The document provides guidance on implementing an effective recruitment and marketing program for a volunteer fire/rescue service. It discusses recruiting strategies like engaging potential candidates in conversation, following up on leads, and closing interactions to obtain contact information. It also outlines how to develop a marketing plan, create partnerships with businesses, and leverage free and grant-funded resources for promotion. The overall aim is to treat recruitment as a sales process and utilize various digital and unconventional marketing channels.

1. Implementing a Sales Strategy to Develop an Effective Recruitment and Marketing Program

2. About Me My name is Jason Goldberg I was hired in January as one of the nation’s first Recruitment and Retention Program Managers for the volunteer fire/rescue service. I am a Syracuse University Alumnus I sit on the board of directors as the Secretary at the Cabin John Park Volunteer Fire Department. I have been in the volunteer fire/rescue service since 2002 I am a Firefighter and an EMT-B I am still very much operational and staff apparatus between 4-5 times a week I have an extensive background in recruitment and sales I have worked as a Staffing Manager at: Robert Half International SNI Companies I have worked as a Corporate Recruiter for: Cricket Communications First Washington Mortgage Cornerstone First Financial

4. Information Covered Today Recruiting 101 Developing and Managing a Marketing/Recruitment Campaign How to Create Business Partnerships and Obtain Sponsorships Free Marketing /Recruitment Resources Expensive Marketing/Recruitment Resources Obtained at NO COST Marketing/Recruitment Resources Gained Through SAFER Grant Money

5. Recruiting 101 Create an Opener “ Chat em’ up” Break up the conversation Always Be Closing Utilize PNCs for warm leads

6. Create an Opener Make a joke “You have a lot of bananas in your shopping basket, you must be one of those healthy granola eaters” Talk about the weather “Man It is Hot out there today…what do you think?” Comment about current environment or situation “This line is super long…is it always like this?”

7. “Chat em’ up” The stronger your conversational skills are, the stronger your connection will be with the potential new candidate (PNC). Women and Men who naturally flirt with the opposite sex during normal conversation are your department’s most effective recruiters! Initially focus on benefits rather than expectations (the conversation will naturally flow to the subject later on) We want to avoid turning people off with the requirements before they find out about the benefits

8. Break up the Conversation Ask about sports, favorite movies, etc. Do not solely focus on the volunteer opportunity. By engaging in other conversation, the candidate will feel as though they are conversing and NOT being sold The more the applicant talks, the more interested they will become. Ask a lot of open-ended questions…do not ask anything that can be answered with a yes or no The conversation will die…and the PNC will move on!

9. Always Be Closing! The concept works with flirting with the opposite sex and…SELLING. CLOSE TO ANYTHING!!!!!!!!!! Contact Information Ride-Along Scheduled (Form Filled Out) A Scheduled Tour A Completed Application (IDEAL)

10. Utilize PNCs for Warm Leads Your Recruitment/Membership Committee should be asking the candidate if he/she has any friends that may be interested. Feel free to ask for contact information. Perform cold Calls Always open utilizing the referral as a resource Start the process over again Your PNC will know of other people interested! Remember…referrals are FREE!

11. Skills Practice Let’s practice what we have learned

12. Developing and Managing a Marketing/Recruitment Campaign Establish a Plan How to Actualize Your Goals How to Avoid Kinks in the Pipeline

13. Establish a Plan Establish your ultimate goal and an ideal end-result. Approach this critical component with a strategic, tiered plan. Assign each component to a recruitment/membership committee member. Create phases and deadlines.

14. How to Actualize Your Goals Utilize as many free resources as possible. Develop community partnerships. Aggressively reach out to companies that control community exposure. If you see value in a company’s product or service, solicit them for free service. What is the worst they can say…no?

15. How to Avoid a Kink in the Pipeline Establish one resource for all potential new candidates to reach out to. A website form An E-Mail Address A Telephone Number

16. How to Avoid a Kink in the Pipeline Establish a system so your team does not accidentally harass PNCs Establish a generic Email Address with ONE INBOX Place emails that have been followed up with in a separate folder. Create a weekly recruiter schedule for answering telephone leads.

17. How to Avoid a Kink in the Pipeline Create a tracking sheet (Pipeline System) Include PNC personal information Include dates and times PNCs are contacted Include how the PNC discovered the opportunity If a referral, document who sent them

18. How to Avoid a Kink in the Pipeline If all of these systems are implemented you will be able to: Determine who your best recruiters are. Determine which marketing medium is most effective. Ensure that there are no, “fall offs.”

19. How to Create Business Partnerships and Obtain Sponsorships Determine which companies will be easiest to work with. Prepare for the initial cold call.

20. Determine Which Companies will Be Easy to Work With Use your own membership for leads. Someone in your own membership might be able to facilitate a partnership. Do some research. Reach out to other non-profits and find out what companies are, “low maintenance.”

21. Prepare for the Initial Cold Call Be very familiar with the company you are calling. Research who the decision makers are. Memorize business locations, last year’s revenue, company mission…and most important, WHAT THEY DO! Find out who else the company has partnered up with

22. Prepare for the Initial Cold Call Know exactly what you want and be prepared to know how much that resource may cost that company!

