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Alistair Haigh|Rullion
INCREASING SUCCESS THROUGH THOUGHT LEADERSHIP
www.rullion.co.uk
Alistair Haigh
What did we set out to achieve?
Increase market awareness
Build our engagement with our target audience
Understand our prospective client’s real
‘pain points’ prior to tender / proposal
Defining the landscape
Who are our target audience? What are they passionate about?
- by target role
Where do they hang out?
- company size
- sector
- job roles / seniority
The engagement funnelThe engagement funnel
Content – blogs, articles, partnerships,
Infographics, videos, websites
Initial Engagement – reads, comments,
shares, likes, surveys, etc
Initial Action – sign up to
bulletin, attendance at events,
webinars
Specific Engagement
– “Thought Leader Lunches”, workshops,
client visits
Individual
Engagement –
One to one
meetings, advisor,
scoping meetings
1
2
3
4
5
6Tender / Proposal
CONTENT
www.rullion.co.uk
“People don’t really care about what you do – what they do care about is what
you know.”
To attract and retain the right talent, companies should not
underestimate the power of developing effective, multiple employee
value propositions (EVPs).
In a workplace culture that is increasingly complex, as people live longer
and therefore enjoy longer varied careers, it is crucial that businesses
move beyond a ‘one-size-fits-all’ approach. While the core principles of
your EVP may remain the same, it should be able to be tailored to
appeal to people from different generations and at different points in
their careers.
An effective EVP is a two-way deal between a company and an
employee which defines the essence of the organisation, how it is
unique, and what an employee will receive in return for their skills and
experience. It’s a framework that differentiates an organisation from
their competition.
To develop multiple EVPs, a company must start with the core
values and ideas that make it unique and work out how to
communicate those ideas to individuals within set groups. For
example, the Amazon careers website explains how Amazon is the most
customer-centric business in the world, and then defines how this
applies to specific sectors such as HR and new graduates. Developing
strong EVPs provides three core benefits:
Newly hired employees are much more committed to your organisation
A company does not have to pay as high a premium to attract the right
talent
Higher employee advocacy, resulting in easier attraction and retention
of quality staff
You have to be in a position where you can communicate what is great
about working for your organisation in general, as well as what is great
about working for your organisation for the individual. If you can’t do
that, you will struggle to attract and retain the talent you need.
Exa
mp
le o
f L
ink
edIn
Po
st
Ex
am
ple
of
Art
icle
Exa
mp
le o
f C
lien
t in
terv
iew
pie
ce
Ex
am
ple
In
fog
rap
hic
Ru
llio
n’s
Kn
ow
led
ge H
ub
INITIAL ENGAGEMENT
www.rullion.co.uk
Initial engagement
Review regularlyUtilise initial
engagement as a basis
client contact
Track all
interactions
Utilise a scoring
mechanism to
grade levels of
engagement
Track levels of
engagement by
subject matter, job
role, company type,
etc, to inform
future content
INITIAL ACTION
www.rullion.co.uk
Exa
mp
le o
f e-
Bu
llet
in
Ex
am
ple
Web
ina
r P
rom
o
Exa
mp
le o
f E
ven
ts –
Dat
a A
nal
ytic
s
The speakers were Sofology’s
Alyson Fadil, Howard Sloane from
Peel Ports and EMC’s Mike Bishop
SPECIFIC ENGAGEMENT
www.rullion.co.uk
Ex
am
ple
of
Th
ou
gh
t L
ea
de
rs L
un
ch 1
Exa
mp
le o
f T
ho
ugh
t L
ead
ers
Lu
nch
2
INDIVIDUAL ENGAGEMENT
www.rullion.co.uk
Individual engagement
Where do they hang out?Utilise initial
engagement as a basis
client contact
100%
of attendees at Thought
Leaders Lunches were
followed up with a one to
one meeting
60%
of attendees at Thought
Leaders Lunch met with
an existing client
Establish input from all
relevant stakeholders
20%
become speakers /
contributors at events
Ind
ivid
ua
l E
ng
ag
emen
t
ATTAINING MAXIMUM ROI
www.rullion.co.uk
Content leading up to event – e.g
AI
Surveys prior to event to produce
infographic – data analytics
Video from an event of an
attendee interview
AI event –tweets, LinkedIn
on the day
Follow up Survey
On
e th
ing
lead
ing
to a
no
ther
...
Thank you.
www.rullion.co.uk
Any Questions?
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