2012 recruitment program power point presentation

Recruiting & Retaining A Diverse Membership

Building ourDiverse Workforce

• Why are we embarking on an aggressive, pro-active recruiting mission to build a Diverse Workforce?

• Who are we selectively recruiting?

• Where may we source these Diversity individuals?• • When we identify them, what will we say to "engage" them?

• How (methods and suggested “talk points”) will we "engage" them?


…And what is “WORKING “for Flotillas to attract New Volunteers!

You will return home with these tools that have worked well so you may begin recruiting your NEW VOLUNTEERS!

3


• Then...a bit about "Retention!" and

• About your “support mechanism” to achieve these positive growth results and

• Sharing “Best Practices” for the creation of your Flotilla’s “Recruiting Team.”

Recruiting Work(who is this person leading this mission?)

Recruiting & Headhunter + 41 years

Recruited, Hired Trained Recruiters

Coach, Mentor for Recruiters

Stimulate overachievers!

(Supporting your efforts to grow your Flotilla!)

…….. inspired by dedicated volunteers.. inspired by dedicated volunteers In our daily conversations, we share our passion and

our enthusiasm with others.

This is subconscious or passive recruiting!

http://join.cgaux.org/index.html

The Four Corner Stones:

Member Services

Operations and Marine Safety

Recreational Boating Safety and Fellowship

http://join.cgaux.org/index.html

As America’s volunteer Guardians, Auxiliarists:

Act Act Serve Serve InspireInspire TrainTrain PreparePrepare EmpowerEmpower The best way to prepare our future leaders, is to “treat them as leaders!” DAC

Volunteer!!

The United StatesCoast Guard Auxiliary

Don’t hide….rather, seek!

(seek us out)

We are here…

…today to support recruiting &

retention of a Diverse Workforce… (Diversity: pg. 5)

So, who are we selectively recruiting?

We are here today...

From where can we source this diverse workforce?

pages 6-9

We are here today..

When we identify potential members, what will we offer during the course of our conversations? What might we share to “engage” them?

We are here today..

The first conversation:

…possible “talking points” to support that first “chat” with your potential new Flotilla members….

pages 10-11

...and

We are here today..

Embracing Diversity and the “R” word:

RETENTION:

(supporting & encouraging new members)

Recruiting

• Achieve positive growth and achieve a Diverse Workforce within our membership

• Growth has flat – lined: Average age of active members = 58…?

• Male Dominated, practically no diversity (look around)

• Create a better balance with: - people of all cultures - better age balance

• Create a more positive, “Diverse Workforce!”

• Our current balance can only be improved!

Why are we embarking upon an aggressive and pro-active Diversity Recruiting Mission?

What additional factors motivate this effort:

• Desire for a planned approach to filling our own organizational needs (all levels)

• Desire to have the ability to “look ahead” (3-5-10 years) at end-state goals (in support of the Goldside) & work back to achieve them

• Stimulate Positive Growth

• Most importantly: achieve a “Diverse Workforce," blended #’s!

Recruiting

17

Flotilla Leadership

Question: how would your goals be impacted if you

were to add 6 new members to

each Flotilla, annually,by 2013?

Recruiting

GROWTH! Just Imagine…

If each Flotilla grew by 6 a year?*

Is this possible?

D9 =136 Flotillas = 3339 members

1st year = add 816 = 4155 Total

2nd year = “ “ = 4971 Total

3rd year = imagine the possibilities?

REDUCE TO THE RIDICULOUS:

* on a flotilla level = 1 member every 2 months!

(Michael Jordan story…..4 X 8 rule!)

GROWTH! Just Imagine…

Lansing Flotilla Doubled Its Volunteer members in 2011 to 29 Currently: 33 Volunteers strong!

* with 5 Diversity Volunteers

2 new members in process both are Diversity

Balanced Membership• Proactive effort to attract mixed

cultures

• Proactive effort to attract other

generations

RESULTS = Incredibly talented,

“Diverse Workforce.”

Welcoming Diversity! We can only begin to make improvements

Welcoming Diversity!

