Stratagem has supported the voluntary sector in many different ways – particularly through the efforts of the company’s Marketing Director, Tom Rae. We combine this with our passion for marketing, by supporting clients to explore meaningful and relevant initiatives – which in turn can result in many commercial successes! This is what corporate social responsibility (CSR) means to us.
For many businesses trying to figure out how to spend time on CSR in a constructive way, which is meaningful and relevant to them, isn’t always straightforward. Here is a common problem highlighted by business leaders:
“We would like to know how CSR and marketing could help to grow our business, but we’re not sure if we have the time or the resources to do it effectively.”
CSR leads to business growth – if approached in the right way, with the right marketing
Let’s give you an example of what we do, which may provide a little inspiration!
Local authorities have attempted to do more in recent years to bridge the skills gap that exists between education and employment. Good academic grades are important of course, but they don’t really reflect someone’s all-round abilities, their personality or life experiences – i.e. their employability!
For example, Southend-on-Sea City Council have initiatives which Tom Rae is involved with:
- Industry Champion – where industry professionals will visit schools and colleges to deliver talks and presentations on what a career in their sector looks like; how they can apply various skills to be successful, and the expectations placed on them as they progress.
- Enterprise Adviser – where industry professionals collaborate with a specific school or college, working alongside staff to develop an all-round approach to ‘careers’ with their students. The Gatsby benchmarks are part of a national framework which schools and colleges should aim to achieve and maintain….. ideally with the support of business leaders.
There are also UK-wide organisations such as Career Ready which connect employers (and their employees) with schools, colleges and universities.
“Why do I support schools and colleges?
You tend to remember your favourite school teachers. I also remember my favourite bosses – because they supported me in ways that allowed me to succeed in my career. So I hope I can be one of those people supporting the next generation of marketers.”
What support does the next generation of marketers need?
It’s fair to say we are almost entirely dependent on technology nowadays. Whilst we might feel more connected than ever before, there is a young and capable generation who might lack some of the interpersonal and communication skills required in order to grow and succeed in the business world.
Also, it’s no secret that the global pandemic still has a lot to answer for regarding social interaction and mental health among young people.
Therefore it’s an opportunity for experienced professionals and business leaders to offer guidance and support to young people where possible – through schools, colleges and universities – in the form of mock interviews, work experience, cv writing, mentoring, careers talks… that’s just to name a few we can think of! Helping others to succeed in their future careers is priceless.
What has the next generation of marketers to offer?
Just when we think we’ve understood everything there is to know about marketing, there’s always something new! The pressure on businesses to innovate and keep up-to-date with the latest tech in order to compete is unrelenting. Marketing has a big part to play in that, along with new skills and knowledge that the next generation can bring to the table.
School, college and university leavers have grown up with tech in a way which previous generations simply haven’t…. which has its advantages and disadvantages! Advances in VR and generative-AI are typical examples of this, and hopefully business leaders can learn from the next generation as much as they can learn from us.
Is the marketing profession open to the next generation?
The marketing profession must be flexible and open to change, in order to develop and continue being a fundamental part of any business. However, the level of ‘openness’ can vary from one organisation to the next – especially during difficult times which many businesses have faced in recent years.
- They can choose to prioritise marketing in an effort to win new business, and recruit the next generation of marketers to make this happen
- or they can disregard marketing and treat it as a ‘optional extra’ rather than ‘business critical’… by relying on – or hoping for – new business through word-of-mouth, referral and reputation alone, which we believe is inherently risky in this day and age.
Marketing should be prioritised throughout the good times and the bad. It should not be treated as an expendable asset.