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Social Recruiting Conference 2011 - Presentation by Doug Fraley, Talent & Marketing Director, The Challenge Network
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A ‘Social’ Enterprise
Social Recruiting Conference 2011
The Challenge Network......was created May 2009, with 6 employees
To inspire and enable people across the UK toimprove their communities.
Our 3-week summer programme with community action projectin September connects 16 year-olds from different backgrounds,helps them develop skills for adulthood, challenges them tomake a difference in their community and invites themto become part of a movement.
60+ FT employees; 800+ summer programme staff;3200+ participants
Operating across London and the West Midlandsand in Northwest England
A social enterprise for social changewww.the-challenge.org
The Challenge Programme
The Recruiting Challenge• Build a core team: Grown from 6-60 in 2 years. 100+ by
January. 170% CAGR• Convince 3200+ 16-year-olds to ‘give up’ three weeks of
their summer post GCSEs• Find 800+ passionate & able seasonal staff– 250+ volunteers for all weekends in September– Widely ranging paid roles
• 180 student/graduates across two roles• 380 experienced hires across three roles
– Match across 9 time periods and 6 geographies– Stand down and rebuild seasonal team next year – c.2000 staff
needed.
• Do it on a charity budget – no agencies
The Recruiting Challenge• Build a core team: Grown from 6-60 in 2 years. 100+ by
January. 170% CAGR• Convince 3200+ 16-year-olds to ‘give up’ three weeks of
their summer post GCSEs• Find 200+ passionate & able seasonal staff– 250+ volunteers for all weekends in September– Widely ranging paid roles
• 180 student/graduates across two roles• 380 experienced hires across three roles
– Match across 9 time periods and 6 geographies– Stand down and rebuild seasonal team next year – c.2000 staff
needed.
• Do it on a charity budget – no agencies
2012
8000+
2000600
450950
113200
The Recruiting Challenge• Build a core team: Grown from 6-60 in 2 years. 100+ by
January. 170% CAGR• Convince 3200+ 16-year-olds to ‘give up’ three weeks of
their summer post GCSEs• Find 200+ passionate & able seasonal staff– 250+ volunteers for all weekends in September– Widely ranging paid roles
• 180 student/graduates across two roles• 380 experienced hires across three roles
– Match across 9 time periods and 6 geographies– Stand down and rebuild seasonal team next year – c.2000 staff
needed.
• Do it on a charity budget – no agencies
2015
30,000+
75002000+
1600+3500+
40+???
The Staffing Machine
Directcosts
StaffingTeam
8% of hiredsalaries
Building a Movement
The Social Network
Social Recruiting
Employer Connections
Opt-in
• 103 joiners from 120invitations to coreand summer staff
• Profile populationsuggests desire fordistinct platform
• 64% manual• 20% Facebook• 16% Linked In
Organic Network Formation
Circles of Trust
Employer sets information access rights by relationship type
Designed & Organic Groups
Content Flow important
Referrals• 40 trackable
referrals throughnetwork
• Referral rates good• 68% among
core staff• 17% among
summer staff• 5% from talent
pool• Half of referrals
joined network• 38 hires (and re-
hires) from withinnetwork
’
Social Business
TCN StaffPIGs
Skill-sharingLearning lunches
The Challenge SocietyAlumni ambassadors
Alumni assessorsAlumni spokespeople
Alumni trustees
ParticipantsIncentivised referral
Pizza lunchesSchool assemblies
Facebook page & groupYouTube videosText campaigns
Parents’ eveningsParent sponsorships
FundersProgramme visitsProgramme rolesPolicy inputDonor eventsDevelopment board
CommunitiesProgramme partnershipVolunteer provisionProfessional visitsProgramme rolesIndustry leadershipPolicy implementation
Employees
Summer Staff
Alumni
Talent Pool
Competitors!
Employers
Charities
Partners
Interested
Friends
Schools
Parents
Government
Trusts
Philanthropists
Patrons
Social Media ‘Enabler’
Your Future Candidates
What we’ve observed in tomorrow’s candidates:•Mass engagement (vs. awareness) only works after morepersonal intervention - Trust•‘Sheep’ effect limits referrals•Referrals best at the intersection of passion fororganisation and empathy for candidate perspective•These guys don’t check e-mail!•Quick to ‘commit’ to many options and pull out of all butmost attractive quite late (and without notice)•Boys engage and behave very differently from girls
Questions?
Appendix
0
20
40
60
80
100%
To havea goodtime
Becausemy
parentswantedme tosign up
Toimprovemy CV/UCAS/jobapps
To learnnewskills
Nothingelse todo insummer
To meetnewpeople
Getawayfromhome
To helppeople
Becausemyfriendssignedup
% of respondents (Participants)
4.4 5.13.3 5.2 4.6 3.8 4.9 4.1 4.9Averagerank
Different motivations for joining
Rank
9
1
Range of preferred communication channels
0
20
40
60
80%
Face to face
94
24
71
Phone
18
2
Text
25
2
Letter
1418
11
% respondents
Parents
Participants
