Document Type : Original Research Paper

Authors

• Elahe Mollaei
• Sanaz Shafiee

Assistant Professor, Department of Management, Faculty of Management, Economics, and Accounting, Payame Noor University, Tehran, Iran.

Abstract

BACKGROUND AND OBJECTIVES: Employee liability insurance, which protects employees against workplace accidents and provides employers with financial security, is a crucial yet underdeveloped area of the insurance sector in Iran. In many advanced economies, this type of insurance has become a core component of organizational risk management, employee welfare, and corporate responsibility, contributing significantly to productivity, retention, and sustainable growth. However, in Iran, the penetration rate of liability insurance remains far below the global average, leaving a large segment of the workforce exposed to workplace risks without adequate financial protection.
This gap highlights an urgent need for a multidimensional marketing framework that integrates ethical, organizational, communicative, and supportive strategies. The present study was designed to fill this gap by exploring the perceptions of both insurance experts and employers—two key stakeholder groups directly engaged with employee liability insurance. The research sought to answer two central questions:
1. What are the key factors influencing the marketing strategies of employee liability insurance in Iran?
2. What practical approaches can enhance the adoption and development of such strategies in the Iranian context?
METHODS: This study adopted an exploratory qualitative design with a focus on thematic analysis. The applied nature of the research aligns with its objective of generating practical solutions for the insurance sector. Participants included fourteen senior managers and experts from six prominent Iranian insurance companies (Parsian, Dey, Tamin, Kosar, Dana, and Asia), selected through purposive sampling based on the principle of theoretical saturation. Eligibility criteria included a minimum of ten years of experience in the insurance industry, familiarity with marketing strategy concepts, willingness to participate, and holding at least a master’s degree.
Data were collected through semi-structured interviews, each lasting 45–60 minutes. All interviews were recorded with participant consent, transcribed verbatim, and coded using Attride-Stirling’s six-step thematic network analysis. This systematic approach involved: repeated reading of transcripts, extraction of initial codes, grouping into basic themes, aggregation into organizing themes, identification of global themes, and interpretive synthesis. Through this process, 28 distinct factors were identified and consolidated into four overarching categories: ethical factors, organizational factors, communication-based strategies, and supportive strategies.
FINDINGS: The thematic analysis revealed that the marketing of employee liability insurance in Iran is shaped by a multidimensional set of drivers and barriers, clustered into four core domains:
Ethical considerations emerged as the most fundamental pillar for building trust in the insurance sector. Participants emphasized that transparency in communications, clarity in financial processes, and adherence to ethical norms are not optional values but essential prerequisites for effective marketing. The lack of transparency in claims settlement, frequently cited by participants, has fueled mistrust among both employers and employees. Responsibility toward stakeholders and demonstration of corporate social responsibility were seen as essential to repositioning insurance companies as partners in employee welfare rather than mere profit-seekers.
Internal organizational practices—such as cultivating a supportive corporate culture, continuous training, participatory decision-making, innovation, and effective crisis management—were identified as critical enablers of successful marketing strategies. Experts stressed that employee liability insurance must be integrated into broader human resource policies to shift employer perceptions from viewing it as a financial burden to recognizing it as a strategic investment in workforce stability and productivity.
The third dimension underscored the role of consistent, two-way communication with stakeholders. Participants highlighted the need for establishing feedback loops, loyalty programs, and collaborative cross-sectoral initiatives. Traditional one-way advertising was considered insufficient in today’s environment, where relationship-building and long-term trust are key. By designing interactive communication channels and fostering sustained engagement, insurers can improve both uptake and retention rates of liability insurance policies.
A relatively novel contribution of this study was the identification of supportive strategies, including promoting mental health initiatives, ensuring diversity and inclusion, and implementing incentive systems. These approaches extend the perception of insurance beyond financial protection, framing it instead as part of a holistic welfare package. Such strategies not only improve the attractiveness of liability insurance for employers but also enhance employee satisfaction and loyalty.
CONCLUSION: This study demonstrates that the successful marketing of employee liability insurance in Iran requires a multidimensional and innovative approach. Ethical transparency and social responsibility must form the foundation upon which insurers build trust with employers and employees. Organizational changes—such as embedding insurance within human resource policies and linking it to employee development—can transform liability insurance from a compliance-driven cost into a strategic asset. Communication strategies must go beyond traditional advertising to foster interactive, long-term relationships, while supportive initiatives addressing employee well-being and diversity can differentiate insurers in a competitive market. From a theoretical standpoint, the study contributes a comprehensive framework that integrates ethical, organizational, communicative, and supportive dimensions into insurance marketing strategies.

Keywords

• Marketing Strategies
• Insurance Marketing
• Thematic Analysis
• Liability Insurance

Main Subjects

• Marketing and Sales