Growing the Movement of Leaders

the strategy behind how we recruit

Summer 2014 L&DDesigner: Amanda Mills Cutright

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Introduction to Today’s Training

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Amanda Mills Cutright

Angie Brice Thomas

Derek Lombardi

Anthony Ramirez

Sara Metzger

Erin Walker

Objectives

All team members will…

• Gain a deeper understanding of recruitment strategies to drive productive campaigns

• Review the foundational knowledge required for marketing, outreach, and cultivation

• Gain understanding of the primary responsibility of each role

Agenda

The Strategy Behind Recruitment

The Fundamentals of Marketing

The Fundamentals of Outreach or Cultivation

Putting it All Together!

“In the broader fight to end educational inequity,we are responsible for meeting the

needs of each region by recruiting a diverse, high quality, large corps.”

What We Do: The RT Charge

If we were to give you NO training what would you do?

Our work

Understand

opportunity +

maximize opportunit

y

Increase brand and

issue investmen

t

Understand Your

Landscape

Assess, Reflect, Refine

Identify, meet, and

compel promising

leaders

Recruitment Strategies Blueprint

Grow leadership mindsets & skills of out-year prospects/

underclassmen & accepted applicants

Inspire a broad network to build the corps with

us

Cultivate top prospects & registrants directly,

inspiring action

Build awareness & conviction across your

market• Implement comprehensive sourcing plan• Develop genuine relationships with

prospects across multiple touch points• Tell our story authentically• Build knowledge & conviction over an

extended time-horizon, inspiring action

• Build a multi-faceted network (CM/As, CCCs, TFA staff, community members, faculty/admin, student leaders, national orgs, etc.)

• Execute social media campaign• Execute comprehensive press

campaign• Execute visual marketing

campaign• Maximize available marketing

channels• Create relevant

events/experiences for learning & engagement

• Expand group of eligible and invested prospects for future years

• Prepare accepted applicants for the challenges of the corps and leadership required of them

Find & build new sources of growth

Understand your recruitment landscape

• Go deeper—maximize your market share

• Go broader within portfolio• Go beyond current portfolio—

identify new growth opportunities• Optimize registrant management

• Broad market forces

• TFA brand health• Your specific

market

Large, d

iverse

corp

s of

transfo

rmatio

nal

teachers

Transfo

rmatio

nal Change Diversity

Resp

ect

&

Hum

ilit

y

Leadership

Team

Large, diverse corps of

transformational teachers

• Mobilize people to do what you can’t do yourself• Multiply yourself—support contributors to extend your

capacity and reach more people• Galvanize credible advocates• Engage detractors and invest them in our shared

efforts

• Invest them in broader direction of org & steward relationshipsAnthony Fowler Mary Powers

Our work

Understand opportunity + maximize opportunity

Increase brand and

issue investment

Understand Your

Landscape

Assess, Reflect, Refine

Identify, meet, and

compel promising

leaders

Increase brand and issue

investment

Agenda

The strategy behind recruitment

The Fundamentals of Marketing

The Fundamentals of Outreach and Cultivation

Putting it All Together

Marketing & Recruitment

Recruitment

Cultivation

Marketing

Landscape

Outreach

What is a Brand?

Your Brand

Awareness

Beliefs

Perceptions

Value

Experiences

Emotions

Image

Associations

Visual Identity

Trust

What’s is a Brand?

Your Prospect

What does it mean?

BIC execution:Bringing your marketing/recruitment plans to life in a way that surpasses that of

other similar organizations and ensures high performance and results

Strategic Plan

BIC Execution

Results

Why important?

Achieve organizational

goals

Achieve organizational

mission

Be efficient and effective

Agenda

The strategy behind recruitment

The Fundamentals of Marketing

The Fundamentals of Outreach and Cultivation

Putting it All Together

Our work

Understand opportunity + maximize opportunity

Increase brand and

issue investment

Understand Your

Landscape

Assess, Reflect, Refine

Identify, meet, and

compel promising

leaders

Identify, meet, and compel promising

leaders

Example Timeline of a Prospect: Shannon Browne

Summer 2014: We find out information

about Shannon, who could be a

strong candidate for the corps,

from her LinkedIn profile

and put her information in

TFACT.

September 2014: We reach out to Shannon or invite her to

an event to learn more about TFA.

October 2014: After

meeting with an RTer and attending an

event, Shannon is hooked on TFA. She

applies to the corps!

April 2015: Shannon is so excited about TFA that she

sends you the names of 5

more prospects you should reach out to for the 2016 corps.

January 2015: Shannon

accepts her offer to the corps and

begins preparing to

move to Institute and

then her region.

