YOUR BRAND IN YOUR COMMUNITY
THE TITLE OF THE CAMPAIGN
“To work for an organisation that cares about our & your community”
THE LENGTH OF CAMPAIGN
My recommendation is that we run an initial three-month campaign with an ED&I theme.
It is designed so that it may continue indefinitely.
THE D&I SURVEY
I am unsure if you have recently completed a D&I survey where you have an understanding of underrepresentation inside settle.
Outside of knowing this data and what gaps you would like to fill, the campaign will be targeted broadly towards the nine protected characteristics.
This we can change if you have a preference to target specific groups i.e. race or sexual orientation.
THE TARGET GROUPS
We will target groups within a twenty-mile radius of your head office.
Amongst others, they will include Societies, Charities, Places of Worship, Alumni Groups, Networks and Community Groups.
WHO WE WILL TARGET
Mental Health: Hertfordshire Mind Network
Race:
North Herts African & Caribbean Community Group, Black Voice Letchworth
Gender:
Conversations with Women, National Women’s register in Herst
LGBTQ: Stort Pride, LGBT+ Society
Religion: Hitchin Islamic Centre, Parish networks And even Letchworth Garden City Eagles
Above are some examples of groups we would target...if you would like to move this forward we will complete our research and build the campaign.
IN THE NEW YEAR
In the new year we can confirm what we will send. It could be a version of the settle playbook or settle styles…
…or a small easy to digest ‘newsletter’ sharing all the good ‘things’ you have been doing in the community and a profile of the people you have been hiring describing why they love their new jobs.
A QUARTERLY CAMPAIGN
Overtime if we build a quarterly campaign aimed at these different community groups...it will make a big impact of settle being better known in your community. We would like to build and start this for you.
CONCEPT, STAGES AND SUCCESS MEASURES
THE CAMPAIGN
This campaign is based on a commitment of continual communication to community groups within the Letchworth area...where over time the employer brand of settle becomes known and understood.
People talk, people share stories that are unique and interesting.
Of the various groups we are targeting those who are exposed to the employer brand of settle will share with others.
In a world where people want to work for organisations that look after their people this is an opportunity for settle to showcase your approach.
THE CAMPAIGN
This campaign is targeting twenty three groups within the Letchworth area...
Religion
Working Herts:
Hertford Baptist Church
Sri Guru Singh Sabha Gurdwara (SGSSH)
Herts Christian Centre
Bishop's Stortford Christian Assembly (BSCA)
Gender
Herts Mind Network
LGBT Foundation
Hertfordshire LGBTQ Health and Wellbeing
CIC
Services for Young People East Herts LGBTQ+
Group
Young Pride in Herts
THE CAMPAIGN
Disability
Angles Support Group
Hertfordshire Partnership Foundation Trust
HPFT
HAD - Hertfordshire Association for the Disabled
The Phoenix Group for Deaf Children and Adults
Herts Disability Sports Foundation
Ethnicity
North Herts Minority Ethnic Forum
GATE Herts - Gypsy and Traveller Empowerment
NHACC - North Herts African Caribbean
Community
HCC - Hertfordshire County Council (HCC)
Services for Young People
Sexual Orientation
Herts Pride
Hearts Su
Stort Pride
TSG - Transgender Support Group
TIMELINES
“To work for an organisation that cares about our & your community”
The timelines to launch this campaign will be linked to what settle would like to produce from a comms perspective.
Would you like the comms and content to be linked to the ‘settle playbook and or “settle styles” or would you like a separate booklet created?
Once we have your content a booklet can easily be produced.
Launching at the end of Q1 would seem a sensible suggestion…sooner of course if settle are able to agree and sign off any content.
DEFINING SUCCESS
The Scope of the opportunity within the target groups exists because there is a range of size and diversity within the twenty-three organisations.
Plus the extended network of those associated with the groups.
Goodman Masson will identify the heads of these various groups to allow the campaign and communications to start.
DEFINING SUCCESS
Ultimate success would be the number of people settle hire as a direct result of building relationships with the groups… ...outside of hiring, success would be linked, for example, to the workshops you hold with them, on managing your career, CV writing skills, how to use LinkedIn etc.
We would suggest launching the relationship by holding an evening at your offices...covering life at settle and the opportunities that are available.
CONCLUSION
This is an exciting opportunity for settle.
Executed well, there is little doubt that it will help meet the objective of improving “Your brand in your community”.
We would benefit coming together in person or over Teams to agree on the way forward.