Insurance Industry Resource Council: Career Awareness Campaign
Insurance Industry Resource Council: Career Awareness Campaign
Insurance Industry Resource Council: Career Awareness Campaign
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INSURANCE INDUSTRY RESOURCE COUNCIL<br />
<strong>Career</strong> <strong>Awareness</strong> <strong>Campaign</strong><br />
August 28 - 29, 2012<br />
Sandy Harbrecht, President and CEO<br />
All content © 2012 Paul Werth Associates.<br />
©2012 Paul Werth Associates | Prepared for Findley Davies
Status Report<br />
What has been done . . .<br />
• <strong>Career</strong> awareness workshop on August 15<br />
Build consensus<br />
Identify opportunities and assets<br />
Brainstorm<br />
• Research<br />
Past success<br />
Insight into target audiences<br />
• Web audit<br />
• Nine Strategies for Success (Preliminary Plan)<br />
©2012 Paul Werth Associates | Ohio <strong>Insurance</strong> Institute Annual Meeting – IIRC <strong>Career</strong> <strong>Awareness</strong> <strong>Campaign</strong><br />
1
August 15 Workshop Recap<br />
©2012 Paul Werth Associates | Prepared for Findley Davies
August 15 - Workshop Participants<br />
• John Bishop – Chairman and CEO/The Motorists <strong>Insurance</strong> Group<br />
• Carol Blaine – Faculty, <strong>Insurance</strong> Studies Degree Program/Kent<br />
State University - Salem Campus<br />
• Dr. Terry Boyd – Director, Center for Professional Training and<br />
Development/Franklin University<br />
• James Clay – Westfield Group Leader/Westfield <strong>Insurance</strong><br />
• Noelle Codispoti – Executive Director/Gamma Iota Sigma<br />
(via phone)<br />
• Elizabeth Dennis – Director, Human <strong>Resource</strong>s and Operations/<br />
Professional <strong>Insurance</strong> Agents Association of Ohio, Inc.<br />
• Danny Eakins – Veterans Programs Administrator/Ohio Department of<br />
Veteran Affairs<br />
• Celina Fabrizio – Account Supervisor/Paul Werth Associates<br />
©2012 Paul Werth Associates | Ohio <strong>Insurance</strong> Institute Annual Meeting – IIRC <strong>Career</strong> <strong>Awareness</strong> <strong>Campaign</strong><br />
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August 15 - Workshop Participants (continued)<br />
• Jillian Froment – Deputy Director/Ohio Department of <strong>Insurance</strong><br />
• Nithya Govindasamy – Director, Business Engagement/University<br />
System of Ohio Board of Regents<br />
• Sandy Harbrecht – President and CEO/Paul Werth Associates<br />
• Cheryl Hay – Administrator, Center for Workforce<br />
Development/Columbus State Community College<br />
• Kim Lust – Chairman, Ohio <strong>Insurance</strong> Institute Education<br />
Committee/State Farm <strong>Insurance</strong> Companies<br />
• Brent Maurer – Vice President/Paul Werth Associates<br />
• Gene Monteith – Director, Editorial Services/Paul Werth Associates<br />
©2012 Paul Werth Associates | Ohio <strong>Insurance</strong> Institute Annual Meeting – IIRC <strong>Career</strong> <strong>Awareness</strong> <strong>Campaign</strong><br />
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August 15 - Workshop Participants (continued)<br />
• Rocky Parker – Vice President, Talent Acquisition/<br />
Nationwide <strong>Insurance</strong><br />
• Chris Paterakis – Group Human <strong>Resource</strong> Leader/Chief<br />
Human <strong>Resource</strong> Officer/Westfield <strong>Insurance</strong><br />
• Lois Stoll – Family/Consumer Science District Vocational<br />
Department Chairperson/Benjamin Logan<br />
High School<br />
• Jason Terrell – Director/The Griffith <strong>Insurance</strong> Education<br />
Foundation<br />
• Glenn Van Valkenburgh – <strong>Insurance</strong> and Financial Development Manager/<br />
State of Ohio - Office of Business Assistance<br />
