Unum says insurers and brokers should embrace social media to 'stay successful in the digital age'.
The insurer said it has seen its own social media presence "go from strength to strength" since the start of its campaign in 2011 to help the UK's workforce to get a back-up plan.
This has been key to starting conversations about financial protection and building relationships with employers and brokers, a Unum spokesperson said.
Tim Jackson, head of marketing strategy, said: "What social networks offer businesses, including ours, are spaces where companies can enter conversations with potential clients, and get the persuasive case across that builds the underlying demand in the first place."
"We have been very successful in reaching the right audience with our content. We've received great feedback from people reading our material, and we've used that to crowd source the best content for subsequent engagement".
Unum's blog, part of unum.co.uk, provides advice ranging on how to communicate more effectively with staff to busting health and safety myths.
It has recently launched a new information pack for job hunters on Facebook, including tips on how to prepare for your interview and what employee benefits are on offer.
Unum now has over 1 million views on YouTube, 20,000 Facebook likes, more than 7,200 Twitter followers and over 3,400 LinkedIn connections.
