Insurance Agents Recruitment Research Based On Holland's Vocational Personality Theory

The Chinese insurance industry is praise for the sunrise industry of 21 centuries. With the rising of the living standard of people, insurance awareness has been increasingly strengthening. And The Chinese insurance industry has already been in quickly developing period. The development of insurance industry can not get away from arduously cultivation of the insurance agents and they did outstanding contribution to the growth of insurance business enterprise. But, to insurance company, the rate of the dimission of insurance agents is always high, recruit a lot staff and leave a lot, the insurance company has to repeat the same work, and each insurance company cost huge manpower, financial power, material resources for this problem, the shortage of excellent insurance agents also blocked insurance company developing quickly.In order to raise the success rate of recruiting insurance agents, This research select the insurance agents from Ping An Insurance Company of China which have more perfect incentive system in China as an research object. After analyzing various personality characteristic theories, the research applies Holland's vocational personality theory, and use Vocational Personality Test for Oneself which is researched by Chinese Academy of Sciences to test 30 excellent insurance agents and 60 entries-level insurance agents in Shandong Ping An branch. Through 5 months of on the trail of analysis, insurance agents will be divided into an excellent group, an common group and an dimission group, look for special vocational personality characteristic from excellent insurance agents.Though One-Way ANOVA in 6 kinds of different personality types among 3 groups, the result shows that realistic type and social type are the important markings which classifies excellent insurance agents and dimission insurance agents, and are the important personality characteristic which influences the work results of insurance marketing. On this foundation, the research carried on sieving to the original test topic, draw up a test that only measures two personality characteristics—realistic type and social type. What's more, the test is carried on reliability, validity and item analysis, making it more valid and more dependable.This research is the first use of Holland's vocational personality theories to analyze the vocational personality characteristic of the insurance agents. It can give prominence to characteristics of the excellent insurance agents to the utmost extent by dividing them into an excellent group, an common group and an dimission group. It is of great theory realistic significance. Through the analysis to the vocational personality characteristic of the insurance agents and drawing up recruiting test of agents, the research helps to provide a new kind of agent recruiting train of thinking for Jinan branch of Ping An Insurance Company of China, and also for other insurance companies home and abroad. This is a concrete application of Holland's vocational personality theories in human resource management- recruitment, is also the extension of Holland's vocational personality theory, and provided recruitment foundation for the insurance company, and have aggressive leading function for extensive use of Holland's vocational personality theory in recruitment.