Our Goal

CCC

The First Step

Prioritizing

Outreach & Cultivation Overview

Outreach

Cultivation

2015

corps

Outreach is the process of reaching out or contacting our prospects, registrants,

and applicants (prospective corps members) for the

purpose of engaging them in recruitment activities

including meetings, events, or webinars.

Outreach Overview

1:1 MeetingGroup

MeetingPhone

Meeting

Office Hours Online Event

Campus Event

Conference Call

OUTREACH

Outreach in Context: Teachers in Classrooms

You control how many teachers you bring to the movement by:1) Arranging meetings with large numbers of diverse, outstanding

people2) Turning pipelines into meetings, and then applicants and corps

members # of prospects

invitedx

Expected response

ratex

Expected meeting

rate

Expected admit rate

x

Expected application

rate

x

# of meetings

held

# met admitted applicants

Outreach

Cultivation

Matriculation

OUTREACH CYCLE

Find great people

Determine outreach method

(email, phone, in-person, etc.)

Execute Outreach

Prioritize who to get in front of

OUTREACH CYCLE

Find great people

Determine outreach method

(email, phone, in-person, etc.)

Execute Outreach

Prioritize who to get in front of

NO RESPONSE

DECLINEPROSPECT RESPONSE

YES

OUTREACH CYCLE

Find great people

Determine outreach method

(email, phone, in-person, etc.)

Execute Outreach

Pull-in

Confirm their attendance to the interaction

Prioritize who to get in front of

NO RESPONSE

DECLINE

Follow-up

PROSPECT RESPONSE

YES

OUTREACH CYCLE

Find great people

Determine outreach method

(email, phone, in-person, etc.)

Execute Outreach

Pull-in

Confirm their attendance to the interaction

Prioritize who to get in front of

NO RESPONSE

DECLINE

YES

Follow-up

PROSPECT RESPONSE

YES

YES

DECLINE or NO

RESPONSE

DECLINE or NO

RESPONSE

OUTREACH CYCLE

Find great people

Determine outreach method

(email, phone, in-person, etc.)

Execute Outreach

Pull-in

Confirm their attendance to the interaction

Remind them of scheduled interaction INTERACTION

Prioritize who to get in front of

NO RESPONSE

DECLINE

YES

Follow-up

PROSPECT RESPONSE

YES

YES

DECLINE or NO

RESPONSE

DECLINE or NO

RESPONSE

OUTREACH CYCLE

Find great people

Determine outreach method

(email, phone, in-person, etc.)

Execute Outreach

Pull-in

Confirm their attendance to the interaction

Remind them of scheduled interaction INTERACTION

Prioritize who to get in front of

NO RESPONSE

DECLINE

NO SHOW or CANCEL

YES

Follow-up

PROSPECT RESPONSE

YES

YES

DECLINE or NO

RESPONSE

DECLINE or NO

RESPONSE

Outreach Methods

Phone calls

Individual e-mails

Mail merged e-mail

Text message

In-person

Social media message

Through another contact

Interaction Types

Individual meetings (In person or over the phone)

Small group meetings (In person or over the phone)

Large group meetings (IE: student organization presentation)

Virtual events (Webinar presentation)

Large all-campus event

Small group dinner or specialized event

Classroom visit or high impact recruitment interaction

Outreach Methods and Interaction Types

What We Mean by “Cultivation”

What do we mean by

Cultivation?

To cultivate a conviction in equity and shape mindsets; to create an advocate for our students ready to commit to teaching as a path to leading equity in this country.

I am going to med

school next year

I’m going to do Teach For America

next year

Cultivation in Context: Teachers in Classrooms

You control how many teachers you bring to the movement by:1) Meeting large numbers of diverse, outstanding people2) Turning those met people into applicants and then corps

members# of

prospects invited

xExpected response

ratex

Expected meeting

rate

Expected admit rate

x

Expected application

rate

x

# of meetings

held

# met admitted applicants

Outreach

Cultivation

Matriculation

Winning Hearts and Minds

Key Beliefs:1. Today, despite the hard work of countless talented teachers,

committed families, and brilliant children, our education system as a whole is not set up to ensure that low-income students and students of color are able to transcend the systemic challenges of poverty and racism.

2. Our country needs diverse, talented leaders like you to work toward educational justice for all. One of the most rewarding and meaningful choices you can make is to help kids get a quality education and reach their potential. Through Teach For America you can join the broader fight toward equity, making a direct impact in the classroom, and becoming a critical advocate for our country’s future.

 

Winning Hearts and Minds

It is natural for prospects to have concerns, but remember behind every concern is a motivation. Seek to understand the underlying motivations and help prospects understand the opportunity for impact through Teach For America while addressing concerns. 

Our RT Charge

“In the broader fight to end educational inequity, we are responsible for meeting the needs of each region by recruiting a diverse,

large, high quality corps.”

