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 client’s real ‘pain points’ prior to tender / proposal

Defining the landscape Who are our target audience? What are they passionate about? Where do they hang out? - company size - by target role - sector - job roles / seniority

The engagement funnel The engagement funnel 1 Content – blogs, articles, partnerships, Infographics, videos, websites 2 Initial Engagement – reads, comments, shares, likes, surveys, etc Initial Action – sign up to 3 bulletin, attendance at events, webinars Specific Engagement – “Thought Leader 4 Lunches”, workshops, client visits Individual Engagement – 5 One to one meetings, advisor, scoping meetings Tender / 6 Proposal

CONTENT www.rullion.co.uk

“People don’t really care about what you do – what they do care about is what you know.”

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 Example of LinkedIn Post 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 of 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 Article

Example of Client interview piece

Example Infographic

Rullion’s Knowledge Hub

INITIAL ENGAGEMENT www.rullion.co.uk

Initial engagement Track levels of Utilise a scoring engagement by Track all mechanism to subject matter, job interactions role, company type, grade levels of etc, to inform engagement future content Utilise initial Review regularly engagement as a basis client contact

INITIAL ACTION www.rullion.co.uk

Example of e-Bulletin

Example Webinar Promo

Example of Events – Data Analytics The speakers were Sofology’s Alyson Fadil, Howard Sloane from Peel Ports and EMC’s Mike Bishop

SPECIFIC ENGAGEMENT www.rullion.co.uk

Example of Thought Leaders Lunch 1

Example of Thought Leaders Lunch 2

INDIVIDUAL ENGAGEMENT www.rullion.co.uk

Individual engagement Individual Engagement 100% 60% 20% Where do they hang out? Utilise initial of attendees at Thought of attendees at Thought Establish input from all become speakers / engagement as a basis Leaders Lunches were Leaders Lunch met with relevant stakeholders contributors at events client contact followed up with a one to an existing client one meeting

ATTAINING MAXIMUM ROI www.rullion.co.uk

One thing leading to another... Follow up Content leading Surveys prior to AI event – Video from an up to event – e.g event to produce Survey event of an tweets, LinkedIn AI infographic – data attendee interview on the day analytics

Thank you. Any Questions? www.rullion.co.uk