本研究針對保險專業人士「個人執業經紀人」的吸引與留任過程，透過「雇主品牌」做探討。研究發現「雇主品牌」執行者的使命並做出以下命題：1.「雇主品牌」價值主張是吸引之主要因素；2.吸引的「雇主品牌」價值主張之外部行銷內涵為保險專業、保戶權益以及契約正義；3.「雇主品牌」價值主張之內外行銷的一致性，是留任與推薦之主要因素；4.提高留任率的「雇主品牌」價值主張之內部行銷內涵為一致性、專業訓練以及經驗傳承。

This study explores the process of attraction and retention of insurance professionals “Individual Practice Broker” through the “Employer Brand”. The study found the mission of “Employer Brand” executors made the following propositions: 1. The value proposition of “Employer Brand” is the main factor of attraction; 2. The external marketing connotation of the attractive “Employer Brand” value proposition is insurance professionalism, policyholder rights and contract justice; 3. Consistency of internal and external marketing of “Employer Brand” value proposition is the main factor for retention and recommendation; 4. The internal marketing content of the “Employer Brand” value proposition to inprove retention rate is consistency, professional training and experience inheritance.