Tools and Techniques for

successful membership

engagement

Marius Meyer

CEO

SA Board for People Practices

Maslow’s needs in 2014

A G E N D A

• Overcoming the challenge of member apathy & encouraging proactivity amongst members

• Developing a client-focused mind-set – seeing your members as customers

• Why do members leave? Developing effective member retention strategies

• What do members want? Conducting a member satisfaction survey to identify their needs

• Identify ways of engaging with your members one-on-one on a regular basis

Wake-up call for professional

bodies“Not all companies deserve to last. Perhaps society is better off

getting rid of organizations that have fallen from great to terrible rather than continuing to let them inflict their massive

inadequacies on their stakeholders. Institutional self-perpetuation holds no legitimate place in a world of scarce resources;

institutional mediocrity should be terminated, or transformed into excellence.”

Jim Collins

KEY CHALLENGE

Why are “professional”

bodies so

“unprofessional” in their

conduct and interaction

with members and other

stakeholders?

History of SABPP

• Formed in 1982.

• Registered HR Professionals and accredited

universities on HR curriculum.

• First Competency Model in 1990.

• Became an ETQA in 2002.

• Second Competency Model in 2012.

• First set of HR Standards in 2013.

• Busy with setting HR Metrics for 2015.

New SABPP Engagement Model: HR

Voice for Professionals

Human resource development

Research - info

Value & visibility

Open for alliances

Innovation

CPD

Excel-lence

Qualityassurance

Learning growth & develop-

ment

Knowledge

Self-governance Duty to society

Ethics

Market response

“WOW!!! Reading your newsletter at 3am on my Blackberry and am

so excited not only by what u have achieved in such a short space

but the breadth and depth of visionary implementation. An

awesome awesome well done to u and the team!!!!”

Stan Horwitz (Western Cape)

“I regret why I have taken so long before becoming an active

member of your organization. Alas, this is now history because, as it is I am completing my application form. Once-more, it was one of

those welcomed nostalgic moments, I will cherish for some-time!”

Sibusiso Dennis Mngomezulu, General Manager: HR,

ZF Services South Africa

The SABPP Journey

Formation & growth

Stabilisation & maintenance

ETQA growthHR Voice

Professional & AQP growth

Numbers -growth

Universities accreditation

Provideraccreditation

Numbers –growth/staff

HR Profession Bill

No growthProfessionals

neglected

Financialperformance

Decade 1:1982 - 1990

Decade 2:1990 – 2000

Decade 3:2000 – 2010

Decade 4:2011 – 2020

TIME

PH

ASE

GO

OD

BA

D

SABPP VALUE PROPOSITION:

Products/Services to advance HR professionRECOGNITION =

PROFESSIONAL STATUSRESOURCES =

PRODUCTS/SERVICESRESEARCH =

INFORMATION

• Professional registration• NLRD Upload (SAQA)• RPL• Awards• Advocacy• HR Assessors/Moderators

registration• Accreditation of providers• University accreditation

• HR Competency Model• Social media discussions• Knowledge Centre• Booklets/DVDs• Guides/toolkits• Charts/posters• Fact sheets• One-stop info• Updates (laws, trends)• Ethics help-line• Newsletters• Website• HR Internships/jobs• HR policies• Mentoring• Workshops/seminars• Access to alliances• Event/product discounts• CPD• Students

• Research papers• Position papers• Books• Articles• Cases• Benchmarking• Magazines• Labour market

information

Market feedback

“Let me take this opportunity to express that I have noticed a sense of rejuvenation in SABPP which is heartening and it tends to install an element of

good pride. Well done.”

Dayalan Naicker, Legal Aid (KZN)

“I am thrilled to see the revamped efforts that this professional organisation is making to professionalise HR and HRD.”

Irene James, Dionysus (KZN)

“Congratulations as you grow and expand your operations to serve South Africa.”

