Although the economy has slowedhiring in every sector, recruitment is not an issue that is goingto disappear anytime soon, especially for insurance. We hear it allthe time--our industry is "graying." The majority of independentinsurance agents is nearing retirement age and hasn't foundqualified new employees to take over the reins. As executivedirector of four state affiliates of the Professional InsuranceAgents, I hear frequent complaints from association membersabout the lack of young blood to introduce to the business.

It is surprising, really. Entry-level professions in anindependent agency come with above-average salaries and amplegrowth opportunities. The industry is constantly expanding and isrelatively recession proof--people always need insurance. So whythe lack of young, interested new employees in a business thatprovides guaranteed opportunities and interesting work?

With the right information, it's logical that entry-level staffwill flock to the industry. Insurance agents attend to theirclients when the worst happens, providing both the financial andemotional means to pick up the pieces. And insurance can be alucrative field, with huge growth potential. Young employees whostart out as customer service representatives can find themselvesowning their own agency a decade later. Additionally, there are avariety of paths available in insurance--it's not just numbers andunderwriting. Marketing, sales, finance and accounting are justsome of the other opportunities.

But in spite of these positives, there is still a shortage ofyoung jobseekers interested in our industry. False stereotypesabout insurance being "boring" and unrewarding have impeded theability of agents to recruit new blood.

A problem of perception

Much of the image issue stems from a lack of knowledge. Thepublic doesn't truly understand insurance or its importance; theyjust know that they are required by law, or perhaps by theirmortgage company, to obtain certain policies. Insurance isn't aproduct whose benefits are immediately realized; in fact, you maygo the entire length of a policy without ever having to file aclaim. It is a silent protector--never bothersome, but always therein the direst circumstances.

The result is that insurance professionals find themselves in adifficult situation; in an industry with a blemished reputation,mass misunderstanding about what an independent insurance agentdoes only exacerbates the problem. Ironically, even post-Enron,accounting is still one of the most popular professions forbusiness students to enter, and undergraduates continue to major infinance and dream of becoming high-powered stock brokers, in spiteof the Wall Street meltdown.

The key word here is "major." Few colleges and universitiesprovide students with information about insurance, and even feweroffer insurance programs. Official channels for preparing the nextgeneration are rare--most independent agents somehow fell into theindustry, or took over an existing family business. A new crop ofprofessionals cannot possibly be groomed to take on the role ofinsurance agent if the information and resources are not availableto them.

Helping the independent agent

The subject of recruitment is of such concern to our agents thatPIA affiliates in NewYork and Connecticut have created task forces of interestedmembers to address the topic. They are charged with not onlyfinding ways to connect with the up-and-coming workforce, but topromote the industry in a more positive light. The committees aredetermined to reach out to local colleges and help get the word outon the benefits of an insurance career. The willingness of ourmembers to volunteer their time to this cause illustrates just howserious this issue is.

In New Jersey, aspecial joint initiative by PIA and the Young Insurance Professionals, calledProject Y wasdeveloped to recruit high school and college graduates throughoutthe state. Project Y is PIANJ's effort to create a new image of theinsurance industry, projecting it as a field with endless growthpotential and exciting opportunities. The plan includesrepresentatives attending college and job fairs, and collectingresumes for a database accessible to PIANJ members looking for newemployees. This makes it easier for interested students to explorethe insurance industry by connecting them directly with agents.

PIA also is committed to giving our entire membership the meansto attack the recruitment issue firsthand. For this reason, we'vecreated the Agency Staffing andAssistance Program (ASAP), a toolkit that gives membersresources to help them recognize, recruit and train goodemployees.

ASAP covers a wide range of issues agents may face when seekingout the next rising star for their businesses. Printable resourcesinclude downloadable brochures on the insurance profession, sampleclassified ads, job descriptions and industry marketing language.The kit contains a step-by-step guide to starting and maintainingan internship program, complete with printable forms. ASAP alsooffers members a full listing of college and high school careercounselors throughout their state, so they can forge connectionswith their local schools on internships and job opportunities.

Inspiring the next generation

Having resources is valuable, but the key is for agents tocreate relationships with schools in their own neighborhoods andpromote their agencies as viable employment options. Contactcolleges in your area to see if they host job fairs or offeropportunities for business professionals to speak to students inclass. Offer internships to promising business students. Get infront of this new generation and expose them to the insuranceindustry. By being visible, agents can help shape the image of ourindustry, one student at a time.

In New York state, we work closely with several institutions,most notably Utica College, which recently established a major inrisk management and insurance. By introducing insurance majors intocolleges, students will have even more opportunities to learn aboutthe industry and be more likely to consider seeking out a relatedprofession.

Grooming future leaders

After bright young stars join the industry, retention andprofessional development is paramount. It is essential to not onlyprovide younger employees with educational opportunities, but tomake them available in formats that will attract them. ThePIALunch and Learn teleconference series is a perfect example ofeducation that is short, to the point and fun.

You also need to take professional development a step furtherand encourage networking and personal growth among your neweremployees. PIA has long recognized the need to foster the careerdevelopment of the young people in our business. For the last twodecades, our state associations have had an affiliated YoungInsurance Professionals (YIP) organization (www.nyyip.org for New York; www.ctyip.org for Connecticut;www.njyip.org for New Jersey), dedicated to helpingits members develop their insurance careers and build a network ofindustry contacts. The mission of the YIP organizations is todevelop tomorrow's industry leaders through social and networkingopportunities, mentoring programs and more. The concept offostering young insurance professionals is so pervasive that PIANational is working to develop YIP associations across thecountry.

Agents must dedicate time and energy into effectively recruitingand retaining the next generation of insurance professionals. Butthe issue goes ever further--each of us can talk up our professionand take every opportunity to spread the word about what a goodindustry insurance is to work in. This is a great field withsignificant opportunities for anyone who gets involved. It is ourduty to promote the value and honor of working in insurance.