Your association provides great value to members.
But, if prospective members don’t know about the career services and resources you provide, they might fail to join. So, how can you convey your association’s value to prospective members and get them to take the next step?
How to use marketing to attract more members
Here are 4 powerful ways to level up your marketing and attract more members:
1. Develop personas
Effective marketing starts with understanding your audience. It’s important to understand who you are communicating with so you use the right content, tone, length, and channel for your communications. One of the best ways to know your audience better is to develop personas.
Personas are fictional, generalized characters that represent your audience’s various needs, goals, and challenges. They can help you think of your prospective members as groups of people with similar characteristics so you can design content for and market to them in ways that grab their attention.
Create these fictional characters to represent each type of prospective member you are communicating with, and have a persona in mind (just as you would think about a friend as you write a letter to him or her) as you develop content and communications for the group each persona represents.
TIP: As you develop personas, keep in mind that the benefits and resources members value most varies at different stages throughout their career journey. Learn more about what members value most in various stages of their careers: Read the: Community Brands Member Engagement and Loyalty Study.
2. Get personal
The Community Brands Digital Evolution Study suggests that members expect a personalized experience with their association. In fact, seventy-nine percent of members surveyed say it is very or somewhat important that their organization provide targeted, valuable content.
Findings also show that members are most interested in targeted recommendations on continuing education and specific programs that align with their interests. At the same time, members value various types of personalized content to different degrees in different stages of their careers.
So, how can you provide a personalized experience to attract new members? To start, make sure you have the right technologies in place to deliver a personalized experience.
Job boards are especially effective for attracting Millennials and Gen Xers, who value job opportunities as one of the top member benefits. Look for job board technology like YM Careers that supports job alerts, personalized job searches, and job recommendations.
3. Think “tech integration”
Optimize your job board for visibility and limited access to non-members – in effect, using the job board to drive membership. One way you can achieve this is by integrating your job board with your association management software (AMS). For example, YM Careers online job board software integrates with Your Membership AMS by Community Brands. With this integration, non-members who visit your job board and sign up as job seekers via job alerts or account registration can be automatically delivered to your AMS as a list of new member prospects for your use in new member marketing and acquisition efforts.
Another approach: Connect your career center with your learning management system (LMS). For example, YM Careers integrates with YourMembership Learning and Crowd Wisdom, the award-winning LMSs from Community Brands. With these integrations, non-members visiting your job board can receive recommendations for courses and continuing education tied directly to your association’s learning offerings, providing additional opportunity for new learner and member acquisition.
4. Promote your career content and resources
Prospective members, especially those who are actively seeking jobs, need your help. Be sure to let them know about the resources and support your career center provides.
Job seeker articles, tips, and recommendations – If you offer articles and other content including résumé writing tips, interview tips, job search ideas, and tips on social networking on your website, make sure your prospective members know about them. Let them know which content they can access, and let them know they can access even more content if they become a member.
Networking– If you have social media integration on your career center site, you can allow job seekers who view a job in your job board to instantly see any LinkedIn connection they have who works at that company. This is a useful technology integration that can help them open doors to new opportunities. Make sure they know about it.
Professional education– Your job board can be used to promote your online learning courses and credentials to professionals. As the traffic on your job board increases, use it to recommend relevant learning courses that will make your members more qualified for the jobs they seek, or even upcoming events or conferences they can attend to expand their network.