IIRC Overview for OII Fall Meeting - Ohio Insurance Institute

Insuring Ohio Futures! Attracting the Next Generation of Insurance Talent! October 15, 2015

Phase 1 – Building the Program!

Phase 1 – Building the Program ! Define the challenge ! •  2011 Insurance Industry Workforce Study -  Identified 17,000 new workers needed by 2018 -  Over 50 careers highlighted as contributing to the talent gap -  Workforce Study refreshed in 2013 – need has grown to 26,000 by 2020

•  How big is the talent gap?

•  Identify what positions must be filled? -  Prioritize focus -  Insurance industry identified 30 priority careers

•  What sources of talent can be engaged? •  Identify target audiences -  Students (high school and college) -  Career-change professionals -  Military veterans

© 2014 Paul Werth Associates!

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Phase 1 – Building the Program ! Personalize the Profession! •  Insurance industry facing a perception problem – belief persistent that all jobs are sales

•  Conducted focus group and survey of target audiences -  What is each target audience seeking in a career? §  Compensation §  Stability §  Chance to make a difference §  Variety of career options §  Flexibility

•  Program seeks to engage the target audiences with the benefits of the industry and dispel the preconceived myths about insurance


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Phase 1 – Building the Program !


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Insurance Industry Resource Council! IIRC Membership! •  •  •  •  •  •  •  •  •  •  •  •  •  •  • 

Celina Insurance Group Central Insurance Companies Cincinnati Insurance Companies Grange Insurance Liberty Mutual Insurance Medical Mutual of Ohio Molina Healthcare of Ohio Motorists Insurance Group Nationwide Insurance Ohio Mutual Insurance Group PIAA of Ohio Progressive State Auto Insurance Companies Wayne Mutual Insurance Group Westfield Insurance


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Phase 1 – Building the Program ! Insuring Ohio Futures program goals ! •  Career awareness and talent engagement program -  Raise awareness of career opportunities in insurance -  Dispel perception that all jobs are sales. While critical, sales is only one aspect of industry employment -  Educate prospective talent on the many opportunities in insurance -  Foster the creation of degree programs which then will serve as an ongoing source of talent for the industry


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Developing a Digital Destination!

Insuring Ohio Futures Website !


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Insuring Ohio Futures Website ! One site for three target audiences ! •  Customized content for each target audience -  Personalize the message and the opportunity -  Insuring Ohio Futures was built on a foundation of Ohio Insurance Institute’s InsuranceCareers.org

•  Educational resource on career opportunities -  Career Survey helps identify relevant careers in insurance -  30 Featured Careers on the site §  Career Pathways §  Videos with industry professionals §  Key skills §  Job duties §  Salary info §  Job growth forecast -  Ask a Pro feature connects interested candidates with industry professionals


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Insuring Ohio Futures Website ! Tools for Job Seekers! •  Why Insurance -  Reasons (benefits) to work insurance make case for exploring careers in insurance •  Dedicated tab for job seekers leads to Insuring Ohio Futures career pages -  Links to all IIRC members and their career pages

•  Ohio Means Jobs job portal -  Statewide search and listing for all insurance jobs

•  Statewide database of insurance companies -  Alphabetical listing of all domestic Ohio insurance companies and largest agencies -  Searchable by region -  Links to company career pages


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Phase 2 – Launching the Program!

Launching the Campaign ! Four Targeted Outreach Campaigns ! •  Campaign One: Awareness campaign is designed to elevate awareness of talent need and insurance careers among Ohio population. -  Media outreach -  Daily print and broadcast -  Business publications -  Trade publications -  Weekly and local publications -  Press events around the State of Ohio

•  Campaign Two: Career-change professional – attract workers with existing skills that can be utilized in the insurance industry and provide short term (education) pathways to the insurance industry for workers who wish to transition -  Displaced workers -  Career transition -  Underemployed


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Launching the Campaign ! Four Targeted Outreach Campaigns ! •  Campaign Three: Military Veterans – recruit military personnel as they exit the US Armed Forces facilitate the transition of veterans to insurance careers

