Recruitment and RetentionGerardo Silbert, ACC and Sabreena Andriesz, PCC

Nov. 12 - 13, 2014

What motivated you to come to this talk?

Recruit o Inspire?

• Retention or Embrace?

Why me????

• A story• A vision• Action

It’s all about member care!

• Beyond all technology, the value is in human contact.

• Create Community > Listening + Coaching Phone Personal mail Birthday What's happening with his professional development. Founder Certificate etc..

• “People will forget what you said. People will forget what you did. But people will never forget how you made them feel.” Maya Angelou

It’s all about vision and goals!

• Grow your membership base by 10 percent in 2014

• Grow your credentialed members by 10 percent in 2014

Know the Member Demographic

• What is age, gender, education, specialized training

• Actively seek member input to know who your members are and what they want

• Don't Be Judgmental, Be Discerning

Would you invite these people to your ICF Chapter meeting?

Would you invite these people to your ICF Chapter meeting?

Membership Value Proposition

• Community and networking opportunities• Place to connect with like-minded coaches• Educational opportunities to increase

professional skills• Opportunity inform local community about

what coaching is

When do we recruit members

• At every meeting and every event!• Ask members for referrals, go to HR

professionals chapter meetings and training and development meetings.

Recruit for the Future

• Coaching Schools• Universities

ICF Chapter Membership Campaigns

• Your WEB site update• Social Media Campaigns: Twitter, Facebook,

LinkedIn, YouTube• Telephone Campaigns• Attending Coach Training Program events

Social Media- Today's Warriors!• Create Chapter tweets inviting new members on

Twitter. • Create Facebook posts on Chapter FB page

about recruitment and retention.• Create YouTube video on recruitment (explain in

2 minutes). Post on Facebook and Tweet about video.

• Linked In (same as above).

Increase Public Awareness

• Ensure your ICF branded Chapter is highly ranked by Google and other search engines.

• Ask to get Chapter meetings listed in local business publications, monthly business meeting’s column in newspapers.

• Create monthly blog and include blogs posts about recruitment and retention.

186.000 results

Perception is reality

• Create brochures with your Chapter’s key programs, contact people and event dates.– Circulate these at many events and community

locations– Use the ICF Chapter Toolkit! (733)

Simple from Word format- ICF Chapter Toolkit Event Calendar 2013

Location, Location, Location

• Attending coach conferences, events and seminars

• Make presentations to your local chamber of commerce

• Send press releases to media announcing your local events

• Publicize your meetings in newspaper and business weeks

Say Yes to Speaking (anywhere)

• Accept every invitation to speak at events, meetings of nonprofits and business associations about your Chapter.

• Service organizations such as Rotary, Optimists, Chamber of Commerce.

• SHRM, ASTD and other like Chapters.• Set Alliances

Be Known/Visible

• Increase awareness of your events by ways discussed

• Focus on publicity – see ICF website http://coachfederation.org for marketing tool kit with media kits, etc.

Display Tables

• Community Centers• Coach Training Programs/Schools and

Colleges and Universities • At the local “Y”• At libraries• Coaching Books Presentations?

Radio Exposure

• Arrange to be invited onto talk radio shows, radio call-in shows, and to simply be interviewed as expert on what is coaching

• Or create your own

TV Exposure

• Approach local cable TV stations• Contact your local PBS station• Speak with ICF chapter leaders who have

monthly programs on cable TV

Retain ICF Members

• Download current and expired chapter membership lists from Coachfederation.org.– Invite all to meetings, virtual education and events,

conferences and seminars.– Use great speakers with relevant content.

More on Retention

• It cost 5 to 6 times as much to attract a new customer than to retain one.

• Phone campaigns to lapsed members. Invite them to re-join (studies show personal calls yield high renewals).

• Develop an incentive to bring them back. • Create alliances with coaching students.

Programs = Outreach = membership recruitment and

retention• Offer activities/programs that will attract. Get

thought leaders, writers, coaching experts to Skype into Chapter meeting.

• Locate new constituencies and groups.– Contact them to host programs and topics that will

attract them.

Remember! It’s all about member care!

• Beyond all technology, the value is in human contact.

• Create Community Phone Personal mail Birthday What's happening with his professional development. Founder Certificate Make them feel part of the Community- Event Coverage

Ideas - Actions?

• One Action you will take after this webinar?

• INSPIRE!

THANKS! - gerardo @silbert.com.uy

Contact ICF

ICF Headquarters

2365 Harrodsburg Rd, Suite A325

Lexington, KY 40504 USA

+1.859.219.3580

icfheadquarters@coachfederation.org