UDC 368.013
DOI: 10.36871/ek.up.p.r.2024.12.25.021
Authors
Yesenkova Galina Alexandrovna,
Financial University under the Government of the Russian
Federation, Kursk Branch, Kursk, Russia
Kovaleva Marina Viktorovna,
Ronzhina Maria Anatolyevna,
Starostina Darya Sergeevna,
Southwest State University, Kursk, Russia
Corresponding author: Darya Sergeevna Starostina
Abstract
In today’s rapidly changing world, the work of an insurance agent requires not only deep knowledge of insurance, but also the development of effective communication, consulting and sales skills. However, the perception of this profession in practice often remains one-sided, which creates certain difficulties in attracting new employees. The article examines marketing strategies aimed at increasing the attractiveness of the modern profession of an insurance agent. Productive methods that actively contribute to the formation of a positive image of the profession, increasing its prestige and status, and attracting young people are analyzed. As a result, the practical effectiveness of large-scale implementation of a strategic marketing approach in order to improve the perception of the profession of an insurance agent and attract interested and qualified specialists is argued.
Keywords
marketing strategies, attractiveness of the profession, professional strategizing, career growth, professional development, prestige of the profession, recruitment
