There’s a new generation shaping the future of work. Gen Z is the most diverse, tech-savvy, and purpose-driven workforce we’ve ever seen, and they’re bringing fresh expectations to every industry they enter.
But here’s the challenge: while insurance offers career stability, competitive pay, and a growing need for talent, many Gen Z candidates don’t see a future for themselves in the field. For employers looking to fill gaps left by retiring Boomers and rapidly evolving job roles, bridging that perception gap is more important than ever.
In this article, we’ll cover what Gen Z wants and how the insurance industry can rise to meet it.
A Different Set of Priorities
Unlike previous generations, Gen Z isn’t just looking for a paycheck or a title. They’re looking for balance, flexibility, and purpose. According to recent research from Deloitte, over 80% of Gen Z workers say they won’t even apply to a job if it doesn’t align with their values. That includes a company’s stance on diversity, equity, and inclusion, its environmental impact, and whether it provides meaningful, long-term career paths.
Gen Z is also digital-first. They expect intuitive onboarding, clear communication, and modern systems throughout the hiring process. A clunky application or lack of feedback during the hiring process isn’t just a missed opportunity; it’s often a dealbreaker.
What Gen Z Responds To (and What They Don’t)
To attract younger talent, insurance organizations may need to rethink how they present themselves to the outside world. For Gen Z, insurance often carries outdated connotations, such as being paper-heavy, rigid, and slow to change. The Regeneration Report survey conducted by Free Partners LLP found that nearly 70% of young respondents stated a disinterest in entering the insurance industry, as they “perceived it as dull.” If your brand doesn’t counter that image, you might be losing great candidates before they even get to the interview stage.
In order to attract young talent to the insurance industry, organizations need to focus on what matters most to this generation.
What matters most to Gen Z:
- Flexible work options: Remote or hybrid roles aren’t perks anymore—they’re expectations. Flexible work has become the “new standard” for Gen Z, many of whom grew accustomed to flexible learning/flexible working environments during the COVID-19 pandemic, and they don’t want to see this option disappear.
- Clear growth opportunities: According to ExtensisHR, over 75% of Gen Z employees are looking for more chances to develop or apply new skills, and 61% are motivated to take on greater responsibility or advance in their careers. Gen Z wants to understand not just the job, but the career path and learning opportunities that come with it.
- Inclusive, values-driven culture: Gen Z is looking for companies that walk the walk when it comes to DEI, social responsibility, and company core values. According to Handshake, an early career platform geared toward college students, 78% of Gen Z undergraduates surveyed stated that a sustainable work-life balance is a quintessential element of how they define career success.
- Work-life balance: Burnout is a dealbreaker. According to Deloitte, nearly half of Gen Z workers say they’d consider leaving their job within two years if their employer falls short on work-life balance. Transparency around expectations, workload, and boundaries goes a long way in not only attracting but retaining Gen Z talent.
With these values in mind, it is important to recognize that it is not about changing who you are, but rather about effectively communicating the aspects of your company that align with Gen Z’s values.
Where DAHL Comes In
At Dahl Consulting (DAHL), we understand that many Gen Z candidates aren’t actively looking for a job in insurance, but that doesn’t mean it’s not the right fit. We work to bridge the gap between perception and possibility.
When younger professionals come to us, they’re often unsure of what insurance careers might actually look like. Our recruiters take the time to understand their strengths, goals, and interests, then connect the dots between those and the diverse, growing opportunities within the industry.
We don’t just post jobs and hope for the best. We actively coach and educate candidates on how roles in underwriting, customer service, claims, and analytics can offer long-term stability, ongoing development, and a real sense of purpose. We also partner closely with insurance employers to ensure their job descriptions, brand messaging, and candidate experience reflect the flexible, modern workplace today’s talent is seeking.
By acting as that trusted go-between, DAHL helps employers attract and retain Gen Z talent who are not only qualified but energized about the industry’s future.
The Bottom Line
Attracting Gen Z to the insurance workforce isn’t about overhauling your business; it’s about shifting how you show up. Flexible policies, an inclusive culture, and meaningful career paths are already in place in many insurance organizations. The key is communicating them clearly, authentically, and early in the recruitment process.
If your team is looking to strengthen its pipeline of next-generation insurance talent, DAHL is here to help. From rethinking candidate outreach to building career stories that resonate, we’re ready to help you expand your workforce with confidence. Get connected with our team of experts today to get started.