• Faith Williams – Legislative Counsel/The Association of Ohio Life<br />
<strong>Insurance</strong> Companies<br />
• Mitch Wilson – Vice President, Public information and Education/<br />
Ohio <strong>Insurance</strong> Institute<br />
©2012 Paul Werth Associates | Ohio <strong>Insurance</strong> Institute Annual Meeting – IIRC <strong>Career</strong> <strong>Awareness</strong> <strong>Campaign</strong><br />
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©2012 Paul Werth Associates | Prepared for Findley Davies<br />
Program Goals
Program Goals<br />
12-Months<br />
• Website traffic to <strong>Insurance</strong><strong>Career</strong>s.org<br />
• Media placements<br />
• <strong>Awareness</strong> of launch of college programs<br />
Kent State University<br />
Columbus State Community College<br />
Franklin University<br />
University of Cincinnati<br />
©2012 Paul Werth Associates | <strong>Insurance</strong> <strong>Industry</strong> <strong>Resource</strong> <strong>Council</strong> – <strong>Career</strong> <strong>Campaign</strong> Kickoff<br />
7
Program Goals<br />
24-Months<br />
• Increase website traffic to <strong>Insurance</strong><strong>Career</strong>s.org<br />
• Mid-<strong>Career</strong>/Underemployed and or veterans insurance<br />
career program established<br />
• Increased enrollment at college programs<br />
©2012 Paul Werth Associates | <strong>Insurance</strong> <strong>Industry</strong> <strong>Resource</strong> <strong>Council</strong> – <strong>Career</strong> <strong>Campaign</strong> Kickoff<br />
8
Program Goals<br />
60-Months<br />
• Increase website traffic to <strong>Insurance</strong><strong>Career</strong>s.org<br />
• Jobs forecast for industry/meeting demand<br />
• Increase in students enrolled in college programs<br />
• Additional college programs online at community colleges and<br />
four-year institutions<br />
• Graduating classes beginning to fill the void in the industry<br />
©2012 Paul Werth Associates | Ohio <strong>Insurance</strong> Institute Annual Meeting – IIRC <strong>Career</strong> <strong>Awareness</strong> <strong>Campaign</strong><br />
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©2012 Paul Werth Associates | Prepared for Findley Davies<br />
Target Audiences
Target Audiences<br />
Students<br />
• High school and college students<br />
25 percent college freshman undecided on major<br />
50 percent of students change major once at college<br />
50 percent change career direction after graduation<br />
Three out of five Ohio graduates have at least $25,000<br />
in student loans<br />
53 percent of recent college graduates are unemployed<br />
or underemployed<br />
• Challenge is to raise awareness of industry<br />
Variety of opportunities, not just sales<br />
Work/life balance<br />
Good pay<br />
©2012 Paul Werth Associates | Ohio <strong>Insurance</strong> Institute Annual Meeting – IIRC <strong>Career</strong> <strong>Awareness</strong> <strong>Campaign</strong><br />
11
Target Audiences<br />
Mid-<strong>Career</strong>/Underemployed<br />
• Readily available<br />
7.2 percent unemployment in Ohio<br />
14 percent underemployment in Ohio<br />
• Talented workforce ready to engage<br />
• To raise awareness of industry<br />
Variety of opportunities, not just sales<br />
Retraining and certification options<br />
• How best to reach<br />
Social media vs. traditional media<br />
Networking sites<br />
<strong>Industry</strong> outreach to customers, employees and agents<br />
©2012 Paul Werth Associates | Ohio <strong>Insurance</strong> Institute Annual Meeting – IIRC <strong>Career</strong> <strong>Awareness</strong> <strong>Campaign</strong><br />
12
Target Audiences<br />
Veterans<br />
• Unemployment among post 9/11 veterans 18-24 was<br />
29.1 percent in 2011<br />
• Unemployment among all veterans in Ohio was 16 percent<br />
