Volunteer recruitment messaging: A field experiment with Scouts - - PowerPoint PPT Presentation

volunteer recruitment messaging
SMART_READER_LITE
LIVE PREVIEW

Volunteer recruitment messaging: A field experiment with Scouts - - PowerPoint PPT Presentation

Volunteer recruitment messaging: A field experiment with Scouts Australia Djurre Holtrop, Patrick Dunlop, Marylne Gagn, Christine Soo, & John Cordery In Introductions Djurre Holtrop Postdoc researcher and teacher at UWA


slide-1
SLIDE 1

Volunteer recruitment messaging: A field experiment with Scouts Australia

Djurre Holtrop, Patrick Dunlop, Marylène Gagné, Christine Soo, & John Cordery

slide-2
SLIDE 2

Volunteering WA research conference: Volunteer recruitment – djurre.holtrop@uwa.edu.au 2

In Introductions

Djurre Holtrop

  • Postdoc researcher and teacher at UWA
  • Background in I/O psychology
  • Specialised in assessment and selection
  • Scouts volunteer recruitment and retention

project

slide-3
SLIDE 3

Volunteering WA research conference: Volunteer recruitment – djurre.holtrop@uwa.edu.au 3

The Scouts project: Retention and recruitment

slide-4
SLIDE 4

Volunteering WA research conference: Volunteer recruitment – djurre.holtrop@uwa.edu.au 4

The Scouts project

  • Designing human resource practices that

promote the attraction, engagement, and retention of volunteers

  • Obtained funding for 2015-2019 ($589,847):
  • Partner branches, Scouts: SA, TAS, VIC, WA
  • Supporting branches, Scouts: ACT, NSW, QLD
  • Four senior researchers, one research fellow

and two PhD students

slide-5
SLIDE 5

Volunteering WA research conference: Volunteer recruitment – djurre.holtrop@uwa.edu.au 5

The Scouts project

  • Information collection
  • Continuous new volunteer surveys
  • Including personality questions
  • Volunteer engagement surveys in 2016, 2017
  • Including personality and turnover intentions
  • Several panel surveys to pilot our materials
slide-6
SLIDE 6

Volunteering WA research conference: Volunteer recruitment – djurre.holtrop@uwa.edu.au 6

Recruitment

  • Recruitment starts even before you meet a

potential volunteer

  • Most volunteer organisations cannot be picky

“We’ll take anybody with a pulse.” “A pulse is optional.”

  • Investment of time and money to get a

volunteer ready

  • However, poor fit can lead to disengagement

and turnover (or worse…)

slide-7
SLIDE 7

Volunteering WA research conference: Volunteer recruitment – djurre.holtrop@uwa.edu.au 7

Targeted recruitment

  • Actively recruit people who will fit well
  • Requires to understand which characteristics

make people thrive in in Scouts

  • Design accurate messages to make

volunteering attractive for people with these characteristics

  • Distribute the materials widely and use them
slide-8
SLIDE 8

Volunteering WA research conference: Volunteer recruitment – djurre.holtrop@uwa.edu.au 8

Targeted recruitment: Understanding who thrives

Honesty-Humility

Emotionality

Extraversion

Agreeableness Conscientious- ness

Openness to Experience

slide-9
SLIDE 9

Volunteering WA research conference: Volunteer recruitment – djurre.holtrop@uwa.edu.au 9

Targeted recruitment: Understanding who thrives

  • Used personality data from Scouts and

looked at the relation with turnover intentions (n = 2,680)

  • Volunteers who were extraverted,

agreeable, and conscientiousness were significantly more inclined to stay

slide-10
SLIDE 10

Volunteering WA research conference: Volunteer recruitment – djurre.holtrop@uwa.edu.au 10

Targeted recruitment: Understanding who thrives

  • We collected information on the ideal

Scouts Leader, “the volunteer” that Scouts should be interested in keeping (n = 430)

