Your association is the source of information, tools and resources for your industry. Your career center can be one of the top resources you make available to your members and the employers looking to hire them, and should be a source of engagement, revenue, and pride for your organization.
The key to running a successful career center is to drive passive job seekers to your job board. Passive job seekers are your members and potential members that are currently employed, who may only look at a job opportunity that is presented to them (as compared to those members actively seeking a new job). The passive job-seeking members are often the most valued potential candidates by employers and recruiters, as they are difficult to reach via channels other than your membership.
Using social media to engage your members and potential members with job postings has become increasingly popular through networks like LinkedIn, Facebook, and Twitter, which make it much easier to reach passive candidates. According to a recent study, 93% of recruiters are already using or plan to use social media to support their recruiting efforts.
To help you broaden the reach of your career center through social media, here are proven ideas to grow engagement and revenue:
- Create a plan
- Set S.M.A.R.T. goals
- Make a list of goals that are SMART: Specific, Measurable, Achievable, Realistic, and Trackable. An example of a SMART goal could be: Post on our social media channel twice a week with messaging and links that drive five new member leads to our career center within the first six months.
- Focus on one platform
- Once you master and consistently use one platform, add another one. For example, if most of your audience is using Facebook, create a plan and schedule for that platform first. Focus on engagement. Then add LinkedIn or Twitter to your mix.
- Set up automatic social feeds
- Set up an RSS feed for new job postings to automatically integrate your career center with Facebook and Twitter. Promote new jobs at a set interval or distribute only featured jobs.
- Tweet promotional messages
- Tweet a career center promotional message geared towards employers one day a week. Do the same for job seekers on another day of the week.
- Ask for retweets
- Ask for retweets of your job Tweets and promo Tweets. When people do it, reach out with a personal thank you by retweeting them with a response.
- Build your brand via advertising
- Build your career center brand among the more than 2.27 billion people who use Facebook – 66% of which visit every day – through Facebook advertising. Set the budget, target your audience, and make a call to action. Then measure the results.
- Update your status regularly
- Update your Facebook and/or LinkedIn status at least once a week with a link to the career center. Remember to include career center data such as the number of jobs you currently house, the number of resumes, the number of registered job seekers or number of employers registered. Use this channel to promote your career events or highlight members who have found a job on your career center.
- Ask users to share your updates
- Ask users to share your career center promotional status updates on their social media profiles. When they do, your account will be alerted. Be sure to reach out to those who share with a personal thank you.
- Share your career center emails
- Link to the web version of your email with a social status update or group message. For example, “Get your job into the inboxes of 5,000 pharmacists.” Or provide the number of new jobs recently posted to encourage members and registered job seekers to visit the career center.
- Create a custom hashtag
- Make a career center hashtag and use it in every relevant post. Hashtags perform best on Twitter and LinkedIn. Always include more general hashtags, such as #job or #industryjob, to get your post in front of more users.
- Utilize discount codes
- Send out a coupon code for 20% off a job posting once per quarter on your Facebook, Twitter, and LinkedIn accounts. Discount codes are great to use during holiday periods as well.
- Turn off your LinkedIn Jobs tab
- Do not push jobs to LinkedIn, which trains your job seekers to go to LinkedIn during job search. Instead, link back to your Career Center on your LinkedIn page. This will push people from LinkedIn to your specialized career center.
- Review your analytics
- Schedule a bi-weekly reminder to review your metrics. Do more of what works well and less of what doesn’t.
Social media can allow you to:
- Drive passive job seekers to your job board
- Prove the ability to engage with your members via other channels
- Become a source of engagement, revenue, and pride for your organization
YM Careers can do all the heavy lifting for you. Our marketing team drives job seeker traffic and employers’ jobs to your job board. Count on extensive, industry relevant marketing support to drive your brand and leads, traffic and engagement, and revenue. We use the latest marketing tactics and trends to attract and engage your audiences:
Learn more about how to grow your career center through marketing.
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