• To raise awareness of industry<br />
Variety of opportunities, not just sales<br />
Highlight retraining and certification opportunities<br />
• How best to reach<br />
Social media/networking sites<br />
Armed forces support groups<br />
Veterans Administration programs<br />
©2012 Paul Werth Associates | Ohio <strong>Insurance</strong> Institute Annual Meeting – IIRC <strong>Career</strong> <strong>Awareness</strong> <strong>Campaign</strong><br />
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©2012 Paul Werth Associates | Prepared for Findley Davies<br />
Messages
Messages<br />
• <strong>Insurance</strong> companies are stable<br />
• <strong>Insurance</strong> companies offer opportunities in every discipline<br />
• <strong>Insurance</strong> jobs provide flexibility and work-life balance<br />
• <strong>Insurance</strong> companies help people<br />
• <strong>Insurance</strong> companies offer good paying jobs<br />
©2012 Paul Werth Associates | Ohio Prepared <strong>Insurance</strong> for Findley Institute Davies Annual Meeting – IIRC <strong>Career</strong> <strong>Awareness</strong> <strong>Campaign</strong><br />
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Nine Strategies for Success<br />
©2012 Paul Werth Associates | Prepared for Findley Davies
Nine Strategies for Success<br />
Strategy 1 – Branding<br />
• Name the campaign<br />
• Logo development<br />
• Style guide<br />
Use of the logo<br />
©2012 Paul Werth Associates | Ohio <strong>Insurance</strong> Institute Annual Meeting – IIRC <strong>Career</strong> <strong>Awareness</strong> <strong>Campaign</strong><br />
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Nine Strategies for Success<br />
Strategy 2 – Website Enhancements<br />
• Add to the diversity of the site, especially with the<br />
testimonial videos<br />
• Veterans link/content<br />
Skill translator<br />
GI Bill and funding support<br />
Certification options<br />
Peer video<br />
• Mid-career professional content<br />
Skill translator<br />
Certification/education options<br />
Mid-career transition video<br />
• Links to additional students resources<br />
©2012 Paul Werth Associates | Ohio <strong>Insurance</strong> Institute Annual Meeting – IIRC <strong>Career</strong> <strong>Awareness</strong> <strong>Campaign</strong><br />
18
Nine Strategies for Success<br />
Strategy 3 – Identify Spokespersons<br />
• Celebrity spokespersons<br />
• Student/young professionals<br />
• Mid-<strong>Career</strong><br />
• Veterans<br />
• <strong>Industry</strong> leaders<br />
©2012 Paul Werth Associates | Ohio <strong>Insurance</strong> Institute Annual Meeting – IIRC <strong>Career</strong> <strong>Awareness</strong> <strong>Campaign</strong><br />
19
Nine Strategies for Success<br />
Strategy 4 – Launch Event<br />
• Governor Kasich participation<br />
• Veterans announcement<br />
• Timing – avoid election clutter<br />
• Media outreach<br />
©2012 Paul Werth Associates | <strong>Insurance</strong> <strong>Industry</strong> <strong>Resource</strong> <strong>Council</strong> – <strong>Career</strong> <strong>Campaign</strong> Kickoff<br />
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Nine Strategies for Success<br />
Strategy 5 – Media Relations<br />
• Print (daily papers, suburban papers, op-ed)<br />
• Broadcast (TV, radio, radio tours)<br />
• Digital (bloggers, career sites)<br />
• Story 1 – Launch of Talent Gap Initiative<br />
Partnership between Ohio and industry<br />
Program launch and focus<br />
• Story 2 – Where are the jobs? In insurance!<br />
17,000 jobs in four years<br />
Benefits – stable, work/life balance, compensation<br />
• Story 3 – Education leads the way. Launch of university<br />
programs in Ohio.<br />
