The Launch of the Insurance Influencer

Watch the video below to learn more about the campaign:

Liam Cannan, our Insurance influencer, comments on the CII’s Influencer Campaign

Liam said: “I applied and was accepted onto the 2022/23 New Generation Broking group. I was very fortunate to work with some fantastic brokers in my group, who all aligned with the idea of trying to make a positive impact on an industry that has given us all so much.

“During the early stages of the programme, our brainstorming for our project found that a recurring theme was evident. We realised that very few of us had ever set out to enter the insurance industry, with most rehashing the common sentiment of ‘falling into insurance’. It’s no secret either that there are many misconceptions about insurance being ‘boring’ and ‘old fashioned’. We all found ourselves in insurance careers for a variety of good, logical and meaningful reasons. The belief in our group is that the variety, purpose, and breadth of insurance makes it an interesting and engaging sector to work in. it also provides a higher than average pay, ability to work for award-winning employers and provides notoriously interesting crossovers into other sectors. Our question was ‘But why don’t younger people know this?’.”

Our group worked very well together and co-ordinated a survey along with a focus study group (made up of Romero graduates) to evidence the apparent disinterest that many young people and school leavers have towards insurance as a potential career.

We felt it was important to show that there is a diversity of roles available and the sector is a respected profession. People in my group had contacts within ICAN (The Insurance Cultural Awareness Network) and GAIN (Group for Autism, Insurance, Investment & Neurodiversity) that we incorporated into our project to highlight that we are an inclusive and diverse industry.

The survey also showed that the younger generations career aspirations were to be influencers. We saw this as a key term as influencer is relevant in insurance, given that insurance influences everything that goes on in the world and we want to influence people to choose insurance as a career. Hence our project named Insurance Influencer. We wanted to do something different to the standard report, something more creative in line with an influencer. Credit to the broking group which is why I really enjoyed it, is that they were so engaging and creative, we came up with the idea of a video and leaflet. The video needed to be short and punchy (much like a Tik Tok or Instagram clip). By creating a video and leaflet they can be used freely as an asset to anyone in the industry along with use for social media platforms such as Tik Tok and Instagram.

The programme was a fantastic opportunity for me which involved meeting new people, gaining new connections, speaking at the APPG in the Houses of Parliament and travelling to Birmingham and London. I have learnt so much on this programme and have made some fantastic new connections.

So, after months of planning, researching, shooting, cutting and producing – we are now launching our project into the world. Our video, supported by other physical literature will be the stimuli that starts a wider project of educating and inspiring the next generation of insurance professionals and hopefully showing younger people why the insurance sector is a great place to be! Our campaign assets are freely available for use within talent attraction activity throughout the insurance industry, as we would like our work to act as a tool for the industry, and benefit as many as possible.”