“My Career” at MassMutual

The Challenge

Increase pool of qualified career agent candidates to MassMutual’s nationwide network of sales offices.

MassMutual Careers

The Solution

MassMutual developed a video-rich web site featuring candid testimonials from existing career agents, some of whom left other careers. The Web site, one of several initiatives the company has undertaken to grow its ranks of successful professionals, features MassMutual agents who describe their careers and experiences in their own words. Visitors to massmutualcareers.com hear and see agents describe the company’s entrepreneurial business model, training and support services and the meaningfulness of their work… completely unscripted!

Career seekers were sought via an extensive geographically-targeted search marketing campaign across Google, Yahoo, and Bing. In addition, MassMutual leveraged PPC through content ad networks to attract and captivate many different – yet distinct – audiences pursuing careers in financial services.

The Results

The new careers site succeeded, as the number of new agents and the company’s rate of retention both have risen significantly. This is remarkable, given the majority of these jobs are paid on commission.

  • In first year, increased quality online applicant submissions by over 370%.
  • Following year, resumes increased over 18%, with leads through paid media each year since 2008.
  • 62% of all recruiting leads in 2012 are delivered from paid media.
  • Through continued search marketing management and refinement, total quarterly resume submissions increased while reducing cost per resume acquisition.


The “My Career” website was recognized for excellence with awards from MITX and W3.