The Membership
Recruitment Guide AIESEC UK 2017.2018
brought to you by:
Penni
Cherry
Rares
MCVP TM 2017.2018
MCVP TM 2016.2017
MCVP MKT 2017.2018
Why Recruitment Guidelines? To ensure that the AIESEC brand is communicated and positioned in a clear and consistent manner across all local chapters in the UK in order to attract and retain the right members in our organisation.
First you need to ask yourself the following questions:
• Is AIESEC a well known and popular brand in your campus? • Does your message create the right expectations about what are we about as an organisation? • Have you, in the past, recruited members having wrong expectations or joining for a different reason than the one AIESEC needs? • If you put yourself in the shoes of the people you want to attract, do you see AIESEC as something consistent and clear or rather confusing or misleading?
We are clear on who we are and who we are not.
We are what we say we are time and again.
the 3 principles of a brand
We put ourselves out there regularly for the people to see us.
CONTENTS What would this recruitment guide cover? 1. Value Proposition 2. Membership Profiles 3. Physical Promotion 4. Online Promotion 5. Customer Journey 6. One pager 7. FAQ
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Value Proposition
What is a value proposition? A value proposition is a business or marketing statement that a company uses to summarise why a consumer should buy a product or use a service (in this case- join as a member). This statement convinces a potential consumer that one particular product or service will add more value or better solve a problem than other similar offerings (positioning against competitors on campus).
1
Value Proposition
Methodology In the next page, you will see the three value propositions for membership recruitment. These value proposition have been adapted based on the Bluebook and the Global AIESEC value proposition but adapted to the local realty / market in the United Kingdom according to: ● Current membership interviews aimed to identify common behaviors, attitude and beliefs our membership have & understand what make us different as being AIESEC member and the value that we provide to membership ● MCVP interviews aimed to identify what the ideal membership profiles look like for the next 5 years to ensure we have the human capacity for the sustainable growth of your local committees and consequently ● Research on competitor organisations present in your campuses that provide similar experience for students and the subsequent recruitment campaigns ● External Report on youth in the United Kingdom and their motivation and aspiration for development
These value propositions have been feedback with the LCPs and VPTMs in all local committees. These should be the final value propositions that have to be used across all of the local chapters promotion campaigns and message positioning online and offline as outlined in the following pages.
1
Value Proposition
What are the elements of value propositions? Why should people join us as our membership?
2
Membership Profiles
What is membership profile? Membership profiles described the ideal membership characteristics, skills and behaviors that would ensure each function has the human capacity to perform and yield the best results.
2
Membership Profiles
What are the membership profiles?
Membership profiles described the ideal membership characteristics, skills and behaviors that would ensure each function has the human capacity to perform and yield the best results.
iGET Member oGV Member oGET Member Only the three exchange function above should be recruiting new members to join. In the application form, candidates will choose one of these functions (based on your cluster) We do not encourage recruiting new members into supporting function, i.e. TM, FIN, MKT etc.) Member with skills for supporting function will first be allocated into an exchange function that they will support that exchange function.
oGV Members
2
Membership Profiles
OGV Member Profiles General Responsibilities ● ● ● ● ● ●
Marketing on campus to attract sign ups and interests Personal consultation with customers to understand interest (face to face relationship building) Send projects that tailored customers want & interests Close the deal (payment) Delivery customer experience : 1-1 preparations before exchange Gather testimonial from current exchange participants
Skills: ● ● ● ● ●
Communication & ability to listen Relationship builder - coaching Sales - closing deals Analytical skills (understand what is suitable for customer) recruitment agency skills
Preferred Characteristics & Profile: ● ● ● ●
Freshers Mix of department Interested in going onto an exchange Past Exchange Participants
oGET Members
ME
2
Membership Profiles
oGET Member Profile General Responsibilities ● ● ● ● ● ●
Attract customers to generate interest for our subproducts: Interview and assess customers which product best suits them Customer support and communication (application, what information they will need) International relations : gather information about the internship Delivery customer experience : 1-1 preparations before exchange Gather testimonial from current exchange
Skills: ● ● ● ● ●
Sales driven High ability of communication (team - VP to team members; customer) Customer Service Analytical skills (data and find information) Team work
Preferred Characteristics and profile: ● ● ●
Freshers Mix of departments, business background preferred Past Exchange Participants
iGT Members
2
Membership Profiles
iGT Member Profiles General Responsibilities ● ● ● ● ● ● ●
Market & Product Understanding Prospecting and Create customer profile Direct Sales: cold calling, Linkedin messaging, networking Sales &. Negotiation: Attending Meetings & Follow up on accounts International relations - promotion of the roles HR Activities: Understand profile of interns,, prescreening and interview potential candidates manage account / Client Relationships
Skills: ● ● ● ● ● ●
Enjoy talking to people Willing to be outgoing Make a good first impression Goal oriented Good business acumen - understand the market & business in the UK Confident in professional environment
Preferred Characteristics & Profile: ● ● ● ●
British Business Degree students; Had Internship XP in an company before Previous extracurricular activities (e.g. Debate, clubs in high school)
3
Physical Promotion
What is the AIESEC Pitch? A pitch is a presentation by one or more people to another person or a group of people with the aim of pursuing them to take a certain action. For example presenting AIESEC at a stall for a student to sign up or at a info session in order to apply and become a member.
