Rural markets aren’t as different from major cities as you might think.
The Human Resources Manager for a Central Coast insurance agency in California recently told me they struggle with recruiting insurance talent because they are in a “rural” market. They’ve experienced many letdowns when recruiting qualified people who won’t relocate from Los Angeles or the Bay Area. While I don’t disagree that location is a major factor in recruiting, it’s also worth noting the struggle is real for agencies no matter location.
When you let this lie become your truth here’s what happens...
#1 Recruiting Trap For Insurance Agencies in Top 20 Markets: LOTS OF LOCAL CANDIDATES!!!!!
- You ignore relocation candidates.
- Job boards and career pages account for most of your candidate sourcing.
- The compensation asking price only goes up.
- Many more and many tougher competitors.
- Candidates are tapped out. They don’t want to be contacted about job opportunities.
This is a blog of encouragement! A shout out to all the agency owners in mid-sized and “rural” markets. I get it. Des Moines is amazing but a lot of people don’t know that. Believe it or not I still hear people associating Iowa with potatoes (that’s Idaho) and the Buckeyes (that’s Ohio).
Biggest Insurance Recruiting Advantages for Insurance Agencies in Mid-Sized Markets:
- You advertise and engage with relocation candidates. You attract people with ‘coming home’ stories.
- You have to build networks and recruit candidates knowing your SEO won’t be as high on job boards. The candidates you talk to are ‘recruited.’
- Candidates are more inclined to adjust compensation expectations based on cost of living and quality of life factors.
- There may be a handful of comparable competitors in your area. You easily differentiate your firm with a “Why Us?” value statement.
- Candidates understand market limitations. They know good opportunities at a certain level in their field don’t come around often. Experienced insurance candidates haven’t been poked, prodded and recruited a million times before. They are more open to engaging in a conversation.