I've read a couple of threads recently regarding recruiting and retention at the unit level. I've been a part of a couple of very successful recruiting plans, but recently with the new unit we started back in January some of those strategies aren't getting the same results I had seen before. Without getting into a big discussion about "we need to change the initial expectations of new members" or "don't focus on pilots if you don't have airplanes," those opinions are revolving doors. I'm looking for some serious ideas and plans on getting bodies in the door, we haven't had a retention issue thus far, we're still early in our existence.
Ready. Set. Go.
Some questions that'll help everyone with helping you:
Type of Squadron?
Target audience, like cadets, seniors, ES junkies, AE people, everyone, etc?
Current squadron numbers?
Current assets, like planes or ES gear, military base, etc?
Surrounding areas, like AFBs, hospitals, city, etc?
What is your main goal as a squadron thus far?
What do you want to improve as a squadron?
What type of activities does your squadron do or want to do?
How do you prefer to reach your audiences?
What have you done/are doing to get people in the door?
These questions will really help us out :)
Type of Squadron?
Composite
Target audience, like cadets, seniors, ES junkies, AE people, everyone, etc?
Everyone -- Like I said, we're still brand new, no limits.
Current squadron numbers?
15 -- The minimum for charter in January.
Current assets, like planes or ES gear, military base, etc?
We're an independently operating flight under the wing of another local unit until we are chartered in January. SO, all CAP assets are shared. We're not on a military base, but we are on the 10th busiest airport in the US (in terms of take-offs and landings)
Surrounding areas, like AFBs, hospitals, city, etc?
Major Metropolitan area -- There are three total units in a metro of around 800k. One senior and two composite, all of them on opposite sides of the city. We have an aerospace focused college on the grounds (hell, it's where we meet) and another technical college on the same airport grounds. No AFB, Air National Guard base is in town but on the opposite side of town. Demographics of the immediate squadron area are upper-middle class, surrounding area is middle-class. Local HS has AFJROTC but the NCOIC refuses to allow us to do any sort of presentation.
What is your main goal as a squadron thus far?
Recruit and develop. On the cadet side we've done ok, we're having the same number of cadets show up each week so our retention rate has been good, but it's the one cadet at a time issue that's been a challenge. We don't want to focus on any one mission - we see the 3 fold mission as all equally important.
What do you want to improve as a squadron?
Numbers. It would be great to want a bunch of seasoned and experienced ex-Military, but that's not much of a reality in this area. There are a handful of folks that are prior service, but most of them want their kids involved and they prefer to stay out of their kids' way.
What type of activities does your squadron do or want to do?
We want to DO everything, but we're limited in terms of resources as to what we CAN do at this point. Right now, we have most of our cadets at one stripe or less. Those with one stripe have already done their first O-Rides, but beyond that, we're working hard to keep them focused on their own growth.
How do you prefer to reach your audiences?
That's why I'm here. I work in Media, I'm our Wing PAO, and we encourage the media to attend everything we do. So far, we've seen a limited response.
What have you done/are doing to get people in the door?
In school recruitment both at the Middle/High Schools and the aviation centered technical colleges. In addition, we've made sure to document and submit anything we feel is news worthy to the local media with also a limited response. We've re-evaluated our approach with them and we've still seen limited results. We have plans to go to the local big box stores and recruit, but those are challenges to with the multiple layers of approvals these stores have to go through.
Just looking for something innovative and maybe an expansion on what we're already doing. My attempt here is to see things from others' points of view, in case I'm missing something.
If you can, try to get everyone to be involved with high key wing events. Like airshow support. If you can make a squadron website that is decent, do it. Internet resources recruit a lot of people. My squadron has had huge success with our website, which I can PM to you if you want to see it.
Recruiting is a lot like dominos, you have to have a chain of people pulling their weight in the recruiting area, or otherwise your dominos won't all fall. As a new squadron, tell your cadets to be active in their schools. Send requests to your Group/Wing Commander to allow your cadets to wear their uniforms to school for a day. It works pretty well.
Get the ANG involved if possible. The ANG Wing you work with can be very supportive in putting you in their articles. My squadron has been on at least 5-6 different articles and videos with our local ANG wing. What angle you choose to pursue is up to you, but they help.
Hit the ground running with all of your paperwork. Organization and discipline is very attractive to people.
Get your unit to train with other squadrons if they're willing to, and get a Color Guard team ready. You may not be able to get all of the gear you want, but it is still perfectly fine to get everyone ready to perform. A Color Guard team is a great representation of your squadron.
Get your unit squared away. This is very important, because an unsquared away unit looks terrible to a new recruit.
Try to get into events like parades, town hall meetings, parking events, etc. I've recruited people who I directed into a parking spot. If nothing else, you can make some donation money on the side.
Invite organizations to speak at your squadron or ask to tour their facilities/have a presentation. You'll be surprised how a dad or mom could really be inspired by the program so much that they make their kids try it.
Put the media on your contact lists if possible. If nothing else, they'll at least know you exsist.
Public service is important. Be out there for your community. People love to rally around a military styled organization.
Internally create an environment that nurtures all 3 missions proudly. Aerospace, ES, and Cadet Programs hooks have to actually exsist for people to be willing to join your squadron.
