Profiles in Diversity Journal
2008 International Innovation in Diversity Awards
New York Life
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Finding Work Through The Web New York Life’s Women’s Market
used as well as web analysis tools to gauge what visitors
unit created a user-friendly Web site to
are most interested, in such as the on-line videos featuring
provide information about the benefits of a career as a life insurance agent at New York Life. The Web site for women—www.nylcareersforwomen.com—provides easy access to information about the rewards a career in life insurance can offer women at all stages of their professional development.
Many departments and individuals at New York Life
were involved with the implementation of the project. The corporate Internet department (CID) worked closely with the Women’s Market to create content, incorporate interactive tools, and design the look of the site. After CID
The benefits, which many women seek, include the
performed tests, management and communicators in the
ability to have a flexible work schedule, the opportunity
company analyzed and approved these elements. Many
for unlimited income potential, and a career that offers
agents and managers regularly participate by sharing their
lifelong training and support from a company of experts.
real life success stories and providing ongoing feedback
In essence, as a life insurance agent at New York Life one
and content and suggestions.
has the opportunity to be an entrepreneur while being supported by a Fortune 100 company that offers additional benefits including health insurance, participation in a retirement plan, and residual compensation.
The Web site is reaching people who might not have been aware of the career opportunities at New York Life. The Women’s Market and New York Life in general have benefited from the increase in the pool of potential agents.
In addition, life insurance agents build lasting relation-
The number and quality of applications that have already
ships in their community as they help families achieve
come through the site have far surpassed initial expec-
financial security. Surveys show that more than 70 percent
tations. An unexpected benefit was that this pool also
of women agents feel making a difference in people’s lives
includes men.
is their main reason to become an agent.
In addition, nearly a third of the Women’s Market
The purpose of the Web site is to recruit women to
newly-hired agents in 2007 originally researched the
become life insurance agents and managers. The site
company and a career in insurance over the Web before
allows visitors to take a step towards a career in life insur-
applying. The Web site was one of the factors in the suc-
ance. It also serves as a method for New York Life to gain
cess of the Women’s Market surpassing their 2007 hiring
insight that can be used in the future for various Women’s
objective.
initiatives both online and off. Online surveys are regularly
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successful agents and managers.
Pro f i les i n Di ve rsit y Journal
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