Why AIESEC

Communication strategy for long-term members recruitment AIESEC in UA based on Golden circle theory of Simon Sinek

in AIESEC What about WHY, HOW and WHAT in AIESEC? It’s very visible.

WHY

to make a positive impact into society,

peace and fulfillment of humankind potential.

HOW

by enabling young people to explore and

develop their leadership potential.

WHAT

leadership opportunities, international internships

and global learning environment.

The Golden Circle

“There are three essential pieces for an

organization to function at its best: WHY, HOW and WHAT. In the world today, however, the vast majority of organizations focus on only two of those pieces: HOW and WHAT - strategies and tactics or operations and results. HOW and WHAT are vital, but WHY are they doing those things in the first place?...”

But let’s try to remember how do we always communicate to our stakeholders? Let’s have a look at our marketing materials or how we are explaining our friends what AIESEC is about? Mostly it looks like this:

“AIESEC is an organization where you can develop your leadership skills, team management skills, communication skills, etc., go abroad, increase your level of English, attend different conferences, be engaged with variety of partners, have a lot of international friends…” and etc, etc, etc.

This is definitely WHAT and somehow HOW.

Yes, mostly we put “to make positive impact into society” in the end of the sentence about what AIESEC is. Because it’s an official definition of AIESEC. But do we always talk about WHY when we are having conversation about AIESEC with our friends, parents, teachers, partners? Do we really transmit the right message about WHY AIESEC exist as an organization? WHY are we doing this projects or realize exchanges? WHY are we striving for 1525 X realized in Ukraine?

in AIESEC Think how many members in your LC believe in vision of AIESEC and understands how activity of each AIESEC member each day is making impact into society? Does people who we are recruiting using WHAT and HOW oriented messages can be active in organization for a long time and work for achieving organizational goals? Just understanding WHY we can understand how each number which we planed proves impact which we are doing.

The Golden Circle

“… A business or organization focused on only two of a three-part puzzle is out of balance. This may show up as a lack of passion, difficulty differentiating, trouble maintaining loyalties, higher levels of stress to maintain results year after year which inevitably leads to too many decisions that drive short term gains at the expense of long term success.

WHY is often neglected, not because it doesn't exist, but because it exists in the part of the brain that controls behavior but not language. In other words, it's hard to see, it’s hard to measure and it’s hard to talk about. So, most often, we ignore it.

The more people and organizations that learn about WHY, the more people and organizations will operate in balance. This means more people who love their jobs, increased productivity, more innovation, greater efficiencies, enhanced loyalties and the ability to maintain all of those things for the long term. Those who know WHY are the ones who lead…”

AS A RESULT Communication Team 10-11 of AIESEC in Ukraine decided to use another message for recruiting long-term members. We are going to recruit people who are sharing the same vision as AIESECers do, who believes in the same values and want to make this world better by their hands. We want to find INNOVATORS and EARLY ADOPTERS and in this way popularize AIESEC among other groups.

Wait for new recruitment promo campaign based on WHY strategy.

For more information please check http://www.startwithwhy.com/ http://www.ted.com/talks/view/id/848 http://www.valuebasedmanagement.net/methods_rogers_innovation_ad

option_curve.html

Rogers model for the adoption and diffusion of innovations “Trying to quickly and massively convince the mass of a new controversial idea is useless. It makes more sense in these circumstances to start with convincing innovators and early adopters first. ”