Recruitment Strategies: Managing/Effecting the Recruitment Process
Outreach & Recruitment Strategies
description
Transcript of Outreach & Recruitment Strategies
Outreach & Recruitment Strategies
March 10th, 20141:00 – 2:30PM (EST)
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Where are you?Enter your Grant name and location in the Chat window –
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“Raise Your Hand” to be called on!
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• Arnie Richter, Moderator, WIF Program Technical Assistance Team, Maher & Maher
• Denise Kennedy, Moderator, WIF Program Technical Assistance Team, Anthology Communications
• Karin Martinson, Subject Matter Expert, WIF National Evaluation Coordinator, Abt Associates
• YOU, WIF Grantees
Panelists & Subject Matter Experts
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Arnie Richter, Moderator, WIF Program Technical
Assistance Team, Maher & Maher
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Denise Kennedy, Moderator, WIF Program Technical Assistance Team,
Anthology Communications
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Karin Martinson, Subject Matter Expert, WIF National Evaluation Coordinator,
Abt Associates Inc.
Recruitment ObjectiveAttract a sufficient number of people who meet program eligibility requirements AND for whom the projected program benefits are attractive. Your recruits are therefore likely to:
▫Be enrolled, whatever that consists of;▫Stick with the program at least long enough
to see if it delivers what is promised and can solve the individual's problem; and
▫Have a reasonable chance of being successful.
There Is NO SINGLE Answer…All successful recruitment is situational.Begin with the End in Mind:•WHAT you do•WHEN you do it•HOW you do it
It all depends on WHO you want, and WHEN andWHY you want them!
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More to the Funnel
RECRUIT
5-Step Recruiting Process
•PLANNING for RecruitmentLeads to SUCCESSFUL Recruitment
•5 key steps to a successful recruitment process
•It’s not too late to reevaluate or look at different recruiting options!
OUTREACH &
MARKETING
MESSAGE PLANANALYZE EVALUATE
MATCH: Your benefits can
make their lives Better
Services &
Benefits Offered
Appropriateness
Characteristics
Eligibility Characteristic
s
Supports provided by
you / partners
STEP 1: ANALYSIS Match Program & Benefits to Audience
ANALYSIS
AUDIENCE• What are the
characteristics of your applicant pool? Use data to ID
eligibles• Within the eligible
group, what characteristics can you match to your benefits?
• How can you solve their problem? What’s the WIFM?
• Create a profile of your targets
PROGRAM/BENEFITS
• What is the range of accessible services?
• What benefits are obtainable ? • Who are your partners, and
what supports can they provide?• Does your program connect to
other supports that help ensure retention?
Audience Example: AnalysisTo give us an example of what needs to happen in this Analysis step…
•What has come up in YOUR thinking about these issues that presents a challenge?
•What are you being challenged by now?•How did you decide the kind of person
you want to recruit?
# Needed
to enroll
STEP 2: PLANNINGMatching Numbers to Your Process
• Think of your “funnel”• What is your
assessment process – from eligibility through enrollment?
• When do the steps occur?
Identify Audience
# Needed
for study
#Needed to
participate
Supports provided by you, partners
PLANNINGWhat do you want
targeted to do?
• At what point are individuals “enrolled”?
• At what level of the funnel do you want to focus the recruitment message?
Audience Example: Planning
# Assigned to study group
Total Projected Eligible
# Come to Office #
Interested
# Actually Eligible
# Assessed
as Appropriat
e
# Enrolled for services
Use language that resonates
STEP 3: MESSAGINGRight Strategy = Right Message
Ask yourself:▫ What motivates my
audience?▫ How can I solve their
problem? ▫ What do I want them to
do?▫ What’s in it for them?
Avoid:▫ Jargon▫ Telling them too much
about who you are, or your grant
▫ Bogging them down in details (partners, how program is funded, etc.)
▫ Having too many layers in your call to action
Anticipate audience needs, reservations,
& concerns
Prioritize informatio
n
Simplify your Call to Action
Test w/ target
audiences
MESSAGING
Your Experience with Messaging•Using the Chat feature, tell us what your
messaging challenges have been. Possible challenges include:▫How to Avoid Jargon? ▫Explaining why program or service is
valuable?▫Streamlining a call to action?▫Others?
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Sample Audience Tools
Sample Messaging Tools
Sample Messaging Tools
Audience Example: MessagingWhat have been your biggest messaging challenges?
▫Is there a thought or theme that is hard to convey?
▫Have you had a problem developing your message map? If so, can you describe?
▫Anyone make any message adjustments that they have found effective?
STEP 4: OUTREACH & MARKETING Many Choices, Little Time/Money/Resources
What do you see as your biggest marketing challenge?
▫ Prioritize goals & audiences▫ Streamline review and
clearance process
Map needs to communications vehicles
▫ Media, social media, in-person events, partners
▫ Don’t focus on social media if it’s not germane to audience
▫ Integrated communications (media, partner, digital)
OUTREACH & MARKETINGIdentify your
Goals
Map strategies
to audiences
Develop Content
Focus on what works (evaluate)
Disseminate
Information
Communications Planning Matrix
Overall Communication Goal 1:
Audience Objectives Message Channel Timing
Poll Question: What outreach and communications channels have you had the most success with?
▫Social Media▫Media Relations▫Partner (using partner to disseminate
information)▫E-newsletters▫Email▫Advertising▫Other
Poll Question: What outreach and communications channels have been the most challenging? Social Media
Media Relations Partner (using partner to disseminate
information) E-newsletters Email Advertising Other
STEP 4: OUTREACH & MARKETING (cont.) Many Choices, Little Time/Money/Resources
Dissemination:▫ Consider a different role for
“partners”▫ Iron-out the how you do it
organizationally
Turn messages into content before marketing activities
Evaluation▫ Landing pages for
different calls to action▫ Asking during intake▫ Web and social metrics
OUTREACH & MARKETINGIdentify your
Goals
Map strategies
to audiences
Develop Content
Focus on what works (evaluate)
Disseminate
Information
Audience Example: Outreach & Marketing
What major questions do you have regarding your marketing mix?
▫Any channels giving you problems with recruiting?
Is there something in your marketing strategy that has worked well with recruitment?
▫Good uses of media, social media, etc.?
▫ Anything that’s not working specific to outreach and marketing?
Poll Question: What channels of social media are you most interested in?
Facebook Twitter YouTube Instagram Pinterest Other
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Poll Question: What are your biggest social media concerns?
How to get more followers? Developing content for different channels? How to choose the right channel for my
audience? Other?
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Measure the quantitative results of your recruitment efforts
Track numbers as you analyze UP the funnel Where are numerical deficiencies/disconnects/overages?
Assess the Qualitative resultsAre the people proceeding through the funnel the ones
you expected?Examine your overall plan and implementation
Are your recruits achieving what you expected? Is your assessment process going as planned and
resulting in keeping your pipeline active?
STEP 5: EVALUATIONEvaluation Loop
EVALUATION
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Questions
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Continue the Outreach & Recruitment Strategies Discussion•Workforce Innovators LinkedIn Discussion
Group: http://www.linkedin.com/groups?gid=4760511&trk=myg_ugrp_ovr
•Workforce Innovation Fund Grantee Hub: http://innovation.workforce3one.org/grantees
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Workforce Innovation Fund Hub
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Workforce Innovators Linkedin Group