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How social media facilitates community members to
recruit, retain and manage volunteers to participate in
recovery and response activities
Spontaneous volunteer social media engagement during disasters6
Haiti earthquake 2010- information collection Hurricane Harvey 2017-Tweeted addresses and details
Hurricane Irma 2017-Raised $130K with FB
Florida Storms 2018- Airbnb for evacuees Uber - free rides to shelter
Hurricane Sandy 2012- 10,000 stormrelated, geo-tagged photos uploaded
European Floods 2016 - coordinated activities using Google Maps, Twitter and
Using Social Studio to identify key influencers during disasters
▪Volunteers experienced freedom and agency.
▪ Enabled two way communication with the outside world.
▪Organised food, clothing and donations.
▪ Instantly shared and updated on the ground information.
▪Arranged sea containers, generators and fuel.
▪Managed shelter and transportation.
▪ Platform for community resilience.
Findings
“The biggest change for Blazeaid was going on Facebook – it allowed us to reach masses”
“it’s encouraging the younger people to get involved…they come and volunteer in big groups…. the volunteers have doubled or tripled. And that is probably because it is instantaneous.”
Kevin Butler, President BlazeAid
“were often the first to reach farmers after a disaster” Jo
“ help bring hope back” Ahsan
“I use it for planning…I get information about who all is coming to the camp, what time, who are the camp leaders and schedules” Jody
The experience was “rewarding”, “fulfilling” and “repeatable”.
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Almost 2000 volunteers across 66 units in WA
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Using real data to create some content for SES recruitment materials that:
Are attractive to potential recruits
Accurately represents the SES volunteering experience
Promotes the diversity of roles and opportunities to
potential recruits
70+ interviews 300+ surveys
300 potential recruitment
messages
109 selected
Messages
DFES photo stock
54 options
40 selected
Pictures
Goal: Build a ‘pool’ of recruitment messages and pictures
I migrated from another country and felt it was a
great opportunity to meet ‘real’ Australians!
Other volunteers are
my family now!
I want to give back to the community and make our area safer.
It’s just good to get out and feel that
you’re valued!
“Everyone brings something different and unique. It doesn’t matter what
you’re involved with, where you’ve come from, you have experienced
something different elsewhere. You can share that knowledge and
experience with the people that you’re with now.”
Accuracy Attractiveness
Attractive but unrealistic:
➢ “And I got sent up in the helicopter to put gear on the jobs and set up the rope system. But it didn't stop, and the blades were still running when I hopped out! I felt like the biggest James Bond person ever! It was amazing!”
Realistic but unattractive:
➢ “You're probably not going to be doing these fantastic things day in, day out. But, we need you trained and ready to go for when the big one comes.”
Realistic AND attractive:
➢ “You get to learn new skills and be challenged.”
➢ “Volunteering here has given me a chance to give something back to the community.”
Part 2 – Testing with Community members(i.e., 453 potential volunteers)
Aim:
✓ Test the attractiveness of each message, and
✓ Identify what expectations are created from each recruitment message.
Setting expectations
Meet new people
Gain formal qualifications
Help my community
Do something useful/
worthwhile Get involved straight away
Be available on call
Learn new skills
Gain reputation as a volunteer
Use existing skills/
knowledge Do more exciting activities
Challenge myself
Attend regular meetings
Be part of a team
Gain various skills
Overcome personal barriers
Feel empowered
Connect with my community
Feel appreciated
“I just love the people from the organisation, I love working with
the volunteers that we have on events. They are just my tribe!”
Attractiveness Expectations
61 quotes
28 pictures
40 pictures
109 quotes
*Rated as the most attractive by both current and community members, and the most accurate by current volunteers.
56% of quotes judged attractive and accurate
SES and Communityparticipants agreed on
what was attractive
“I really appreciate the great mateship that I have formed here.”20→ teamwork and camaraderie
“You get to learn new skills and be challenged.”13→ learning / gaining new skills
5 pictures → doing something
useful/worthwhile
1. Choose what expectation you want to set
2. Use the machine to tell you which messages suit your unit best!
An Excel sheet that can select messages for recruitment campaigns.
“I really appreciate the great mateshipthat I have formed
here.”
Be part of a team!
Do something useful /
worthwhile
