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LinkedIn Tools & Strategies for Insurance Professionals (2023 Update)


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Overview of LinkedIn Sales Navigator and its key features that can benefit insurance & benefits professionals.

LinkedIn Sales Navigator can be a game-changer for insurance & benefits professionals. It provides the tools and insights needed to identify potential clients, engage them meaningfully, and ultimately grow your client base. In the ever-competitive world of health insurance, tools like this can offer the edge you need to succeed.

Key Features of Sales Navigator for Insurance & Benefits Professionals

  1. Advanced Lead and Company Search: Unlike the basic search on LinkedIn, Sales Navigator offers a much more refined search capability. This allows you to pinpoint businesses or individuals who might be in need of health insurance solutions. 

  2. Lead Recommendations: Based on your preferences and searches, LinkedIn will suggest potential leads that align with your target market. This could be businesses looking for group health insurance plans or individuals in need of personalized health coverage.

  3. Real-Time Sales Updates: Stay informed when there are significant changes within your saved leads or accounts. This can include job changes, mentions in the news, or company growth—events which might indicate a potential need for your services.

  4. InMail Messages: Reach out directly to any LinkedIn member, even if they're not in your connections.

  5. Engagement Alerts: Get notifications when your saved leads or accounts make updates or engage with your content. This allows you to understand their interests better and approach them more effectively.

Get notified when your saved leads and companies have a significant change that could mean they need your services

  1. Job Changes: If a contact gets promoted to a decision-making position, such as a CEO, CFO, or HR Director, they might now be in a position to influence choices regarding insurance coverage for their company.

  2. Company Expansion or Growth: Announcements about opening new branches, hiring sprees, or company mergers could indicate a need for revising or acquiring new insurance policies to cover additional assets or employees.

  3. Launch of New Products/Services: Introducing a new product or service might expose the business to new risks that they hadn't considered before, necessitating an insurance review.

  4. Announcements about Funding or Investments: A company that secures significant funding might be expanding operations or taking on new ventures, both of which could require additional or revised insurance.

  5. Business Partnerships or Collaborations:  New partnerships or collaborations might require joint insurance policies or a re-evaluation of current ones to ensure all parties are adequately covered.

Monitoring real-time updates and understanding their implications in the context of insurance can allow professionals to offer timely, relevant solutions to potential leads or accounts.

Strategies for identifying and targeting your ideal prospects

LinkedIn Sales Navigator offers a comprehensive suite of filtering options. For benefits & insurance professionals targeting HR roles at companies with 10 or more employees, the following filters would be particularly beneficial:

Lead Filters (to identify the right individuals)

  1. Keywords: Include terms like "Human Resources," "HR Manager," "Talent Acquisition," "Benefits Coordinator," "HR Director," or other HR-specific titles.

  2. Geography: Depending on your licensed region for providing health insurance or your target market, select specific cities, states, or countries.

  3. Relationship: You might want to consider "2nd-degree connections" to leverage introductions or referrals. Alternatively, focus on "3rd-degree" and "Everyone Else" to expand your network.

  4. Function: Choose "Human Resources" to directly target this demographic.

  5. Seniority Level: Focus on levels such as "Manager," "Director," "VP," or "CXO" to ensure you're reaching decision-makers in HR.

  6. Years in Current Position: Those who've recently assumed a new position might be more open to revisiting company benefits or exploring new insurance offerings. You might select "Less than 1 year" or "1-2 years."

  7. Group Membership: Target members of HR-specific LinkedIn groups, as they're more likely to be engaged and actively looking for resources or solutions in the HR sphere.

Account Filters (to identify the right companies)

  1. Company Headcount: Set a range that starts at a minimum of "11-50 employees" to ensure the companies are above your threshold of 10 employees.

  2. Industry:  Depending on your niche or expertise, you might want to target specific industries where you've had success or see potential growth.

  3. Growth Rate: Companies showing a "High" growth rate might be hiring more employees, making them potential candidates for expanded health insurance needs.

  4. Years in Operation: Established companies, for example, those operating for "10+ years," might offer more stability and a larger employee base in need of health insurance.