•  Campaign Four: Students -  High School – attract to four-year degree and certificate programs -  College Students – attract key talent from other majors and engage undecided students and recruit them to insurance degree programs -  Foster the launch of degree and certificate programs at Ohio college and universities


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Awareness Campaign! Raising the awareness of careers in insurance ! •  Launch event at Ohio Statehouse – March 2013 -  Event hosted by Lt. Governor Taylor and included industry and higher education representatives •  26,000 Events -  Events held in empty sports arenas using the seats as a visual to represent job opportunities §  Columbus – Nationwide Arena §  Fifth Third Arena on UC Campus §  Progressive Field in Cleveland •  Media outreach on insurance industry talent gap -  Ongoing media outreach (focused on Ohio media) on talent gap and industry steps to recruit new workers


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Talent Sources!


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Career-Change Professionals ! Attracting existing talent to the insurance industry ! •  Critical to filling the 26,000 jobs -  Industry needs their skills and talent to replace lost leadership of “Baby Boomers” -  Ready to work and they need a quick transition to the industry -  Three primary pockets of insurance employment (Columbus, Cleveland and Cincinnati) but jobs exist in all 88 Ohio counties

•  Created certificate program with pilot program at Columbus State Community College -  Ohio Department of Jobs and Family Services Workforce Industry Alliance Grant -  Partnership with Area 7 Workforce Investment Board


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Career-Change Professionals ! Attracting existing talent to the insurance industry ! •  Career Fairs -  National African American Insurance Association §  Columbus §  Cincinnati – Spring 2016 §  Cleveland

•  Referral program with industry employees to identify new candidates •  Awareness of transferable skills media outreach -  Highlight transferable skills for §  Claims §  IT §  Sales §  Customer Service


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Military Veterans ! Key part of the Insuring Ohio Futures outreach has focused on veterans ! !• 

Awareness events at Wright Patterson Air Force Base and a veteran focused media event at Progressive Field

•  Career Fairs for veterans with Ohio Department of Veteran Services and local county chapters -  Columbus -  Cleveland -  Cincinnati -  Medina -  Wilmington •  Created veteran specific content for engaging veteran -  Veterans in insurance videos -  Veteran jobs in insurance flyers


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Summary! Insuring Ohio Futures

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•  Ohio Insurance Industry faces a significant talent gap

-  26,000 new workers needed by 2020 according t0 2013 study -  Significant talent needs of health insurance sector not reflected in the 26,000

•  Elevated awareness of the opportunities in insurance •  How do you fill 26,000 jobs? -  High School Students -  College Students -  Career Change Professionals -  Military Veterans

•  1,658 days until January 1, 2020


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Military Veterans ! Key part of the Insuring Ohio Futures outreach has focused on veterans ! Outreach to veteran media in Ohio and nationally regarding insurance career opportunities for veterans

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•  Engagement of veterans through veteran service organizations -  AMVETS -  Marine Corps League -  Family Readiness and Warrior Support Services -  Ohio National Guard Yellow Ribbon events -  Easter Seals -  Iraq and Afghanistan Veterans of America -  Veterans of Foreign Wars -  Disabled America Veterans -  Army and Navy Union


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Students ! Education is the long term solution to the talent gap! •  Focus of the student outreach has been on college students and establishing college degree programs •  When IIRC was established there were ZERO insurance degree programs at Ohio colleges and universities •  Industry took active role working with Ohio Higher Education and helping colleges and universities develop curriculum for programs •  Industry has evolved from primary focus on bachelor degrees to developing different degrees and certificate options relevant with career paths (example certificate program for Customer Service Reps)


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2015 Ohio College Insurance Programs!


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Students ! Raising awareness of insurance as a career option! •  On campus events -  Media events at UC, Kent State, BGSU, Franklin -  Career Fairs §  Columbus State §  Kent State University §  Ohio State University §  Ohio Dominican University §  Bowling Green §  Ohio Northern §  University of Cincinnati

•  Higher Education Media Outreach •  College Media Tours -  College newspapers -  College TV and radio stations


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Foundations of Insurance Certificate ! Pilot Program!

