growing the movement of leaders the strategy behind how we recruit
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Growing the Movement of Leaders the strategy behind how we recruit. If you did not input your ID #, please hang up and call back in. Summer 2014 L&D Designer: Amanda Mills Cutright. Introduction to Today’s Training. Annotation tools. Feedback tools. Enter chat messages. - PowerPoint PPT PresentationTRANSCRIPT
Growing the Movement of Leaders
the strategy behind how we recruit
Summer 2014 L&DDesigner: Amanda Mills Cutright
If you did not input your ID #,
please hang up and call back in.
Objectives
All team members will…
• Gain a deeper understanding of recruitment strategies to drive productive campaigns
• Review the foundational knowledge required for marketing, outreach, and cultivation
• Gain understanding of the primary responsibility of each role
Agenda
The Strategy Behind Recruitment
The Fundamentals of Marketing
The Fundamentals of Outreach or Cultivation
Putting it All Together!
“In the broader fight to end educational inequity,we are responsible for meeting the
needs of each region by recruiting a diverse, high quality, large corps.”
What We Do: The RT Charge
Our work
Understand
opportunity +
maximize opportunit
y
Increase brand and
issue investmen
t
Understand Your
Landscape
Assess, Reflect, Refine
Identify, meet, and
compel promising
leaders
Recruitment Strategies Blueprint
Grow leadership mindsets & skills of out-year prospects/
underclassmen & accepted applicants
Inspire a broad network to build the corps with
us
Cultivate top prospects & registrants directly,
inspiring action
Build awareness & conviction across your
market• Implement comprehensive sourcing plan• Develop genuine relationships with
prospects across multiple touch points• Tell our story authentically• Build knowledge & conviction over an
extended time-horizon, inspiring action
• Build a multi-faceted network (CM/As, CCCs, TFA staff, community members, faculty/admin, student leaders, national orgs, etc.)
• Execute social media campaign• Execute comprehensive press
campaign• Execute visual marketing
campaign• Maximize available marketing
channels• Create relevant
events/experiences for learning & engagement
• Expand group of eligible and invested prospects for future years
• Prepare accepted applicants for the challenges of the corps and leadership required of them
Find & build new sources of growth
Understand your recruitment landscape
• Go deeper—maximize your market share
• Go broader within portfolio• Go beyond current portfolio—
identify new growth opportunities• Optimize registrant management
• Broad market forces
• TFA brand health• Your specific
market
Large, d
iverse
corp
s of
transfo
rmatio
nal
teachers
Transfo
rmatio
nal Change Diversity
Resp
ect
&
Hum
ilit
y
Leadership
Team
Large, diverse corps of
transformational teachers
• Mobilize people to do what you can’t do yourself• Multiply yourself—support contributors to extend your
capacity and reach more people• Galvanize credible advocates• Engage detractors and invest them in our shared
efforts
• Invest them in broader direction of org & steward relationshipsAnthony Fowler Mary Powers
Our work
Understand opportunity + maximize opportunity
Increase brand and
issue investment
Understand Your
Landscape
Assess, Reflect, Refine
Identify, meet, and
compel promising
leaders
Increase brand and issue
investment
Agenda
The strategy behind recruitment
The Fundamentals of Marketing
The Fundamentals of Outreach and Cultivation
Putting it All Together
What is a Brand?
Your Brand
Awareness
Beliefs
Perceptions
Value
Experiences
Emotions
Image
Associations
Visual Identity
Trust
What does it mean?
BIC execution:Bringing your marketing/recruitment plans to life in a way that surpasses that of
other similar organizations and ensures high performance and results
Strategic Plan
BIC Execution
Results
Why important?
Achieve organizational
goals
Achieve organizational
mission
Be efficient and effective
Agenda
The strategy behind recruitment
The Fundamentals of Marketing
The Fundamentals of Outreach and Cultivation
Putting it All Together
Our work
Understand opportunity + maximize opportunity
Increase brand and
issue investment
Understand Your
Landscape
Assess, Reflect, Refine
Identify, meet, and
compel promising
leaders
Identify, meet, and compel promising
leaders
Example Timeline of a Prospect: Shannon Browne
Summer 2014: We find out information
about Shannon, who could be a
strong candidate for the corps,
from her LinkedIn profile
and put her information in
TFACT.
September 2014: We reach out to Shannon or invite her to
an event to learn more about TFA.
October 2014: After
meeting with an RTer and attending an
event, Shannon is hooked on TFA. She
applies to the corps!
April 2015: Shannon is so excited about TFA that she
sends you the names of 5
more prospects you should reach out to for the 2016 corps.
January 2015: Shannon
accepts her offer to the corps and
begins preparing to
move to Institute and
then her region.
