Roots HR has grown from providing administrative support in 2009 to serving 90 clients with 6 staff and £200k in turnover in 2012. They have learned that engaging target audiences, focusing on clients' wants, maintaining strong finances, and delivering value are keys to success. Roots HR's marketing strategy creates awareness through networking, expertise, and content while allowing customers to self-select through clear information and an enabling approach.
Initially started Jan Golding HR consultancy Not excited “ Me too proposition” Didn’t want to work as a “consultant” Break the mould, be different Inspired by high profile SEs like Jamie – thought I wish I could do that and then suddenly I thought what if I do this as an HR consultancy? Surely it would be more attractive to the third sector and it gave me the differentiator I was looking for. Surge of excitement, rushed home, researched on internet – no-one doing it – but I knew the need was there and I found a sector that was exciting and welcomes all comers, especially those who want to work hard and have a go. I knew that day I would do this. Roots HR name - Sent an email to my network asking for suggestions for the name – Lucie H – got Roots Hr in Dec ’08. Explain sunflowers - VOICE ’09. Started in 2009 in our 4 th bedroom at home First clients - I had a couple of leads I was following up at the time as Jan Golding HR consultancy and I wrote to them and said, how would you feel about trading with a SE called Roots HR that offers HR consultancy services to small and medium size charities – very warm response. First client was PBL on 16/2/09 and the second was Worc YMCA – both still clients now Service proposition - Developed mission, vision, strategic aims and social purpose. Developed a clear proposition – 2 services, COMPLY – retained employment law services / PERFORM – projects. Later ADAPT, now GROW Eg Recruitment of senior employees / downsizing / TUPEs / investigations / absence management etc. Services the third sector want to buy with, not that are there to make money. Meet need, technical excellence, great customer service, affordable Admin support - Had to have admin support from day 1 – capacity has always been our challenge, so busy. Recruitment of HR profs - Recruited a “bank” of other HR professionals who want to gain experience in the sector to address capacity Client base - Gained clients steadily – rate of 4 or 5 per quarter SE mark - 4 or 5 clients per month – big difference – taken seriously. Infrastructure organisations in the sector take us seriously. SEWM summer school – positioned us as experts. Well known – large charities now approaching us – Actionaid Shortlisted for awards – In Feb 2011 shortlisted for Social Enterprise start-up of the year and March 2011 Social Enterprise Mark Holder of the year. SE100 Top 30 fastest growing newcomers. Triodos Social Vision Photography competition regional finalist.
Let it evolve, realise that it will develop This is a wonderful sector to work in – innovative, creative, supportive. I can’t think of anyone who couldn’t thrive both professionally and emotionally in this sector if they chose to
This is a marketing strategy that means that we don’t do much selling. Our mission means that we work with small organisations and those organisations don’t spend much money on HR and not all have a regular ongoing need. Therefore we need a high volume of enquiries and conversions if we are to be sustainable Underpinning this is our look and feel – I chose this to be professional but colourful, to appeal to a sector that is predominently female but not to put off males
Create awareness – Networking such as BSSEC and third sector chief executives forum, Entries on social enterprise directories such as BuySE and ACEVO Websites such as Social Enterprise Live, Social Enterprise Mark, SEWM, NCVO etc. Website, social media and newsletters Maintain a database of contacts. Have collateral
Don’t let your systems be a barrier to people doing business. Selling is the thing that I think the SE sector can be bad at. Give eg of buying furniture
Protect your organisation – make it easy enough but contract everything.
Let it evolve, realise that it will develop This is a wonderful sector to work in – innovative, creative, supportive. I can’t think of anyone who couldn’t thrive both professionally and emotionally in this sector if they chose to
![Covering ,[object Object],[object Object],[object Object],[object Object]](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)