Columbus State Certificate Program! Foundations of Insurance Certificate ! •  Missing piece of the talent pipeline – short-term certification program •  State of Ohio Industry Workforce Alliance Partnership Grant -  Insurance Industry Research Council was recipient for JobsOhio Region 6 (Central Ohio) -  15 partners (Higher Ed, insurance industry, WIB, ABLE, Veterans)

•  Columbus State Community College – Foundations of Insurance Certificate -  Six classes/17 credit hours/two semesters -  Prepare students for entry level Customer Service Representative positions


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Columbus State Certificate Program! Foundations of Insurance Certificate ! •  Recruit students from target audiences

-  Displaced and low wage workers from Workforce Investment Boards -  Military veterans via Ohio Department of Veterans Services and Ohio National Guard •  Target audiences seeking career opportunity, but with current responsibilities can’t make the commitment to a bachelor degree program


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Columbus State Certificate Program! Foundations of Insurance Certificate ! •  Columbus State Community College – Foundations of Insurance Certificate

-  Six classes/17 credit hours/two semesters -  Prepare students for entry level Customer Service Positions -  Stackable credits and aligns with Columbus State Community College Associate Degree in Business Management (3+1 with Franklin University)


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Columbus State Certificate Program! Workforce Grant Partners! •  •  •  •  •  •  •  •  •  •  •  •  •  •  • 

Area 7 Workforce Investment Board Central Ohio Workforce Investment Corporation (COWIC) Columbus City Schools Columbus State Community College Delaware Area Career Center Insurance Industry Resource Council Grange Insurance Godman Guild Molina Healthcare of Ohio Motorists Insurance Group Nationwide Insurance Ohio Department of Veterans Services (ODVS) Ohio Insurance Institute (OII) State Auto Insurance Companies Westfield Insurance


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Columbus State Certificate Program! Foundations of Insurance Certificate ! •  Recruit students from target audiences

•  Launch two cohorts of students

-  Delaware Campus -  Columbus (Main) Campus

•  Classes are blended (online and classroom) and bundled (scheduled back-to-back) and therefore meet only twice a week


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Columbus State Certificate Program! Foundations of Insurance Certificate ! •  Fall 2015 Semester (August – December) -  Principles of Business -  Interpersonal Skills -  Computer Concepts and Applications •  Spring 2016 Semester (January – May) -  Principles of Insurance -  Conflict Management -  Customer Service and Sales

•  Career Seminar to sharpen resume and interview techniques

•  Guaranteed interviews for students who maintain a B average (3.0) in the program


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Columbus State Certificate Program! Filling the cohorts !

•  Identified pilot program candidates early 2015 (March – May)

-  WIB’s (Area 7 and COWIC) -  Veteran Organizations -  Awareness campaign

•  391 candidates engaged the program •  83 formally applied and went through the assessment process Assessment process §  Enroll at Columbus State Community College §  COMPASS Assessment – college readiness §  Competency Assessment §  Background check

•  27 Students received invitation into the program


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Measuring Success!

Measuring Success! Basic Metrics ! •  College Programs -  Bachelor degree programs: 0 to 6 -  Certificate programs: 0 to 2 -  Students: 1 in 2012 to 168 in 2015 -  Graduates: 6 (Ohio Higher Education and ODJFS will supply wage and placement data going forward) -  Employed Graduates: 6 (100%)

•  Media placement thru 8/31/15 -  286 placements -  $403,858 equivalent ad value

•  Website traffic thru 8/31/15 -  Site visitors average 4998 this year +10.5% over last year §  2013-14 – 3351 average visitors per month §  2014-15 – 4384 average visitors per month §  2015-16 – 4998 average visitors per month


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Measuring Success! Doing the math to reach 26,000! •  College graduates (with an RMI degree)

TBD

•  College graduates (non RMI degree)

TBD

•  Military veterans

TBD

•  Career Changers

TBD

Total

26,000


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Summary!

1539 days until January 1, 2020


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Thank You!

For More Information Contact: Brent Maurer, Senior Vice President Paul Werth Associates [email protected]

10 N. High St., Suite 300 | Columbus, Ohio 43215 | 614.224.8114! www.paulwerth.com!

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