Our staff to lead the perception of industry

Products, services and prices can always be replicated - it is only staff that remain unique. Successful companies are those that recognise that to attract, develop and retain quality talent is the single most powerful differentiator. That is why the 'war for talent' remains as intense today as it always has been.

For the insurance industry the challenge is tougher than virtually any other sector. Quite why such a dynamic, varied and rewarding career should fall so close to the bottom of choice for undergraduates confuses many. But perception is now a reality, with recent Chartered Insurance Institute research confirming that a staggering 90% of students would not consider a career in insurance. This is extremely unhealthy, not only for consumers and business but also for the industry and the economy.

Changing public perception is a long and gruelling journey but every step forward, however small or incremental, is absolutely crucial.

Getting the right people with the right skills in the right place is every leader's challenge. For an industry such as insurance, which the aforementioned research confirms appeals to so few, this demands a more creative approach to recruiting and retaining staff.

No longer should we limit our search for talent to the boundaries of this country. In Zurich, the global associate programme has recently been launched and it is targeting graduates with two degrees or more and two languages. Raising the bar in geographical as well as academic terms has helped to stimulate the attractiveness of the industry, both internally and externally.

Closer to home, insurers that encourage and facilitate individuals to enhance their qualifications create a real sense of corporate and personal pride that rapidly spreads.

Zurich has become the first insurer to partner with the Chartered Insurance Institute, and is aiming to get 100% of its claims, risk, sales and underwriting professionals to attain CII status.

Not only do staff feel motivated but this also makes good business sense. Customers like to deal with people who are experts and graduates are attracted to industries that trade in expertise.

Perhaps changing our industry's reputation lies more in our hands than we may realise. Every one of our staff in whom we invest is an ambassador who will ultimately lead the change that the industry so eagerly seeks.