The second phase of a bid to attract the millennial generation into the insurance industry kicks off today.

The international drive, backed by industry veteran Brian Duperreault and his Hamilton Insurance Group, follows an insurance careers month in February aimed at highlighting a looming skills shortage as the baby boomer generation heads for retirement.

The second part of the drive will concentrate on putting the spotlight on younger members of the industry, using social media, the web and local events, including job fairs, internships and volunteer programmes.

Mr Duperreault said: “The best way to create communications that resonate with millennials is with the involvement of their peers.

“Young people already in the industry are here for a reason. They’ve discovered a career that’s stable, rewarding and limitless.

“They’re having a great time and feel they’re making a difference providing security and protection — whether it’s personal or commercial, corporate or public sector.

“And, given millennials’ familiarity with social media, they’re the ambassadors whose authentic testimonials capture what it means to work in insurance and reinsurance.”

The insurance careers month focused on the recruitment of companies, organisations and individuals to promote insurance as a career.

More than 600 insurance carriers, agents and brokers, trade associations and industry partners signed up to the drive.

And hundreds of companies, employees and executives used social media to promote the industry, which led to 12 million social media impressions in February alone.

June Holmes, chief operating officer and treasurer at the Property and Casualty Insurers Association of America, said: “The engagement numbers clearly demonstrate the value of a strong social media presence and what a great venue it is for companies to capture millennials’ attention.

“Next year, we look forward to expanding the role social media will play in getting our message out as we highlight millennials who are making important contributions within their companies and the industry.

“Promoting the great careers that are available in insurance is vital for our industry and PCI is pleased to be part of this movement.”