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 –

lower left of screen

Submitting Questions: Open ChatDrop-Down Menu To submit a question, type the

question in the text field and press your Enter/Return key.‒ Please enter the name to whom

the question is directed. To send questions only to the

presenters, select Presenters from the drop-down menu before pressing your Enter/Return key.

Change Text Size and Chat Color…

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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