srconf 2011 (doug fraley)

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

Email

24

71

Phone

18

2

Text

25

2

Letter

1418

Facebook

11

% respondents

Parents

Participants