Unum Group Corp. has released a new series of educational videos in Spanish to help Hispanic customers learn about its employee benefits.
“Instead of a literal translation of existing materials, we’re starting fresh so we can be more relevant to the Hispanic demographic,” said Bilda Acu?a, assistant vice president of the Hispanic marketing program for Unum, Chattanooga, Tenn. “One quarter of Unum’s customers have Spanish-speaking employees.”
Unum cites Pew Research Center estimates that within two decades, the Hispanic share of the workforce will more than double to 31%.
The company hired advertising agency MARCA, Miami, to create a series of 11 videos about its group and voluntary life insurance, short-term and long-term disability insurance, and supplemental insurance products.
Over the past year, Unum says it has also stepped up its Hispanic marketing by increasing the number of bilingual benefits counselors across the country to help customers enroll in its workplace benefits. It has interviewed 86% of Spanish-speaking employees in their preferred language, the company says.