research on concussions and chronic traumatic encephalopathy. The story follows a growing interest in concussions in sports,
particularly football but also soccer, in which players frequently strike the ball with their heads.
The piece allowed Unum to offer an executive as an expert on a day the topic was
Dr. Edward Alvino, chief medical officer for Unum, told WorkWell, "A head injury can involve not
only the brain but other, such as the neck, that may result in headache; damage to the
ears with symptoms related to dizziness or hearing; or visual symptoms that can make you
sensitive to light or affect your ability to read."
cities based on factors such as number of workers with multiple jobs, average weekly work hours
and commute time.
"The least-hard-working?" the story wryly stated. "Burlington, VT. But we’re not going
Writing about customers, not products
Some of the most successful corporate storytelling highlights people, not products.
WorkLife and WorkWell are seeking to help readers get to know the people behind the brands.
One brief story is accompanied by a video of a speech by a policyholder, who tells a Colonial
Life audience how the company supported her and her daughter when the girl had leukemia.
The girl joins her mother and the chief executive onstage at the end of the talk.
In another piece, a physical therapist reflects on recovering from her fifth knee surgery
to repair damage caused by degenerative joint disease. The story mentions Unum and her
disability benefits only once—in the third paragraph from the end.
Both sites are similarly designed and have sections titled "Benefiting You," "Healthy Living,"
"On the Job," and "Leading the Way."
Among the most popular stories is one about a familiar workplace complaint:
poor break room etiquette, McAbee says. "Reheating last night’s leftover fish and burning
popcorn in the microwave are just two of the major faux pas co-workers commit in shared
break spaces," the story states.
"People want to know how to better navigate the workplace," McAbee says.
Other stories describe " simple office exercises to strengthen your core" and ways to keep
March Madness from killing productivity.
"Those are much more engaging and much more likely to be shared by email or social media
than just articles about disability insurance or accident insurance or life insurance,
which people frequently don’t like to talk about as a part of their normal, everyday discussions
The brand journalism approach is bringing eyeballs to the site. Although the official launch
came this week, content has been up for over a month. In those first four weeks, more than
two-thirds of the visits to each site came from outside the company, meaning it was either
employees visiting the site from elsewhere or customers from outside.
For more than half of all readers, it’s their introduction to the brand; they had never before
visited a Unum or Colonial Life website, Winston says.
"What we’re finding is that our employees are finding it interesting enough to share on social
media," Winston says. "That’s where it’s reaching a bunch of people we’re not engaged with
這些鬥士把故事集中在人物 或其努力過程而非產品， 也並非評斷 使WorkWell 在美國
地駕馭職場” ，很多題材具吸引力和更有可能通過電子郵件或社交媒體比共享 ，不僅只是傷殘保險或意
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