MEMBERSHIP INSIGHT
JustinMingaye BA(Hons) CMgr MCMI, CIPPmembershipmanager, provides behind-the-scenes details of the Institute’s newmembership campaign Be Payroll
T he ‘Be Payroll’ campaign is a welcome addition to the profession’s efforts to improve its image and profile, complementing the already excellent work of National Payroll Week and other similar initiatives. The campaign focuses on payroll as a profession, showcasing real-life CIPP members and the key values and attributes that is in the DNA of their careers. The campaign shows that having an interesting and fulfilling career is not limited to our accounting or human resources (HR) colleagues. We focus on the impact that engaging with the CIPP has, clearly demonstrating that membership can provide all the support any payroll professional will need for a rewarding and successful career. About Be Payroll An early concept from CIPP creative manager James Bartlett late last year coincided well with initial thoughts around the need for a new membership campaign. Our membership communications were due a refresh, and in tapping into the trend within professional bodies and higher education around role modelling, we decided that we could go further and use our own members as ‘brand ambassadors’ for the campaign. Since joining the Institute, I had come across plenty of discourse with members and senior management to appreciate that we were experiencing the same fate as other professional institutes. A clear sense that the profile of the profession wasn’t as high as it could be; that those operating with it could sense a slightly higher standing when comparing themselves
to related professions; and a ‘what-do- I-get-for-my-money’ low value, almost transactional, perception of membership. Experience shows that comments like these can typically swirl around the membership bases of other professional bodies. It is also interesting and pretty typical that this perception is in marked contrast to the high levels of competence evident across the membership bases, and the value that they derive from being part of these active professional communities. It was high time then to feature our members and their stories, front and centre in a refresh of our membership materials. ...the role-models existing members and those new to the profession might need A simple membership communications update wasn’t enough. We needed a campaign. These real and active payroll professionals were just the role-models existing members and those new to the profession might need. And fantastic advocates to help us dispel some of the myths around what it takes to survive and then thrive in payroll. Getting started A suggested list of names of engaged members who might make good advocates for Be Payroll was compiled, and from these names an invite was sent out to join the CIPP team for a day in March at our
London offices. It involved professionally shot photos and video interviews. The day also provided a good chance to get to know each other and cheer when it was time to get in front of the cameras. The stories we have captured have massively helped segment our membership offer under the key pillars of knowledge, development, recognition and support. What is happening? We launched Be Payroll on 2 May 2019 at the Bristol national forum where our members become CIPP role models and feature across a new suite of membership communications and materials. This new campaign features photos and videos of our real-life payroll and pensions members alongside key values and attributes of the profession and CIPP membership. It showcases the high-level of professionalism in payroll and how CIPP membership is the perfect career partner. The social media campaign using the hashtag #BePayroll also started on 2 May. As we progress we are encouraging the entire CIPP network and membership base to engage with the campaign on social media and in their business relationships. We’re extremely pleased that this represents a shift in the discourse around CIPP membership. From a list of benefits and focus on price to the highlighting of the value, skills, knowledge and attributes of the profession and the scale of opportunity of a career in the industry. CIPP membership acts as valuable a career partner through its knowledge, development, recognition, and support. As we continue to improve the experience
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| Professional in Payroll, Pensions and Reward | June 2019 | Issue 51
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