You’ve posted the vacancy, outlined the responsibilities, and waited for the applications to come in. But instead of strong, engaged candidates, you’re left with a short list that doesn’t quite measure up. Sound familiar?
In today’s competitive market, insurance companies are battling harder than ever to attract top talent. The challenge isn’t just finding people with the right skills, it’s convincing them your business is the place they want to build their career. And that’s where employer brand makes all the difference.
Why Employer Brand Matters in Insurance
Insurance has long been viewed as a steady, traditional career path. That perception has benefits, stability and credibility, but it also creates a challenge when you’re competing with sectors like fintech, healthtech, and tech for ambitious professionals.
Today’s candidates want more than job security. They want flexibility, purpose, progression, and culture. Without a clear, compelling employer value proposition (EVP), insurance firms risk blending into the background while competitors capture the attention of high-performing talent.
As well as just attracting candidates, a strong employer brand retains them. It shows people what you stand for, what you offer beyond salary, and why they should commit their future to your organisation.
What Insurance Firms Often Get Wrong
Many firms assume that compensation alone is enough to win talent. While competitive pay is essential, it’s no longer the differentiator it once was.
Others rely on generic messaging. Phrases like “market-leading” or “great career opportunities” sound good on paper, but don’t tell candidates what makes the experience truly different. Some overlook culture entirely, leaving applicants with little sense of what it feels like to actually work there.
And perhaps most common of all, the sector has been slow to adapt. Where tech companies lead with flexibility, inclusion, and wellbeing, too many insurance businesses still rely on outdated propositions. That gap is costing them the very people they want most.
We recently worked with a client who struggled to attract younger brokers. Their ads focused heavily on salary but ignored progression and flexibility. Once we reframed the message to highlight career development and hybrid working, applications from top candidates tripled.
What Today’s Insurance Talent Wants
So what actually matters to high-performing insurance professionals? While every individual is different, the trends are clear.
Flexibility is at the top of the list. Hybrid working, adaptable hours, and wellbeing support are now baseline expectations. Clear progression also matters. Ambitious employees want to know how they’ll grow and develop over time, with mapped career pathways and professional training opportunities.
Purpose is increasingly important too. Insurance professionals want to feel their work makes an impact, whether that’s supporting clients through difficult times or shaping the future of the industry. Alongside that, modern benefits, recognition, and inclusive cultures are becoming critical drivers.
Why a Partner Matters
Even when leaders understand the importance of EVP, building and communicating it effectively is a challenge. Crafting compelling messages, reaching passive candidates, and staying ahead of market expectations takes time, expertise, and consistent effort.
The reality is that the strongest candidates aren’t browsing job boards. They’re already thriving in their roles, often loyal to their employers, but open to the right opportunity if it resonates with their values and ambitions.
At Get Recruited, we act as an extension of your brand. We represent your EVP authentically in the market, connecting you with high-calibre passive candidates who would never otherwise engage with your job ads.
Pro Tips for Building a Stronger Employer Brand in Insurance
If you want your EVP to stand out, focus on impact. Show candidates how their work makes a difference - to clients, communities, and the industry as a whole.
Refresh your messaging regularly.
Generic or outdated job ads won’t inspire. Instead, highlight your culture, benefits, and opportunities for growth.
Spotlight real employee stories.
Testimonials and authentic voices are far more persuasive than corporate slogans.
Keep it consistent.
From job ads and social channels to interviews and onboarding, your EVP should be clear and reinforced at every touchpoint.
Insurance firms can no longer rely on tradition or salary alone to win the talent race. The businesses that thrive will be those that build magnetic employer brands. EVPs that resonate with what today’s professionals truly value and keep them engaged long after they’ve joined.
Ready to benchmark your EVP against the best in the industry?
Download your free copy of EVP in Insurance: Benchmarks & Best Practices today.