Try to talk to fire departments, police departments, hospitals, etc. where you may find some people who think the program is cool. While it is sometimes a longshot, it can and has worked for recruiting some strong members.
This is just some simple pointers. I'm sure someone will chime in who is an actual recruitment and retention officer. Hope this helps :)
Part of the problem....I gather from your answers.....is that you are simply seeking to increase your numbers.
Now with cadets....that's an easy sell...as there is already a program that you can sell to them and their partents.
But for seniors.......you need to focus your attention on what the squadron needs.
What jobs do you need to fill...what is your ultimate goal for squadron numbers.....how many staff positions are you going to need to support those numbers. Do you want to be involved in ES? Do you need to be self sufficant or Just ride along with group/other local unit?
These will help generatate who many and what type of members you need to recruit and will help to tailor your sales pitch to them.
New units are tough, because there isn't a core of folks that are already up to speed and able to both train and implement the program requirements at the same time. This can be good and bad. The good aspect of it is that the people joining know that things are starting up and that it's going to take some time to get to full speed. It's bad because people coming in are going to feel as though they're going to have to take leadership roles in our missions right off the bat, without any experience.
There are a number of things that you can do to help bring people in.
1) Friends and family: There is already a level of trust that has been established, and more than likely some shared interests. CAP might be one of them.
2) Cadet Parents: You won't get them all, but even targeting them for Cadet Sponsor Membership will help build your numbers and get a group of parents involved in the unit. Use them for support roles and things that don't take a heavy commitment.
3) Community Events: Contact the chamber of commerce and see if there are any community/business development events that might be a good fit. They have a pretty good pulse on the community and might be able to tell you about things you never thought of before. Aviation business development is important to communities, and getting into those circles would be beneficial.
4) Air Shows: Whatever it takes, get a significant presence at every airshow, fly-in, balloon rally, etc. You'll find people who are interested in aviation, interested in advancing aviation, potential cadets, pilots, retired military folks, etc. Airshows pull from large geographical areas, and if it's near you, you are bound to get some benefit from it.
5) Facebook Page: Simply having a page, that is kept up with interesting stories, links to AE stuff, pictures from what the unit does, etc can help bring attention to your unit. Pictures are beneficial because you tag the cadet or senior in the picture, it shows up on their wall where their buddies see it. Their buddies ask questions, get interested and become members.
6) Relationship Building: The AFJROTC blockade is worrisome. My area has AF JROTC in all the schools, and the SAI of one of the HS is a member of our unit. Each semester he brings some of his cadets that would be interested in CAP over for a looksy. Try to work out the issue. You might not be able to do a presentation, but you may be able to get the JROTC staff to do a briefing.
Also, you mention that you meet on an Aviation college. Get in good with the department heads, professors, etc. Put up flyers around the campus (if allowed), get a buzz going around the campus.
7) Volunteer Opportunity "Career Fairs": Some college campuses hold events that focus on volunteer opportunities. Representatives from non-profits from around the area will attend and try to get more volunteers for their cause. You might want to find out about these.
8) News releases of doing good stuff in the paper.
Recruiting and retention is like apples and oranges.
Bringing in people is one thing and keeping them is another.
Good luck
Quote from: Private Investigator on November 01, 2012, 07:55:45 AM
Recruiting and retention is like apples and oranges.
Bringing in people is one thing and keeping them is another.
Good luck
CAP doesn't have a recruiting problem. CAP has a retention problem. Fifty percent of the cadets weren't cadets 12 months ago. The same statistic has been valid for almost ten years.
Quote from: SarDragon on November 01, 2012, 08:20:27 AM
CAP doesn't have a recruiting problem. CAP has a retention problem. Fifty percent of the cadets weren't cadets 12 months ago. The same statistic has been valid for almost ten years.
Longer
Q: "What is the maximum effective range of recruiting?"
A: "About 1 meter"
Recruiting is "Arms length sales". Phone calls, articles in the paper, flyers, banner towing, whatever else is "advertising" or "marketing."
NIN's Rule of Threes for CAP Marketing:
"First time you hear 'Civil Air Patrol' it bounces off your eyeballs,
Second time you hear 'Civil Air Patrol,' it bounces off your retinas.
Thirds time you hear 'Civil Air Patrol' it bounces off the back side of your skull and rattles around in there for awhile."
(I've been saying this for probably 20 years)
Name/brand awareness is important. "The Civil What Patrol?"
If you're in the paper regularly ("Local Civil Air Patrol Conducts Can Drive" or a photo "Civil Air Patrol color guard leads parade"), that good for a couple.
A flyer that cadets give to their friends? Thats one.
A quick stint on the local cable TV weekly show? Thats one.
Etc, etc, etc
Eventually, you build up your name so that people see "Civil Air Patrol" and its not foreign to them. Like "Boy Scouts". You've seen that a million times, you don't gloss over it, when you read it your brain pictures kids in khaki and green with neckerchiefs and a nice Norman Rockwell painting.
Advertising and marketing bring them to you. Recruiting gets them to stay. The quality of your program makes them stay longer.
Your people (all of them) are recruiters.