  • We then compared the profile of the

ideal Scouts Leader to the profile of the typical Scouts leader

slide-11
SLIDE 11

Volunteering WA research conference: Volunteer recruitment – djurre.holtrop@uwa.edu.au 11

Targeted recruitment: Understanding who thrives

1 2 3 4 5 Current Scouts Volunteers Ideal Scouts Volunteers General Population

slide-12
SLIDE 12

Volunteering WA research conference: Volunteer recruitment – djurre.holtrop@uwa.edu.au 12

Targeted recruitment: Designing messages

  • Scouts Victoria conducted interviews with

12 Leaders of Youth and gave us all the footage.

  • We watched about 8 hours of videos and

identified 111 attractive quotes, of which 52 were (potentially) related to the traits we had identified as desirable

slide-13
SLIDE 13

Volunteering WA research conference: Volunteer recruitment – djurre.holtrop@uwa.edu.au 13

Targeted recruitment: Designing messages

slide-14
SLIDE 14

Volunteering WA research conference: Volunteer recruitment – djurre.holtrop@uwa.edu.au 14

Targeted recruitment: Designing messages

  • “Most Leader are very open, trusting and

friendly” agreeableness

  • “Through Scouting, I've learned a lot of
  • rganisational skills that allow me to

implement programs and events” conscientiousness

slide-15
SLIDE 15

Volunteering WA research conference: Volunteer recruitment – djurre.holtrop@uwa.edu.au 15

Targeted recruitment: Designing messages

  • We then gave these quotes to a

panel of Scouts volunteers (n = 164):

  • Are the messages attractive?
  • Are they also accurate?
  • and a community panel (n = 174):
  • Are the messages attractive?
  • We also gave them a personality

inventory (!)

slide-16
SLIDE 16

Volunteering WA research conference: Volunteer recruitment – djurre.holtrop@uwa.edu.au 16

Targeted recruitment: Designing messages

  • Using the community panel data

we double checked if the quotes were indeed attracting people with the traits we were looking for

slide-17
SLIDE 17

Volunteering WA research conference: Volunteer recruitment – djurre.holtrop@uwa.edu.au 17

Targeted recruitment: Designing messages

The final quotes were selected on four criteria:

  • 1. Accuracy by the Scouts panel
  • 2. Liked by the Scouts panel
  • 3. Liked by the community panel
  • 4. Related to traits that relate to higher

chances of retention

slide-18
SLIDE 18

Volunteering WA research conference: Volunteer recruitment – djurre.holtrop@uwa.edu.au 18

Targeted recruitment: Designing messages

  • Subsequently, Scouts designed videos,

brochures, and posters to make the role of Leader of Youth extra appealing to people who have these characteristics

slide-19
SLIDE 19

Volunteering WA research conference: Volunteer recruitment – djurre.holtrop@uwa.edu.au 19

Targeted recruitment: Distribution

  • Scouts designed a script for a meeting of
  • ne hour called LeaderBuild
  • The plan:
  • Invite the all people a Group knows for a

meeting

  • Talk to them as per the script
  • Show all the materials
  • Pop the question: Would you like to be a Scouts

Leader for one year

slide-20
SLIDE 20

Volunteering WA research conference: Volunteer recruitment – djurre.holtrop@uwa.edu.au 20

Targeted recruitment: Distribution

  • Scouts Victoria trained all the Group (i.e.

unit) Leaders and one other charismatic delegate per Group in using the script

  • 50 training sessions and over 800 people
  • Using the new volunteer survey, we are

tracking if these meeting indeed attract more people with the desired traits

slide-21
SLIDE 21

Volunteering WA research conference: Volunteer recruitment – djurre.holtrop@uwa.edu.au 21

The Journey of Volunteering – Recruitment

slide-22
SLIDE 22

Thank you on behalf of the entire team!

http://uwascoutsresearch.com djurre.holtrop@uwa.edu.au