Outreach & Cultivation Overview
Outreach
Cultivation
2015
corps
Outreach is the process of reaching out or contacting our prospects, registrants,
and applicants (prospective corps members) for the
purpose of engaging them in recruitment activities
including meetings, events, or webinars.
Outreach Overview
1:1 MeetingGroup
MeetingPhone
Meeting
Office Hours Online Event
Campus Event
Conference Call
OUTREACH
Outreach in Context: Teachers in Classrooms
You control how many teachers you bring to the movement by:1) Arranging meetings with large numbers of diverse, outstanding
people2) Turning pipelines into meetings, and then applicants and corps
members # of prospects
invitedx
Expected response
ratex
Expected meeting
rate
Expected admit rate
x
Expected application
rate
x
# of meetings
held
# met admitted applicants
Outreach
Cultivation
Matriculation
OUTREACH CYCLE
Find great people
Determine outreach method
(email, phone, in-person, etc.)
Execute Outreach
Prioritize who to get in front of
OUTREACH CYCLE
Find great people
Determine outreach method
(email, phone, in-person, etc.)
Execute Outreach
Prioritize who to get in front of
NO RESPONSE
DECLINEPROSPECT RESPONSE
YES
OUTREACH CYCLE
Find great people
Determine outreach method
(email, phone, in-person, etc.)
Execute Outreach
Pull-in
Confirm their attendance to the interaction
Prioritize who to get in front of
NO RESPONSE
DECLINE
Follow-up
PROSPECT RESPONSE
YES
OUTREACH CYCLE
Find great people
Determine outreach method
(email, phone, in-person, etc.)
Execute Outreach
Pull-in
Confirm their attendance to the interaction
Prioritize who to get in front of
NO RESPONSE
DECLINE
YES
Follow-up
PROSPECT RESPONSE
YES
YES
DECLINE or NO
RESPONSE
DECLINE or NO
RESPONSE
OUTREACH CYCLE
Find great people
Determine outreach method
(email, phone, in-person, etc.)
Execute Outreach
Pull-in
Confirm their attendance to the interaction
Remind them of scheduled interaction INTERACTION
Prioritize who to get in front of
NO RESPONSE
DECLINE
YES
Follow-up
PROSPECT RESPONSE
YES
YES
DECLINE or NO
RESPONSE
DECLINE or NO
RESPONSE
OUTREACH CYCLE
Find great people
Determine outreach method
(email, phone, in-person, etc.)
Execute Outreach
Pull-in
Confirm their attendance to the interaction
Remind them of scheduled interaction INTERACTION
Prioritize who to get in front of
NO RESPONSE
DECLINE
NO SHOW or CANCEL
YES
Follow-up
PROSPECT RESPONSE
YES
YES
DECLINE or NO
RESPONSE
DECLINE or NO
RESPONSE
Outreach Methods
Phone calls
Individual e-mails
Mail merged e-mail
Text message
In-person
Social media message
Through another contact
Interaction Types
Individual meetings (In person or over the phone)
Small group meetings (In person or over the phone)
Large group meetings (IE: student organization presentation)
Virtual events (Webinar presentation)
Large all-campus event
Small group dinner or specialized event
Classroom visit or high impact recruitment interaction
Outreach Methods and Interaction Types
What We Mean by “Cultivation”
What do we mean by
Cultivation?
To cultivate a conviction in equity and shape mindsets; to create an advocate for our students ready to commit to teaching as a path to leading equity in this country.
I am going to med
school next year
I’m going to do Teach For America
next year
Cultivation in Context: Teachers in Classrooms
You control how many teachers you bring to the movement by:1) Meeting large numbers of diverse, outstanding people2) Turning those met people into applicants and then corps
members# of
prospects invited
xExpected response
ratex
Expected meeting
rate
Expected admit rate
x
Expected application
rate
x
# of meetings
held
# met admitted applicants
Outreach
Cultivation
Matriculation
Winning Hearts and Minds
Key Beliefs:1. Today, despite the hard work of countless talented teachers,
committed families, and brilliant children, our education system as a whole is not set up to ensure that low-income students and students of color are able to transcend the systemic challenges of poverty and racism.
2. Our country needs diverse, talented leaders like you to work toward educational justice for all. One of the most rewarding and meaningful choices you can make is to help kids get a quality education and reach their potential. Through Teach For America you can join the broader fight toward equity, making a direct impact in the classroom, and becoming a critical advocate for our country’s future.
Winning Hearts and Minds
It is natural for prospects to have concerns, but remember behind every concern is a motivation. Seek to understand the underlying motivations and help prospects understand the opportunity for impact through Teach For America while addressing concerns.