Lethabo Matlala, Unisa (Limpopo)

Committees

Professio-nal

Regis-tration

CPD

Risk & AuditIT Gover-

nance

Labour market

Mentoring

ETQA LGDI Ethics Disciplinary

HRRIHigher

Education

Strategic Transformation

2011 - 2012 2012 … 2013 …

We are changing We are deliveringWe are improving and

adding value

More open, visible and rebranding

Products, Services, Competencies

More and improved products/services/

standards

MEMBER APATHY

Why?• Don’t see value

• Experience problems you

can’t resolve

• Dissatisfied with service

• Passive membership

• Lack of engagement

FLAGSHIP PRODUCTS

• South African HR

Competency Model

• National HR Standards

• HR Auditing Framework

Engagement starts with commitment

“Individual commitment to a group effort, that is what makes a team work, a company work, a

society work, a civilization work!”

(Vince Lombardi)

Client Engagement - Accreditation

Bernadine Linde & Jaco Poolman (BMT College) with Naren Vassan (SABPP)

Provider feedback

“I would just like to express our appreciation for the amazing support and turn-around time we have experienced recently from Naren and Kathleen.

We had quite a large batch of level 4 HRM PoEs ready for external moderation and I indicated that some parents, not understanding all the processes that still have to take

place, were anxious for their offspring to receive their certificates – not just for recognition but to assist mostly in job-hunting, I think.

Naren responded immediately to our email with the internal moderation report and Template 2’s and indicated that I could deliver the selected 25% sample the same day –last Thursday afternoon. He completed the external moderation within 2 days and has

already emailed me the report.

Kathleen has already informed me that we can start uploading the results.

This is fantastic service and it is really appreciated – we’ll now do our part with speedy uploads so we can move forward towards certification.”

Jeannette Campbell

HOD: Assessment Design

Boston City Campus and Business College

WHY DO MEMBERS

LEAVE?• Dissatisfaction with service

• Poor value proposition

• Professional body not keeping in

touch, not at cutting edge -

stagnation

• Moving to other fields/professions

CLIENT-FOCUSED

MINDSET• Seeing your members as customers

(balance service with regulatory role)

• Create market segments (levels,

qualifications, positions, industries etc)

• Engagement with your members is

key

• Build a customer mindset among staff

• Measure customer satisfaction

ENCOURAGE

PROACTIVITY• Make them part of committees

• Engagement forums

• Regular events/briefings

• Awards for members

• Proactive communication

468 HR Leaders developing

HR Standards for South Africa

WHAT DO MEMBERS

WANT?• Ask them!

• Membership satisfaction

survey to identify needs

• Products/services

• Information/communication

MEMBER RETENTION

STRATEGY

Connection Follow-up Follow-through

E N G A G E M E N T

WAYS OF ENGAGEMENT

Newsletters, Magazines, Fact Sheets,

Social Media, Personal Visits, Briefings,

Company Visits, Emails, Post, Products,

Services, Research Papers, Position

Papers, Posters, Blogs, Seminars,

Workshops, Conferences, Webinars,

Committees, Work Groups, Study Groups,

Meetings, Indabas, Newspapers …

SociSABPP Social Media Strategymedia strategy

e❸

engage for

empowerment towards

excellence

Connecting HR professionals in professional social media

networks

Contact us on voice@sabpp.co.za

SABPP BLOG

For regular updates join our Blog:

www.hrtoday.me

www.sabpp.co.za

FOLLOW US ON :

@sabpp1 SABPP

@siphiwemoyo Chairman

@mariussabpp CEO

@xolani_mawande COO

@jacoduplessisza Social

#hrstandards#sabpp

LESSONS LEARNED• Start with a clear value proposition

• Focus on services first – impress your

market with a delivery model

• Have a clear strategy linked to

purpose

• Build capacity to deliver

• Form alliances to leverage impact

• Social media is powerful

• Get publicity – be the voice for the

profession