Remember: important humanelements are:

•Dignity

•Respect

23

Past Recruiting Methods

Past Commodores & FC’s:

• “…we reacted when someone showed an interest…”

• “…Occasionally we knew someone...”

• “…Invited to attend our meetings…” (that will scare ‘em away! ….speaking for our Flotilla!)

Past Recruiting Methodscontinued……

• “Recruited to “fill existing slot...”

• Sent newsletter…”volunteers…”

“…Who has a boat?...”

Today’s Recruiting Tactics

CREATIVITY! New Ideas….New methods

INVITE! All Cultures & Generations!

….talk about a tough task…

Today’s Recruiting Tactics continued….

• What if we change the program to match the strengths of potential new members, their schedules & skills?

• CONCLUSION: we empower our new members by working with their interests, their own way;

How ‘bout them apples?


• Allow individuals to work their own schedule...quite a concept change?

• Moving this forward…..(some creative, unusual recruiting questions may be….)


Ask: “Where would YOU like

to work ?”


Ask:

“When would YOU like to work?”

(as opposed to “pre-set slots & times.)


Ask:

“…What would really interest YOU?...knowing what YOU do know about the Aux, if you could pick your spot, where & how would you like to volunteer?”

It’s all in matching and timing…(IT skills….mentoring, teaching, on the water, VE’s, communications, Aux chef, etc.)


Today's Leaders

MUST adapt the

program to the members.

~ What a radical philosophy ~

kinda’ like sailing….adjust the sails!


Social media is a tool of the masses!

• Little or no cost to participate

• Instant exchange of information, opinion

• Mobility; One may participate “remotely”

WEBEX!

• Real-time dialogue among multiple parties

• Not restricted by geopolitical boundaries


Today’s Social Media

( from printed media to the internet )

Years it took to reach over 50 million users:

• Radio - 38 years

• TV - 13 years

• Internet - 4 years

• Ipod - 3 years

• Facebook - added 200 + million users

within 9 months


• 50% of world’s population under 30 yrs.

• 96% of the millennial generation (under

28) have joined social networking i.e.,

Facebook

• 1 of 7.2 US couples married in past 4

years met on a social network

Today’s Recruiting Tactics cont.

Today, Volunteering Is Hot!



• Lady Gaga tours• Disneyland• Ben and Jerry’s Ice cream

- “Scoop It Forward” - "Berry Voluntary”

- "Brownie Chew Gooder”

• More than 68 million Americans volunteered in 2010

• This was an increase of almost 1.6 million people vs. 2009 & an increaseof almost $10 billion in contributions.

The Corporation for National & Community Service Annual "Volunteering in

America" ( Jan. 2010)



Volunteers are passionate (aren’t you?)

Volunteerism is Hot!

Passionate people are often a pain

(strange fanatics)

»



Are you sitting here pondering…..

So . . . How do I recruit , motivate , and

mobil ize these new Flot i l la members?



Boy…..leadership is sure

challenging, is it not?.......there

are never problems….



“…Some cats got it

some cats don’t..”

1954 ?????



The Big Bopper!”

1st Question:

What variables are forever constant?

Why people volunteer never changes

Why do people do the things they do?

Your Mission is constant: it does not change.



2nd Question:

What has changed?

HOW people volunteer has changed because the world has changed.



3rd Question:

What are the changes that are affecting recruiting for your Flotilla?

“ Attitude Change # 1:

Today’s People are Isolationists:

From previously, committed, long-term, loyal members to non-committed, feel-good , loosely-connected individuals. (The Corporation for National & Community

Service Annual "Volunteering in America" Jan. 2010 )




What are the changes that are affecting recruitingfor your Flotilla?

“ Attitude Change # 2:

Technology induced: From Face-to-Face to micro-volunteerism, crowd sourcing & “friendship via internet.” (The Corporation for National & Community Service Annual "Volunteering in America" Jan. 2010 )

Why do Volunteers quit?

• They are not invited to volunteer: Personal invitations to serve are more appealing to prospective volunteers

• Volunteering takes up too much time• Do we “suck the time” out of them?• Organizations try to make a square peg fit in

a round hole: Skills-based volunteering can bring in new volunteers.

