“Don’t wait for them to come to you, you go to them”. A qualitative study of recruitment approaches in community based walking programmes in the UK

Abstract

BackgroundThis study aimed to examine the experiences of walking promotion professionals on the range and effectiveness of recruitment strategies used within community based walking programmes within the United Kingdom.MethodsTwo researchers recruited and conducted semi-structured interviews with managers and project co-ordinators of community based walking programmes, across the UK, using a purposive sampling frame. Twenty eight interviews were conducted, with community projects targeting participants by age, physical activity status, socio-demographic characteristics (i.e. ethnic group) or by health status. Three case studies were also conducted with programmes aiming to recruit priority groups and also demonstrating innovative recruitment methods. Data analysis adopted an approach using analytic induction.ResultsTwo types of programmes were identified: those with explicit health aims and those without. Programme aims which required targeting of specific groups adopted more specific recruitment methods. The selection of recruitment method was dependent on the respondent’s awareness of ‘what works’ and the resource capacity at their disposal. Word of mouth was perceived to be the most effective means of recruitment but using this approach took time and effort to build relationships with target groups, usually through a third party. Perceived effectiveness of recruitment was assessed by number of participants rather than numbers of the right participants. Some programmes, particularly those targeting younger adult participants, recruited using new social communication media. Where adopted, social marketing recruitment strategies tended to promote the ‘social’ rather than the ‘health’ benefits of walking.ConclusionsEffective walking programme recruitment seems to require trained, strategic, labour intensive, word-of-mouth communication, often in partnerships, in order to understand needs and develop trust and motivation within disengaged sedentary communities. Walking promotion professionals require better training and resources to deliver appropriate recruitment strategies to reach priority groups.

Promoting physical activity interventions in communities with poor health and socio-economic profiles: A process evaluation of the implementation of a new walking group scheme

“…The previous quote appeared to reflect previous findings that membership of walking groups is primarily by professionals who tend to further recruit from the retired, middle classes and women (Matthews et al., 2012). Recruitment of walkers by ‘word of mouth’ was a key recruitment strategy outlined in the bid document and it was envisaged that the Walking Champions would promote the scheme and, ‘spread the word’ to enable the recruitment of walkers into the scheme (SH5: Int.1).…”

“…This is despite evidence that an in-depth understanding of a target group's perspective and involvement in ‘bottom-up’ planning is important in disadvantaged communities (Cleland et al., 2014). Additionally, active recruitment methods (those initiated by the programme) rather than passive (potential participant makes the first contact with the programme), such as ‘word of mouth’ are most effective in engaging hard to reach groups (Matthews et al., 2012). In fact, ‘word of mouth’ is likely to have the potential to increase inequity in walking group membership by utilising social networks that are restricted to the socially well connected.…”

“…This was despite the acknowledged importance of sustained engagement and better capacity building to leave a positive lasting legacy embedded within a community (Goodman et al., 2014, Hopkins and Rippon, 2015). The ‘hand-to-mouth’ struggle for financial stability may lead to programmes focusing on numbers attending rather than who is being recruited (Matthews et al., 2012). There were concerns that this affected building productive partnership arrangements within a community in the future.…”

Recruitment and retention of participants in a pragmatic randomized intervention trial at three community health clinics: Results and lessons learned

“…As has been noted in other studies, relationships with PCPs, administrators and staff at the health centers were key in recruiting participants [30] and maintaining high levels of retention. Nicholson et al (2011) found that administrative support in the form of desk space, access to patient schedules and medical records, and coordination with PCPs and nurses was important for participant retention [31].…”

Effective recruitment and retention strategies in community health programs

“…5,6 Community-based health-promotion programs provide an opportunity to target health behaviours in the wider population and promote increases in fruit and vegetable intakes as well as an increase in physical activity across the population. [7][8][9] However, two components that are critical for their success, but are often overlooked, are effective recruitment and retention of participants.…”