In 2020 the world was forced to switch to virtual attraction campaigns. Two years on, many organisations now have the luxury of choice between face-to-face, virtual and hybrid campaigns.
More choice, however, makes decision-making harder: 70% of employees want flexible remote work options to continue, yet 65% of the same employees are craving more in-person time with their colleagues. Trying to cater for both audiences at the same time isn’t easy either: 71% of event facilitators report that connecting both in-person and remote audiences is their biggest challenge.
If you’re responsible for attraction campaigns or programmes, it can be hard to know which option is best for your people and your organisation. Whether you’re running your attraction campaign face-to-face, virtual, or hybrid, here are three considerations to make in today’s hybrid world to ensure your campaign is optimised for greatest impact:
We’re still navigating the correct behaviours, etiquette and norms are hybrid working, despite 98% of meetings in 2021 having at least one remote participant.
What are the appropriate greetings and etiquette in hybrid settings? Should cameras be on or off? Should people be on mute or un-muted?
Not knowing your organisation’s norms can lead candidates to feel uncomfortable through the attraction experience. It can result in them to moving their focus away from the experience you’re providing and focus instead on unanswered questions. This applies to 1:1 meeting, large-group experiences and everything in between.
Globally, only 21% of people are engaged at work. Despite this, research shows that organisations that focus on keeping their people engaged benefit from 23% higher profits and an 18% increase in productivity. An engaging attraction campaign can be the first step in bridging the engagement gap before your potential recruits have even started, by helping establish a connection to their role and to your organisation.
Diversity, Equity, Inclusion and Belonging (DEIB) are no longer “nice-to-haves”. They’re must-haves: 90% of people now believe DEIB is everyone’s business, and 83% of people agree that virtual spaces should not excuse ‘providing accessible spaces in the real world’. When it comes to DEIB in a hybrid setting, there are many considerations to make: is a virtual learning environment for neurodiverse people? Does your audience have tech barriers? Are they able to travel to your office? How can people feel comfortable being their most authentic selves? The list goes on.
Our award-winning collaboration with Johnson and Johnson saw their traditional face-to-face campus attraction campaign transformed into a global, multi-day, virtual attraction event, designed to take participants on a journey to unlock Johnson & Johnson’s core message and values.