Alistair Haigh Rullion INCREASING SUCCESS THROUGH THOUGHT LEADERSHIP

Transcription

1 Alistair Haigh Rullion INCREASING SUCCESS THROUGH THOUGHT LEADERSHIP

2 Alistair Haigh

3 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

4 Defining the landscape Who are our target audience? - company size - sector - job roles / seniority What are they passionate about? - by target role Where do they hang out?

5 The engagement funnel The engagement funnel Content blogs, articles, partnerships, Infographics, videos, websites 1 Initial Engagement reads, comments, shares, likes, surveys, etc 2 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 Tender / Proposal

6 CONTENT

7 People don t really care about what you do what they do care about is what you know.

8 Example of LinkedIn Post 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.

9 Example of Article

10 Example of Client interview piece

11 Example Infographic

12 Rullion s Knowledge Hub

13 INITIAL ENGAGEMENT

14 Initial engagement 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 Review regularly Utilise initial engagement as a basis client contact

15 INITIAL ACTION

16 Example of e-bulletin

17 Example Webinar Promo

18 Example of Events Data Analytics The speakers were Sofology s Alyson Fadil, Howard Sloane from Peel Ports and EMC s Mike Bishop

19 SPECIFIC ENGAGEMENT

20 Example of Thought Leaders Lunch 1

21 Example of Thought Leaders Lunch 2

22 INDIVIDUAL ENGAGEMENT

23 Individual Engagement Individual engagement 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% Where do they hang Utilise out? initial become speakers / engagement as a basis contributors at events client contact

24 ATTAINING MAXIMUM ROI

25 One thing leading to another... Content leading up to event e.g AI Surveys prior to event to produce infographic data analytics AI event tweets, LinkedIn on the day Video from an event of an attendee interview Follow up Survey

26 Thank you. Any Questions?

27