Post by Lorna Beaton on Sept 15, 2021 11:28:46 GMT
What is an area that you would like to influence in your day-to-day work environment?
- I work on a voluntary, employability contract, Fair Start Scotland that is solely funded via the Scottish Government. The contract terms are largely payment by results, so it is financially critical that we hit participant start, job start and sustainability milestones. The voluntary nature of the contract also means we have a significant engagement strategy to generate self-referrals to our service. Self-referrals are also more suitable for our service as they are more likely to stay engaged on the service and move into and sustain work. In summary the starts are the ‘meat’ of what we do. We have historically done exceptionally well at engaging self-referral participants via social media to such a degree our competitors and subcontracts have shamelessly replicated our materials and methods of engagement. The market is saturated by the same messages and we are now starting to see a dip in self-referrals to the service. This in turn has resulted in a significant risk being raised against our whole service pipeline and therefore financial stability.
With this issue in mind, I want to influence and drive the improvement of our social media participant engagement strategy. Specifically, with the use of developing innovative, engaging video content to be shared on social media to uplift our current social media engagement rate by 5% by the end of November. The purpose of this will be to continually encourage participant self-referrals, ensure we stay ahead of the competition, prevent reputational damage via the duplication of our messages and ultimately ensure we achieve our performance and financial milestones.
How might you influence it?
Weekly, Communicating and collaborating with The Fair Start Scotland Engagement team and The Fedcap UK, Marketing Team. I shall also seek feedback from a member of the SLT. Furthermore, I aim to carry out a focus group with The Fair Start Scotland active Partipcants to get their feedback on content being created. This process will encourage some real critical thought, idea generation and innovation.
Take teams back to our mission and remind them of those potential participants that are sitting at home believing there is no one there to help them. Our potential pool of partipcant is wide and varied so our content must be inclusive to all. I plan to inspire change through a ‘can-do’ approach, listening to other ideas and encouraging content testing whilst ensuring we maintain our reputation. I will share the metrics that matter to help set the scene of our position in the market. Specifically, the partipcant social media start rates over the last year compared to 2 years ago and a forecasted social media pipeline of where I want us to be over the course of the year ahead. I will also share content we are using that competitors are replicating and illustrate how this is damaging our market.
What would you do and how would you integrate your learning from the LA in clear and obvious ways?
- Critical analysis of what we currently do, what are the gaps and opportunities we have and what these findings mean to our new partipcant engagement. As part of this process I will facilitate meetings with Fair Start Scotland, Engagement Team and Fedcap UK, marketing team to generate some innovative thinking. I would aim to inspire change through influential communications and a can-do approach during meeting opener/closer using mission and metrics to inspire.
- As a continued, ‘willingness to stretch’ I will aim to not take over or come armed to the meeting with set ideas or solutions. Instead set a platform that encourages innovative and creative thought that includes everyone. Especially, focusing on Engagement team members that have recently come to Fedcap from sectors out with employability such as oil and gas. These team members can perhaps bring new perspectives to how employability social media engagement. For example, Oil and Gas is now a declining sector in the North East of Scotland so how do we adapt our content to ensure our service engages people who are being made redundant perhaps for the first time in their lives.
- I will get a baseline of metrics of historical and current social media engagement data. Carryout a focus group with participants form a variety of backgrounds to get their views on our social media content to give me some qualitative data.
- Consider modelling the risk of doing nothing to change or social media engagement strategy. Consider the risk duplication of our message is having on our reputation.
- I work on a voluntary, employability contract, Fair Start Scotland that is solely funded via the Scottish Government. The contract terms are largely payment by results, so it is financially critical that we hit participant start, job start and sustainability milestones. The voluntary nature of the contract also means we have a significant engagement strategy to generate self-referrals to our service. Self-referrals are also more suitable for our service as they are more likely to stay engaged on the service and move into and sustain work. In summary the starts are the ‘meat’ of what we do. We have historically done exceptionally well at engaging self-referral participants via social media to such a degree our competitors and subcontracts have shamelessly replicated our materials and methods of engagement. The market is saturated by the same messages and we are now starting to see a dip in self-referrals to the service. This in turn has resulted in a significant risk being raised against our whole service pipeline and therefore financial stability.
With this issue in mind, I want to influence and drive the improvement of our social media participant engagement strategy. Specifically, with the use of developing innovative, engaging video content to be shared on social media to uplift our current social media engagement rate by 5% by the end of November. The purpose of this will be to continually encourage participant self-referrals, ensure we stay ahead of the competition, prevent reputational damage via the duplication of our messages and ultimately ensure we achieve our performance and financial milestones.
How might you influence it?
Weekly, Communicating and collaborating with The Fair Start Scotland Engagement team and The Fedcap UK, Marketing Team. I shall also seek feedback from a member of the SLT. Furthermore, I aim to carry out a focus group with The Fair Start Scotland active Partipcants to get their feedback on content being created. This process will encourage some real critical thought, idea generation and innovation.
Take teams back to our mission and remind them of those potential participants that are sitting at home believing there is no one there to help them. Our potential pool of partipcant is wide and varied so our content must be inclusive to all. I plan to inspire change through a ‘can-do’ approach, listening to other ideas and encouraging content testing whilst ensuring we maintain our reputation. I will share the metrics that matter to help set the scene of our position in the market. Specifically, the partipcant social media start rates over the last year compared to 2 years ago and a forecasted social media pipeline of where I want us to be over the course of the year ahead. I will also share content we are using that competitors are replicating and illustrate how this is damaging our market.
What would you do and how would you integrate your learning from the LA in clear and obvious ways?
- Critical analysis of what we currently do, what are the gaps and opportunities we have and what these findings mean to our new partipcant engagement. As part of this process I will facilitate meetings with Fair Start Scotland, Engagement Team and Fedcap UK, marketing team to generate some innovative thinking. I would aim to inspire change through influential communications and a can-do approach during meeting opener/closer using mission and metrics to inspire.
- As a continued, ‘willingness to stretch’ I will aim to not take over or come armed to the meeting with set ideas or solutions. Instead set a platform that encourages innovative and creative thought that includes everyone. Especially, focusing on Engagement team members that have recently come to Fedcap from sectors out with employability such as oil and gas. These team members can perhaps bring new perspectives to how employability social media engagement. For example, Oil and Gas is now a declining sector in the North East of Scotland so how do we adapt our content to ensure our service engages people who are being made redundant perhaps for the first time in their lives.
- I will get a baseline of metrics of historical and current social media engagement data. Carryout a focus group with participants form a variety of backgrounds to get their views on our social media content to give me some qualitative data.
- Consider modelling the risk of doing nothing to change or social media engagement strategy. Consider the risk duplication of our message is having on our reputation.