* “Volunteering Power News” Oct. 2011

What Strategy ShallWe Follow…....

7 Sins of Recruiting *

Sure-Fire path to Failure!

* Not necessarily “our” Sins!

What Strategy ShallWe Follow, cont.

7 Sins of Recruiting

# 1. Expect announcements to work (marketing verses direct recruiting)

What Strategy ShallWe Follow, continued….


# 2. Going at it SOLO!

Develop a Recruiting Team!

What Strategy ShallWe Follow, continued


# 3. Ask for ”marriage as opposed to a date!” (nothing wrong with asking for a commitment, but not on the 1st date!)

What Strategy ShallWe Follow, continued ….


# 4. Ignore the “Anchor” generations

(from experienced veterans to 20’s & 30’s)



# 5. Assuming that NO means NO!

Hint: Get the “No’s” out of the way up front -

work thru the No's!

- Not Now

- Not this Job

- Not with the present leadership

- Not in your lifetime



# 6. Falling into the impatience trap.

Translation:

“But I need a new person now!”



# 7. The 4 dreaded “Oh, by the way’s” new members of any group fear: All new members pay dues (why not offer the 1st year free?)

Each member must make calls and raise revenue $$

All volunteers must work at the boat show booth

All members must attend all the meetings & training sessions.

their response: “…by the way….…..I’m outta’ here!..


So the $ 128,000.00 questions are :

(as we had a $ 64,000.00 question)

What Strategy ShallWe Follow, continued ….

How do I ask so that I get a “YES?” …..avoid sins # 1-7! implement Flotilla “Recruiting Team” Internet Research person (feeds info to contact person) Contact person – makes that 1st call Presentation Team * Individuals, Association & Club presentations FSO-HR – manages paper flow FC – is team lead for this

* bye-the-way – when meeting with women, have 2 members present!

Today’s Recruiting Strategy continued….

So how & where do we start to source & recruit your new Flotilla members?


Lets get creative

The obvious verses the not so obvious

Where may we Find our New members? (pg. 6-9)

• DAC working w/USCG Recruiters (9 Recruiting Stations in USCG 9th - see document)

• Flotilla’s Facebook page• Postings for VOLUNTEERS (Google search for publication serving

diversity group’s in your area – many offer this free posting service …see posting sample)

• LinkedIn • Google for Diversity associations, organizations (potential organizations

names will be forwarded to you-see example next page)• www.zipskinny.com (see sample page)• African American Fraternity & Sorority Alumni Assoc. (this is African American’s key professional network)

http://www.zipskinny.com/

Where….? cont.

• RBSVP Partners • Discharged Military (USCG!) personnel• “Retired Officer’s Association” (major cities)• Nautical Associations (yacht clubs, fish, boat,

etc.)• Volunteer Fire Departments & Police Dept’s.• Boy Scouts, Girl Scouts, Red Cross (they

have parents)

Where…? cont.

• Discharged Military personnel• High School Recruiting w/USCG Recruiters

(inner city schools!)-DAC will coordinate!• Ask each Flotilla member to create a list of 25

people whom they know

(people who are circle of influence)• Women’s professional organizations• Religious Organizations –by Denominations!

Where…? cont.

• High Schools, Jr. Colleges and

most Universities require their

students to participate in

COMMUNITY

SERVICE ACTIVITIES *

accredited – required credit hours * Call schools & ask for CSA Counselor!

These are our VolunTeers for 2030! 62

Participate in the U.S.C.G. AuxiliaryBefore Active Duty* (pg. 16)

• Auxiliary members can and do train at local units;• Must be minimum age of 17 to Join Auxiliary (no

max. limit);• As Auxiliary boat CREW or COXN one may enter at

pay grade E-2 or E-3, respectively;• Auxiliary members can train as crew with the USCG

on 25’ RB-HS rescue boats;• May qualify to be watch standers & acquire other

competencies at local units;• Auxiliary members work with and support local

units/sector headquarters;

Where, cont. ?

