A ‘Sound’ Strategy for Recruitment and Retention Marketing
By Steve Fortunato
How did you learn the alphabet? Most of us learned the alphabet through the power of sound. We hear the alphabet song, retain the sounds, and repeat over and over and over again until we have all 26 letters memorized. I’m confident that after reading the last sentence you have already started replaying the song in your head. I’m also pretty sure that as you sing the song, aloud or to yourself, that you will pause after the letters “g, “p”, “s”, “v”, and “x”. Go ahead, I know you want to try. I’ll wait.
If your recruitment and retention marketing plans don’t include utilizing audio platforms, you should change your strategy immediately so that sound becomes your No. 1 marketing tool. Platforms that include sound are traditional radio, streaming radio (podcasts, etc.), traditional television, over-the-top television or streaming video services, social media channels, your department website and, of course, live, in-person conversations.
Sound Creates Emotion
There are numerous studies showing the connection between sound and emotion. There are even more studies showing that almost every decision we make is based on emotion, not logic. We connect emotionally and we justify those actions and decisions, like volunteering, with logic later. Not convinced?
Google it.
K-M-G-3-6-5
The television show “Emergency” ended in 1977, but for those of us living in the 1970s the sound of the emergency firehouse alarm still elicits an emotional response. In fact, you may have decided to become a firefighter because of the show. Even though you’re reading this article in the written word format, surely you can hear it in your mind, “Squad 51, K-M-G-3-6-5.” So now that we agree using audio is an effective way to recruit and retain volunteers (we did agree, right?), the next step is to make sure you’re using it correctly. The power of sound loses all of its power if it’s implemented the wrong way.
Storytelling
Storytelling through sound has always been, and always will be, an extremely powerful tool of persuasion. When we sit around a campfire, we don’t exchange notes – we tell stories. “TED Talks” are not called “TED Essays” for a reason. The stories told by your volunteers are what will get others in your community to volunteer. Ultimately, your best storytellers are also your best brand ambassadors – your current volunteers.
Testimonials
Record your volunteers telling their own stories in their own words. Scripts, notes during the interview and polished presentations are not allowed. Candidates will connect with their potential future brothers and sisters if testimonials are authentic and imperfect. Humans trust real. We don’t always trust calculations. It’s powerful to hear a volunteer share his or her “Why” – “why I do what I do, what it means to me, my family and the community I serve.”
When a volunteer shares the truth, as only that volunteer can share it, the passion in the voice is deeply felt by the audience. What the volunteer says is actually not as important as how the volunteer says it.
‘Hollywood Effect’
There is a critical retention aspect to volunteer testimonials—we call it the “Hollywood effect.” Aunt Betty, Cousin Phil, Grandma and Grandpa are filled with pride when they hear their loved one’s volunteer story and then they share it with their world.
It’s also a proud moment for the volunteer knowing the department is saying, “We trust and appreciate you so much that we want you to represent us and our brand.”
Let’s go! The best time to start is now. Grab your smartphone, invest in a lapel microphone and hit record. It doesn’t matter if it’s gold, you just need to start sharing volunteer stories. Make sure your messages are authentic and then start connecting with the community.
Steve Fortunato spent 24 years in the radio and television industries. He specializes in recruitment and retention marketing and advertising. Most recently he implemented a recruitment and retention marketing strategy for Goose Creek Rural Fire Department in Goose Creek, South Carolina (gcrfd.com). Steve’s contact information is (716) 465-5131 or steve@shovelthesidewalk.com.