3 Ways Your Association Can Leverage Digital and Traditional Marketing

Is your association’s career center leveraging digital and traditional marketing to increase member engagement and non-dues revenue?

Your career center holds great potential as a member benefit and a source of non-dues revenue. When it comes to benefits from their professional membership associations, members want help finding jobs. In fact, according to the 2018 Member Education and Career Development Report, 66 percent of members look to their professional associations to help them find new job opportunities.

But your online job board or career center provides more than just great member value (as if that weren’t enough!). It’s also a powerful tool for generating non-dues revenue for your organization.

So, isn’t it time to take your career center to the next level?

Consider these three areas where you can build more excitement, engagement, and revenue from your career center:

1. Events and meetings

Your members look to your organization for learning and networking opportunities. So you likely already spend significant time creating events and meetings with informative content, quality speakers, and valuable networking opportunities to meet those needs. Why not leverage those events and meetings to grow your career center and show that your association is THE industry career development destination? Try these approaches:

  • Include a page highlighting the career center and its benefits on your meeting or event microsite.
  • Set up a booth at your event to promote your career center.
  • Display signage at your in-person annual meeting or other events, promoting your career center.
  • Provide free resume reviews by experts (in-person or online).
  • Connect mentors and mentees – by specialty, region, or subject matter.

2. Email

Email is a powerful way to get more people more involved with your career center. Be sure to reach out to both job seekers and employers. Here are a few ideas:

  • Distribute a monthly marketing email. Email your registered employers and job seekers each month with tips and best practices.
  • Introduce a job alert email to your members. Employers are often willing to pay extra for this distribution of their job to additional potential candidates.
  • Email coupons and special offers to employers. This is a great way to encourage more job postings, particularly during slower posting periods.

3. Other online channels

Move beyond email to reach people through other digital channels. For example:

  • Place a jobs feed or widget on the home page of your site. This will pull in more traffic to the career center than a link alone. It will also give employers access to passive job seekers.
  • Use a Facebook integration. This can promote recently posted jobs through a Careers tab on your Facebook page.
  • Share a relevant feed of jobs with affiliate organizations that do not have their own career centers. This can provide them with content and drive users back to your career center.

These are just a few of the many ways to grow your career center through marketing and, in turn, generate more revenue and provide an even greater benefit for your members.

Download our guide to learn more about growing your career center through both traditional and digital marketing!

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