Developing Your Volunteer Recruitment Messages
A successful recruitment strategy starts with customized messaging
Your recruitment message should be inviting and encourage people to become involved with your organization. You may have multiple recruitment messages tailored to the different volunteer demographics your organization requires, such as students, professionals, neighbourhood residents, or the family members of clients. Each message should identify the specific needs of your clients or your organization, the ways in which a volunteer can address the needs, and the benefits to the volunteer.
Describe what the volunteers will do, have as many clear details as possible to help a volunteer envision and prepare for their role. When volunteers have a clearer expectation of what the duties will actually encompass, then they are more sure of what the benefits of that role will be for them, as well as what questions to ask. Clear expectations help volunteers approach a role with a better idea of how they will know when they've been successful. This kind of clarity also comes with customization when you appeal to different audiences, for example - a volunteer role that is in the middle of the Monday through Friday workday may do better to focus on senior recruitment or others who are more likely to have time available midday. Compare this to a special event volunteer during summer vacation, which could be perfect for students. In other words: know your audience.
Look beyond immediate needs. While you might be looking for volunteers to help with an event, you might find a computer programmer or financial advisor who is willing to share his or her valuable technical skills. By the same token, some people want a diversion from their careers. A physician might want to help teach as part of a health education program rather than provide medical care. Talk to people about their skills and interests so that you can attract them to your organization in the best way.
When creating a volunteer position description or posting, here are the key factors you want to fashion not only in detail but in presentation to help make the role as clear as possible:
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Role Title Make it clear in the title what the primary duties are for the volunteer. |
Purpose Whenever possible, align the purpose of the position to your organizations mission and goals. |
Key Responsibilities What will the volunteer need to do? Include examples of what might be done to accomplish the purpose. |
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Location Where will the actual volunteering be located? If this is clear then you can also filter and target volunteers who are nearby or able to get to the location more easily. |
Supervision Let the volunteer know to whom they will report, as well as their contact information. This opens the door early for the volunteer to connect with their supervisor, ask questions and understand how to report problems if they occur. |
Length of service/duties What is the time period the volunteer will be needed, as well as any preferences for the role to be successful: ex: on-call, recurring, monthly, long-term. |
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Time Commitment What is the approximate number of days and hours needed. |
Duration of Shifts How long will the shifts be, as well as start and end times so people can reasonably estimate if they have time to volunteer for this role, or if they will need accommodation to make it work. |
Qualifications, skills or other necessary attributes If there are job-specific skills or qualifications needed, its imperative these are communicated early on so volunteers can either self-screen away from the role, or work towards obtaining qualifications if necessary. |
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Benefits Some benefits that could be offered to volunteers to lower the barrier to participate include: free parking, training, volunteer appreciation events or recognition, certificates of volunteer hours etc.
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Support Available Let the volunteers know how or whom they can go to for help, support or additional resources and skill building. |
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Additionally, think about what will motivate volunteers to join your organization, take on a role, or otherwise step up in the way that's needed. Here are some of main reasons people may choose to volunteer. A successful recruitment strategy will encompass these motivations and use them in all recruitment messages, postings etc. Most important is that the volunteers are able to imagine a journey with your organization before even starting the role:
- What is the need?
- How can they help?
- What are the benefits or motivations to volunteer?
- How will the volunteering make a difference?
When you answer these questions with your audience in mind, then you will be able to pair that information with the specifics of the role and formulate the messages to recruit volunteers who feel engaged and primed for success.
Want to read more in depth?
Download the handbook - Successful Strategies for Recruiting, Training and Utilizing Volunteers: A Guide for Faith & Community-Based Service Providers.
U.S. Department of Health & Human Services. (2005). Successful Strategies for Recruiting, Training, and Utilizing Volunteers. Rockville: DHHS Publication No. (SMA) 05-4005 .
