EXECUTIVE SUMMARY

Women remain underrepresented in Generali’s sales division, despite their potential for success in the field. A key issue is the negative perception of the industry and the sales profession itself, which discourages women from considering and pursuing careers in this field. This study identifies the main barriers contributing to the low female quota in sales and proposes measures to increase female participation through targeted strategies and structural improvements.

Goal

The project aims to develop concrete measures to increase the share of women in Generali’s sales division. This includes improving the attractiveness of sales roles, addressing industry stereotypes, and implementing initiatives that support the recruitment, retention, and career development of women in sales.

Methodology

A structured research approach was applied, including:

• Status quo analysis of Generali’s job advertisements, employer branding, and industry positioning.

• Primary research through interviews with internal stakeholders (sales employees, HR representatives) and external experts.

• Competitive and best-practice analysis, focusing on successful strategies from the pharmaceutical industry and other insurance firms.

Results

The study identifies key obstacles, particularly the poor perception of insurance sales and its association with pushing, commission-driven work environments, which often fail to appeal to women. Additional challenges include the lack of visible female role models and limited existing support programs.

To address these challenges, a range of strategic measures has been developed. Some key recommendations include:

• Creating a women’s network within Generali to foster mentorship, peer support, and professional development.

• Enhancing the external employer brand by showcasing successful women in sales and adjusting recruitment messaging.

• Reframing the job image by emphasizing advisory and customer-focused aspects rather than aggressive sales targets.

• Developing more flexible career and compensation models, offering greater financial clarity beyond commission-based structures.

Beyond these measures, additional initiatives focus on improving sales training, adapting recruitment strategies, and strengthening partnerships with women’s career networks. Through these efforts, Generali can position itself as a leader in gender diversity in sales, attract more female talent, and create a more inclusive and future-ready workforce.

Cooperation Partner

• Generali Austria
  Landskrongasse 1–3
  1010 Vienna
  Austria
  www.generali.at

Contact Person

• Lukas Fuhs - lukas.fuhs@generali.com

Student Team

• Sophie Kasinger

• Maximilian Schmitt

• Lorenz Bruckner

• Denis Kurtanovic

Project Manager

• Carolina Fabian

• Melina Mazzucato

• Andrew Isaak