NYL - New Recruiting Angle?

[DHK]

Careers

"LGBT Careers"? I didn't know that someone's sexuality could be a career outside the porn/adult services industry.

While we can now make fun of the NYL Title of "Managing Partner"... it's just a wierd thing to me to recruit someone based on sexual orientation?

Maybe I'm just so fed up with hearing that "so and so is gay" and I simply don't care! Just be a decent human being!

I suppose there are other recruiting messages for women, African Americans and others, so why would this be any different.

 

[BNTRS]

I suppose there are other recruiting messages for women, African Americans and others, so why would this be any different.

Exactly. NYL understands Richard Weylman's target marketing model. One of the founding rules of this is that you yourself must be a member of the group in which you want to target.

Other famous marketers refer to this--in part--as the affinity rule/concept (i.e. people are more comfortable working with people who share some sort of common tie).

The LGBT community is in need of some additional planning that goes beyond the traditional planning we think of since they can't take advantage of a lot of spousal benefits because their marriages/civil unions aren't always recognized (read: they have a greater need for our products).

In addition, NYL understands that it markets primarily through the agents it hires, using their connections to get their products in front of people. It's a genius move. I haven't known any of these race/gender/orientation/etc. initiatives to be wildly successful, but I also don't know of a lot of quality data to analyze. I know of anecdotal examples where individuals have worked the target market/affinity principal very well and created significant success out of it.

 

[WBF]

From a P&C standpoint I wrote many LGBT couples when I was a captive agent and they were great customers. They typically take immaculate care of their property and always pay their premiums. I do not know how one breaks into this market. I have a financial planner friend who has a significant portion of his business come from LGBT couples all based on word of mouth referrals.

 

[walthamny]

I don't think NYL will succeed much in this market. The company culture is not that open to this market. I was offended many times with the gay jokes in their training classes when I was with NYL. I am not gay, but the jokes were just too many.

 

[LGilmore]

"I don't think NYL will succeed much in this market. The company culture is not that open to this market. I was offended many times with the gay jokes in their training classes when I was with NYL. I am not gay, but the jokes were just too many. "

Remember NYL experiences depend on the office you belong to. What goes on there doesn't always reflect what goes on elsewhere in the company. Back in the days when I worked for NYL, I recall the San Fran office was always a top tier office as were other offices where there was a greater LGBT populations. It's never been a problem for them before. With such a presence in those communities, I strongly doubt that NYL took a pass on them before.