  5. Geography: Again, depending on your target market or licensed area, select specific regions.

LinkedIn Sales Navigator allows for the creation of "Personas," which are essentially predefined filters that help users quickly identify their target audience. For health insurance brokers aiming to connect with HR professionals in companies with 10 or more employees, the following personas can be useful:


  1. HR Decision-Makers

    • Keywords: Human Resources, HR Manager, HR Director, Benefits Coordinator, Talent Acquisition

    • Seniority Level: Manager, Director, VP, CXO

    • Function: Human Resources

    • Company Headcount: 11-50 employees, 51-200 employees, and so forth, based on your target company size

  2. HR Newcomers

    • Keywords: Human Resources, HR Associate, HR Coordinator

    • Years in Current Position: Less than 1 year (indicating they might be new to their roles)

    • Company Headcount: 11-50 employees, 51-200 employees, etc.

  3. Benefits and Compensation Experts

    • Keywords: Benefits Manager, Compensation and Benefits, Employee Benefits Specialist

    • Function: Human Resources

    • Seniority Level: Manager, Director

    • Company Headcount: 11-50 employees, 51-200 employees, etc.

  4. Industry-Specific HR Professionals

    • Industry: You can customize this based on sectors you want to target, like Tech, Manufacturing, Healthcare, etc.

    • Function: Human Resources

    • Company Headcount: 11-50 employees, 51-200 employees, etc.

  5. HR in Growing Companies

    • Company Growth Rate: High

    • Function: Human Resources

    • Seniority Level: Manager, Director, VP

    • Company Headcount: 11-50 employees, 51-200 employees, etc.

  6. HR in Established Companies

    • Years in Operation: 10+ years

    • Function: Human Resources

    • Company Headcount: 11-50 employees, 51-200 employees, and so forth


Creating and saving these personas will allow you to quickly segment and target your outreach to relevant HR professionals. Over time, you can refine these personas based on the success rates and feedback you gather from your outreach efforts.

Creating engaging content and building relationships

Posting educational and value-packed content on LinkedIn offers numerous benefits for insurance professionals. Here's how such a content strategy can positively impact them

  1. Establishes Authority and Expertise: Sharing in-depth, well-researched content reinforces your image as an expert in the health insurance field. When potential clients have questions or need guidance, they're more likely to turn to someone they view as knowledgeable.

  2. Engages and Educates Potential Clients: By offering educational content, you help demystify the complex world of health insurance. An informed prospect is more likely to make decisions confidently and quickly.

  3. Increases Visibility: Consistently posting valuable content enhances visibility on the platform. LinkedIn's algorithm rewards high-quality, engaging content by showing it to more people, expanding your reach.

  4. Fosters Trust: Transparently addressing common concerns or questions about health insurance can build trust with your audience. Over time, they'll come to see you as a reliable source of information.

  5. Drives Conversations: Engaging content can spark discussions in the comments section, leading to valuable interactions with potential clients and peers. These conversations can provide insights into common queries or challenges faced by clients.

  6. Facilitates Referrals: As your content gets shared, liked, or commented on, it increases the chances of it being seen by a wider audience, including those who might be seeking health insurance solutions or know someone who is.

  7. Stays Top-of-Mind: Regularly posting content ensures you're consistently visible to your network. Even if someone doesn't need your services immediately, they'll remember you when they do.

  8. Highlights Niche Expertise: If you specialize in specific areas of health insurance, such as group policies for small businesses or health plans for seniors, content can highlight that niche, attracting a more targeted audience.

  9. Provides Value to Existing Clients: Your current clients can also benefit from ongoing education. Keeping them informed about changes in the industry, tips for maximizing their benefits, or understanding policy nuances can enhance client retention.

  10. Facilitates Networking with Industry Peers: Posting insightful content can also get you noticed by peers, industry experts, or even competitors. This can lead to collaborative opportunities, partnerships, or referrals.

  11. Feedback and Insights Gathering: Audience engagement, comments, and direct messages can provide feedback on your content and insights into what potential clients want to know or are concerned about. This can guide future content strategies or service offerings.


Incorporating an educational content strategy on LinkedIn is not just about attracting leads; it's also about cultivating a reputation as a trusted, go-to resource in the health insurance domain.

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