February 1, 2012

Selling the Insurance Industry to New Recruits

No surprise – many studies (including a recent survey of the DBH insurance industry community) are showing that talent recruitment and retention tops most CEOs’ lists of concerns.

And, according to the recruiting information network, ERE.net’s 10 Recruiting Predictions for 2012, the trend will continue this year – perhaps with even more intensity.

Predictions aside, there is no doubt that attracting and keeping top talent is a vital activity toward your organization’s continued growth and sustainability.

It’s Time to Out-Lead the Gecko

The insurance industry’s sophisticated complexity and global impact is, perhaps, its best-kept secret. The social purpose of the industry is not well advertised. In fact, in popular culture, insurance is often portrayed as a routine transactional commodity or, worse, a monolithic empire, peddled by Geckos and other cute characters. To attract top talent it is up to our industry to shift this image. You can take the lead through your organization’s recruiting process.

Take a close look at your recruiting materials – does your message include a strong statement about the industry’s purpose and reach? Do you clearly convey the overarching vision of your company? It’s important to tell the story of your organization in a compelling way, but it’s also an opportunity to paint a vivid picture of the monumental impact the industry has in our world, on everyday life.

Your new recruits are interested in earning a good living, of course. But today’s professionals are increasingly committed to seeking meaning in their work. They want to work for companies where purpose tags along with profits. Emphasize to them the crucial role that insurance plays in every facet of life and business. You want your potential hires to identify personally with that social impact.

In addition to financial rewards and benefits, your mission should also be to sell new recruits on the creative aspects of a career in insurance. Share with them the potential career paths in many areas – finance, management, public affairs, marketing. Hiring someone for a job is one thing, but if you want to stimulate a leadership spirit among your staff, help them see the vast possibilities of a meaningful career in insurance.

Instead of just recruiting, you are called to inspire the next wave of talent to fall in love with the industry – these are, indeed, your future leaders.

Take a moment to view the video that DBH produced for The Griffith Insurance Education Foundation Career Summit an Industry Collaboration for Engaging the Next Generation, where we asked industry leaders to share their insights on how the insurance industry can be more attractive to career seekers.

Roll this message into your recruiting approach, and you will have a strong, compelling pitch for attracting – and keeping – the very best talent.