Using Digital for Recruitment and Marketing: 500 word summary

Summary of “Using Digital for Recruitment and Marketing” by Brian Kelly

Brian Kelly’s talk, delivered via Zoom on 10 December 2023, explored how Morris sides can use digital tools effectively to attract new members and engage event organisers. The session highlighted strategies for improving discoverability, leveraging search engines, using user personas for tailored content, and utilising video and social media. Below are the key points and recommendations:

Key Themes and Insights

1. Discoverability Through Search Engines:

   • Effective use of Google and search engine optimisation (SEO) techniques can make Morris sides more visible online.
   • Morris sides should aim for profiles and websites that rank high in search results by using specific, descriptive content and integrating key phrases like “Morris dancers near me.”
   • Google Business Profiles can be powerful tools, enabling sides to appear in localised searches with ratings, photos, and links.

2. The Importance of Content:

   • Simple profiles with basic contact details are insufficient. Profiles should include detailed, engaging descriptions that highlight the side’s unique qualities, history, and community involvement.
   • Recommended profile length is between 50 and 500 words, with an ideal balance of concise and informative content.
   • Use of hashtags in profiles, such as “#GomGallopers,” helps group and promote content across platforms.

3. User Personas:

   • Content creation should consider user personas, fictional characters that represent target recruits. For example:
     • “Jane” is a retired individual seeking social and fitness activities.
     • “Hillary” is a local history enthusiast intrigued by the cultural aspects of Morris dancing.
   • Addressing specific concerns like accessibility, costs, or transport can make profiles more relatable and inviting.

4. Leveraging Visual Media:

   • Photos and videos can significantly enhance profiles and social media posts. These should showcase the side’s diversity and energy.
   • Hashtags can link multimedia content across platforms, encouraging broader discovery.
   • Collaboration with photographers or video creators (e.g., festival organisers) can further amplify visibility.

5. Collaboration and Network Effects:

   • Collaboration among Morris sides to leave positive reviews, share resources, and cross-promote content strengthens community visibility.
   • Embedding resources like team finders on festival websites can drive traffic and interest.
   • Sharing content across multiple platforms helps build a virtuous cycle of discovery and engagement.

Top 3–5 Recommendations

1. Enhance Online Profiles:

   • Create detailed profiles for your side on platforms like Google Business, the Morris Federation team finder, and social media. Include descriptive text, high-quality photos, and videos.

2. Use SEO and Hashtags:

   • Optimise your content with relevant keywords and hashtags to improve discoverability. This helps your side appear in searches like “Morris dancing near me.”

3. Adopt User Personas:

   • Tailor your messaging to target diverse personas, addressing their specific interests and concerns to broaden your recruitment appeal.

4. Collaborate Across Platforms:

   • Encourage members to write positive reviews for other sides, share content, and support community-led initiatives. Collaboration amplifies visibility for all sides.

5. Leverage Visual Media Creatively:

   • Incorporate photos and videos in profiles and posts to convey your side’s energy and inclusiveness. Regularly update and check links to ensure content accessibility.

Brian Kelly concluded by emphasising the importance of content-driven strategies and collaboration to make the Morris Federation’s team finder a valuable recruitment tool. The talk encouraged sides to take action, ensuring their digital presence is engaging, accessible, and effective.