Our RT Charge
“In the broader fight to end educational inequity, we are responsible for meeting the needs of each region by recruiting a diverse,
large, high quality corps.”
Questions for discussion:• What role will your outreach strategy play in
fulfilling the RT Charge? • What types of skills do you expect to use from
your prior experiences? • What types of skills will you need to learn in order
to successfully live out the charge?
Outreach Standard of Excellence
Take a look at the Outreach Standard of Excellence handout in
your weekly guide.
Outreach is the bedrock of our recruitment strategy. Comprehensive outreach planning and execution by new
team members is critical to the success of our recruitment campaigns, critical to the mindsets that are developed among students and faculty on campuses and in the
professional world (regardless of whether they join Teach For America) and critical to ensuring we cultivate the
relationships that turn into corps members that are needed for our classrooms and the broader movement to better serve public school students in low income communities.
Our outreach needs to be thoughtful, it needs to be directed at students and professionals most likely to have the
mindsets, leadership, and experience necessary to support students to success in the classroom, it needs to be
culturally competent, and needs to be executed at a high bar, every time.
Outreach Vision Statement
This summer course will aim to leave you with the skills, the mindsets, and the strategy &
leadership development training to create an outreach vision, invest others (including your
manager and partner cultivators) in that outreach vision, execute that outreach at a high
level, and use analysis tools to measure the success of your outreach strategy and adjust course continuously throughout the year, so that we may meet regional need for qualified
candidates.
Definition of Outreach ExcellenceOutreach is an essential, multifaceted part of our recruitment work. As such, excellence in this strand touches upon a number of key responsibilities and skills, including:
1. Understanding the common mindsets that link outreach to leadership development and our RT charge
2. Mastering/harnessing technical skills3. Understanding the elements of one’s recruitment landscape,
especially pipeline4. Composing clear, compelling, conscious, and differentiated
communication to external markets, while upholding a positive personal and organizational brand
5. Using multiple communication channels to conduct outreach6. Building your plan and strategy7. Managing upward or across distinct professional expectations in a
pod setting
Perspective
Leaders understand that operating with a sense of humility humanizes them, allows them to build stronger trust bonds, and
engenders confidence & loyalty from superiors, peers, and managees alike. Strong leaders demonstrate a sense of
vulnerability and recognize that they don’t know everything. They demonstrate a
sincere willingness to acknowledge mistakes and to rectify them quickly in order to move
forward. They recognize their own limitations and actively seek out the
perspective of others in order to surround themselves with people who will complement and push their own
development. Strong leaders engage in constant reflection in order to learn,
improve, and develop a greater sense of conviction. They also demonstrate an ability to make rational decisions that are objective
and based on accrued wisdom and experience.
Perspective in Outreach
There’s much to learn about outreach, but you will get a lot of hands on training over the next
few weeks
Though conducting outreach can get technical, practice will
enhance your ability and equip you for this year’s campaign.
Adopt a growth mindset, and utilize the materials and expertise
that surround you, this summer and throughout the year
Personal Responsibility
Leaders on the RT understand that leadership may be exercised by any
person without regard to title, tenure, or team. They understand that
leadership involves serving people and understand the power of collective impact. They view
leadership and their contributions as something that flows throughout an organization, spans levels, and flows both up and down hierarchies. They understand the role of organizational structures and hierarchies as tool to accelerate impact but they are also
able to operate with a sense of ownership and a high degree of investment; knowing that each individual plays a critical role in
furthering the mission.
Personal Responsibility in Outreach
Outreach is the gateway to every recruitment campaign; you set the
tone for all interaction and relationship-building with constituents in our
recruitment markets.
A great outreacher understands how the work they do is connected to the
full cultivation cycle and the continuum through which a person will travel; you have the potential to make
a powerful impact on students and communities.
You share responsibility with your partner cultivators for campaign goals
and outcomes.
Purposefulness
Leaders have a strong ability to listen and observe. They are
constantly striving to comprehend the experience of
other individuals whether personal or professional. They are
skilled at reading a person or group by understanding the
mindsets, dynamics, attitudes, values, and underlying concerns
of those being communicated with. Doing so, allows the leader to adapt their messaging to said audience or environment in order to more effectively invest others
in his or her vision.
Purposefulness in Outreach
Understanding your recruitment landscape is a crucial part of determining which outreach methods will result in the
best outcomes for your campaign.
Outreach is communicating via technology, but also involves strategy:
You need to create plans with short- and long-term implications, identify and leverage resources/stakeholders, be
responsive to environment, and innovate and evolve your approach to achieve
results.
The time you spend interacting with and reaching out to prospects should
correspond with their potential for student impact.
