Date of Conferral



Doctor of Business Administration (D.B.A.)


Business Administration


Dr. Janie Mayo


The total number of life insurance sales agents has decreased from 535,000 in 1990 to 323,700 in 2014, averaging a total of 8,829 life insurance sales agents leaving the life insurance industry annually. Effective retention strategies of life insurance sales agents may provide a sustainable workforce in the life insurance industry. Guided by Ambler and Barrow’s employer branding theory, the purpose of this qualitative multiple case study was to explore strategies branch managers used to retain life insurance sales agents. The 6 participants in the study implemented effective retention strategies to retain life insurance sales agents within 2 life insurance organizations. Data were collected through face-to-face interviews with the participants and artifacts. A descriptive data analysis was used to analyze the data. Three primary themes emerged: organizational brand marketing, compensation and benefits, and psychological benefits. The implications for positive social change include the potential for an increase in the retention of life insurance sales agents, which could increase the total number of people employed and could potentially contribute to the economic well-being of the community.