African American Publications: (see clippings example)

Marcus Jefferson: Publisher of Michigan Bulletin (like Crain’s Bus Pub)

• Generated 3 new pot. Members * ABS attendees and referred me to his friend, President for:

• *Black Chamber of Commerce ( Presentation tentatively scheduled May – see Mich.-United Tribes

PPP)

Where , cont.?

• View Darlene Husband Photo Recruiting folder

Where, cont. ? VOLUNTEER POSTINGS

(pg. 17) and paper samples

•

Diversity Sources?Google search results:

Key to success: Impossible to target individuals : Work through organizations!

Organizations within Cleveland, OHAmerican Native – Black or African American –Hispanic American or Asian

American or Pacific Islander (US Coast Guard Aux ENROLLMENT APPLICATION)Latino Organizations:Latino Business Association of Northeast Ohio:

-http://www.holatoday.org/pages/english/latinobusiness/latinobusiness.htmLeague of United Latin American Citizens (LULAC):

-http://lulac.org/Cleveland Clinic:http://my.clevelandclinic.org/Documents/Diversity/Diversity_Annual_Report_08.pdfOhio Association for Multicultural Counseling and Development (OAMCD):-http://www.oamcd.org/

Google: African American Fraternities and Sororities

http://www.holatoday.org/pages/english/latinobusiness/latinobusiness.htm

http://lulac.org/

http://www.oamcd.org/

Diversity Sources?Google search results cont,

African American Organizations:Consortium of African American Organizations:-http://www.caao.net/Black Professional Association Charitable Foundation:-http://www.bpacf.org/National Black MBA:

-http://www.clevelandblackmbas.org/The Norman S. Minor Bar Association, The Premier

Organization of Cleveland’s African American Lawyers:- http://www.nsmba.org/

http://www.bpacf.org/

http://www.nsmba.org/

Diversity Sources?Google search results cont,

Asian Organizations:MotivAsians for Cleveland:-http://www.motivasians.org/Asians and Friends Cleveland:-http://www.afcleveland.org/Organization of Chinese Americans of Greater Cleveland: http://www.ocagc.org/ “We are dedicated to promoting cultural heritage, active

participation in civic and community affairs, securing justice, and equal treatment and equal opportunity for all Americans of Asian Pacific Islander descent. "Embracing the Hopes and Aspiration of Asian Pacific Americans in the United States".

General:Women’s Professional OrganizationsAfrican American Fraternity or Sorority Alumni OrganizationsReligious Organizations (Professional)

“What to say?”(pg. 10)

• Lets get down to the nitty-gritty”

• How do I contact them?

• What do I say?

• What if they say “No!” ?????

• How may I “engage a group” to recruit ?

“What to say?” cont.

• How to Find individuals “hot buttons?”

• What are peoples passions?• People perform tasks, do things for

their reasons, not ours!• Everyone is motivated….

Why? and to Do What?

3 Levels of Motivation

• Must have a CAUSE

• Must have a relationship (within that “causes group.”)

• And the real motivation:

“WHAT’S IN IT FOR ME?”

Motivation cont.

When we call and/or eventually meet we must answer these 3 questions:

(bottom pg 11)

1. What we do: We perform missions, etc…..

2. We have new members of 1-2 months, veterans of 10 years, great coaches to mentor you and

3. You too will impact many individual’s lives and possibly save many, as we promote boating & water safety and more.

Lets talk…..

Answering the

CAUSE

RELATIONSHIP and WHAT’S IN IT FOR ME (for the listener)

Questions:

Lets build our “pitch”• Write your “pitch” answering:

– Who are you & with whom?– Ask permission to speak– Tell who USCG Aux is

• We learned about your <name> and that <what they do>– We are also volunteer organization and we are

similar in that < what is similarity?>

Draw parallels!

Invitation to meet!

Confirm where, when and why

Give your “pitch” a pitch Partner up and “pitch your partner

• Take 5 minutes to practice w/partner.

• Listening partner takes notes.. critique

Who would like to share their presentation? Michael Jordan practiced his shots for hours upon end….

…next….

Practicing your “pitch” cont.

