Donna White, senior head of digital marketing and Vicky Yorke, innovation project lead, The Prince's Trust Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

1. DIGITAL INNOVATION:
GET HIRED
COMMERCIALISING PRODUCTS TO
STRENGTH AND SCALE

2. VICKY YORKE
Innovation Lead
DONNA WHITE
Senior Head of Digital Marketing

3. HIGHER
OR
LOWER?

4. In January-March 2019, how
many 16 to 24-year-olds were
unemployed?
Higher or Lower?
690,000

5. In January-March 2019, how
many 16 to 24-year-olds were
unemployed?
Higher!
764,000

6. What percentage of young
people “always” or “often”
feel stressed?
Higher or Lower?
37%

7. Higher!
65%
What percentage of young
people “always” or “often”
feel stressed?

8. How many people did The Prince’s Trust
help last year?
Higher or Lower?
42,340

9. Higher!
60,000
How many people did The Prince’s Trust
help last year?

10. Higher or Lower?
The Prince’s Trust has supported
1,000,000 young people since 1976.

11. Lower!
The Prince’s Trust has supported
1,000,000 young people since 1976.

12. STRATEGY
➔ Help an additional one million young people in 10 years
➔ Give young people a greater stake in society and the economy
➔ Be the best organisation

13. FUTURES AT STAKE, 2018
➔ 46% of 16 to 25-year-olds are worried that they won’t have skills for the future
➔ 23% of young people claim they don’t know anyone who can help them get a job

14. EMPLOYABILITY LANDSCAPE
➔ 494k 16 to 24-year-olds were unemployed this summer, up 27k from last year
➔ London Youth estimates that a further 480k young people are classified as ‘hidden
jobless’, missing out on benefits and support

15. INNOVATION

16. INNOVATION CULTURE
Strategic goals + Creative problem-solving = Solutions
The Trust invested £1m in innovation, encouraging staff to submit proposals to
Ideas Loop, a forum where suggestions could be shared, discussed and
upvoted.
Ideas up-and-running to date >
Digital Influencer
Manager
Use Your Voice
Tomorrow’s Store
pop-up
Wellbeing hubs
across centres

17. GET HIRED

18. WHERE’S THE INNOVATION?
To help us reach our ambitious goals of supporting young people we also need to
look at new, sustainable ways to fund this activity.
Aims
➔ Reach more Young people
➔ Grow SME business engagement
➔ Generate commercial income
Objectives
• Support SMEs and YPs through inclusive processes
• Provide a professional and commercial service that solves a business need
• Identify competitive fee structure

19. WHAT’S IT ALL ABOUT?

22. GET HIRED MADE ME
FEEL HOPEFUL
BECAUSE TRYING TO
GET A JOB IS
DIFFICULT. I WAS
ABLE TO DEVELOP
MY SKILLS AND
PREPARE TO DO
WELL.
- SHANELLE

24. GETTING READY FOR TAKE OFF
The innovation bid meant we secured budget to recruit a sales team
and web developer to launch an MVP website to focus on:
Alongside this, we collaborated with our in-house digital team to:
➔ User journeys
➔ Website creation (B2B and B2C Jobs Board)
➔ Overarching marketing strategy
➔ Establish analytics and reporting
➔ Make UX recommendations based on focus group feedback
➔ Create a white paper B2B marketing strategy
➔ Create engaging content for B2C campaign

25. GOING ON A JOURNEY
We simplified our user journeys and focused on the customer experience to
give our conversion rate the best possible chance of success:
Ongoing
account
support
(Sustain)
Match YP to
role(s)
(Transformation)
Identify
entry-level
roles /
Apply
(Progression)
Sign up
(Connection)
Marketing
(Awareness)
Easy mobile-
friendly sign-up
process
(no CV)
Friendly ‘forgot
my password’
process
Live chat
function with
human support
Top tips and
advice to
maximise the
opportunity

26. SPREADING THE WORD
The in-house digital team split the project into two to develop bespoke
strategies that would generate a pipeline of enquiries:
SMEs
➔ Lead gen data capture campaign
using a ‘skills gap’ whitepaper to
encourage businesses to sign up
➔ Testimonials
➔ Targeted LinkedIn campaign
➔ PPC campaign
➔ E-newsletter journey to inspire
Young people
→ Social media campaign using
Twitter, Facebook and Instagram to
promote the easy application
process
→ Testimonials

27. THE CAMPAIGN

28. KEY LEARNINGS
Audience
➔ Internal audience and value
➔ Understanding how The Trust can add value to YPs and corporations’
existing recruitment models
➔ B2B digital strategy to reach SMEs
➔ Scale vs exclusivity
Technology
➔ MVP approach
Price model
➔ Test and learn phase
KPIs
➔ What does success look like? Innovation vs cash

29. RESULTS TO DATE – GET HIRED LIVE
Successful
matches
01
Monthly web
page users
XX
Best
Innovation
UK
SO FAR, IN LONDON THIS YEAR:
➔ 845 Interviews Hosted
➔ 413 Second Interviews Confirmed
➔ 79 Business Engagements
➔ 130 Successful Outcomes
£5,000
Income
Secured
Dragon
Award
Winners

30. RESULTS TO DATE – JOBS BOARD
Registered
YPs
283
Registered
SMEs
77
Submitted
applications
141
Successful
matches
03
Monthly web
page users
+41%
Dwell time
+37%
Bounce rate
-9%
Average
pages per
session
+32%

31. HOW TO: EMBEDDING DIGITAL INNOVATION
➔ Be prepared to invest – financially and staff capacity
➔ Do your homework – who can you speak to in your network
➔ Continuously upward manage – you’re only human
➔ Find a bargain – what free trials are available or can you negotiate a
deal to test and learn?
➔ What does success look like? If the goalposts change, tell the team
➔ Start a working group that is representative of the organisation,
where possible, to ensure it is taken seriously – and encourage
those champions to spread the word

32. IT GAVE ME MUCH
MORE CONFIDENCE IN
THE APPLICATIONS
PROCESS. EVEN AFTER
GET HIRED, I APPLIED
FOR JOBS I NEVER
WOULD HAVE BEFORE.
- ROSIE

33. THANK YOU.
QUESTIONS?

34. The charity digital
conference
20 November 2019
London
#charitydigital
Sponsored by

35. Visit the CharityComms website to view
slides from past events, see what events
we have coming up and to check out
what else we do:
www.charitycomms.org.uk