Make Meaning Recruitment Strategy

Presented by Delia Camasca

Recruiting

The Brand• Make Meaning an entertainment

destination start-up where people of all ages can have fun & be creative.

• The brand, logo, colors and design are colorful and reflect the company's mission to create “fun,” "memorable" and creative experiences for guests.

• A retail chain that offers crafts experiences with emphasis on the customer “experience.”

Retail/Entertainment Category5 retail stores in 4 states offering experiences in:

Ceramics Cake DecoratingCandle Making

Paper Glass Soap Making

Retail/Entertainment CategoryCompany also offers venues for parties & corporate events

Challenges• To recruit 40 Store Associates in short

amount of time

• Jobs are low paying and part-time

• Brand is “not” established (unknown)

• History of “undependable” employees

• Need to increase level of professionalism

• Need to raise quality of customer service dependability, communication skills, that are stable.

The PlanObjective: To engage potential employees “moms” or “grandmas” in conversations about Make Meaning “experiences” to spread word of mouth testimonials about how “fun” it is to work at Make Meaning

Strategy: Build out engaging social media & create public events to generate interest in working at Make Meaning

Identify Target Audience: Mom’s and Grandma’s looking for supplemental income.

Target Audience

• Moms & Grandmothers looking to return to work for supplemental income

Insights

Insights• Mature candidates are likely to be

more dependable than young candidates

• Tend to be more stable and less likely to jump ship

• Would possess skills necessary to work with children which is a large percentage of Make Meanings customers

• Are more likely to connect with Mom’s

• Mom’s are highly engaged in social media

Insights• 16 MM Moms in U.S. with kids

• Mom’s looking for community and are active on social media

• 94% seek advice of others before buying products or try out new things

• 97% give advice to others about products they bought

• Most Influential tools are reviews emails & friends/family suggestions

*Data from NYU Shopper Study

Influencers

Target Opportunity• Build out fan page on Facebook with pictures & video

testimonials on why it’s fun to work at Make Meaning.

Target Opportunity• Invite moms to show us their creativity by posting a 1 minute video on

Facebook on why we should hire them to work at Make Meaning.

Target OpportunityShow people why it’s fun to work at Make Meaning

Target Opportunity• Sample Video Testimonial on why its fun to work at MM

Budget for Social Media

• Photography costs $1,000 for photo shoot at store

• Cost to run 3 Targeted ads based on CPM on Facebook $500.00

• Video shoot 1 days for 20 sound bytes edited into 25 sec videos $3,000 includes one camera person, lighting, microphones and editing with graphics

• Graphics design and copy produced by in house graphics department

• Social media community and content management done in house.

• TOTAL - Social Media spend $4,500.00

Target OpportunityCrafts on the go to attract mom’s & children and invite them to create a

project for a “Mommy & Me” or “Grandma & Me” “experience”

“Crafts Mobile” for people to “experience”, fun, creative crafts activities on the go

Target Opportunity

Hold public event “Make Meaning Crafts Experience” where participants who are interested in a job get to show us how they would “create” fun experiences for our customers.

Crafts on the go to attract mom’s & children and invite them to create a project for a “Mommy & Me” or “Grandma & Me” “experience”

Target Opportunity

• Promote event details via social media and ask people “Where’s the Crafts mobile today?” tell them when and where to show up

• Best participants would be invited to interview

• Fully equipped truck with all necessary supplies for soap and candle making

• Truck would travel to fairs, festivals, stadiums “prior” to events, crafts shows, and flea markets

Crafts on the go to attract mom’s & kids for “Mommy & Me” or “Grandma & Me” time

Budget for Crafts Mobile• Purchase of used white school bus from

EBay $3,200.00

• Cost to refit bus with counters, stools, repaint black area with logos $2,000.00

• Outfit bus with storage area and fill with supplies for crafts projects with storage for soap and candle making $1,000.00

• Cost to staff bus with 4 ACE's, a driver and event coordinator for 8 hours 4 ACE'@ $12 an hour = $384.00, 1Driver@ $14 an hour = $112.00 (not including gas) and Event Coordinator @ $17 an hour = $136.00

• TOTAL - Cost of bus $6,200.00

• TOTAL - Cost of outing for bus and staff per outing $631.00

Target OpportunityDistribute “Have Fun at Work” cards to staff to distribute for employee

referral program. Employees would get bonus for hires.

Target OpportunityDistribute “Have Fun at Work” cards to staff to distribute for employee

referral program. Employees would get bonus for hires. Cost of printing trifold cards $50.00 with outside vendor.

Results• Social Media: will start conversations and generate

word of mouth advertising

• Crafts Mobile: will get people talking about brand while demonstrating how “fun” it is to work at Make Meaning and do the “experiences”

• Other potential Outcomes: Improve brand recognition, increase walk-in traffic to stores, increase revenue and generate interest in the “experience” of creating projects, increase web traffic, book more events and drive people to apply for our jobs online