…..Let’s review…..– Who are you & with whom?– Ask permission to speak– Tell who USCG Aux is– We learned about your organization <name> and that

<what they do>– We are also volunteer organization and we are similar in

that < what is similarity?>

Draw parallels!

Invitation to meet!

confirm where, when and why

….18 seconds!...

Using the “Echo” to listen:

• How to respond to a “No”

• Listen using the 80/20 rule - Framing

• The “I” word

• The “echo” method of listening

Using the “Echo” to listen: cont.

Me: Jeff , we are looking for volunteers to help us in an event. You have an interest in boating and water safety, and you have some skills that we could use. I think that you could really help us plan our monthly education meetings.

Jeff: Oh man… I could never do that. Do I have to be on a committee?....I hate those…

Using the “Echo” to listen: cont.

• Me: Have you had a bad experience on a committee?

• Jeff: Yes, I once was on a Rotary committee. I hated it. We met every week for two months. The meetings were unorganized. The leader (and I use that term loosely) didn’t know how to lead a meeting.

• Me: In our Flotilla, we don’t believe in committees either. We

put together TEAMS of movers and shakers who are able to plan the event in one meeting where we define the mission, the budget and schedule. Then we empower you to get it done. The Flotilla team leader meets with you to see how to help fulfill your team role. I think you would be perfect for this team as a shaker and mover.

• Jeff: Sounds like my kind of team. Remember: develop your future leaders by treating them as a leader!

A bit about RETENTION.. Once they are with us, how may we keep them? (pg. 15)

• How do we keep our members?• How do we maintain the quality• How do we retain the passion?

Performance coaching Position descriptions Formalized expectations both ways

Welcome letter (Congrats & Welcome) Mentoring new members – 6 months?

A bit about RETENTIONcontinued….

• Written evaluations: 1 on1 reviews

• Hand written notes* expressing gratitude, etc.

• Offer flexibility w/scheduling & opportunities• A good meeting is a short meeting• Monthly meeting (Training focused vs. FSO reports)• Focus on communication: immediate, timely• Let then know they are making a difference• Immediate feedback is critical – timely!• Do your leaders know how to lead?..

* Receiving a real handwritten thank you note is rare!


Why people quit

The TOP seven reasons volunteers quit :

• No flexibility in volunteer opportunities or scheduling

• Too much wasted time in useless or unproductive meetings

• Lack of communication

• Lack of professionalism

• The feeling that the volunteer is not really making a difference

• No feedback from leadership about how the volunteer is doing

• The volunteer leader who doesn’t know how to lead


• Communicate expectations– State the expectation– State the reason (why do we do i t this

way)– Tel l the story

• Train• Hold Accountable• Give Feedback• Empower• Send thank notes…..real mail is

rare!


• Feedback Credo:

Without feedback, we do not know

where we stand!... …….and I hate that!

Your Flotilla’s Recruiting Team

• Build your team - It works!!!• Refer to my e-mails • Meet regularly • Set a goal: # contacts per month # presentations per month Create Open house Jan – Feb during crummy weather - get people out!

End Result Our Recruiting Goal:

“ACHIEVE A DIVERSE WORKFORCE” This will then present us with a diversity of thoughts, minds & ideas!

• Friendly Competition among your Division?• Recruiting e-newsletter?• Team Effort – not a singular event• Telephone support!• Telephone groups: “Sharing Best Practices?”

New Member Resource# 5029 USCG Aux National Supply Center

• Provide to “qualified” potential, new members!

Thanks to…

Thomas W McKeeAdvantage Point SystemsVolunteer Power

Author: The New Breed18 Sept., 2010 Workshop, Dallas: “Volunteerism in the 21asr Century”

The Corporation for National & Community Service "Volunteering in America" (Jan. 2010)

Laurie JohnsonUS Global Mobility Phoenix, Ax.

Erin ReagenReagen & AssociatesSydney, Australia

King HannaSO-HR22-03

2012 recruitment program power point presentation

Documents

recruiting retention

recruiting workwho

passive recruiting

diverse workforce diversity

proactive recruiting

potential new flotilla

encouraging new members

potential members