Let’s be honest, attracting and keeping young talent in the insurance world isn’t easy right now. I know because I am being increasingly asked about this very topic. If you’re managing people between 17 and 22, you’ve probably noticed how different their expectations can feel compared to when you first started.
Insurance can be perceived like a slow-moving, process-heavy industry. And for a generation who’ve grown up with the internet, smartphones, and social media at their fingertips, that can feel like a tough sell. They’ve experienced automations where almost everything is done for them and then we bring them in and teach them about professional email etiquette and spreadsheets… Booorrriiing
Get a genuine understanding and appreciation of why Gen Z think and behave differently
Gen Z is the first generation to have lived their whole lives with the internet and social media totally baked in. For them, information, entertainment, and even recognition have always been instant. Post something online, get a like straight away. Order something on Amazon or with Deliveroo, it’s at the door in the blink of an eye.
Now put that mindset and their baked in super ego’s (their early years experiences) into the workplace. Suddenly, outcomes take months, processes can be repetitive, and recognition doesn’t always happen immediately. It’s no wonder some young professionals struggle with motivation or even start to wonder, “Is this really for me?”
Rethinking your processes right from the foundations, recruitment to day-to-day work
Let’s take this right from the start, it’s like a marketing strategy from strangers to promoters. One area where insurance often loses Gen Z’s attention is in the processes themselves, both in the recruitment and in everyday work. If things are slow, overly complicated, or unclear this can make even the most motivated young professional question whether this is the right industry for them.
Recruitment matters: It matters for everyone but especially for Gen Z, first impressions start before they even join. Long, drawn-out application processes, unclear timelines, or minimal communication can feel frustrating and impersonal. Keeping recruitment streamlined, transparent, and responsive shows respect for their time and sets the tone for how they’ll experience the company culture. But it’s not always practical or financially viable to perfect all of this, so don’t forget how much open and honest transparency will go. Don’t oversell something and underwhelm with under delivery.
Day-to-day processes: Once they’re on board, repetitive or overly bureaucratic workflows can make the work feel disconnected from impact. While compliance and accuracy are essential in insurance, there are ways to make processes ‘feel’ more engaging:
- Explain the why: Don’t just show them what to do. You need to show them why it matters. Understanding the impact of their work keeps motivation high. Client focused stories. And don’t be scared to explain the commercials. Those clients pay everyone’s wages!
- Look for efficiency: Where possible, simplify steps, reduce unnecessary paperwork, or bring in technology. Gen Z will quickly notice if systems feel clunky.
- Involve them in improvement: Ask for ideas on how processes could work better. Young professionals often spot opportunities for digital solutions or automation that seasoned teams might overlook. Value that, don’t dismiss them for lack of experience in the actual technical job.
By being transparent, responsive, and inclusive with processes, managers can make even the “slower” parts of insurance feel purposeful and engaging.
The conversations that make a difference
The good news is, managers have a huge role to play in helping Gen Z bridge that gap between expectation and reality. And it doesn’t have to be complicated.
Think of the highly effective habit to ‘seek first to understand and then be understood’ coined by Stephen Covey.
Try opening up dialogue that shows empathetic understanding of what they must be experiencing and that you are aware of their transition into the workplace and how they must be feeling about that.
“So, let’s talk about you and your perspectives on things”
- “What does progress look like to you?”
- “What have you observed so far?”
- “How do you like to get feedback from me?”
These kinds of conversations help young team members feel seen and valued, and they give you the chance to understand how to connect them to their day-to-day work, even the repetitive bits, and to the bigger purpose.
What managers can do to retain Gen Z
Here’s some practical ways to keep young professionals engaged in insurance roles:
- Show the bigger picture. Connect the dots between the work they’re doing and how insurance protects people, businesses, and communities. Inspire them.
- Build learning into the job. Short bursts of training, development coaching, shadowing different teams, or getting them involved in projects keeps things interesting for them.
- Notice and celebrate the small wins. A quick genuine “well done” for hitting a milestone goes a long way. Make sure to add a little detail, the impact of them getting there or finishing that task on the bigger picture is really helpful.
- Encourage fresh ideas. Invite them to suggest improvements, especially around tech and customer experience, they see things differently, and that’s of value.
- Be clear about next steps. Even if a promotion isn’t around the corner or even in your thought, it is in theirs, so show them what the path looks like. Clarity builds confidence, inclusion and trust.
When the ‘Reality Check’ sets in
At some point, the realisation will hit, there’s no getting away from it. Insurance isn’t fast-paced all the time. That’s where brilliant management really matters.
- Acknowledge how they’re feeling. Don’t dismiss it.
- Remind them of the payoff. Patience builds expertise, credibility, and long-term opportunities.
- Mix things up. Job rotation, flexible projects, or hybrid working can make roles feel fresher.
- Offer inspiring and empowering support. Mentoring and coaching can make the difference between someone quitting and someone digging in.
The Brilliant Takeaway
The insurance industry needs the energy and digital mindset that Gen Z brings. But they’ll only stick around if managers help them see beyond the processes and connect with the purpose, growth, and opportunity in front of them.
If you’re leading young professionals right now, focus less on keeping them constantly entertained and more on keeping the dialogue open, progress visible, and purpose clear. Do that, and you won’t just keep Gen Z in your business, the industry will thrive for the next generation.
Is this all sounding like too much hard work? Will it change your strategy to think about hiring and retaining more experienced people then instead? Or are you determined and considerate of the need to keep industry alive and moving forward from generation to generation?
Share your thoughts to help inform decisions.
If you’d like to explore how workplace coaching could generate brilliance in your business, we’d be glad to start that conversation.
