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

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“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.

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INITIAL ENGAGEMENT

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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

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The speakers were Sofology’s

Alyson Fadil, Howard Sloane from

Peel Ports and EMC’s Mike Bishop

SPECIFIC ENGAGEMENT

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INDIVIDUAL ENGAGEMENT

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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

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ATTAINING MAXIMUM ROI

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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

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...

Thank you.

www.rullion.co.uk

Any Questions?