Growing the Movement of Leaders the strategy behind how we recruit

1. Growing the Movement of Leaders the strategy behind how we recruit If you did not input your ID #, please hang up and call back in. Summer 2014 L&D Designer: Amanda Mills Cutright

2. Introduction to Today’s Training Annotation tools Feedback tools Enter chat messages

3. Amanda Mills Cutright Anthony Ramirez Angie Brice Thomas Sara Metzger Derek Lombardi Erin Walker

4. Objectives All team members will… • Gain a deeper understanding of recruitment strategies to drive productive campaigns • Review the foundational knowledge required for marketing, outreach, and cultivation • Gain understanding of the primary responsibility of each role

5. Agenda The Strategy Behind Recruitment The Fundamentals of Marketing The Fundamentals of Outreach or Cultivation Putting it All Together!

6. What We Do: The RT Charge “In the broader fight to end educational inequity, we are responsible for meeting the needs of each region by recruiting a diverse, high quality, large corps.”

8. If we were to give you NO training what would you do?

9. Our work

10. Find & build new sources of growth Recruitment Strategies Blueprint Grow leadership mindsets & skills of out-year prospects/ underclassmen & accepted applicants Cultivate top prospects & registrants directly, inspiring action Understand your recruitment landscape Build awareness & conviction across your market • Broad market forces • TFA brand health • Your specific market • Implement comprehensive sourcing plan • Develop genuine relationships with prospects across multiple touch points • Tell our story authentically • Build knowledge & conviction over an extended time-horizon, inspiring action • Execute social media campaign • Execute comprehensive press campaign • Execute visual marketing campaign • Maximize available marketing channels • Create relevant events/experiences for learning & engagement Transformational Change Diversity Large, diverse corps of transformational teachers Large, diverse corps of transformational teachers • Go deeper—maximize your market share • Go broader within portfolio • Go beyond current portfolio—identify new growth opportunities • Optimize registrant management Respect & Humility Team • Build a multi-faceted network (CM/As, CCCs, TFA staff, community members, faculty/admin, student leaders, national orgs, etc.) Inspire a broad network to build the corps with us Leadership Mary Powers • Invest them in broader direction of org & steward relationships Anthony Fowler • Mobilize people to do what you can’t do yourself • Multiply yourself—support contributors to extend your capacity and reach more people • Galvanize credible advocates • Engage detractors and invest them in our shared efforts • Expand group of eligible and invested prospects for future years • Prepare accepted applicants for the challenges of the corps and leadership required of them

11. Our work • Increase brand and issue investment

12. Agenda The strategy behind recruitment The Fundamentals of Marketing The Fundamentals of Outreach and Cultivation Putting it All Together

13. Marketing & Recruitment Cultivation Recruitment Outreach Marketing Landscape

14. What is a Brand?

15. What’s is a Brand? Your Prospect

16. What does it mean? BIC execution: Bringing your marketing/recruitment plans to life in a way that surpasses that of other similar organizations and ensures high performance and results

17. Why important? Achieve organizational mission Achieve organizational goals Be efficient and effective

18. Agenda The strategy behind recruitment The Fundamentals of Marketing The Fundamentals of Outreach and Cultivation Putting it All Together

19. Our work • Identify, meet, and compel promising leaders

20. Example Timeline of a Prospect: Shannon Browne September 2014: We reach out to Shannon or invite her to an event to learn more about TFA. January 2015: Shannon accepts her offer to the corps and begins preparing to move to Institute and then her region. Summer 2014: We find out information about Shannon, who could be a strong candidate for the corps, from her LinkedIn profile and put her information in TFACT. October 2014: After meeting with an RTerand attending an event, Shannon is hooked on TFA. She applies to the corps! April 2015: Shannon is so excited about TFA that she sends you the names of 5 more prospects you should reach out to for the 2016 corps.

21. Our Goal CCC

22. The First Step

23. Prioritizing

26. Outreach & Cultivation Overview Outreach is the process of reaching out or contacting our prospects, registrants, and applicants (prospective corps members) for the purpose of engaging them in recruitment activities including meetings, events, or webinars.

27. Outreach Overview 1:1 Meeting Group Meeting Phone Meeting OUTREACH Office Hours Online Event Campus Event Conference Call

28. Outreach in Context: Teachers in Classrooms You control how many teachers you bring to the movement by: Arranging meetings with large numbers of diverse, outstanding people Turning pipelines into meetings, and then applicants and corps members Outreach Cultivation # met admitted applicants Matriculation

29. Find great people Prioritize who to get in front of Determine outreach method (email, phone, in-person, etc.) Execute Outreach OUTREACH CYCLE

30. Find great people Prioritize who to get in front of Determine outreach method (email, phone, in-person, etc.) Execute Outreach PROSPECT RESPONSE NO RESPONSE DECLINE YES OUTREACH CYCLE

31. Find great people Prioritize who to get in front of Determine outreach method (email, phone, in-person, etc.) Execute Outreach PROSPECT RESPONSE NO RESPONSE DECLINE Follow-up Pull-in YES Confirm their attendance to the interaction OUTREACH CYCLE

32. Find great people Prioritize who to get in front of Determine outreach method (email, phone, in-person, etc.) Execute Outreach PROSPECT RESPONSE NO RESPONSE DECLINE DECLINE or NO RESPONSE DECLINE or NO RESPONSE Follow-up Pull-in YES Confirm their attendance to the interaction YES YES OUTREACH CYCLE

