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Marketing Booster - Enabling growth for companies through recruitment

Poor marketing skills hinder the development of business in growth-oriented SMEs. The Marketing Booster project (Markkinointivirittämö) developed a new type of growth programme for responding to this challenge. It is a training and encouragement model for experts with a higher education degree and for growth-oriented companies looking for a new direction. Marketing Booster proved to be an efficient way to increase the growth of companies and improve the employment rate among people with higher education.

The aim is the identification of students' own competence and the competence that is essential from the companies' viewpoint. The experts looking for a new direction in the Marketing Booster commercialise this competence in a way that appeals to potential employers. At the same time, SMEs are encouraged to launch a growth strategy of their own.

Implementation of the good practice 

The Marketing Booster growth programme consists of two growth paths, one of which is targeted at growth-oriented companies and the other at highly educated experts who are looking for a new direction. The duration of the growth programme is five months.

A total of 15 companies with a willingness to grow and a need to strengthen their marketing skills are selected to the growth path for companies. At the same time, 15 participants are selected to the growth path for experts. The participants are required to have a suitable higher education degree and suitable competence from the point of view of the partner companies, be motivated and they must not have been unemployed for more than two years. The growth paths are implemented partly separately and partly jointly.

The growth path of the companies consists of acceleration workshops (Kiihdytys-työpajat), company-specific work days, a Bootcamp growth event and an acid test of marketing (Happotestipäivä). The themes of the content focus on refining the marketing strategy, modelling the sales and marketing plan and polishing up the created model on the basis of feedback from customers.

About 30 per cent of the participants' growth path consists of coaching and 70 per cent of guided work at the workplaces. The growth path of the experts consists of the Minusta menestys training ('How I can become successful') and of Booster training. The experts polish their ability to sell their skills and refine their marketing and commercialisation skills in real-life situations. In addition, the experts participate in the Bootcamp growth event, acceleration workshops and the acid test of marketing together with the companies.

In the Bootcamp event, the participants present their competence to the companies which choose the expert that is most suitable for the company. The participants then move on to the companies to build the companies' growth programme concept together with the company's key person. In the acid test, these concepts are presented to marketing experts.

Results

  • Companies received experts to implement growth
  • Persons with a higher education degree found employment in the field of marketing
  • Companies' growth opportunities improved.

How to take advantage of the good practice

The service can be utilised so that it is implemented with national funding and without a development project by combining development services for companies and labour market training into a similar growth programme.

Inquiries:

Raili Nissinen, North Savo Centre for Economic Development, Transport and the Environment, tel. +358 295 026 500 raili.nissinen(at)ely-keskus.fi

Web site: Markkinointivirittämö 2.0 kasvuhakuisille yrityksille
(https://bang.fi/palvelumme/markkinoinnin-ja-myynnin-valmentaminen/markkinointivirittamo-2-0-kasvuhakuisille-yrityksille/ , in Finnish)

Further information on the project:

Structural Fund Information Service S21086
Priority axis 3. Employment and labour mobility
Specific objective 6.1 Promoting the employment of young people and those in a weak position in the job market