Expert case by Adi

Soul Music: Digital Engagement Plan for Advocates

< 100
Times solved
Intermediate
Difficulty
Rating

Problem Definition

Soul Music is a newly founded music production company operating in the Asia Pacific region. It partners with several other agencies & distributors across the region. The internal communications team at Soul Music maintains a network of advocates across the company (internally) and partner institutions as a channel for their communications. The primary role for these advocates is to receive and distribute these communications as they see fit across their teams, however they also serve an under-utilised purpose of being the ‘eyes and ears’ for feedback from that area of the company/partner.

Events of COVID-19 has demonstrated the value of such a network, alongside the necessity to innovate how to engage with it through digital channels. The team currently faces challenges around the engagement level of these advocates, given that this is a volunteer or nominated role in addition to their regular job responsibilities.

How can the internal communications team of Soul Music evolve this network in 2021, using both digital and face to face engagement?

Comments

  • This is a typical interviewee-led case candidates can expect if they interview for Human Capital/People & Organisation practice of BIG4 or Boutique consulting companies for an experienced hire position
  • Prior knowledge of this area is expected to solve such cases so this case is only relevant for candidates who aspire to join this area of consulting
  • A case like this could also be given as a written case exercise with candidates expected to produce one to three slides
  • Given the case brief is very broad and vague, one of the most important steps is to make credible assumptions and tighten the scope

Short Solution

Solution

Paragraphs highlighted in green indicate diagrams or tables that can be shared in the “Case exhibits” section

Paragraphs highlighted in orange indicate hints for you how to guide the interviewee through the case

There are many ways of approach & solve this case. So there really isn't a right or wrong answer but many good answers.

Interviewee must understand the case brief correctly. The first step here is to make assumptions and tighten the scope. There are many approaches to this and some suggested ideas for assumptions are below.

Interviewer should help the candidate if they are stuck here or if they jump straight to approach/solution without the assumptions.
  • There is unclear performance expectations amongst the advocates
  • Advocates have limited skills & empowerment to do their job effectively
  • Basic collaboration tools such as email, newsletters and intranet exist
  • You want to focus on all internal advocates and top 3-5 partner advocates

Once the assumptions are made, the next steps is to understand how the communications flow between the various parties involved. For this the candidate needs to sketch a simple flow diagram.

Interviewer can show Exhibit 1 if the interviewee is stuck.

After the above is clarified & understood, we can move to create an engagement plan to inspire and engage the advocates. Again there are many approaches, but one suggested approach is shown below with the idea of keeping the plan fast paced and easy to implement.

Interviewer can give ideas and help with the structure as required but let the interviewee come up with their own ideas as much as possible.

You can share Exhibit 2 with the candidate

The above plan is of no use if the internal communications team has no clarity on which specific activities to conduct to execute the plan and how to measure success.

Interviewer must nudge the interviewee if they miss this part.

Activities to Conduct

  • Coaching sessions for women
  • Webinars/Interviews with celebrities
  • Knowledge sharing sessions
  • Publish success stories
  • Workshops/Outbound learning
  • One-To-One/Focus Groups/Townhall

Metrics to Measure Success

  • Increased Q&A from internal & partner advocates- this shows better engagement
  • Net new sign ups for the Adovocates Programme
  • Partner satistfaction score

Exhibits

Flow of Comms between various stakeholders
Exhibit 1

Suggested Engagement Plan
Exhibit 2

Do you have questions on this case? Ask our community!
< 100
Times solved
Intermediate
Difficulty
Do you have questions on this case? Ask our community!

Exhibits

Flow of Comms between various stakeholders
Exhibit 1

Suggested Engagement Plan
Exhibit 2