May 1, 2020

Your Template to Write an Awesome Insurance Job Advertisement

by Mary Newgard

A job description is the most important step to launch your recruiting project because:

  • It’s the advertising piece that generates excitement about your company
  • It’s the information you put on paid job boards
  • It’s what you use to screen qualified applicants
  • It’s the document a candidate uses to prepare for an interview
  • It’s the guide for hiring managers to select finalists

With such a huge impact on the process, it’s hard to believe most agencies struggle to write an effective job description.  I don’t want you to fling something marginal out there.  I want you to be AWESOME at writing job descriptions!

First Section: Snapshot

Candidates spend 4-6 seconds reading a job advertisement. You want the first section they see (without scrolling) on their mobile device to give a snapshot of the job specs. 

Avoid paragraphs. Use bullet points. Here’s an example:

  • Title: Senior Commercial Insurance Account Manager
  • Location: Houston or Dallas, TX. Remote, work-at-home is possible.
  • Compensation: $85k-$100k (depending on experience) + comprehensive benefits, 25 days of PTO and 3% 401(k) match
  • Start Date: Immediately
  • Reason for the Opening: Newly created position
  • Book of Business Details: 90% residential & commercial construction.
  • Responsibilities: Client engagement, renewal marketing & team leadership (training and managing workflows for junior Account Managers and Account Assistants on your team)

Second Section: Responsibilities

Please, PLEASE do not write this like an internal HR document. Speak in plain, layman’s terms about what you’re really looking for.  Here’s an example:

Expect your typical day at Senior Commercial Insurance Account Manager to look like this:

  • 80% Client Engagement: This is front line client management fielding all calls & questions from the account. Make them feel as if they are talking to the producer.  Watch for coverage gaps and risk exposures. Discuss renewal prep strategies. Set up mid-year meetings. Delegate admin tasks to the CSR team.
  • 20% Internal Prep: Meet weekly with the two producers (one senior and one junior) you’ll support to find ways to retain and grow the book. Identify cross selling & upselling opportunities. Discuss new market & program options. Troubleshoot escalated claims & client service issues.

Third Section: Experience

Be brief in this section. Only the firm requirements should be listed. Applicants tend to find reasons not to apply. Don’t give them any. Here’s an example:

  • We are interested in speaking with experienced Commercial P&C insurance professionals with at least three (3) years of account management, marketing or underwriting experience.
  • State insurance license is required.
  • **Bachelor’s degree (if required this is where you put it).
  • Construction exposure is highly preferred including familiarity with indemnification, contract review & surety.

Fourth Section: Compensation & Perks

Applicant rates significantly increase with this information. List salary & bonus details. It’s an absolute MUST. If you’re going to pay $500-$1,200 for a job board slot you better maximize your money by giving yourself the best chance to get the right views. Here’s an example:

  1. Location: Houston or Dallas, TX. Remote, work-at-home is possible.
    1. Flex time + commuter benefits included.
  2. Compensation: $85k-$100k (depending on experience) + comprehensive benefits, 25 days of PTO and 3% 401(k) match
  3. Start Date: Immediately
  4. Volunteer & Team Outings: Two VTO days annually to support the charity/non-profit of your choice plus monthly team outings for fellowship and community service projects.

Final Section: About Us

There’s a slim chance most candidates will get to this section, but that’s okay. The ones who read all the way to the bottom are truly interested and engaged.  Here’s where you gently sell who you are.  Again, layman’s terms. Here’s an example:

ABC Insurance Agency is a nationally recognized, full-service insurance broker with over 500 employees in 20 office locations. Founded over five decades ago, we are proud to be a Best Places to Work and an employer of choice. Our average employee tenure is seven (7) years. We have great career opportunities for new college graduates and experienced insurance professionals. Visit us to learn more at (insert website).

“Ask the Insurance Recruiter” is a monthly column written by Mary Newgard, Partner and published in partnership with Insurance Journal Magazine. Visit Insurance Journal Magazine’s website for a complete list of previous articles. For questions and comments, email Mary at


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