Recruitment Ideas and Experiences – summary

At a Joint Morris Organisations (JMO) online event on 24 November 2024, Jon Brenner of Five Rivers Morris and Ed Worrall of Saddleworth Women’s Morris and Clog shared insights on effective recruitment strategies for Morris dancing teams.

Jon Brenner’s Presentation:

Jon Brenner began by emphasizing that there is no universal recruitment model suitable for all Morris teams. Drawing from marketing principles, he adapted the “Product, Price, Promotion, Place” framework to Morris dancing, focusing on:

• Appeal: Understanding what the team offers—tradition, social engagement, exercise, or festival participation—and identifying the target audience.
• Barriers: Addressing logistical and perception challenges such as commitment levels, costs, and social stigmas associated with Morris dancing.
• Channels: Ensuring potential recruits can easily find information, contact the team, and join practices.
• Retention: Making it easy and enjoyable for new members to continue participating.

He highlighted various barriers people might face, including lack of awareness about Morris dancing, concerns about desirability and inclusivity, and logistical issues like scheduling and fitness levels.

Using Five Rivers Morris as a case study, Brenner noted that:

• The team values fun, community involvement, and inclusivity, often involving partners and families.
• Over half of their 45 members had not danced Cotswold Morris before joining.
• Approximately 73% were recruited through existing friendships or social networks.
• Only a small fraction joined via online searches or advertisements.

Their successful strategies include:

• Creating an Appealing Team Culture: Emphasizing fun, support, and reliability.
• Visibility: Actively performing, engaging on social media, and participating in community events.
• Welcoming Environment: Making practices enjoyable and ensuring newcomers feel included without immediate pressure for commitment.
• Encouraging Member Recruitment: Motivating current members to invite friends and acquaintances.

Challenges they faced involved competition from other local teams, perceptions of being cliquish due to matching merchandise, and the need to enhance diversity and inclusivity.

Ed Worrall’s Presentation:

Ed Worrall discussed the formation and recruitment success of Saddleworth Women’s Morris and Clog, established in January following community interest on local Facebook groups. Key points from his talk include:

• Community Engagement: Recognizing local interest, Worrall and co-founder Lucy Marsh organized an open evening, attracting about 30 people, most of whom were new to Morris dancing.
• Targeted Communication: They focused on hyper-local channels like community radio, newspapers, and Facebook groups, deliberately avoiding traditional Morris networks to reach a new audience.
• Inclusive and Supportive Environment: Emphasizing the importance of making newcomers feel involved from the outset, they provided clear goals, such as performing at the Holmfirth Folk Festival, and supported members in achieving them.
• Diverse Membership: The team spans ages from the 20s to 70s, enhancing community representation and outreach.
• Continuous Recruitment Effort: Worrall stressed that recruitment is an ongoing process. Even after initial success, they continued to host open evenings and engage with the community to attract new members.

He advised teams to:

• Leverage Local Hooks: Use local events or stories to generate interest and provide a relatable reason for people to get involved.
• Maintain Positive Messaging: Focus on what potential members can achieve rather than limitations, and avoid portraying the team as struggling or desperate.
• Build Team Culture: Create an environment where members feel valued, supported, and integral to the team’s success.

Common Themes and Takeaways:

Both speakers underscored that effective recruitment extends beyond attracting individuals—it involves fostering an environment where members feel welcomed, included, and motivated to stay. Key strategies include:

• Understanding the Audience: Tailoring recruitment efforts to the interests and concerns of potential members.
• Addressing Barriers: Recognizing and mitigating factors that might prevent people from joining.
• Community Integration: Engaging with the local community through events, media, and partnerships.
• Positive Experience: Ensuring that newcomers have a rewarding and enjoyable experience from their first interaction.
• Ongoing Effort: Recognizing that recruitment and retention require continuous attention and adaptation.

By implementing these approaches, Morris teams can enhance their recruitment effectiveness, promote diversity and inclusion, and ensure the sustainability and vibrancy of their groups.