Recruitment · Leadership · Systems

Seminar Recruitment That Works!

A summary of my presentation to financial-services leaders at the GAMA LAMP annual meeting in Orlando, Florida.

GAMA LAMP · 23–26 March 1997

The heart of recruitment is not merely filling positions. It is building people, strengthening the agency system and creating an environment in which quality professionals can survive, prosper and serve families well.

Leadership is not a title or a goal. We lead best when we forget ourselves, listen to the group, help people use their abilities creatively and work together towards a shared purpose. To lead is to serve, to give and to achieve together.
01

Begin with Purpose and Vision

Great leaders know what they want, know where they are going and can persuade others to join them. A manager who carries a clear goal and vision can send people away from a meeting inspired and hopeful.

02

See the Agency Objectively

Ask what clients, agents, competitors and the community would say about your organisation. Would they describe it as organised, progressive and caring? Would agents say their leader gives direction, coaching and a genuine opportunity to succeed? A clear agency mission and philosophy shape this reputation.

03

Make Recruitment a Lifestyle

Managers wear many hats—coach, trainer, supervisor, counsellor and administrator—but recruiting is foundational because people determine the future quality of an agency.

A stone in my office carried the reminder, “Leave no stone unturned.” Another message reinforced the discipline: recruiting may not guarantee success, but failure to recruit guarantees failure.

04

Recruit Quality Through Consistency

My goal was twelve recruits a year. Quality recruiting produces quality agents, but results do not come from occasional effort. Leaders must continually talk to people, cultivate sources and follow a repeatable system.

05

Change the Mindset

Recruitment feels difficult when there is no system. Once leaders adopt a clear process for attracting, informing and selecting candidates, the task becomes manageable. Better results begin by changing the way we think and act.

06

Use Several Recruiting Sources

Useful personal sources include agents and staff, warm and cold nominators, centres of influence, direct contact and personal observation. Broader sources include advertising, employment agencies, direct mail, roadshows and exhibitions. In my experience, well-designed recruitment seminars were especially effective.

A Seven-Part Recruitment Seminar System

A recruitment seminar succeeds when the small details are organised and repeated consistently. The system I developed covered seven connected parts:

1. PlanningAssess the present situation, set annual recruitment goals, choose methods and evaluate results.
2. Candidate ProfileLook for hunger, an unrelenting drive to excel and core values aligned with the organisation.
3. Pre-seminar PreparationSelect the venue, prepare invitations and publicity, and ensure the right prospects are approached.
4. ProgrammeUse a welcoming breakfast or tea session, clear agenda, refreshments and a well-paced presentation.
5. Career PresentationExplain the opportunity honestly and include testimony from a successful consultant.
6. Pre-seminar Follow-upConfirm attendance personally and help candidates understand what to expect.
7. Post-seminar Follow-upContinue the conversation promptly with interested candidates and guide them into the selection process.

Answer the Questions Every Candidate Is Asking

A strong career presentation addresses the concerns behind a possible career change. Prospects want to understand not only the rewards, but also the work, training and commitment required.

Income PotentialHow compensation and long-term growth can develop through sustained effort.
Job SatisfactionThe freedom to build relationships, manage one’s career and serve people meaningfully.
Market PurposeHow financial protection supports families through education, housing, retirement, illness and disability.
Training and SupportStructured learning, workshops, coaching and resources that help new consultants gain a strong start.
Career AdvancementOpportunities to grow as a senior producer or, after proving oneself, move into management.
Recruitment and retention belong together. The industry challenge is not only attracting qualified people, but selecting carefully, training continually and helping them build sustainable careers. Selection methods must be refined, taught and practised consistently.
The central message: A recruitment seminar works when it is part of a disciplined system—not a one-time event. Begin with vision, define the people you seek, prepare every detail, present the career honestly and follow up faithfully. Systems create consistency, and consistency gives people the opportunity to succeed.

Adapted from Lawrence Leong’s original presentation notes for GAMA LAMP 1997, Orlando, Florida. Historical statistics and company references have been summarised in their original 1997 context.