Questions for discussion:• What role will your outreach strategy play in

fulfilling the RT Charge? • What types of skills do you expect to use from

your prior experiences? • What types of skills will you need to learn in order

to successfully live out the charge?

Outreach Standard of Excellence

Outreach Standard of Excellence

Take a look at the Outreach Standard of Excellence handout in

your weekly guide.

Outreach is the bedrock of our recruitment strategy. Comprehensive outreach planning and execution by new

team members is critical to the success of our recruitment campaigns, critical to the mindsets that are developed among students and faculty on campuses and in the

professional world (regardless of whether they join Teach For America) and critical to ensuring we cultivate the

relationships that turn into corps members that are needed for our classrooms and the broader movement to better serve public school students in low income communities.

Our outreach needs to be thoughtful, it needs to be directed at students and professionals most likely to have the

mindsets, leadership, and experience necessary to support students to success in the classroom, it needs to be

culturally competent, and needs to be executed at a high bar, every time.

Outreach Vision Statement

This summer course will aim to leave you with the skills, the mindsets, and the strategy &

leadership development training to create an outreach vision, invest others (including your

manager and partner cultivators) in that outreach vision, execute that outreach at a high

level, and use analysis tools to measure the success of your outreach strategy and adjust course continuously throughout the year, so that we may meet regional need for qualified

candidates.

Definition of Outreach ExcellenceOutreach is an essential, multifaceted part of our recruitment work. As such, excellence in this strand touches upon a number of key responsibilities and skills, including:

1. Understanding the common mindsets that link outreach to leadership development and our RT charge

2. Mastering/harnessing technical skills3. Understanding the elements of one’s recruitment landscape,

especially pipeline4. Composing clear, compelling, conscious, and differentiated

communication to external markets, while upholding a positive personal and organizational brand

5. Using multiple communication channels to conduct outreach6. Building your plan and strategy7. Managing upward or across distinct professional expectations in a

pod setting

The 4 Leadership Principles

• Perspective• Personal Responsibility• Purposefulness• Perseverance

Perspective

Leaders understand that operating with a sense of humility humanizes them, allows them to build stronger trust bonds, and

engenders confidence & loyalty from superiors, peers, and managees alike. Strong leaders demonstrate a sense of

vulnerability and recognize that they don’t know everything. They demonstrate a

sincere willingness to acknowledge mistakes and to rectify them quickly in order to move

forward. They recognize their own limitations and actively seek out the

perspective of others in order to surround themselves with people who will complement and push their own

development. Strong leaders engage in constant reflection in order to learn,

improve, and develop a greater sense of conviction. They also demonstrate an ability to make rational decisions that are objective

and based on accrued wisdom and experience.

Perspective in Outreach

There’s much to learn about outreach, but you will get a lot of hands on training over the next

few weeks

Though conducting outreach can get technical, practice will

enhance your ability and equip you for this year’s campaign.

Adopt a growth mindset, and utilize the materials and expertise

that surround you, this summer and throughout the year

Personal Responsibility

Leaders on the RT understand that leadership may be exercised by any

person without regard to title, tenure, or team. They understand that

leadership involves serving people and understand the power of collective impact. They view

leadership and their contributions as something that flows throughout an organization, spans levels, and flows both up and down hierarchies. They understand the role of organizational structures and hierarchies as tool to accelerate impact but they are also

able to operate with a sense of ownership and a high degree of investment; knowing that each individual plays a critical role in

furthering the mission.

Personal Responsibility in Outreach

Outreach is the gateway to every recruitment campaign; you set the

tone for all interaction and relationship-building with constituents in our

recruitment markets.

A great outreacher understands how the work they do is connected to the

full cultivation cycle and the continuum through which a person will travel; you have the potential to make

a powerful impact on students and communities.

You share responsibility with your partner cultivators for campaign goals

and outcomes.

Purposefulness

Leaders have a strong ability to listen and observe. They are

constantly striving to comprehend the experience of

other individuals whether personal or professional. They are

skilled at reading a person or group by understanding the

mindsets, dynamics, attitudes, values, and underlying concerns

of those being communicated with. Doing so, allows the leader to adapt their messaging to said audience or environment in order to more effectively invest others

in his or her vision.

Purposefulness in Outreach

Understanding your recruitment landscape is a crucial part of determining which outreach methods will result in the

best outcomes for your campaign.

Outreach is communicating via technology, but also involves strategy:

You need to create plans with short- and long-term implications, identify and leverage resources/stakeholders, be

responsive to environment, and innovate and evolve your approach to achieve

results.

The time you spend interacting with and reaching out to prospects should

correspond with their potential for student impact.

You must establish, build upon, understand, and work within internal

and external relationships before conducting outreach.

