Microcast - Insurance

Producer Recruiting

Unless you are from Birmingham or Tuscaloosa, you may be getting tired of seeing the Crimson Tide of Alabama in the playoffs and as college football national champions year after year.  Thanks to Auburn in this year’s Iron Bowl, Alabama will not get their trip to New Orleans.  But for those who follow Nick Saban, he has many secrets to his success including the undying support of his university and the alumni, a huge budget and good coaches.  But many will argue that what really separates his outstanding football program is his focus on recruiting.

Unlike other college programs who come in as cheerleaders for their school and tout how great they are, Saban and his coaches have another approach that is very factual, practical and direct.  Recruiting coaches are taught to have a conversation that goes somewhat like this, “This is who we are. This is what we do. This is what we’ve done. This is what we feel like we can do for you. This is what we feel like you can do for us. If you want to be a part of it, great. If you don’t, somebody else will.'”

Agencies need to recruit new producers. Master agency networks and carriers need to recruit new agencies.  In insurance, recruiting is always an on-going process.   So, what can we learn from arguably the most successful college football coaches of all time about recruiting?

The first lesson is to target the right players.  Saban doesn’t want just anybody to play for Alabama.  It has to be a win-win.  He focuses not only on what Alabama can do for the player, but also what the player can do for Alabama.  If you are trying to recruit a producer or an agency to affiliate with you, then you need to define the characteristics you value and target those people or organizations that come the closest.  Here are some questions to ask that help you recruit the right players:

·      If you are recruiting producers, what prior sales experience are you looking for?   How will their personality mesh with your organization’s culture?

·      For a master agency, ask yourself what type of relationship do agency owners need and want from you and is your organization ready to support it?

·      What type of customers are currently in the producer’s or agency’s portfolio?  If you want those that specialize in commercial accounts, but the organization is too heavy with personal lines, then they may not be the best fit. 

You don’t need every producer or agency to affiliate with you, only the ones that will create a win-win relationship and score the touchdown and bring the deal in.

Don’t wait for producers to come to you.  Go to them.  Although Alabama is an elite program, so is Georgia, Ohio State, LSU and Clemson.  Saban and his staff don’t lay back and hope players will notice them.  They are constantly looking for talent and when they see it, they go after it. Saban and his coaches can’t scout at every high school football game, meet every parent or bring every player to campus.  They have to focus their efforts to be effective.   

That lesson should translate to recruiting agents.  You have to go out and find producers proactively and not depend exclusively on passive ways to get them to notice you.  

As an example, if you want the right producers, especially the younger ones, here are some thoughts about how to find them:

• Post your job openings on all social media. Especially LinkedIn, Twitter and Facebook.
• Contact local universities that have risk management programs and ask them to let you give a guest seminar on what it’s like working in an independent insurance agency.
• Develop talent by having an internship program, letting colleges know that you do, and evaluate