Success factors in adopter recruitment: Insights from adoption agency social work managers and marketing officers

Transcription

1 Success factors in adopter recruitment: Insights from adoption agency social work managers and marketing officers A study supported by DfE and commissioned by BAAF Dr John Clifton & Dr Elsbeth Neil

2 The study Study of adoption agency experiences of what works in recruiting 5 VAAs; 2 Consortia; 18 local authority agencies 13 Adoption managers; 12 marketing or recruitment officers Sample provided by BAAF Telephone interviews using semi structured questionnaire

3 Key issues and responses Marketing isn t just a bolt on function : Integrating marketing in the agency plan Everything we do we steer to the website : The growing place of the internet in recruitment It s a really big step to make a call - Cherishing enquirers on their journey We take you as you are but we want you to move on : Encouraging adopters to consider complex children. Understanding the ecology of the agency Seeing the big picture

4 Marketing isn t just a bolt on function : Integrating marketing in the agency plan Market at 3 levels Learn to love marketing in adoption Integrating marketing in agency plan Customer focus Identify agency unique selling points No one profile of adopters fits Varied methods Evidence based recruitment strategy

5 Integrating marketing: Success factors Learn to love marketers Integrated not bolt on Learn to be customer focused Improve marketing data and apply it Identify your USPs Word of mouth- a precious asset

6 Everything we do we steer to the website : The growing place of the internet in recruitment

7 The internet in recruitment: Success factors Move all obstacles to produce a brochure website Consider web optimisation and geotargeting Use social media to accompany enquirers/ adopters Train and guide staff in their use

8 It s a really big step to make a call : Cherishing enquirers on their journey Bringing the children to life Information about the process Speed vs timelines s Information packs/ brochures Keeping in touch Information events IVF The prequel Enquirer s journey Other CONCURRENT or CONSECUTIVE? Adopter peer support Clear marketing messages Help crossing the line Enquirer s Agenda first! Don t rule yourself out Children need adopters Myth bust re: time taken Welcoming first contact Dedicated phone/ staff Follow up lapsed enquirers Things to work on - may return Sensitive sifting Minority clearly ruled out Bias to say YES to all others 1-to-1 with knowledgeable person Only basic information to start with

9 Cherishing enquirers: Success factors Welcome enquirers warmly Listen to enquirers before seeking data or imparting information Embed core messages which are welcoming and encouraging Keep enquirers informed Timeliness is more important than speed

10 We take you as you are but we want you to move on : Encouraging adopters to consider complex children. When you see them, they're children! The idea of possibility Social worker as container, reflector, reality checker Adopters: people like us Inspiration encouragement

11 Encouraging adopters to consider complex children: Success factors Give enquirers/ adopters in assessment opportunities to encounter children as real personalities as well as providing accurate information regarding their needs. Use encounters with children to foster the idea of possibility in the minds of adoptive enquirers/ applicants, i.e. encourage them to imagine what it might be like to parent that particular child. Enable enquirers to meet, hear from, and be buddied/ supported/ mentored by successful adoptive parents. Provide opportunities for enquirers/ adopters to reflect in depth Train and equip adopters to prepare for difficulties they are likely to encounter

12 Enquirers journey Agency policy and recruitment strategy Local politicians/ council/ governing body of VAA Collaboration vs competition with other agencies in consortia etc National organisations- Government- CVAA- BAAF- First4Adoption- adoption reform process