Recruitment marketing in charities: challenges and opportunities

Emma Reid, Kerry Martin

Research output: Chapter in Book/Report/Conference proceedingChapter

Abstract

This chapter outlines the challenges charities face in recruiting skilled and diverse workers. Specifically, we focus on a well known charity with global recognition, which in the UK faces challenges with staff recruitment and attrition particularly in the care providing sector. This is partly due to offering lower salaries compared to similar roles offered in the private sector. Our chapter highlights the benefits of working for charities and explains that focusing on the positive aspects of charities as employers, along knowledge about the charity as a brand, can be used strategically to enhance recruitment marketing. We discuss an in-class project with first year undergraduate marketing students tasked in developing a marketing campaign to encourage recruitment for this charity. In doing so, we highlight the relevance of social media in building positive narratives.
Original languageEnglish
Title of host publicationThe Future of Charity Marketing
EditorsSarah-Louise Mitchell, Fran Hyde
PublisherRoutledge Taylor & Francis Group
Chapter8
ISBN (Electronic)9781003396802
ISBN (Print)9781032500713, 9781032498478
Publication statusPublished - 7 Nov 2024

Publication series

NameRoutledge Studies in Marketing
PublisherRoutledge

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