Perseverance

Leaders have a strong ability to listen and observe. They are

constantly striving to comprehend the experience of

other individuals whether personal or professional. They are skilled at reading a person or group by understanding the mindsets, dynamics, attitudes,

values, and underlying concerns of those being

communicated with. Doing so, allows the leader to adapt their messaging to said audience or environment in order to more effectively invest others in his

or her vision.

Perseverance in Outreach

Outreach might be challenging; you will need to use disciplined time and operational management, interpersonal skills, and

perseverance to get in front of the right prospects

We work in a critical, competitive, and

information-heavy landscape; you will need to inhabit a growth mindset and focus on meeting the

end goals

Welcome to Outreach!

Our RT Charge

“In the broader fight to end educational inequity, we are responsible for meeting the needs of each region by recruiting a diverse, large, high quality

corps.”

Questions for discussion:• What does this make you think about your role in

conducting cultivation this year? • How will you be fulfilling this charge? • What types of skills do you expect to use from your

prior experiences? What types of skills will you need to learn in order to successfully live out the charge?

56

We Are Aiming High for Cultivation

1 out of 3 cold prospects* you meet will apply (33%)

3 out of 4 warm prospects** will apply (75%)

*“Cold” prospect: hasn’t started an app before meeting

**”Warm” prospect: started an app prior to meeting

Your cultivation goal for the 2015 season:

The 4 Leadership Principles

• Perspective• Personal Responsibility• Purposefulness• Perseverance

Perspective

Leaders understand that operating with a sense of humility humanizes them, allows them to build stronger trust bonds, and engenders confidence & loyalty from superiors, peers, and managees alike. Strong leaders demonstrate a sense of vulnerability and recognize that they don’t know everything. They demonstrate a sincere willingness to acknowledge mistakes and to rectify them quickly in order to move forward. They recognize their own limitations and actively seek out the perspective of others in order to surround themselves with people who will complement and push their own development. Strong leaders engage in constant reflection in order to learn, improve, and develop a greater sense of conviction. They also demonstrate an ability to make rational decisions that are objective and based on accrued wisdom and experience.

Perspective in Cultivation

There’s much to learn about cultivation, but you will get a lot of hands on training over the next few weeks

Practicing meetings requires an openness to lots of feedback and a commitment to constant learning

Voice for students

Personal Responsibility

Leaders on the RT understand that leadership may be exercised by any person without regard to title, tenure, or team. They understand that leadership involves serving people and understand the power of collective impact. They view leadership and their contributions as something that flows throughout an organization, spans levels, and flows both up and down hierarchies. They understand the role of organizational structures and hierarchies as tool to accelerate impact but they are also able to operate with a sense of ownership and a high degree of investment; knowing that each individual plays a critical role in furthering the mission.

Personal Responsibility in CultivationCultivation is a craft, it is not just about meeting people and getting to know them. Cultivation is the skill of persuasion.

Cultivation requires continued follow through, working with regions, leveraging others

You share responsibility with your partner cultivators for campaign goals and outcomes

Purposefulness

Leaders have a strong ability to listen and observe. They are constantly striving to comprehend the experience of other individuals whether personal or professional. They are skilled at reading a person or group by understanding the mindsets, dynamics, attitudes, values, and underlying concerns of those being communicated with. Doing so, allows the leader to adapt their messaging to said audience or environment in order to more effectively invest others in his or her vision.

Purposefulness in Cultivation

Tailoring your message is crucial to effective cultivation

You are constantly assessing motivations and concerns, so that you can get at the core of what someone cares about

Every minute of an interaction

counts

Perseverance

Leaders have a strong ability to listen and observe. They are constantly striving to comprehend the experience of other individuals whether personal or professional. They are skilled at reading a person or group by understanding the mindsets, dynamics, attitudes, values, and underlying concerns of those being communicated with. Doing so, allows the leader to adapt their messaging to said audience or environment in order to more effectively invest others in his or her vision.

Perseverance in Cultivation

Focus on taking in feedback

It takes perseverance to change and win hearts and minds

Constantly learn more stories, data, facts,

Agenda

The strategy behind recruitment

The Fundamentals of Marketing

The fundamentals of outreach or cultivation

Putting it All Together!

Putting it all together

Review

Understand opportunity + maximize opportunity

Increase brand and

issue investment

Understand Your

Landscape

Assess, Reflect, Refine

Identify, meet, and

compel promising

leaders

Reminders

Upcoming Deadlines

Starter Kit Analysis Part 1 of Reflected Best Self Activity Started Strategic Thinking Exercise  Basic Tech Check Out 1 with training mentor Basic OPE system to track work this summer Requested TFACT access DEI self-assessment survey  OneNote shared with manager Benefits paperwork (due 30 days after you start)