Insurance's image problem – Can TikTok make it cool again?

A nationwide campaign wants to reframe the industry's narrative

Insurance's image problem – Can TikTok make it cool again?

Insurance News

By Gia Snape

The insurance industry has a talent problem. While there have been numerous efforts within organizations or among the broader community to recruit new talent, the Insurance Institute Institute of Canada (IIC) is betting on an unconventional solution: TikTok and influencers.

In Project Reframe, its national multimedia campaign aimed at bridging the industry’s widespread talent shortage, the goal isn’t just to spark curiosity; it’s to completely overhaul how young people perceive careers in insurance.

“People don’t wake up and say, ‘I want to work in insurance.’ That’s the challenge,” said Peter Hohman (pictured), president and CEO of IIC. “They see it as dull, bureaucratic, something their parents complain about. We needed to flip that script.”

The power of social media in reframing insurance careers

Flipping the script meant meeting Gen Z where they are: social media. During phase 1 of the initiative, the Project Reframe team turned to influencers who already command trust and engagement among younger audiences.

“We didn’t need another corporate mouthpiece. We needed people who could make insurance feel exciting, aspirational even,” said Hohman.

Part of the process was identifying content creators with the right mix of relatability and credibility. The campaign used verified and vetted influencers on platforms like TikTok and Instagram to reach the target audiences of younger people, new Canadians, and career changers. The influencers were carefully selected for their organic fit and ability to effectively deliver the campaign's messaging.

Harnessing influences’ connection was key to breaking down myths about insurance careers, according to Hohman. The strategy was simple: Show the industry’s dynamism through the voices people already trust.

“I was impressed by these influencers in the last year, emulating the type of people that we'd like to have working in the insurance industry. They were great young people that just did an amazing job delivering the message,” Hohman said.

The results from phase 1 speak for themselves: the campaign quickly generated almost 82 million impressions on the combined social and digital channels. This shows the power of these channels in connecting with the younger audiences they were trying to reach.

“We saw engagement levels that blew our expectations,” Hohman said.

What’s next for Project Reframe – and the insurance talent challenge?

Influencers will have a more significant role in the IIC campaign moving forward. After a successful phase 1, phase 2 of Project Reframe will run until May 31, 2025, and leverage paid digital channels including LinkedIn, Meta, Instagram and TikTok.

It will feature programmatic ads, retargeting and high-resolution digital ad placements in an extensive out-of-home network. The campaign aims to engage new audiences across various platforms.

For Hohman, the hard work of reframing insurance career perceptions is an industry-wide undertaking. He invited insurers, brokers, MGAs and other members of the insurance community to contribute to the narrative shift.

“This isn’t about promoting the Institute – it’s about promoting insurance careers. We welcome any industry partners, whether employers or associations, to join this movement,” he said. “We created digital assets they can customize and use to amplify the message; anyone can jump in and use these materials. Just reach out to us and we’ll make it happen.”

Reflecting on outdated perceptions about insurance, Hohman said the industry needs to do more to highlight the rewarding careers in insurance.

“Too many people still associate the industry with pushy sales tactics or negative claims experiences,” he said. “But when you dig deeper, many so-called ‘bad’ experiences have more to do with broader supply chain issues – like delays in securing building materials and contractors – than with the adjusters themselves. In fact, by the end of some conversations, people realize the insurer actually provided great service.

“That’s why reframing the perception of insurance careers is so critical. Misconceptions spread quickly – one bad story gets told and retold, reinforcing outdated ideas. But the reality is, this industry offers dynamic, meaningful work. Project Reframe was born to make that clear."

Do you have something to say about Project Reframe and the insurance industry’s talent challenge?

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