3
Physical Promotion
General AIESEC Pitch
Physical Promotion
3
Physical Promotion
Membership Recruitment Pitch
Business Students
Humanities Student
Science Student
Question: Do you want to gain hands on management skills outside your course?
Question: Did you know that AIESEC’s main partner is the United Nations?
Question: Do you want to gain some different practical skills?
In AIESEC, as members on campus we send students to volunteer and intern abroad to contribute to developing communities all around the world.
In AIESEC, we are organised in different teams working on short and long term projects here on campus.
In AIESEC, we are organised in different teams working on short and long term projects here on campus. The teams are working to send students abroad for volunteering and paid internships or partnering with companies to welcome interns here in the UK.
For example we sent people to Colombia to teach children English or working with people living under poverty in Tanzania to improve their skills needed for improving their future.
The teams are working to send students abroad for volunteering and paid internships or partnering with companies to welcome interns here in the UK (*based on what product you run).
You will manage real customers (students going on exchange/ companies), sign real contracts, work in a global organisation with branches all over the world. So it’s like working in a huge company, with departments and potential progression opportunities to become team leader, local member of the board or even national positions.
So you can join as a member and help us do that. We are all facilitating this experiences for students here at uni. You can also go on such exchange yourself with more benefits as a member.
Each team has a team leader who organises working meetings, events, trainings, so you can get hands on experience of working in a team but also meet people from diverse backgrounds
Remember, this isn’t prescriptive! A good pitch is one which hooks interest based on an individuals needs. The more interest you show in what they have to offer, the more connection they feel to the organisation & the more they’ll want to talk to you!
!
3
Physical Promotion Step #1
When at the stalls...
Have you heard of AIESEC before?
Case 1: Yes! Step #2
Step #3
Step #4
If they are interested to know more specifically about the role and responsibilities as a member, use the leaflets to go through the member journey with them (for a specific function)
Case 2: No!
What have you heard of AIESEC?
Step #2
Deliver general AIESEC pitch
Carry on the conversation naturally
Step #3
Ask question about interests or degree and year of study?
Finish with Call To Action Sign Up and come to Info Session
Step #4
Deliver membership recruitment pitch based on degree/interest
Step #5
Finish with Call To Action Sign Up and come to Info Session
3
Physical Promotion
How to act at the stalls…
•Be friendly •People attract the people with the same vibes. Think of what profile of people you want to attract, and make sure you showcase it at the stalls e.g. if you want to recruit confident people, have confident people at the stalls; if you want to recruit British People, have British people at the stall. •Make sure you decorate your stall •Have laptop for sign up (with charger) and if you have internet, use our podio sign up form; if not try to get a visible spot - if your stalls is very hidden have people in the entrance to give out flyers and attract them to the stalls. •Make sure you have enough materials at all times and if you have souvenirs/ decoration, ensure they are brand aligned and support the messages of the campaign e.g.
3
Physical Promotion
Physical materials Draft (e.g. Flyer) Physical Posters and Banner will be provided as well. This is just for you to gain an idea of how the campaign will potentially look like, they will be finalised by the launch of the campaign (17th August) Please ensure you print out sticky labels with these information and stick them at the back of the flyers: • Timing and location of Info-sessions • Timing and location of AC • Potential Induction Date and times • LC Contact information (e.g. LC / VPTM email address)
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Online Promotion
How to position AIESEC on the university and SU website, what are the standard texts to use and where to find other content from
General Description
30 words (compulsory)
Visual Materials
“AIESEC is a global youth-led organizaEon striving to achieve peace and fulfillment of humankind’s potenEal by acEvaEng leadership qualiEes in youth through learning from pracEcal experiences in challenging environments.”
Further Description
100 words (if format allows)
Being a part of AIESEC is like joining a massive community of globally-minded young leaders. People who want to grow their own potenEal while contribuEng to something much greater than themselves. We give you immediate responsibiliEes so you can learn by doing, step outside your comfort zone and experience both success and failures amongst a supporEve community. If you’re keen on acEvaEng your potenEal and contribuEng to a mission that changes the world, then we’re looking for you. We can’t promise you that it’ll be easy, but it sure will be worth it.
Member Experience
130 words
(compulsory)
Compliment your studies as a volunteer with AIESEC. You’ll quickly be given responsibiliEes to run YOUR local AIESEC enEty on campus. By geRng acEvely involved in the day-to-day running of AIESEC, you will develop your communicaEon and business skills while growing your network of contacts. As a member you will: • benefit from inducEon conference and training to prepare you for the role • be given a role of responsibility inside one of the teams • aUend weekly team meeEng and local commiUee meeEngs (with all teams on campus) • have the opportunity to aUend naEonal conferences and training events • have the opportunity to progress and become a team leader • have the opportunity to go on an exchange project with increased benefits as a member
if you need to use pictures before the campaign visuals are released only use imagery from the global Flickr account or your own
if you need/ can use video content, please use this explanatory video
follow branding guidelines from the BlueBook find all BlueBook materials here
5
Customer Journey
A customer journey is the journey and steps that a (potential) candidate will go through from the first touch point they have with AIESEC until they are officially become a member.
