RECRUITMENT
Our goal is to recruit more participants by lowering barriers to entry and being crisp and concise with marketing, in language that is meaningful to them
The Challenges with Traditional Recruitment
Overlooks barriers like stigma, schedules, or preferences
Misses men outside familiar community spaces
Hard to scale beyond word-of-mouth and in-person events
Takes significant time and effort to execute
The Benefits of Digital Recruitment
Reach users where they already spend most of their online time
Expand to a wider pool of potential participants
Test and adapt messages quickly and learn what works
Make the first step easier while lowering the social pressure
DIGITAL PRACTICE: First Steps Towards Digital Recruitment
To recruit through digital channels, start by getting to know your users, then craft strategic messages that speak to them, and use digital tools to extend your reach
Understand Your Users
Try tools like empathy maps to organize what you know about your users so that you can create precise marketing and branding
Create Social Media Posts
Create engaging social media posts with the support of Aly or other AI tools
Run Digital Ads
Create advertisements to post on forums, communities, or social media, and expand the reach of your recruitment messages.
What Success Looks Like
DIGITAL PRACTICE 1
Understand Your Users: Empathy Maps
Empathy maps help visualize what users think, feel, say, and do, so your team can tailor messages that resonate.
It is a great tool to help you understand who your users are and how should you communicate in your recruitment strategy.
STEP BY STEP GUIDE
1. Gather all the research of your users and identify the user segment you want to make the empathy map for:
2. Populate the map with your team (based on what you know about your user).
3. Share with someone that understands that user segment and ask for feedback.
4. Start mocking up a value proposition and marketing message that will resonate.
Useful Resources
Template: Empathy map
A personalized version of this popular tool to help understand your target audience.
Tips & Tricks
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List what your target audience says versus what they actually do
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Identify the emotions they feel during your recruitment process
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Map out the specific barriers preventing them from registering
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Note the exact words they use when showing interest or declining
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Use these insights to adjust your recruitment strategy
DIGITAL PRACTICE 2
DIGITAL PRACTICE 2
Social Media Posting
Though, it may take time while your organization nails the right tone, content, and strategy for posting on social media, it’s a matter of starting small and testing what works. You can also leverage AI tools to tell the stories you want.
STEP BY STEP GUIDE
1. Define the main goal of your recruitment campaign.
2. Define the user segment (empathy map) and a way to grab their attention.
3. Use this AI Prompt Guide (Aly) to generate multiple message options.
4. Refine and validate for feedback.
5. Post!
Useful Resources
Template: Social Media Posting
Craft posts that speak directly to your audience on Facebook, Instagram, or WhatsApp.
Prompt Guide: Social Media Posting
Tailor social media messages and content for your audience with AI.
Other resources:
– Social media strategy guide
– Social media posting
– Prompt ideas: 36 Actionable AI Social Prompts (+ Prompt Writing Tips)
– Social media post design: 200 Social Media Posts In 10 Minutes
– Copywriting Tutorial - Examples, Tips and Formulas
Tips & Tricks
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Address user concerns directly in your content
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Show how your program strengthens social connection
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Write clear, specific calls-to-action that require minimal effort
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Test your posts with colleagues or potential users before publishing
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Focus on benefits that resonate with your audience
DIGITAL PRACTICE 3
Digital Advertising
Unlike organic social media, paid digital advertising offers precise audience targeting and expanded reach.
It can reach specific demographics based on interests, behaviors, and characteristics with clear data on effectiveness and return on investment.
STEP BY STEP GUIDE
1. Define objectives, clear budget, campaign timeline and indicators of success.
2. Choose the target demographics and needs.
3. Develop the content.
4. Share audience and plan with an AI and validate content.
5. Post!
Useful Resources
Digital campaign planner
Organize your ideas and think in advance how you will approach your audience.
Prompt Guide: Social media ads
Easily produce content ideas for your digital ad campaigns using AI.
Other resources:
Tips & Tricks
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Select platforms where your audience is most active
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Set audience parameters based on interests, not just demographics
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Address skepticism and practical barriers in your ads
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Choose targeting options based on your insights
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Get feedback on your ad content before launching campaigns