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How segmentation helped Teach for America reach millennials
Stephen Whiteside, Event Reports, The Market Research Event, October 2013
This event report describes how Teach for America, the not-for-profit teaching recruitment organisation, targets millennials.
This event report describes how Teach for America, the not-for-profit teaching recruitment organisation, targets millennials. The organisation must receive over 50,000 applications every year in order to recruit 5,000 quality trainees, and found itself to be falling short of this number. 97% of Teach for America's applicants and 75% of its alumni are millennials, but a broad strategy targeting the entire demographic had proved fruitless. Research was used to segment the generation into six groups based on psychographic information rather than demographic features. Three of these were selected as appropriate targets and a marketing campaign focussing on them was formulated. Three characters representing each of the segments were created and followed through their Teach for America journey in the campaign. Surveys at the application stage confirmed that the target groups had been reached.
Management: The employer-employee power shift
Helen Brown, Market Leader, Quarter 3, 2013, pp. 44-46
This article describes ways to adapt and thrive as a business while delivering satisfaction for workers - and thereby attract the best employees.
This article describes ways to adapt and thrive as a business while delivering satisfaction for workers - and thereby attract the best employees. If employees feel connected to the 'brand', are stimulated by their work, are acknowledged and have a voice, are given opportunities to progress and are paid equitably, they will be productive, motivated and are likely to achieve greater success for the business. Ways to cater to both employee satisfaction and business needs include improving communication, looking at performance on a daily, not yearly basis and creating an internal recruitment market. Firms need to be more flexible, more responsive and adapt the demands they place on employees.
Monster.com: 2011 Global Budget Allocation
ARF Ogilvy Awards, Silver, Sports, Entertainment and Media, 2013
Monster.com, the leading global online employment solution has been innovative in its products and offerings, but how it deployed budgets globally was not as advanced.
Monster.com, the leading global online employment solution has been innovative in its products and offerings, but how it deployed budgets globally was not as advanced. Budgets had been dispersed primarily on percentage of revenue by market with minimal input of market dynamics. A framework and simulator were developed that offered a systematic, objective approach to prioritize investments across countries based on ROI and marginal ROI. Through its implementation, Monster.com was able to make the case for increasing year-over-year budgets to support additional brand initiatives.
Employer branding: Another buzzword or a survival strategy?
Alexander Schubert, WPP Atticus Awards, Merit, 2012
This article discusses 'employer branding' whereby companies seek to make themselves more attractive to potential employees.
This article discusses 'employer branding' whereby companies seek to make themselves more attractive to potential employees. This is necessary as many companies are now struggling to recruit talented people. Highly qualified millenials are a particular target as they have valuable digital skills but are concerned about employer reputation. The article argues that employers need to take a broader approach to reputation as millennials take decisions based on their experiences of contact with the company at all levels. To achieve this current employees must understand and implement what the company stands for.
Turning employees into brand ambassadors
Emma Johnson, ANA Magazine, August 2012, pp. 22-23
This article argues that engaging employees to provide passionate customer service can help build lifetime consumer loyalty, yet companies often overlook this opportunity.
This article argues that engaging employees to provide passionate customer service can help build lifetime consumer loyalty, yet companies often overlook this opportunity. To illustrate this point, the article looks at how 3M, the diversified technology company, and South West Airlines seek to engage with their employees. It also provides four best practices for turning employees into passionate brand ambassadors, such as informing employees of the organisation's brand values and the behaviour expected of them and reinforcing expected behaviour through rewards.
Procter & Gamble Connect+Develop goes internal
Lisa Popyk, Warc Prize for Innovation, Entrant, 2012
Procter & Gamble, the global consumer goods manufacturer, launched its company-wide innovation goal - Connect+Develop (C+D) - ten years ago, to encourage collaboration with external people on innovation solutions.
Procter & Gamble, the global consumer goods manufacturer, launched its company-wide innovation goal - Connect+Develop (C+D) - ten years ago, to encourage collaboration with external people on innovation solutions. Employee understanding, involvement and adoption of the programme and its philosophy was crucial to its success, but surveys showed that this was beginning to wane. This case study about internal communications outlines how the company embarked on an initiative to re-connect P&G leadership and employees to the Connect+Develop approach. Activity was centred around the 10th birthday of C+D and featured a global, multi-site platform for employee interaction, a new internal website, videos featuring top company leaders, viral messaging and an internal marketing campaign unprecedented in scope, content and execution.
Public worlds: How digital technology will transform identity, work and the city
Andrew Curry and Andy Stubbings, The Futures Company Trends, Future Perspectives, Technology 2020, April 2012
Identity, work patterns, and cities are the focus of ‘Technology 2020: Public Worlds’. The Futures Company report examines issues of identity related to the internet, with a focus on complex relationship between privacy and security.
Identity, work patterns, and cities are the focus of ‘Technology 2020: Public Worlds’. The Futures Company report examines issues of identity related to the internet, with a focus on complex relationship between privacy and security. It also looks at how increased monitoring and the flexibility of the knowledge economy is changing employee/employer relationships, with extended working and the growth of outsourcing. Finally, it addresses trends in city life and planning, focussing on how access to data can influence systems such as transportation, security and pollution control.
Employee engagement: Rally the team
Joe Panepinto, Admap, April 2012, pp. 40-41
A recent report on the US workforce reveals record highs of unengaged and underengaged employees and record lows for those who are fully engaged.
A recent report on the US workforce reveals record highs of unengaged and underengaged employees and record lows for those who are fully engaged. Rather than handing more money to staff, companies would be better off aligning them with the company's purpose, mission, vision and values. This article offers advice on the five key guiding principles that companies should focus on when trying to reinvigorate their employees and corporate culture and uses examples such as how KPMG handled the introduction of its new global strategy and 'high-performance culture' campaign to the launch of Nokia's N-series phone.
Female breadwinners 2011: How the rise in working women is influencing spending patterns
Euromonitor Strategy Briefings, July 2011
Female breadwinners: 2011 How the rise in working women is influencing spending patterns’ highlights the impact of female demand on categories such as health, clothing, time saving devices, health and weight-control products, and luxury goods.
Female breadwinners: 2011 How the rise in working women is influencing spending patterns’ highlights the impact of female demand on categories such as health, clothing, time saving devices, health and weight-control products, and luxury goods. Working women also consume more goods such as financial services, cars and electronics. Overall women make up about 40% of the global workforce, but are concentrated in service industries and are five times more likely than men to only work part time. Though education, wages and access to jobs has improved for some many women still face discrimination, income inequality and do the majority of unpaid work in the home.
Monster.com: Fiddling Beaver Campaign
Direct Marketing Association - US, Leader, ECHO Awards, 2010
US job website, Monster.com, which matches job seekers and employers, was looking to reposition itself in early 2010.
US job website, Monster.com, which matches job seekers and employers, was looking to reposition itself in early 2010. Wanting to make people aware of innovations and better results-orientated profiles on their website, Monster chose to run a viral campaign by seeding unbranded footage of a talented beaver fiddling in the subway. It represented the spirit of the worker who achieved success through effort. This was followed by its appearance in an ad break during Super Bowl and a microsite whereby users could customise videos so they could appear with the beaver. More than 700,000 YouTube views were logged in the first week whilst the microsite gained tens of thousands of visits leading to greatly increased traffic to Monster’s own site.
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