SIGN UP
APPLIED
ASSESSED
STALLS
INFO SESSIONS
INTERVIEW
INDUCTION
AC
EXPA
FRIENDS
ACCEPTED
ONBOARDED
WEBSITE FRESHERS’ FAIR
SOCIAL MEDIA
Customer PerspecLve AIESEC PerspecLve
MC
national email #2
national email #1
SIGN UP
APPLIED
ASSESSED
ACCEPTED
EB prescribes the LCSTALLS EB evaluate candidate INTERVIEW INFO OC/VP TM sent email applications based on interview SESSIONS to candidates to apply and AC with DDL
AC
FRIENDS
VP TM sends email to WEBSITE
FRESHERS’ FAIR
candidates for AC and interviews
SOCIAL MEDIA
VP TM sends email to candidates with decision and induction info.
ONBOARDED INDUCTION EXPA
6
One pager
A simple hands on tool for all your members to use at the stalls to make sure they know how to interact with the potential candidates
GENERAL PITCH “AIESEC is a global youth-led organisaEon striving to achieve peace and fulfilment of humankind’s potenEal by acEvaEng leadership qualiEes in youth through learning from pracEcal experiences in challenging environments.”
CONTINUING THE CONVERSATION
Business Students Question: Do you want to gain hands on management skills outside your course?.
Humanities Student Question: Did you know that AIESEC’s main partner is the United Nations?
Science Student Question: Do you want to gain some different practical skills?
BENEFITS OF JOINING
Leadership Development
Global Network
Impact
Talk about personal and professional skills development, passions and values; learning by doing
Talk about meeting like-minded people from diverse background; meeting other students from the UK and globally and being part of the community
Talk about empowering young people around you and facilitate other peoples’ development and impacting communities around the wold
CUSTOMER JOURNEY SIGN UP
APPLIED
ASSESSED
ACCEPTED
Interview and AC
ONBOARDED induction
application link (add manually when available): FOR PEOPLE INTERESTED IN EXCHANGE If also wants to be a member - go through normal process
If only wants to go on exchange but doesn’t want to become a member - direct to opportunities.aiesec.org to sign up and apply
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FAQ
7
FAQ
Q1: When will shall we start our virtual marketing campaign? Nationally we will start virtual marketing campaign for membership recruitment on the 17th of August. We advise you to start virtual marketing campaign via social media at the same time. ( That is the result day for A levels students and by this time all freshers will know what universities they will be starting at generally.)
Q2: What is the name of our marketing campaign? Think for 5 secs… If your answer is Join To Lead - then you are from the 2016 In 2017, the campaign only uses the general AIESEC brand ‘Join AIESEC’ with the tagline “Kick start your leadership story!” - This is what you will be seeing in all marketing materials we will create and in all national communication channels.
Q3: When will I receive marketing materials? The virtual marketing materials will be ready by mid-August and the physical marketing materials (leaflets, posters) will be printed and delivered to you based on the choice your VPTM chose from the form.
Q4: Will there be email template provided for departmental emails to be sent out from department partners? Yes! Nationally we are creating a email template for you to send to your departments to send to their students on August onwards. The template will be ready in early August, while we strong suggest you to start liaising with your departments from NOW! *If you have special requirement, please email rares@aiesec.co.uk by the 21th of July
7
FAQ
Q5: How can a team leader assess specific characteristics they would like in their team member?
In the application form, it will have a question to ask if the applicant has any preference for the exchange function they would like to join. As the recruitment team, you could then decide how the Team leader can assess their potential team members throughout the process.
Q6: How do I recruit more British Members into my entity? The recruitment campaign will be tailored to meet the needs of UK youth and is designed to showcase how AIESEC is relevant to the UK. On campus, target faculties and departments with large proportions of British students and promote AIESEC to them through departmental emails, in lectures, societies, socials etc. Remember to also scan your returning EP pool for returning membership as well.
Q7: Do we also promote exchange while membership recruitment is happening? YES! Exchange never stops! All people interested in exchange need to go through the process of the customer flow, and the VPs in the outgoing exchange function are responsible to ensure all sign ups and applicants are being followed up throughout this period. If a student only wish to join as exchange participants, ask them to sign up on opportunities.aiesec.org and your LC will follow with them ASAP. We suggest having a manager dedicated to nurturing any potential EPs that come through recruitment!
Q8: What if I still have other questions? We are here to help! Contact Rares: rares@aiesec.co.uk for any marketing and branding guidelines questions Contact Penni: penni@aiesec.co.uk for any recruitment process questions