33. Find great people Prioritize who to get in front of Determine outreach method (email, phone, in-person, etc.) Execute Outreach PROSPECT RESPONSE NO RESPONSE DECLINE DECLINE or NO RESPONSE DECLINE or NO RESPONSE Follow-up Pull-in YES Confirm their attendance to the interaction YES YES INTERACTION Remind them of scheduled interaction OUTREACH CYCLE

34. Find great people Prioritize who to get in front of Determine outreach method (email, phone, in-person, etc.) Execute Outreach PROSPECT RESPONSE NO RESPONSE DECLINE DECLINE or NO RESPONSE DECLINE or NO RESPONSE Follow-up Pull-in YES Confirm their attendance to the interaction YES YES INTERACTION Remind them of scheduled interaction NO SHOW or CANCEL OUTREACH CYCLE

35. Outreach Methods and Interaction Types

36. What We Mean by “Cultivation” To cultivate a conviction in equity and shape mindsets; to create an advocate for our students ready to commit to teaching as a path to leading equity in this country. What do we mean by Cultivation? I’m going to do Teach For America next year I am going to med school next year

37. Cultivation in Context: Teachers in Classrooms You control how many teachers you bring to the movement by: Meeting large numbers of diverse, outstanding people Turning those met people into applicants and then corps members Outreach Cultivation # met admitted applicants Matriculation

38. Winning Hearts and Minds • Key Beliefs: • Today, despite the hard work of countless talented teachers, committed families, and brilliant children, our education system as a whole is not set up to ensure that low-income students and students of color are able to transcend the systemic challenges of poverty and racism. • Our country needs diverse, talented leaders like you to work toward educational justice for all. One of the most rewarding and meaningful choices you can make is to help kids get a quality education and reach their potential. Through Teach For America you can join the broader fight toward equity, making a direct impact in the classroom, and becoming a critical advocate for our country’s future.

39. Winning Hearts and Minds It is natural for prospects to have concerns, but remember behind every concern is a motivation. Seek to understand the underlying motivations and help prospects understand the opportunity for impact through Teach For America while addressing concerns.

40. Our RT Charge “In the broader fight to end educational inequity, we are responsible for meeting the needs of each region by recruiting a diverse, large, high quality corps.” Questions for discussion: • What role will your outreach strategy play in fulfilling the RT Charge? • What types of skills do you expect to use from your prior experiences? • What types of skills will you need to learn in order to successfully live out the charge?

41. Outreach Standard of Excellence

42. Outreach Standard of Excellence Take a look at the Outreach Standard of Excellence handout in your weekly guide.

43. Outreach Vision Statement Outreach is the bedrock of our recruitment strategy. Comprehensive outreach planning and execution by new team members is critical to the success of our recruitment campaigns, critical to the mindsets that are developed among students and faculty on campuses and in the professional world (regardless of whether they join Teach For America) and critical to ensuring we cultivate the relationships that turn into corps members that are needed for our classrooms and the broader movement to better serve public school students in low income communities. Our outreach needs to be thoughtful, it needs to be directed at students and professionals most likely to have the mindsets, leadership, and experience necessary to support students to success in the classroom, it needs to be culturally competent, and needs to be executed at a high bar, every time. This summer course will aim to leave you with the skills, the mindsets, and the strategy & leadership development training to create an outreach vision, invest others (including your manager and partner cultivators) in that outreach vision, execute that outreach at a high level, and use analysis tools to measure the success of your outreach strategy and adjust course continuously throughout the year, so that we may meet regional need for qualified candidates.

44. Definition of Outreach Excellence Outreach is an essential, multifaceted part of our recruitment work. As such, excellence in this strand touches upon a number of key responsibilities and skills, including: • Understanding the common mindsets that link outreach to leadership development and our RT charge • Mastering/harnessing technical skills • Understanding the elements of one’s recruitment landscape, especially pipeline • Composing clear, compelling, conscious, and differentiated communication to external markets, while upholding a positive personal and organizational brand • Using multiple communication channels to conduct outreach • Building your plan and strategy • Managing upward or across distinct professional expectations in a pod setting

45. The 4 Leadership Principles • Perspective • Personal Responsibility • Purposefulness • Perseverance

46. Perspective Leaders understand that operating with a sense of humility humanizes them, allows them to build stronger trust bonds, and engenders confidence & loyalty from superiors, peers, and managees alike. Strong leaders demonstrate a sense of vulnerability and recognize that they don’t know everything. They demonstrate a sincere willingness to acknowledge mistakes and to rectify them quickly in order to move forward. They recognize their own limitations and actively seek out the perspective of others in order to surround themselves with people who will complement and push their own development. Strong leaders engage in constant reflection in order to learn, improve, and develop a greater sense of conviction. They also demonstrate an ability to make rational decisions that are objective and based on accrued wisdom and experience.

47. Perspective in Outreach

48. Personal Responsibility Leaders on the RT understand that leadership may be exercised by any person without regard to title, tenure, or team. They understand that leadership involves serving people and understand the power of collective impact. They view leadership and their contributions as something that flows throughout an organization, spans levels, and flows both up and down hierarchies. They understand the role of organizational structures and hierarchies as tool to accelerate impact but they are also able to operate with a sense of ownership and a high degree of investment; knowing that each individual plays a critical role in furthering the mission.

49. Personal Responsibility in Outreach

50. Purposefulness Leaders have a strong ability to listen and observe. They are constantly striving to comprehend the experience of other individuals whether personal or professional. They are skilled at reading a person or group by understanding the mindsets, dynamics, attitudes, values, and underlying concerns of those being communicated with. Doing so, allows the leader to adapt their messaging to said audience or environment in order to more effectively invest others in his or her vision.