24. Have their logo placed in a designated section of your department’s website.

25. Allow them to sell their product or set up a booth at your open house.

28. Prepare for the Initial Cold Call Be prepared to overcome objections with, “word tracks” and solutions. “We already have a preferred non-profit we donate to.” “Our mission is significantly different then the non-profit your company currently supports…we are not looking for a handout; we are looking for strategic partnerships within our community.”

29. Prepare for the Initial Cold Call Be prepared to overcome objections with, “word tracks” and solutions. “We just don’t have the money to help you guys out.” “We are not looking for money; we are looking for a partnership. If your help us with this resource we can actually help build your business.”

30. Prepare for the Initial Cold Call Be prepared to overcome objections with, “word tracks” and solutions. “I see no value in offering this to you for free…I have small non-profit clients that pay top dollar for my product.” “The economy has hurt us tremendously, our numbers are declining because our members have recently been forced to take second jobs and no longer have time to volunteer. Additionally, our funding has been significantly cut. We see a SIGNIFICANT amount of value in your product and that is why we have reached out to you. We can offer you alternative forms compensation.”

31. Prepare for the Initial Cold Call Be prepared to overcome objections with, “word tracks” and solutions. “We are not interested.” “How come you are not interested in helping our your local fire department?”

32. Prepare for the Initial Cold Call Be prepared to overcome objections with, “word tracks” and solutions. “We do not help out non-profits.” “We are more then a non-profit, we are a volunteer fire/rescue organization; our only mission is to help the community during the worst moments of their lives. All of our funding goes toward training, tools and apparatus to better assist people like yourself. We are looking to develop a mutually beneficial partnership…not solicit donations.”

33. Prepare for the Initial Cold Call Be prepared to overcome objections with, “word tracks” and solutions. “I hate the fire department…firefighters are a bunch of a**holes.” “I very much apologize for your prior negative experiences with firefighters. I take this kind of feedback very personally and will do anything to change your opinion of us.”

34. Prepare for the Initial Cold Call Be prepared to overcome objections with, “word tracks” and solutions. IF ALL ELSE FAILS, USE OPEN ENDED QUESTIONS

35. Skills Practice Let’s practice what we have learned

36. Free Marketing/Recruiting Resources Free Digital Marketing Free [Un]Conventional Marketing

37. Free Digital Marketing Volunteer Match (www.volunteermatch.org) Idea List (www.idealist.org) Facebook (www.facebook.com) LinkedIn (www.linkedin.com) Twitter (www.twitter.com) You Tube (www.youtube.com) Your Local Volunteer Center (www.1-800-volunteer.org) Your Department Website

38. Free Digital Marketing Let’s Watch a Quick Movie On How Critical Digital Marketing is for a Successful Recruitment Campaign

39. Free [Un]Conventional Marketing PSA Ads Interior and exterior bus ads Bus Shelter ads Metro/Subway Ads Commuter Train Ads Radio TV Community Access Television

40. Free [Un]Conventional Marketing Brochure and Flyer Placement at: Community Centers Local Schools Churches, Synagogues, Mosques, Temples Retailers with community boards

41. Free [Un]Conventional Marketing Presentations/Booth Opportunities Community Events (Fairs, Carnivals, youth and adult club/school events) Local Concerts Community College Career Fairs High School Events Your Fire Department Open Houses Your Fire Department Fundraisers

42. Free [Un]Conventional Marketing Business Card Distribution Your operational folks can give out cards when out in the community (lunch at the mall, ice cream parlor, etc)

43. Free [Un]Conventional Marketing Letters/Postcards If your department solicits donations through mass mailings, you can add a recruitment message and contact information.

45. Educators loves these partnerships because it adds a realistic component to their course.

47. Expensive Marketing/Recruitment Resources Obtained at No Cost Professional Advertisement Development Flyers Bus Ads Take-Away Cards Posters Professionally generated slogans and tag lines General Marketing Materials

48. Expensive Marketing/Recruitment Resources Obtained at No Cost Space at 3 Local Major Shopping Venues Poster placement at all entrances Table top inserts in food courts (1/3 presence) Website Posting Brochures/flyers in literature racks Inserts for Easter and Santa Give Away Bags

49. Expensive Marketing/Recruitment Resources Obtained at No Cost Inserts in Local and National Restaurant Chain Take-Out Bags Utilizing take away cards created from professional advertisement agency

51. Status Delivery

52. Page Migration

53. Determine which users generate the most activityThis Technology is better enabling to me re-think our Target Market

55. Customize tabs to create a unique look

59. Pictures of Recruitment Station

60. In Conclusion Recruiting is SALES You can get the best resources to help recruit; just remember how to sell! Take Advantage of all the free resources available to you USE INTERNS and VOLUNTEERS! Partner with local educational institutions Empower your existing members

61. Questions? My Contact Information: Jason Goldberg Recruitment and Retention Coordinator Montgomery County Volunteer Fire-Rescue Association 230 N. Washington Street STE 400 Rockville, MD 20850 Phone: 301-424-1297 E-Mail: Jgoldberg@mcvfra.org Twitter: @FireRecruitment Facebook:www.facebook.com/Fire.Rescue.Recruiter LinkedIn:www.linkedin.com/profile?viewProfile=&key=43690228