©2012 Paul Werth Associates | <strong>Insurance</strong> <strong>Industry</strong> <strong>Resource</strong> <strong>Council</strong> – <strong>Career</strong> <strong>Campaign</strong> Kickoff<br />
21
Nine Strategies for Success<br />
Strategy 6 – Social Media/Digital Strategy<br />
• Facebook<br />
Weekly career spotlight<br />
• Twitter<br />
Drive traffic to content<br />
Highlight news of initiative<br />
• YouTube<br />
House testimonial videos<br />
• LinkedIn<br />
Target mid-career<br />
<strong>Career</strong> transition LinkedIn<br />
• Link to Ohio insurance company sites<br />
©2012 Paul Werth Associates | <strong>Insurance</strong> <strong>Industry</strong> <strong>Resource</strong> <strong>Council</strong> – <strong>Career</strong> <strong>Campaign</strong> Kickoff<br />
22
Nine Strategies for Success<br />
Strategy 6 – Social Media/Digital Strategy<br />
(continued)<br />
• Content sources<br />
− OII / videos from insurancecareers.org<br />
− Griffith Foundation / teaching materials<br />
− Werth<br />
• Live chats<br />
− Extension of the Ask-A-Pro segment<br />
©2012 Paul Werth Associates | <strong>Insurance</strong> <strong>Industry</strong> <strong>Resource</strong> <strong>Council</strong> – <strong>Career</strong> <strong>Campaign</strong> Kickoff<br />
23
Nine Strategies for Success<br />
Strategy 7 – Veterans program<br />
• Outreach to Ohio vets<br />
Veterans Administration<br />
Iraq Afghanistan Veterans of America (IAVA)<br />
Engage while still in active service<br />
• Social outreach<br />
Veterans highly socially connected<br />
Peer-to-peer outreach<br />
• Certification programs<br />
Kent State University<br />
Columbus State Community College<br />
Franklin University<br />
The “Institutes”<br />
©2012 Paul Werth Associates | Ohio <strong>Insurance</strong> Institute Annual Meeting – IIRC <strong>Career</strong> <strong>Awareness</strong> <strong>Campaign</strong><br />
24
Nine Strategies for Success<br />
Strategy 8 – Advertising/Co-op Program<br />
• Creation of a co-op advertising program with ads tagged<br />
with initiative logo<br />
• Stand-alone ads for the campaign that could be run<br />
by companies<br />
Banner ads<br />
• Facebook<br />
• <strong>Career</strong>Builder<br />
• Monster<br />
• LinkedIn<br />
Print ads<br />
Radio ads<br />
• PSA campaign through JobsOhio<br />
©2012 Paul Werth Associates | Ohio <strong>Insurance</strong> Institute Annual Meeting – IIRC <strong>Career</strong> <strong>Awareness</strong> <strong>Campaign</strong><br />
25
Nine Strategies for Success<br />
Strategy 9 – <strong>Insurance</strong> Community Outreach<br />
• 100,000 insurance employees<br />
Neighbors<br />
Family<br />
Friends<br />
• Millions of customers in Ohio alone<br />
<strong>Awareness</strong> campaign from agents to customers<br />
©2012 Paul Werth Associates | Ohio <strong>Insurance</strong> Institute Annual Meeting – IIRC <strong>Career</strong> <strong>Awareness</strong> <strong>Campaign</strong><br />
26
©2012 Paul Werth Associates | Prepared for Findley Davies<br />
Next Steps
Next Steps<br />
• Finalize plan<br />
• Present to <strong>Insurance</strong> <strong>Industry</strong> <strong>Resource</strong> <strong>Council</strong><br />
• Keep planning group informed of progress<br />
For follow up questions, please feel free to contact me at<br />
614-224-8114 or email:<br />
Sandy Harbrecht swh@paulwerth.com<br />
Brent Maurer bmaurer@paulwerth.com<br />
©2012 Paul Werth Associates | Ohio <strong>Insurance</strong> Institute Annual Meeting – IIRC <strong>Career</strong> <strong>Awareness</strong> <strong>Campaign</strong><br />
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Thank You<br />
©2012 Paul Werth Associates | All rights reserved | 10 North High Street, Suite 300, Columbus, Ohio, 43215 | 614.224.8114 phone | www.paulwerth.com
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