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www.rullion.co.uk
Alistair Haigh
Alistair Haigh|Rullion INCREASING SUCCESS THROUGH THOUGHT LEADERSHIP - - PowerPoint PPT Presentation
Alistair Haigh|Rullion INCREASING SUCCESS THROUGH THOUGHT LEADERSHIP - - PowerPoint PPT Presentation
Alistair Haigh|Rullion INCREASING SUCCESS THROUGH THOUGHT LEADERSHIP Alistair Haigh www.rullion.co.uk What did we set out to achieve? Increase market awareness Build our engagement with our target audience Understand our prospective
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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
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Defining the landscape
Who are our target audience? What are they passionate about?
- by target role
Where do they hang out?
- company size
- sector
- job roles / seniority
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The engagement funnel The engagement funnel
Content – blogs, articles, partnerships, Infographics, videos, websites Initial Engagement – reads, comments, shares, likes, surveys, etc 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
1
2 3 4 5 6
Tender / Proposal
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CONTENT
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“People don’t really care about what you do – what they do care about is what you know.”
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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
- f 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.
Example of LinkedIn Post
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Example of Article
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Example of Client interview piece
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Example Infographic
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Rullion’s Knowledge Hub
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INITIAL ENGAGEMENT
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Initial engagement
Review regularly
Utilise initial engagement as a basis client contact
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
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INITIAL ACTION
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Example of e-Bulletin
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Example Webinar Promo
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Example of Events – Data Analytics
The speakers were Sofology’s Alyson Fadil, Howard Sloane from Peel Ports and EMC’s Mike Bishop
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SPECIFIC ENGAGEMENT
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Example of Thought Leaders Lunch 1
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Example of Thought Leaders Lunch 2
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INDIVIDUAL ENGAGEMENT
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Individual engagement
Where do they hang out?
Utilise initial engagement as a basis client contact 100%
- f attendees at Thought
Leaders Lunches were followed up with a one to
- ne meeting
60%
- f attendees at Thought
Leaders Lunch met with an existing client Establish input from all relevant stakeholders 20% become speakers / contributors at events
Individual Engagement
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ATTAINING MAXIMUM ROI
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Content leading up to event – e.g AI Surveys prior to event to produce infographic – data analytics Video from an event of an attendee interview
AI event – tweets, LinkedIn
- n the day
Follow up Survey
One thing leading to another...
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Thank you.
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Any Questions?
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