You must establish, build upon, understand, and work within internal
and external relationships before conducting outreach.
Perseverance
Leaders have a strong ability to listen and observe. They are
constantly striving to comprehend the experience of
other individuals whether personal or professional. They are skilled at reading a person or group by understanding the mindsets, dynamics, attitudes,
values, and underlying concerns of those being
communicated with. Doing so, allows the leader to adapt their messaging to said audience or environment in order to more effectively invest others in his
or her vision.
Perseverance in Outreach
Outreach might be challenging; you will need to use disciplined time and operational management, interpersonal skills, and
perseverance to get in front of the right prospects
We work in a critical, competitive, and
information-heavy landscape; you will need to inhabit a growth mindset and focus on meeting the
end goals
Our RT Charge
“In the broader fight to end educational inequity, we are responsible for meeting the needs of each region by recruiting a diverse, large, high quality
corps.”
Questions for discussion:• What does this make you think about your role in
conducting cultivation this year? • How will you be fulfilling this charge? • What types of skills do you expect to use from your
prior experiences? What types of skills will you need to learn in order to successfully live out the charge?
56
We Are Aiming High for Cultivation
1 out of 3 cold prospects* you meet will apply (33%)
3 out of 4 warm prospects** will apply (75%)
*“Cold” prospect: hasn’t started an app before meeting
**”Warm” prospect: started an app prior to meeting
Your cultivation goal for the 2015 season:
Perspective
Leaders understand that operating with a sense of humility humanizes them, allows them to build stronger trust bonds, and engenders confidence & loyalty from superiors, peers, and managees alike. Strong leaders demonstrate a sense of vulnerability and recognize that they don’t know everything. They demonstrate a sincere willingness to acknowledge mistakes and to rectify them quickly in order to move forward. They recognize their own limitations and actively seek out the perspective of others in order to surround themselves with people who will complement and push their own development. Strong leaders engage in constant reflection in order to learn, improve, and develop a greater sense of conviction. They also demonstrate an ability to make rational decisions that are objective and based on accrued wisdom and experience.
Perspective in Cultivation
There’s much to learn about cultivation, but you will get a lot of hands on training over the next few weeks
Practicing meetings requires an openness to lots of feedback and a commitment to constant learning
Voice for students
Personal Responsibility
Leaders on the RT understand that leadership may be exercised by any person without regard to title, tenure, or team. They understand that leadership involves serving people and understand the power of collective impact. They view leadership and their contributions as something that flows throughout an organization, spans levels, and flows both up and down hierarchies. They understand the role of organizational structures and hierarchies as tool to accelerate impact but they are also able to operate with a sense of ownership and a high degree of investment; knowing that each individual plays a critical role in furthering the mission.
Personal Responsibility in CultivationCultivation is a craft, it is not just about meeting people and getting to know them. Cultivation is the skill of persuasion.
Cultivation requires continued follow through, working with regions, leveraging others
You share responsibility with your partner cultivators for campaign goals and outcomes
Purposefulness
Leaders have a strong ability to listen and observe. They are constantly striving to comprehend the experience of other individuals whether personal or professional. They are skilled at reading a person or group by understanding the mindsets, dynamics, attitudes, values, and underlying concerns of those being communicated with. Doing so, allows the leader to adapt their messaging to said audience or environment in order to more effectively invest others in his or her vision.
Purposefulness in Cultivation
Tailoring your message is crucial to effective cultivation
You are constantly assessing motivations and concerns, so that you can get at the core of what someone cares about
Every minute of an interaction
counts
Perseverance
Leaders have a strong ability to listen and observe. They are constantly striving to comprehend the experience of other individuals whether personal or professional. They are skilled at reading a person or group by understanding the mindsets, dynamics, attitudes, values, and underlying concerns of those being communicated with. Doing so, allows the leader to adapt their messaging to said audience or environment in order to more effectively invest others in his or her vision.
Perseverance in Cultivation
Focus on taking in feedback
It takes perseverance to change and win hearts and minds
Constantly learn more stories, data, facts,
Agenda
The strategy behind recruitment
The Fundamentals of Marketing
The fundamentals of outreach or cultivation
Putting it All Together!
Review
Understand opportunity + maximize opportunity
Increase brand and
issue investment
Understand Your
Landscape
Assess, Reflect, Refine
Identify, meet, and
compel promising
leaders
Reminders
Upcoming Deadlines
Starter Kit Analysis Part 1 of Reflected Best Self Activity Started Strategic Thinking Exercise Basic Tech Check Out 1 with training mentor Basic OPE system to track work this summer Requested TFACT access DEI self-assessment survey OneNote shared with manager Benefits paperwork (due 30 days after you start)