Agency

Building the brand one agent at a time

Agency recruiting takes center stage in 2007

“A lot of people want to build a business, but they don’t know how to build a brand,” said Vice President-Agency Recruiting Carra Simmons. “The State Farm® agency opportunity is a chance to build a business with the backing of one of the best brands in the business.”

More than 17,000 entrepreneurs represent State Farm in neighborhoods across the United States and Canada as agents.  They are business leaders, often contributing to the local economy by employing several people and investing in key community initiatives.  Their collective efforts have built State Farm’s brand and State Farm must recruit more agents committed to its brand values.

“Some of our most successful agents are starting to think more seriously about retirement,” explained Simmons. “Replacing them and even growing the number of State Farm agents is an important focus for the organization over the next several years.”

“Our research tells us that when it comes to what people really want from an insurance and financial services provider, it’s a person who they know and trust.”
Mike Davidson – Vice Chairman and Chief Agency and Marketing Officer

That message is one being heard throughout State Farm, and is affirming the Company’s belief that its agents set it apart in a competitive marketplace.

“Non-agent carriers are certainly having some success in our industry,” conceded Vice Chairman and Chief Agency and Marketing Officer Mike Davidson. “But our research tells us that when it comes to what people really want from an insurance and financial services provider, it’s a person they know and trust.

That’s why telephone and online initiatives that give consumers the flexibility of obtaining auto quotes outside normal business hours still have agents at the heart of the transaction.  Even as these efforts gain traction at State Farm, most customers say they value agents for their service and relationships. 

Recruiting agents in a competitive job market isn’t easy. “We’re taking  tried- and-true methods and blending them with some new things to attract the best and brightest,” explained Simmons.

Tapping into centers for entrepreneurship that have cropped up at colleges and universities across the country is one unique way to find people who are looking to run their own business. Agency field leaders are also taking a hard look at civic leaders who already have made a mark in their local communities. “These are people who have a network already established and who people feel comfortable talking to about things like protecting themselves from a loss or planning for retirement,” Simmons said.

“A lot of agents will tell you they got their start because another agent tapped them on the shoulder and said, ‘Give this a try.’”
Carra Simmons – Vice President Agency Recruiting

Existing agents are also helping fill the pipeline with promising prospects. “It was another agent who told me about the opportunity,” said Davidson. “He walked me through the challenges and the benefits. I spent time watching him run his business and I said ‘I think I can do this too. I want to do this.’

“A lot of agents will tell you they got their start because another agent tapped them on the shoulder and said, ‘Give this a try. You’d be good at it.  We need you at State Farm.’”

Campaigns aimed at educating State Farm employees about the agent opportunity also kicked off in 2006.  Agency Opportunity Awareness Week in November was a time for employees to explore the hows and whys of agency, and to consider an agency career.  Similar events are planned for 2007.

“Getting the word out that agents are a big part of the State Farm value proposition and that we need more people to fill these roles is a critical first step,” Simmons explained. “In 2007, we have to become more intentional in our recruiting efforts. Growing our agency force is a key component of maintaining our industry leadership. It’s a challenge for all of us at State Farm this year and for years to come.”

Interested individuals can learn more about the agent opportunity by visiting statefarm.com®. Employees can find out more by visiting with their supervisor or visiting the Agency Recruiting intranet site.